Visual Brand GuidelinesJohns hopkins UniVERsiTY
b r a n d . j h u . e d u j u LY 2 0 1 4 , V e r s i o n 1 . 0
Contents
1.0 2.0 3.0 4.0Introduction Academic seal University logo Divisional,
interdisciplinary, enterprise, and athletics logos
Objective 4
Philosophy 5
Components of visual identity 7
Using this document 8
Academic seal history 10
Use of the academic seal 11
Iconography 13
Logo colors 14
One-color black 15
One-color white 16
One-color white incorrect usage 17
Size 18
Large vertical version 19
Large horizontal version 20
Small vertical version 21
Small horizontal version 22
Minimum size for print 23
Minimum size for digital 24
Clear space 25
Incorrect usage 26
Background control 27
Which file to use 28
Divisional logos 30
Interdisciplinary logos 31
Enterprise logos 32
Athletics logos 33
5.0 6.0 7.0 8.0Logo placement guidelines
Secondary graphic elements
Typography Color
Initial view 35
Print 36
Digital 37
Video 38
Initial view exception: Print or digital news magazines 39
Initial view exception: Approved graphic identifiers 40
Initial view exception: Student groups 41
Co-branding 42
Stationery 43
Johns Hopkins signature 45
Johns Hopkins signature: Color 46
Johns Hopkins signature: Incorrect usage 47
Johns Hopkins signature: Minimum size 48
Shield 49
Shield: Rendering for a dark background 50
Approved graphic identifiers 51
Sponsorship graphics 52
The Blue Jay 53
Philosophy 55
Quadon 56
Titling Gothic 57
Gentona 58
Arnhem 59
Typography exception: Type as art 60
Typography exception: Business communications 61
Philosophy 63
Neutral colors 64
Full palette 65
Contents (continued)
1.0Introduction
4
The Johns Hopkins University identity
system was developed with one goal in mind:
to create a shared visual identity that reflects
the excellence of this great university.
A committee of marketing and
communications directors from across the
university led the development of the new
logos and the visual brand guidelines. The
resulting system presents Johns Hopkins as a
world-class, integrated yet diverse university
that builds on the strengths of its many parts
to make the whole even stronger.
And a stronger Johns Hopkins benefits all of us.
Objective1.1
j o h n s h o p k i n s u n i V e r s i t Y V i s u a L b r a n d G u i d e L i n e s i n t r o d u c t i o n
5
Research. World. Excellence. Community.
Those are the words we heard most often
when we spoke with faculty, staff, students,
alumni, trustees—people from all corners
of the university—to develop our logo
system. That’s why the Johns Hopkins
identity looks the way it does—with the
book representing knowledge and discovery,
the globe symbolizing our worldwide reach,
and the crest of Lord Baltimore indicating
our connection to our community.
It sounds simple because it is. It’s who
we are: America’s first research university.
Research World CommunityExcellence
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Philosophy1.2
6
Philosophy (continued)
Nouns Personality Characteristics
Research Smart
World We’re actively searching for solutions to global problems.
In a multitude of fields and disciplines, our work makes an impact and sets us apart from our peers.
We are compassionate and committed to working for the betterment of humankind.
We’re bright individuals committed to discovery.
Dynamic
Excellence Bold
Community Warm
When we developed our broader visual
brand guidelines, we again turned to the
original identity research. Our community
clearly expressed four traits describing our
university: Smart. Dynamic. Bold. Warm.
These words should be used as guideposts
as we present the Johns Hopkins University
brand in marketing communications through
a combination of fonts, colors, imagery, and
identity usage. These guidelines recognize
the diversity of Johns Hopkins’ schools and
divisions and their need to communicate to
different audiences. These personality traits
may be applied as communicators deem
most appropriate while still remaining true
to the spirit of a shared identity.
j o h n s h o p k i n s u n i V e r s i t Y V i s u a L b r a n d G u i d e L i n e s i n t r o d u c t i o n
EDITORIAL
STYLE GUIDEOctober 2013
Colors
Fonts
Artwork and imagery
Identity
7
We communicate our
brand personality traits
through our visual brand
guidelines. Among the
tools we use are fonts,
colors, artwork, imagery,
and identity.
j o h n s h o p k i n s u n i V e r s i t Y V i s u a L b r a n d G u i d e L i n e s i n t r o d u c t i o n
Components of visual identity1.3
8
These guidelines are meant to facilitate best practices,
to help individuals present their communications in a
way that reflects positively on the university, and to
provide answers to common questions.
As the guidelines are put into use, questions will
inevitably arise, making revisions necessary. Stay
informed by registering for updates at brand.jhu.edu.
