visual identity standards quick guide

visual identity standards

Branding

makes Tufts

visible.

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.

publications.tufts.edu/brand-guides-and-logos

The logo is the

gateway

to the brand.

Milton Glaser

Designer of the iconic I Love New York campaign

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.

cap height cap height

cap height

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

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

The dividing rule between the logo and school name always displays in black. Download the horizontal and vertical versions via the link below.

schools

Economics

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.

Color creates

emotion, triggers

memory, and

gives sensation.

Gael Towey

Creative Director, Martha Stewart Living Omnimedia

color

Suggested combinations with Tufts Classic Blue.

color combinations

PMS: 390 HEX: B6BD00

PMS: 144

HEX: F38B00 HEX: 00ADBBPMS: 7466 PMS: 4625

HEX: 522C1B HEX: 3E8EDEPMS: 279

PMS: 279 HEX: 3E8EDE PMS: 279 HEX: 3E8EDE PMS: 400 HEX: C6BFB6 PMS: 458 HEX: D9C756 PMS: 7531 HEX: 7C6755 PMS: 279 HEX: 3E8EDE PMS: 5493 HEX: 7EA8AD

Digital standard for the visually impaired.*

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.

core colors

Classic Blue

Classic Brown

Accessible Blue

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.

extended palette

Orange BarnumRed HillsideGreen

Transcend Green

Fusion

Yellow PulseRed Laureate

Violet

Urban

Grey FirmaGrey JumboGrey

Vision Blue Accessible

Pantone: 279 HEX: 3E8EDE Print: C:70 / M:30 / Y:0 / K:0 Digital: R:62 / G:142 / B:222 Pantone: 4625 HEX: 512C1D Print: C:0 / M:75 / Y:90 / K:75 Digital: R:81 / G:44 / B:29 Pantone: 653 HEX: 346094 Print: C:87 / M:64 / Y:18 / K:3 Digital: R:52 / G:96 / B:148 Pantone: 159 HEX: D35E13 Print: C:18 / M:73 / Y:100 / K:6 Digital: R:211 / G:94 / B:19 Pantone: 1807 HEX: A93439 Print: C:10 / M:93 / Y:71 / K:33 Digital: R:169 / G:52 / B:57 Pantone: 7496 HEX: 77881C Print: C:46 / M:6 / Y:100 / K:42 Digital: R:119 / G:136 / B:28 Pantone: 2617 HEX: 4A0D66 Print: C:82 / M:100 / Y:25 / K:21 Digital: R:74 / G:13 / B:102 Pantone: CG10 HEX: 646569 Print: C:40 / M:31 / Y:20 / K:70 Digital: R:100 / G:101 / B:105 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.

color chart



















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



















Typography

endows language

with visual form.

Robert Bringhurst

Author of the classic Elements of Typographic Style

type

Tufts University fonts fit a variety of needs for digital and print. Check the following pages for typeface combinations.

typefaces

DIN

AaBbCcDdEeFfGgHhIiJjKk1234567890

Minion Pro

Rockwell

AaBbCcDdEeFfGgHhIiJjKk1234567890

DIN Round

AaBbCcDdEeFfGgHhIiJjKk1234567890

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.

core typefaces for headings

Light and Bold

AaBbCcDdEeFfGgHhIiJjKk1234567890

AaBbCcDdEeFfGgHhIiJjKk1234567890

Light and Bold

AaBbCcDdEeFfGgHhIiJjKk1234567890

AaBbCcDdEeFfGgHhIiJjKk1234567890

DIN

These combinations provide an example of how the core fonts work together in print. You can create other combinations from the Tufts fonts.

typeface combinations for print

Large Heading

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 Bold Rockwell Light Rockwell Bold Minion Pro

These combinations provide an example of how the core fonts work together in digital settings. You can create other combinations from the Tufts fonts.

typeface combinations for digital

Large Heading

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. Gudea DIN Medium DIN Medium DIN Light

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.

substitute fonts for digital

Georgia can replace serif fonts.

AaBbCcDdEeFfGgHhIiJjKk1234567890 AaBbCcDdEeFfGgHhIiJjKk1234567890

Gudea is a required DIN replacement for online body text.

AaBbCcDdEeFfGgHhIiJjKk1234567890

AaBbCcDdEeFfGgHhIiJjKk1234567890

Verdana can replace sans serif fonts.

AaBbCcDdEeFfGgHhIiJjKk1234567890 AaBbCcDdEeFfGgHhIiJjKk1234567890

Georgia

Gudea

Verdana

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 not use the Tufts seal. It is reserved for the Office

of the President, diplomas, and legal contracts.



Learn about the required color contrast for the visually

impaired.*



Only use professional photography and avoid clip art.

Think about how to use design elements in mobile,

desktop, and print environments.



Maintain consistent quality of the logo, colors, and

typefaces in digital and print.

publications.tufts.edu

* sites.tufts.edu/uxstandards/accessibility/accessibility-guidelines/ accessible-color

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

visual identity standards