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NAME OF SECTION P1

11 APR 2014
LOGO GUIDE
P2 NAME OF SECTION
What is this book about?
This guide provides usage guidelines for Harvard Business
Schools two primary logos: the name logo (both the horizontal
and stacked versions) and the shield logo.
It also presents a secondary abbreviation treatment and
illustrates the way the primary logos should be locked up
with a department or program name.
See our Brand & Style Guide for additional identity elements
such as fonts, color, and photo style.
All guidelines can be found online at www.hbs.edu/marketing.
PRIMARY LOGOS P3
PRIMARY LOGOS
The name logo (either the horizontal or stacked version) must appear on all materials
intended for external audiences.
The shield logo is optional (but be prepared to add it on request).
Ofcial logos should be obtained from Marketing & Communications. Do not attempt to
recreate or alter the primary logos in any way.
shield logo
stacked name logo
horizontal name logo
HORIZONTAL NAME LOGO
1-color
2-color
1-color reversed
P4 HORIZONTAL NAME LOGO
(Note: Do not include rules within the name of School unless you are using the ofcial horizontal name logo.)
HORIZONTAL NAME LOGO P5
EI THER THE HORI ZONTAL OR STACKED VERSI ON OF THE NAME LOGO MUST APPEAR ON ALL
MATERI ALS I NTENDED FOR EXTERNAL AUDI ENCES.
COLOR
The 1-color version may appear in any color within the color palette, but most often appears in
black or crimson (or reversed to white).
The 2-color version may appear in any colors within the color palette, but most often appears in
black and crimson. In the 2-color version, all three words appear in the same color with the rules
in a second color.
SIZE
In print, the horizontal name logo should never appear smaller than 3 inches in width.
In electronic mediums (such as the Web), the horizontal name logo should never appear smaller
than 260 pixels in width.
TRADEMARK
When used on products or by external parties, the horizontal name logo should carry the TM
trademark designation.
P6 STACKED NAME LOGO
STACKED NAME LOGO
1-color
1-color reversed
2-color
(Note: Do not include the rule next to the name of School unless you are using the ofcial stacked name logo.)
STACKED NAME LOGO P7
EI THER THE HORI ZONTAL OR STACKED VERSI ON OF THE NAME LOGO MUST APPEAR ON ALL
MATERI ALS I NTENDED FOR EXTERNAL AUDI ENCES.
THE STACKED VERSI ON OF THE NAME LOGO I S MOST OFTEN USED I N DI GI TAL SI TUATI ONS WHERE
HORI ZONTAL SPACE I S LI MI TED.
Not e t hat t he st acked ver si on i s most of t en used l ocked up wi t h t he shi el d l ogo ( see P12) ,
but may be used wi t hout t he shi el d l ogo as shown her e.
COLOR
The 1-color version may appear in any color within the color palette, but most often appears in
black or crimson (or reversed to white).
The 2-color version may appear in any colors within the color palette, but most often appears in
black and crimson.
SIZE
In print, the stacked name logo should never appear smaller than 1.5 inches in width.
In electronic mediums (such as the Web), the stacked name logo should never appear smaller
than 120 pixels in width.
TRADEMARK
When used on products or by external parties, the stacked name logo should carry the
registered trademark designation.
P8 SHIELD LOGO
SHIELD LOGO
1-color 2-color
1-color reversed
(only use white outline on
black)
2-color reversed
(only use white outline on
black)
THE SHI ELD LOGO I S OPTI ONAL ( BUT BE PREPARED TO ADD I T ON REQUEST) .
The shield logo is one of the Schools primary logos but is not, by itself, a sufcient identier
for the School. (One of the name logos (either horizontal or stacked) must appear on all materials
intended for external audiences.)
SHIELD LOGO P9
COLOR
The shield most often appears in all black, all crimson, or crimson and black, but the 1-color
version may appear in any color within the color palette. The 2-color version should only appear
in crimson and a conservative dark color (most often black).
REVERSING
Note how the shield reverses out of a dark color: the eld around the books and the cross
containing the shells remain dark. This is the only acceptable reversed format. (Note that when
reversed out of black, a white outline is added around the entire shield.)
SIZE
In print, the shield logo should never appear smaller than .375 inch (3/8) in height.
In electronic mediums (such as the Web), the shield logo should never appear smaller than
30 x 36 pixels.
QUANTITY
Only one shield should appear at a time (i.e., no more than one shield on a Web page or product).
On most print publications, a single shield is preferred.
EMBELLISHMENT
Do not combine the shield with another imagefor example, with the logo of a program,
company, or club; or with decorative elements such as globes or sprigs of ivy.
TRADEMARK
When used on products or by external parties, the shield logo should carry the registered
trademark designation.
P10 RELATIVE POSITIONS
RELATIVE POSITION:
HORIZONTAL NAME LOGO &
SHIELD LOGO
THERE ARE THREE ACCEPTABLE RELATI VE POSI TI ONS FOR THE HORI ZONTAL NAME AND
SHI ELD LOGOS:
1. the shield logo visually centered above the name logo
2. the shield logo to the left of the name logo
3. separated (e.g., the horizontal name logo on the front cover and the shield logo on the
back cover of a printed piece)
RELATIVE POSITIONS P11
1
When used as a single lock-up, the shield may appear centered above the horizontal name logo.
The relative sizes and position should match the sample below and should not be changed. Note
the shield logo is visually centered between the rules of the horizontal name logo (this is not the
mathematical center of name logo); the bottom tip of the shield should point between the i
and n in Business.
2
It is also acceptable for the shield to appear to the left of the horizontal name logo. The relative
sizes and position should match the sample below and should not be changed.
3
In addition, the two logos may be positioned to balance one another on a page (a good rule of
thumb for achieving this balance is to position the logos in different quadrants of the page) or
appear on separate pages.
P12 RELATIVE POSITIONS
DEPARTMENT & PROGRAM
NAMES:
WITH HORIZONTAL NAME LOGO
LOCKI NG UP A DEPARTMENT OR PROGRAM NAME WI TH THE HORI ZONTAL NAME LOGO CHANGES
THE NUMBER OF ACCEPTABLE RELATI VE SHI ELD LOGO POSI TI ONS TO FOUR ( SHOWN AT RI GHT) :
1. separated (e.g., the name logo on the front cover and the shield logo on the back cover)
2. the shield logo to the left of the name logo
3. the shield logo ush left above the name logo
4. the shield logo ush left below the department/ program name
The font used for the department / program name is Trade Gothic Light.