Johns Hopkins is a large, complex organization
engaged in numerous research and educational
activities every day. Without question, situations will
arise that are not addressed in the guidelines. In these
instances, please contact your divisional marketing
and communications office or send an
email to [email protected].
j o h n s h o p k i n s u n i V e r s i t Y V i s u a L b r a n d G u i d e L i n e s i n t r o d u c t i o n
Using this document1.4
2.0Academic Seal
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Adopted by the board of trustees on December 7, 1885, the
seal represents the university’s dedication to the advancement
of knowledge in service to the community and the world.
The design emanates from the collaborative work of Baltimore
historian Clayton C. Hall, Esq., and Stephen Tucker, Esq.,
the Somerset Herald at the College of Arms in London.
History2.1
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The university seal indicates sanction for official, legal, and ceremonial purposes.
Because of their function, many university seals look alike and are even similar
to state or other organizational seals. These are marks that put form above
function. They are meant for formal uses in which no, or few, other graphic
elements compete with them and in which their detailed illustrations can be
used to the greatest effect.
The seal, with its detailed illustration, can’t be altered or varied.
The full-color seal of Johns Hopkins University is reserved for official
documents—including diplomas, presidential and trustee minutes, and other
legal, academic, or official university documentation—or for the highest
awards and certificates.
The single-color seal may be used for formal occasions and formal products,
including items for Commencement; specific gift items in brass, silver, or
pewter; appropriate clothing (blazers, not T-shirts); stationery; and university
chairs. DO NOT use the official seal in combination with the logo.
If you would like to request use of the seal, contact [email protected].
a c a d e M i c s e a L
Use2.2
3.0University logo
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The Johns Hopkins University logo, developed in 2013,
is rooted in tradition. Its iconography is based on the
university’s official seal. The open book represents
knowledge and discovery, the globe signifies the
university’s worldwide reach and responsibility, and the
crest of Lord Baltimore is emblematic of the university’s
commitment and connection to its community. These
elements are framed in a shield that is a shared visual
among all our schools and divisions. None of the
elements should be altered in any way.
Reproducing the university logo: Use only the digital artwork at brand.jhu.edu. Do not redraw or alter the logo.
Iconography
3.1
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Our logo colors are blue
(PMS 288), white, and
black. No other logo
colors are acceptable.
288 | C100M80Y6K32 R0G45B114 | #002D72
WHITE | C0M0Y0K0 R255G255B255 | #ffffff
BLACK | C75M68Y67K90R0G0B0 | #000000
u n i V e r s i t Y L o G o
Colors3.2
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One-color black3.3
When budget, printing
restrictions, or design
needs prevent color usage,
the one-color black
version is acceptable.
Reproducing the university logo: Use only the digital artwork at brand.jhu.edu. Do not redraw or alter the logo.
u n i V e r s i t Y L o G o
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One-color white3.4
The white version of this
logo may be used only on
solid color backgrounds
or photographs that allow
for proper readability.
Reproducing the university logo: Use only the digital artwork at brand.jhu.edu. Do not redraw or alter the logo.
u n i V e r s i t Y L o G o
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One-color white incorrect usage
3.5
Do not attempt to reverse
the black logo to achieve
the white logo. This is a
common error, and doing
so results in an incorrect
reproduction. White logo
files exist at brand.jhu.edu.
Do not reverse the black logo to white.
u n i V e r s i t Y L o G o
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Size3.6
Two versions—large and
small—of both the vertical and
horizontal logos have been
developed. The small logo is
an optimized version that has
fewer lines in the globe and
thicker lines throughout to
allow for increased legibility
when reproduced at 2.5
inches wide or smaller. It is
the only acceptable version
for digital usage. The large
version should be used when
the logo must be displayed at
greater than 2.5 inches.
Large University Logo Small University Logo
u n i V e r s i t Y L o G o
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Large vertical3.7
The large version of the
vertical logo should not
be used smaller than 2.5
inches wide. At smaller
sizes, the details lose
some of their visual
strength, and the overall
graphic loses some of its
functionality.
u n i V e r s i t Y L o G o
≥ 2.5”
< 2.5”
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Large horizontal3.8
The large version of the
horizontal logo should
not be used smaller than
3.15 inches wide. At
smaller sizes, the details
lose some of their visual
strength, and the overall
graphic loses some of its
functionality.
u n i V e r s i t Y L o G o
3.15”
≥ 3.15”
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Small vertical3.9
The small version of the
vertical logo has details
that are not as subtle and
a shield that is slightly
larger in proportion to
the wordmark. Do not
use the small version of
the vertical logo larger
than 2.5 inches wide.
u n i V e r s i t Y L o G o
> 2.5”
≤ 2.5”
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Small horizontal3.10
The small version of the
horizontal logo has details
that are not as subtle and
a shield that is slightly
larger in proportion to the
word-mark. Do not use
the small version of the
horizontal logo larger
than 3.15 inches wide.
u n i V e r s i t Y L o G o
≤ 3.15”
> 3.15”
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Minimum size for print3.11
The minimum size for the
logo in print materials is
1.25 inches wide for the
vertical version and 1.625
inches for the horizontal.
