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1 visual identity standards quick guide

2 Branding makes Tufts visible. publications.tufts.edu

3 We can all help to enhance Tufts' visibility in the market by using the logo, color, and typeface standards in this guide. Correct use of these visual elements signals your connection to the university and to Tufts brand presence. The visual identity system is flexible so that you can communicate the distinct character of your school or unit. Anchored by the Tufts logo, we invite you to choose from the range of official colors and typefaces. Clear branding means that you are visually consistent in every form of communication, including web, social, and print. Complete your brand strategy by combining visuals and messages that speak to Tufts mission and values.

4 logo The logo is the gateway to the brand. Milton Glaser Designer of the iconic I Love New York campaign publications.tufts.edu/brand-guides-and-logos

5 cap height cap height cap height logo Give the logo its own space and please do not combine it with other elements. A mandatory clear space equal to the height of the capital "T" (cap height) makes the logo stand out.

6 logo colors The logo is displayed in Tufts blue, Tufts brown, or in black. It can also appear in white on solid colors and photos.

7 seal Do not use the Tufts seal. It is reserved for the Office of the President, diplomas, and legal contracts.

8 schools The dividing rule between the logo and school name always displays in black. Download the horizontal and vertical versions via the link below. publications.tufts.edu/brand-guides-and-logos

9 Economics departments The school logo plus department name reflects the correct treatment. If you are a center or a division, refer to the complete Visual Identity Standards.

10 color Color creates emotion, triggers memory, and gives sensation. Gael Towey Creative Director, Martha Stewart Living Omnimedia publications.tufts.edu

11 PMS: 390 HEX: B6BD00 PMS: 4625 HEX: 522C1B PMS: 279 HEX: 3E8EDE PMS: 144 HEX: F38B00 PMS: 7466 HEX: 00ADBB PMS: 279 HEX: 3E8EDE PMS: 7531 HEX: 7C6755 PMS: 400 HEX: C6BFB6 PMS: 279 HEX: 3E8EDE PMS: 458 HEX: D9C756 PMS: 5493 HEX: 7EA8AD PMS: 279 HEX: 3E8EDE color combinations Suggested combinations with Tufts Classic Blue.

12 Classic Blue Classic Brown Accessible Blue Digital standard for the visually impaired.* core colors Tufts Classic Blue and Brown are the official university colors. Accessible Blue is not to be used with the logo. It is only for non-brand elements like navigation or headlines. * World Wide Web Consortium sets contrast and accessibility requirements.

13 Lyceum Orange Barnum Red Hillside Green Laureate Violet Urban Grey Firma Grey Jumbo Grey Accessible Blue Aura Blue Eco Green Transcend Green Vision Blue Prospect Gold Innovate Orange Fusion Yellow Pulse Red extended palette The Tufts University palette. Color names are for use within Tufts for quick reference. See the chart on the next page for standard color values. These colors also meet accessibility standards.

14 Classic Blue Pantone: 279 HEX: 3E8EDE Print: C:70 / M:30 / Y:0 / K:0 Digital: R:62 / G:142 / B:222 Classic Brown Pantone: 4625 HEX: 512C1D Print: C:0 / M:75 / Y:90 / K:75 Digital: R:81 / G:44 / B:29 Accessible Blue Pantone: 653 HEX: Print: C:87 / M:64 / Y:18 / K:3 Digital: R:52 / G:96 / B:148 Lyceum Orange Pantone: 159 HEX: D35E13 Print: C:18 / M:73 / Y:100 / K:6 Digital: R:211 / G:94 / B:19 Barnum Red Pantone: 1807 HEX: A93439 Print: C:10 / M:93 / Y:71 / K:33 Digital: R:169 / G:52 / B:57 Hillside Green Pantone: 7496 HEX: 77881C Print: C:46 / M:6 / Y:100 / K:42 Digital: R:119 / G:136 / B:28 Laureate Violet Pantone: 2617 HEX: 4A0D66 Print: C:82 / M:100 / Y:25 / K:21 Digital: R:74 / G:13 / B:102 Urban Grey Pantone: CG10 HEX: Print: C:40 / M:31 / Y:20 / K:70 Digital: R:100 / G:101 / B:105 Firma Grey color chart Pantone: 7531 HEX: 7C6755 Print: C:0 / M:29 / Y:38 / K:53 Digital: R:124 / G:103 / B:85 Values for Tufts core colors and extended palette.