The font size of the department / program name is 16.2 pt when the name logo width is 4 inches
(and these proportions should be maintained when scaled up or down).
RELATIVE POSITIONS P13
Doctoral Programs
Doctoral Programs
Doctoral Programs
Doctoral Programs
Executive Education
Research
Executive Education
Research
P14 RELATIVE POSITIONS
RELATIVE POSITION:
STACKED NAME LOGO & SHIELD
LOGO
WHEN THE STACKED NAME LOGO AND THE SHEI LD LOGO APPEAR TOGETHER, THEY SHOULD
ALWAYS BE LOCKED UP AS SHOWN HERE.
The color instructions from the individual component logos still apply, but the proportions and
relative positions must follow those shown above.
RELATIVE POSITIONS P15
When a department name or program is locked up with the stacked name and shield logos, it
should appear in Trade Gothic Light ush left with the name of the School. The relative postion
and font size should match the sample below and should not be changed.
DEPARTMENT & PROGRAM
NAMES:
WITH STACKED NAME LOGO
The font used for the department / program name is Trade Gothic Light.

When the shield/name logo combination is 3 inches in width, the font size of the department /
program name is 14 pt and the vertical distance between the baseline of Business School and
the top of the department / program name type is .1875 (these proportions should be main-
tained when scaled up or down).
P16 WWW.HBS.EDU/ MARKETING
SECONDARY TREATMENTS:
ABBREVIATION
The abbreviation logos should only be used when space constraints make using the primary
name logos impossible or for informal items targeted at students, staff, and alumni (familiar
audiences).
Do not attempt to recreate or alter these logos in any way. They can be obtained from Marketing
& Communications.

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