Reproducing the artwork
smaller than the minimum
size may create problems
with production as well as
legibility.
horizontalvertical
u n i V e r s i t Y L o G o
1.25” 1.625”
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Minimum size for digital
3.12
The minimum size for the
logo online and for other
digital uses is 150 pixels
for the vertical version
and 190 pixels for the
horizontal. Reproducing
the artwork smaller than
the minimum size may
create problems with
production as well as
legibility.
u n i V e r s i t Y L o G o
horizontalvertical
150 px 190 px
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3.13
Clear space is the area surrounding the logo that
must be kept free of competing text or graphic
elements. Leaving space around the logo ensures
that it will stand out appropriately and that other
words or graphics will not appear to be “locked up”
with the logo. The preferred clear space is equal
to the height of the shield graphic. Allowing even
more space around the logo is encouraged. The
minimum clear space is measured by the height
of the capital H in Hopkins. No text or any element
that appears to create a new or altered lockup
may encroach on this space.
u n i V e r s i t Y L o G o
Clear space
RECOMMENDED CLEAR SPACE
MINIMUM CLEAR SPACE
LOGO BOUNDARy
Uses the height of the shield
Uses the height of “H” in “Hopkins”
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Incorrect usage3.14
Maintaining the integrity of the Johns Hopkins
University logo is key to building a strong identity.
It must be presented in a consistent and legible
manner. Do not alter the logo in any way by
changing or adding elements or using only
portions of it. Never change the logo’s color or
warp or distort it. Do not create a custom logo
for specific purposes. This dilutes our identity.
Use only university-approved logo files available
for download at brand.jhu.edu.
Reproducing the university logo: Use only the digital artwork at brand.jhu.edu. Do not redraw or alter the logo.
Johns HopkinsUNIVERSITY
Do not stretch the proportions of the logo.
Do not rotate the logo.
Do not alter the font of the logo.
Do not change the scale of the shield in the logo.
Do not change the color of the logo.
u n i V e r s i t Y L o G o
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Background3.15
The logo must always be legible. The examples on
this page show unacceptable and acceptable uses
of the logo on various backgrounds.
Avoid using the logo on complex patterns
or textures.
Avoid using the logo on backgrounds that
do not provide adequate contrast.
Avoid using the logo over busy still imagery.
Contact [email protected] or your school or divisional communications office with questions.
Do not use the logo on complex textures.
Do not use the logo over busy still imagery.
Do not use the logo on backgrounds that do not
provide adequate contrast.
u n i V e r s i t Y L o G o
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Logo bundles available for download on
brand.jhu.edu include a variety of file formats
for different media and size needs.
Note:
EPS, PDF, and PNG formats are the only file
types that preserve background transparency.
EPS and PDF are vector images, while JPG and
PNG are raster images. Raster images may be
reduced in size but never enlarged; enlarging
them will result in poor reproduction.
Saving an EPS file as an EPS 8 file should
eliminate cross-platform problems and solve
uploading issues for programs that require PC
coding.
Refer to the table on this page for detailed usage guidelines.
Which file to use
u n i V e r s i t Y L o G o
3.16Design Application EPS JPG PNG PDF
Banners/signs R OEmbroidery R O
Excel Documents R O OOnline (html emails, website, etc) O R
Publisher Documents O R O OPromotional Items R O
PowerPoint R O OSilkscreening R O
Word Documents R O OVideo/Quicktime Movie R O
Vehicle Graphics R OSoftware Name EPS JPG PNG PDF
R OAdobe Illustrator
Adobe After E�ects
R OAdobe InDesign R O
Adobe Pagemaker R OAdobe Photoshop R O O O
Adobe Premier Pro R O OCinema 4D R O
CMS (Site Executive, Drupal, etc) O RFinal Cut Pro R O O
Microsoft Excel R O OMicrosoft PowerPoint R O O
Microsoft Word R O OWeb Publishing Software (Dreamweaver) O R
WordPerfect R O OQuarkXpress R O O
R - Recommended File Type O - Optional File Type
File Type Associations
4.0Divisional, interdisciplinary, enterprise, and athletics logos
3 0j o h n s h o p k i n s u n i V e r s i t Y V i s u a L b r a n d G u i d e L i n e s d i V i s i o n a L , i n t e r d i s c i p L i n a r Y, e n t e r p r i s e , a n d at h L e t i c s L o G o s
4.1
Divisional logos combine the university or divisional shield with the Johns Hopkins
name and the division. Some of these logos retain distinctive divisional graphics
within the common shield shape. Others use the graphic of the university logo.
Vertical and horizontal versions are acceptable.