15 Jumbo Grey Pantone: 400 HEX: C6BFB6 Print: C:6 / M:7 / Y:11 / K:16 Digital: R:198 / G:191 / B:182 Aura Blue Pantone: 5493 HEX: 7EA8AD Print: C:46 / M:4 / Y:16 / K:16 Digital: R:126 / G:168 / B:173 Eco Green Pantone: 369 HEX: 63A70A Print: C:68 / M:0 / Y:100 / K:0 Digital: R:99 / G:167 / B:10 Transcend Green Pantone: 390 HEX: B6BD00 Print: C:27 / M:0 / Y:100 / K:3 Digital: R:182 / G:189 / B:0 Vision Blue Pantone: 7466 HEX: 00ADBB Print: C:86 / M:0 / Y:32 / K:0 Digital: R:0 / G:176 / B:187 Prospect Gold Pantone: 458 HEX: DCC555 Print: C:5 / M:4 / Y:73 / K:7 Digital: R:220 / G:197 / B:85 Innovate Orange Pantone: 144 HEX: F38B00 Print: C:0 / M:43 / Y:75 / K:5 Digital: R:243 / G:139 / B:0 Fusion Yellow Pantone: 116 HEX: FFCE00 Print: C:0 / M:20 / Y:100 / K:0 Digital: R:255 / G:206 / B:0 Pulse Red Pantone: 485 HEX: E2231A Print: C:0 / M:81 / Y:87 / K:15 Digital: R:226 / G:35 / B:26 Meets digital standards for the visually impaired.

16 type Typography endows language with visual form. Robert Bringhurst Author of the classic Elements of Typographic Style publications.tufts.edu

17 DIN Minion Pro Rockwell DIN Round Sentinel typefaces Tufts University fonts fit a variety of needs for digital and print. Check the following pages for typeface combinations.

18 DIN Light and Bold Rockwell Light and Bold core typefaces for headings These typefaces and specific weights are suggested for use with titles and featured text. Additional choices can be made from the complete set of Tufts fonts.

19 Large Heading Rockwell Light Paragraph Heading DIN Bold Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer vitae velit sed leo suscipit venenatis. Vestibulum et lacus eget tellus gravida gravida. Vivamus leo nulla, vehicula id tellus et, sollicitudin commodo diam. Donec vulputate sapien sit amet hendrerit sodales. Aenean egestas imperdiet eleifend. Aliquam sodales porta enim, nec tristique dui gravida ut aliquam. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam sodales porta enim, nec tristique dui gravida ut. Rockwell Bold Minion Pro typeface combinations for print These combinations provide an example of how the core fonts work together in print. You can create other combinations from the Tufts fonts.

20 Large Heading DIN Light Paragraph Heading DIN Medium Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer vitae velit sed leo suscipit venenatis. Vestibulum et lacus eget tellus gravida gravida. Vivamus leo nulla, vehicula id tellus et, sollicitudin commodo diam. Donec vulputate sapien sit amet hendrerit sodales. Aenean egestas imperdiet eleifend. Aliquam sodales porta enim, nec tristique dui gravida ut aliquam. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam sodales porta enim, nec tristique dui gravida ut. DIN Medium Gudea typeface combinations for digital These combinations provide an example of how the core fonts work together in digital settings. You can create other combinations from the Tufts fonts.

21 Georgia Georgia can replace serif fonts. Gudea Gudea is a required DIN replacement for online body text. Verdana Verdana can replace sans serif fonts. substitute fonts for digital Make sure to use Gudea for web body text for readability. Only when Tufts fonts are not available use standard issue options Georgia and Verdana.

22 best practices Only use high resolution and original logo files. Digital = 72 dpi (dots per inch); Print = 300 dpi. Do not alter the logo or crowd it with artwork or text. Do Learn not use the Tufts seal. It is reserved for the Office of the President, diplomas, and legal contracts. about the required color contrast for the visually impaired.* Only use professional photography and avoid clip art. Think Maintain about how to use design elements in mobile, desktop, and print environments. consistent quality of the logo, colors, and typefaces in digital and print. * sites.tufts.edu/uxstandards/accessibility/accessibility-guidelines/ accessible-color publications.tufts.edu

23 resources Download Logos publications.tufts.edu/brand-guides-and-logos/download-logos Tufts Visual Identity Standards (complete) publications.tufts.edu/brand-guides-and-logos Social Media Policy webcomm.tufts.edu/tuftssocialmediapolicy Tufts' Mission tufts.edu/home/get_to_know_tufts/vision_mission Tufts Photography tuftsphoto.photoshelter.com University Communications Planning Guide universityrelations.tufts.edu Usability (UX) and Accessibility Standards sites.tufts.edu/uxstandards 2015 Tufts University Tufts University Communications and Marketing Justin Clapp, Clapp Design, Boston, MA

24 visual identity standards quick guide

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