Divisional logos include:
Applied Physics Laboratory
Bloomberg School of Public Health
Carey Business School
Krieger School of Arts and Sciences
Peabody Institute
SAIS
School of Education
School of Medicine
School of Nursing
Sheridan Libraries
Whiting School of Engineering
University logo rules related to color, clear space, size, and background pertain
to school, divisional, and interdisciplinary logos as well.
Please refer to section 3.
Reproducing a divisional logo: Use only digital artwork at brand.jhu.edu. Do not redraw or alter the logo.
Divisional logos
3 1j o h n s h o p k i n s u n i V e r s i t Y V i s u a L b r a n d G u i d e L i n e s
4.2
For centers, institutes, and programs spanning
multiple schools and divisions, the interdisciplinary
logo pairs the university shield and the Johns Hopkins
name with the name of the entity. Vertical and
horizontal versions are acceptable. The creation of
such logos is regulated by the Office of the Provost.
Please contact [email protected] for
assistance.
University logo rules related to color, clear space, size,
and background pertain to school, divisional, and
interdisciplinary logos as well. Please refer to section 3.
Interdisciplinary logos
Reproducing the university logo: Use only the digital artwork at brand.jhu.edu. Do not redraw or alter the logo.
d i V i s i o n a L , i n t e r d i s c i p L i n a r Y, e n t e r p r i s e , a n d at h L e t i c s L o G o s
3 2j o h n s h o p k i n s u n i V e r s i t Y V i s u a L b r a n d G u i d e L i n e s
4.3
Special logos have been developed
for those departments, centers, and
programs that represent the Johns
Hopkins enterprise (i.e., University
and Medicine or University and Health
System). For these applications, three
identity options are permissible.
University logo rules related to color, size,
and background pertain to enterprise
logos as well. The minimum clear space
is equal to the height of the capital “H”
in Hopkins. Please refer to section 3.
For information about Johns Hopkins
Medicine identity guidelines, please refer
to brand.hopkinsmedicine.org.
Enterprise logos
d i V i s i o n a L , i n t e r d i s c i p L i n a r Y, e n t e r p r i s e , a n d at h L e t i c s L o G o s
Preferred Option 1
Option 2
Option 3
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4.4Athletics logos
Johns Hopkins athletics
logos combine the shield
shape with an updated
rendering of the Blue Jay.
For all Johns Hopkins
athletics logos, graphics,
and branding guidelines,
contact [email protected].
d i V i s i o n a L , i n t e r d i s c i p L i n a r Y, e n t e r p r i s e , a n d at h L e t i c s L o G o s
5.0Logo placement guidelines
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5.1Initial view
The appropriate divisional, interdisciplinary,
enterprise, or athletics logo must appear on the initial
view of all communications, including print, digital,
and video so that it serves as an introduction to the
brand. Beyond this guideline, there is no preferred
placement of the logo. Design should dictate where
the logo appears on the initial view.
All Johns Hopkins University entities should follow the
logo placement guidelines. There are, however, limited
exceptions to these guidelines, which are discussed
further in this section.
These exceptions have been approved by the
university Office of Communications and are the only
approved exceptions to the initial view guidelines.
3 6
Fact: Blue Jays are considered highly curious and intelligent creatures (and not bad looking, either.)
j o h n s h o p k i n s u n i V e r s i t Y V i s u a L b r a n d G u i d e L i n e s
5.2Print
In print applications,
“initial view” refers to
the cover of materials
with multiple pages or
the front of one-sided
materials. For two-sided
direct mail materials, the
logo can appear on either
side depending on design.
L o G o p L a c e M e n t G u i d e L i n e s
Your Guide to SOHOP
Luggage: Luggage will be stored in the Ralph S. O'Connor Recreation Center on both days. Luggage should be picked up by 3:30 p.m. on Thursday.
Complimentary shuttles: Departure shuttles to BWI airport and Penn Station will run from noon to 5:00 p.m. on Thursday and can be found in front of the O'Connor Recreation Center. Please allow adequate time for departure, especially during rush hour.
The parking shuttle to the Keswick Parking Garage will run until 7:30 p.m. on Wednesday and from 7:30 a.m. until 5:00 p.m. on Thursday.
Johns Hopkins University is committed
to recruiting, supporting, and fostering
a diverse community of outstanding
faculty, staff, and students. As such,
Johns Hopkins does not discriminate
on the basis of gender, marital status,
pregnancy, race, color, ethnicity, national
origin, age, disability, religion, sexual
orientation, gender identity or expression,
veteran status, or other legally protected
characteristic in any student program or
activity administered by the university or
with regard to admission or employment.
Questions regarding Title VI, Title IX,
and Section 504 should be referred
to the Office of Institutional Equity,
130 Garland Hall, Telephone:
(410) 516–8075, TTY: (410) 516–6225.Didn’t get to do it all during SOHOP? Visit www.hopkins–interactive.com to connect with current students, see video residence hall tours, and much more!
Welcome!
Embrace the YES! You can join the Blue Jay family by stopping by the deposit booth in the O'Connor Recreation Center any time on Thursday. Get your picture taken for our “Official Blue Jay” wall!
Office of Student Financial Services:Financial Aid representatives will be available throughout SOHOP for walk-in appointments. Visit their office at 146 Garland Hall between the times below:
Wednesday: 9:00 a.m. to 7:00 p.m.Thursday: 9:00 a.m. to 4:00 p.m.
Join the conversation: Share your excitement throughout the day by using #SOHOP2014 on your Twitter and Instagram photos and posts.
Feelin' lucky? You'll find raffle tickets in your
welcome packet and have chances to earn more during
SOHOP. Don't forget to stop by the table during lunch on Thursday
to enter your tickets for a chance to win Hopkins
prize packages!
SOHOP 2014Spring Open House and Overnight Program
3 7j o h n s h o p k i n s u n i V e r s i t Y V i s u a L b r a n d G u i d e L i n e s
5.3Digital
In digital applications,
“initial view” means the
logo must be visible on
all page loads, including
home pages and all
sub-pages within a site.
L o G o p L a c e M e n t G u i d e L i n e sThursday, March 20, 2014
Homepage
Subpage
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5.4Video
In video applications,
“initial view” means the
logo should appear before
or as part of the first shot
of video, prior to any
other titles or graphics.
The logo should appear
again near the close of
the video, along with
any production
information or credits.
Thursday, March 20, 2014
L o G o p L a c e M e n t G u i d e L i n e s
3 9j o h n s h o p k i n s u n i V e r s i t Y V i s u a L b r a n d G u i d e L i n e s
5.5Initial view exception:Print or digital news magazines
If “Johns Hopkins” is prominently displayed in the
title of a magazine, the logo does not have to appear
on initial view. In these cases, the logo should appear
in the masthead and/or on the back cover, or in
the footer of each page of the digital magazine.
If “Johns Hopkins” is not prominently displayed in
the title, the print or digital magazine must follow
the standard logo placement guideline.
L o G o p L a c e M e n t G u i d e L i n e s
johns hoPKIns magazIneA Jhpiego program provides simple, lifesaving postpartum medication to women in South Sudan. p.46Mother Love
Documentary: The Heart of Particle Physics p.52 Inside the Brain Science Institute p.30
Volume 66 No. 1 SpriNg 2014 Racial Food Deserts p.19 Beyond Kissing, Mistletoe’s Therapeutic Potential p.25
Studying the Shimmy p.18
magazine.nurs ing. jhu.edu 01
News from The Johns Hopkins Hospital
VOLUME XII, ISSUE I | SPRING 2014
MAGAZINE.NURSING.JHU.EDU
The Alcohol QuestionWhat caregivers don’t know could hurt aging baby boomers
Student ProfileReiko Asano, Accel. ’14, swapped a comfortable career in finance for a chance to save lives
Other LivesSeven CNOs share what makes them tick and helps them build teams that operate like clockwork
PSYCHIATRIC CARE PIPELINE In the face of a crisis, nurses prep for greater role in mental health
YOUR NAMEon the Homewood Campus
In 1912, when the School of Engineering was founded, 129 scholarships were established to provide young people “of character and intellectual promise” with access to an education of the highest caliber, regardless of their �nancial means. Many of the scholarship recipients helped shape the techno-logical breakthroughs of the past century. In celebration of 100 years of Johns Hopkins Engineering, the School of Engineering seeks 129 gifts of $10,000. Give today and your name will
be on our Centennial Wall and you will help to es-tablish the Johns Hopkins Engineering Centennial Scholarship, to be held in perpetuity.
For more information: [email protected] | engineering.jhu.edu/100
Be a part of the history and future of Johns Hopkins Engineering.
JOHNS HOPKINS ENGINEERING
JOHNS HOPKINS ENGINEERING
Thursday, March 20, 2014
ColorUsage
THICK AS A BRICK WHEN IT COMES TO CROSSING THE STREET.You’re smart, and you’ve got the class schedule to prove it. Engineering Thermodynamics, Riemannian Geometry, and Advanced Portuguese are no match for you. Then why is it hard to remember to be alert when crossing the street? Odds are the guy driving the SUV barreling toward you is no rocket scientist. So you’ve got to be street-smart, as well as book-smart.
Be a Road Scholar.
3.87 GPA. 1563 SAT SCORES.
FUTURE RHODES SCHOLAR.
Thursday, March 20, 2014
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5.6Initial view exception: Approved graphic identifiers
Approved graphic identifiers (refer to section 6.7)
do not need to include the words “Johns Hopkins.”
However, the following logo placement guidelines
apply:
If “Johns Hopkins” is prominently displayed in the
graphic identifier, the logo does not have to appear
on initial view but must be placed elsewhere, such
as on the back cover of a print piece or footer of a
website.
If “Johns Hopkins” is not prominently displayed in
the graphic identifier, the logo must appear
on initial view. The logo can be placed anywhere
on initial view, and clear-space guidelines apply.
L o G o p L a c e M e n t G u i d e L i n e s
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5.7Initial view exception: Student groups
Student organizations
and groups are not
required to follow the
branding guidelines.
They are, however,
required to follow the
university use of name
guidelines available at
brand.jhu.edu.
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5.8Co-branding
When the university, a division, or other
internal entity collaborates with entities
outside the university, its logo may be
placed alongside the partner logos,
retaining the appropriate clear space.
When multiple Johns Hopkins University
entities collaborate with entities outside
the university, the university logo should
be used and may be placed alongside the
partner logos, maintaining the appropriate
clear space. Please refer to section 6.8 for
information on sponsorship graphics.
partnerlogo 1
partnerlogo 2
L o G o p L a c e M e n t G u i d e L i n e s
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5.9Stationery
Approved Johns Hopkins University templates
for business cards and letterhead are available
from the university’s preferred stationery printing
vendor, Webb Mason.
Office of Communications3910 Keswick Road Suite N2600 Baltimore, MD 21211
NameTitle, Department Room 000Street address Baltimore, MD 00000-0000 410.000.0000 Fax: 410.000.0000 Email: [email protected]
Business card short version.indd 1 4/21/14 12:22 PM
L o G o p L a c e M e n t G u i d e L i n e s
Contact your department or office administrator or other individual with SAP access to order stationery.
6.0Secondary graphic elements
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6.1Johns Hopkins signature
The Johns Hopkins
signature may not be
used as a substitute for
the university logo or seal.
It may not be altered or
locked up with the logo
or seal. The signature
may be used as a graphic
element for informal
uses, including wall art,
brochures, banners,
invitations, and clothing.
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6.2Johns Hopkins signature: Color
The signature may
be used in any color.
A reverse version is
available and may be
used on solid color
backgrounds that allow
for proper readability.
Reproducing the Johns Hopkins signature: Use only digital artwork at brand.jhu.edu. Do not redraw or alter the logo.
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6.3Johns Hopkins signature: Incorrect usage
The signature is carefully drawn, authentic artwork,
so any alteration is considered a misuse.
Do not redraw or typeset the signature.
Do not use the signature as an alternative to the
university logo.
Do not use the signature on imagery or
backgrounds that are cluttered or do not provide
sufficient contrast.
O�ce of Annual GivingSan Martin Center3400 N. Charles Street Suite 278Baltimore, MD 21218-2696410-516-3414 Tel410-516-3411 Fax410-926-6046 [email protected]
John SmithDirectorAnnual Giving and Athletic Fundraising
Johns Hopkins
O�ce of Annual GivingSan Martin Center3400 N. Charles Street Suite 278Baltimore, MD 21218-2696410-516-3414 Tel410-516-3411 Fax410-926-6046 [email protected]
John SmithDirectorAnnual Giving and Athletic Fundraising
Johns Hopkins
O�ce of Annual GivingSan Martin Center3400 N. Charles Street Suite 278Baltimore, MD 21218-2696410-516-3414 Tel410-516-3411 Fax410-926-6046 [email protected]
John SmithDirectorAnnual Giving and Athletic Fundraising
Johns Hopkins
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6.4
The minimum size for the
signature artwork is
1.5 inches wide in print
and 100 pixels for digital.
Reproducing the artwork
smaller than the minimum
size may lead to poor
legibility.
print digital
Johns Hopkins signature: Minimum size
s e c o n d a r Y G r a p h i c e L e M e n t s
1.5” 100 px
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6.5Shield
The university logo shield
and the shield associated
with any of the divisions
may be used on their
own as a graphic element
to enhance signage
and other marketing
materials. The shield can
be used in a variety of
weights and opacities and
can appear in any color.
When the shield is being
used alone as artwork,
it may be modified; it
should not, however,
be locked up with type
to appear as a new or
modified logo.
BUILDING COMMUNITY THROUGH PARTNERSHIP
Partnering with the neighborhoods where Johns Hopkins makes its homeH mewood Community
Partners InitiativeH mewood Community
Partners Initiative
Partnering with the neighborhoods where Johns Hopkins makes its homeBUILDING COMMUNITY THROUGH PARTNERSHIP
Partnering with the neighborhoods where Johns Hopkins makes its homeH mewood Community
Partners InitiativeH mewood Community
Partners Initiative
Partnering with the neighborhoods where Johns Hopkins makes its home
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6.6Shield: Rendering for a dark background
On a dark background, a
special version of the shield
must be used so that it renders
properly. Note the dark pages
in the book on this special
university logo graphic, which
should only be used on a very
dark background, where the
shield will have a ghosted
effect. These files are available
for download at brand.jhu.edu.
They may not be used with
any lockup or for any other
purpose.
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6.7Approved graphic identifiers
The strongest, most recognizable identity that
university entities can project is that of the university
itself. The identity system is flexible and allows for
expression and customized visual presentation
without the creation of new logos.
In certain instances, such as temporary initiatives,
fundraising campaigns, and institutional celebrations,
a unique graphic identifier may be warranted. Graphic
identifiers must follow the color and font guidelines in
this document and must be approved by the Office of
Communications. Approved graphic identifiers need
not include the words Johns Hopkins; however,
those that do not must be accompanied on initial
view by a university, divisional, interdisciplinary, or
enterprise logo. See section 5 for more information.
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Please contact your school or divisional communications office for assistance.
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6.8Sponsorship graphics
When a department or other
university entity without a logo
is sponsoring an event, the
design template at right may be
used. This graphic is not a logo
and should not be used outside
of sponsorship activities.
Please contact your school or divisional communications office for assistance.
s e c o n d a r Y G r a p h i c e L e M e n t s
Office of Communications
Uses the height of “H” in “Hopkins”
OFFICE/DEPARTMENT NAME
Capital “I” uses the height of the “I” in “University” when multiple lines are used.
HeigHt of tHe DiviDing baR
Uses the height of the shield
Science of Learning InstituteSpeech and Language
wiDtH of tHe DiviDing baR
Uses the width of the “I” in “University” excluding the serif
spacing between DiviDing baR
Uses the height of “H” in “Hopkins”
OFFICE/DEPARTMENT NAME
Capital “I” uses the height of the “I” in “University” when multiple lines are used.
HeigHt of tHe DiviDing baR
Uses the height of the shield
wiDtH of tHe DiviDing baR
Uses the width of the “I” in “University” excluding the serif
spacing between DiviDing baR
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6.9The Blue Jay
A redesigned Blue Jay was introduced in July 2014.
This graphic may be used in full color, white, or black.
There is also a black-and-white version that may be
used on a nonwhite background when transparency
is not the goal. This graphic may be used on any
color background.
Note: A deliberate white outline surrounds each
version of the graphic except one-color black.
Never alter this outline or allow the graphic to
blend into the background color.
For all Johns Hopkins athletics logos, graphics, and
branding guidelines, contact [email protected].
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7.0Typography
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Our university font system corresponds to and
complements our university personality traits: smart,
dynamic, bold, and warm. We offer four approved
fonts—Quadon, Titling Gothic, Gentona, and Arnhem
Pro—that allow for creative expression of our brand
personality traits in ways that are appropriate for our
diverse audiences and goals.
Philosophy7.1
Contact your divisional communications office for access to university fonts.
Quadon
titLinG Gothic
Gentona
Arnhem Pro
AaAa
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7.2Quadon
Quadon expresses the university personality in a
distinctive manner. It is collegiate, yet current. It
may be used in headlines, subheads, and limited
body copy applications. It is available in a variety
of approved weights and formats.
t Y p o G r a p h Y
Contact your divisional communications office for access to university fonts.
Quadon Thin
Quadon ThinItalic
Quadon Light
Quadon LightItalic
Quadon Regular
Quadon RegularItalic
Quadon Medium
Quadon MediumItalic
Quadon Bold
Quadon BoldItalic
Quadon ExtraBold
Quadon UtlraBold
Quadon ExtraBoldItalic
Quadon UltraBoldItalic
Quadon Black
Quadon BlackItalic
Quadon Heavy
Quadon HeavyItalic
a b A B
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7.3Titling Gothic
Titling Gothic is our impact font. It is best suited
for use in headlines and short lines of text at
larger sizes. It should only be used in all caps. Very
limited use is recommended for maximum impact.
Contact your divisional communications office for access to university fonts.
t Y p o G r a p h Y
AaAaGentona Extra Light
Gentona Extra Light Italic
Gentona Thin
Gentona ThinItalic
Gentona Light
Gentona Light Italic
Gentona Book
Gentona Book Italic
Gentona Medium
Gentona Medium Italic
Gentona Bold
Gentona Bold Italic
gentona semi bold
Gentona Extra Bold
Gentona Semi Bold Italic
Gentona Extra Bold Italic
Gentona Heavy
Gentona Heavy Italic
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7.4Gentona
Gentona, a sans serif font with a close
typographic relationship to Quadon, is a body
copy font that may also be used in headlines
and subheads when Quadon is too casual for
the communication or audience.
t Y p o G r a p h Y
Contact your divisional communications office for access to university fonts.
AaAa
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7.5Arnhem Pro
Arnhem Pro is a serif font that will be used
most often and appropriately in body copy
but may also be used for a more traditional
display of headlines and subheads.
t Y p o G r a p h Y
Contact your divisional communications office for access to university fonts.
Arnhem Pro Blond
Arnhem Pro Blond Italic
Arnhem Pro Normal
Arnhem Pro Bold
7.6Typography Exception: Type as art
In instances where a typeface becomes part
of an illustration, it may be appropriate to
use a font other than Quadon, Titling Gothic,
Gentona, or Arnhem Pro. These applications
should be rare.
Neighborsstrength in
BUILDING COMMUNITY THROUGH PARTNERSHIP
Neighborsstrength in
Neighborsstrength inBUILDING COMMUNITY THROUGH PARTNERSHIP
Johns Hopkins proudly supports the Charles Village Festival.
We couldn’t ask for better neighbors.
We are looking forward to another great festival!
BUILDING COMMUNITY THROUGH PARTNERSHIP
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7.7Typography Exception: Business communications
The guidelines in this document are intended for
marketing communications. While templates are
provided for business stationery, the body of routine
business communications need not adhere to font
guidelines. Examples of such documents include grant
applications, internal reports, and memos.
t Y p o G r a p h Y
8.0Color
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8.1Philosophy
Color is an important component of how a brand is
perceived. The university color system corresponds
to and complements our personality attributes and
offers options that allow for dynamic expression.
The final palette stems from an exploration of colors
on our many campuses, as well as from existing color
palettes belonging to our divisions.
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8.2Neutral colors
Our 10 neutral colors lay
the foundation for our
creative products and
provide a canvas for the
addition of more powerful
and expressive color
combinations.
c o L o r
7501C | C6M10Y30K2R217G200B158 | #D9C89E
7407C | C6M36Y79K12 R203G160B82 | #CBA052
721C | C0M35Y52K4 R221G164B111 | #DDA46F
479C | C14M48Y53K26R170G128B102 | #AA8066
7586 | C0M69Y89K41 R158G83B48 | #9E5330
Gray 1 | C9M8Y9K0R229G226B224 | #E5E2E0
Gray2 | C20M25Y29K0 R180G178B173 | #B4B2AD
Gray3 | C53M44Y45K9 R126G126B124 | #7E7E7C
Gray 4 | C66M61Y55K38 R74G72B76 | #4A484C
Gray 5 | C74M68Y57K60R44G44B51 | #2C2C33
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8.3
c o L o r
548C | C100M21Y28K76R0G61B76 | #003D4C
7696C | C56M9Y9K21 R99G153B174 | #6399AE
284C | C56M18Y0K0 R114G172B229 | #68ACE5
300C | C99M50Y0K0 R0G94B184 | #005EB8
279C | C68M34Y0K0R65G143B222 | #418FDE
651C | C38M14Y1K2R167G188B214 | #A7BCD6
7675C | C55M48Y6K0R124G127B171 | #7C7FAB
273C | C100M100Y0K22R36G19B95 | #24135F
2617C | C84M99Y0K12 R71G10B104 | #470A68
7656C | C45M90Y0K4R142G58B128 | #8E3A80
5205C | C30M59Y13K41 R134G100B122 | #86647A
1915C | C0M75Y21K0R239G74B129 | #EF4A81
505C | C19M82Y44K65R111G44B63 | #6F2C3F
7623C | C0M97Y87K53 R138G42B43 | #8A2A2B
179C | C0M87Y85K0 R224G60B49 | #E03C31
486C | C0M55Y50K0R232G146B124 | #E8927C
173C | C0M82Y94K2R207G69B32 | #CF4520
1505C | C0M56Y09K0R255G105B0 | #FF6900
732C | C16M69Y100K71R98G52B18 | #623412
1375C | C0M45Y94K0R255G158B27 | #FF9E1B
1215C | C0M6Y53K0 R251G216B114 | #FBD872
116C |C0M14Y100K0 R255G205B0 | #FFCD00
101C | C0M0Y68K0R247G234B72 | #F7EA48
584C | C21M0Y89K0R210G215B85 | #D2D755
574C | C56M22Y98K72R78G91B49 | #4E5B3
7489C | C56M2Y78K5 R116G170B80 | #74AA50
7743C | C71M8Y100K50 R68G105B61 | #44693D
341C | C95M5Y82K24 R0G122B83 | #007A53
564C | C43M0Y23K0R134G200B188 | #86C8BC
3268C C86M0Y53K0R0G1713B142 | #00AB8E
Full palette
Our university color
palette is broad to allow
for the appropriate
expression of our brand
personality. This does
not mean all colors
should be used at once.
In fact, such usage is
not recommended. Use
good design sense and
work with the personality
attributes in mind.
Johns Hopkins UniversityOffice of Communications3910 Keswick Road, Suite N2600Baltimore, MD 21211