McCombs Design Guidelines Suggestions for Designers

Branding as Practiced by Others

Guess Who?

Have Patience, Slow Down

The Harvard Shield—350 Years

Executive Summary The brand standards manual gives you general guidelines Logo use Color palette Fonts Basic design layout Goal is design consistency, but not bland standardization Be careful of logo alterations Be careful of color choices

The brand standards manual gives you general guidelines

Logo use

Color palette

Fonts

Basic design layout

Goal is design consistency, but not bland standardization

Be careful of logo alterations

Be careful of color choices

Do not modify the logo to fit a design idea…modify the idea to fit the logo. Size it appropriately to the layout; it doesn’t have to be huge. The message is more important than the logo. In general, avoid using the logo as a design element (for example, enlarging it to cover a whole page as a background element). Respect the “clear space” rules. Logo

Do not modify the logo to fit a design idea…modify the idea to fit the logo.

Size it appropriately to the layout; it doesn’t have to be huge. The message is more important than the logo.

In general, avoid using the logo as a design element (for example, enlarging it to cover a whole page as a background element).

Respect the “clear space” rules.

Primary McCombs Logos

Secondary Logos Micro Tiny

Academic Logos

Example, do not modify the logo to fit a design idea. In general, avoid using the logo as a background design element. Logo Don’t do this: New version of logo was created. There is no 2007 BBA Student Handbook logo. Don’t do this: Logo used as a background design element. Also, there is no black and orange logo in the system.

Example, do not modify the logo to fit a design idea. In general, avoid using the logo as a background design element.

Color Palette Remember the primary color that is predominant on this page. White

Example, avoid using the logo colors to the extent that they camouflage the logo. Color Palette Don’t do this: Too much logo color on the page. Also, there is no clear space around the logo.

Example, avoid using the logo colors to the extent that they camouflage the logo.

Official fonts are listed in the brand manual. For printed publications, Interstate is the headline font, ITC Century is the text font. For internal documents, presentation slides, and the Web, Ariel and Times Regular are appropriate fonts. Other fonts may be used for special design treatments, but please use caution. Every step you take away from the standards separates your materials from the power of the McCombs brand. Fonts

Official fonts are listed in the brand manual.

For printed publications, Interstate is the headline font, ITC Century is the text font.

For internal documents, presentation slides, and the Web, Ariel and Times Regular are appropriate fonts.

Other fonts may be used for special design treatments, but please use caution. Every step you take away from the standards separates your materials from the power of the McCombs brand.

Stringent layout guidelines have not been established, however you can see the general “look and feel” in the examples that follow. Where possible, use the brandmark placement on the cover of brochures, as mentioned on page 14 of the brand manual. Remember, white space is a key element of good design within this system. Photo use is pretty broad, but there are some guidelines in the brand manual. Basic Design Layout

Stringent layout guidelines have not been established, however you can see the general “look and feel” in the examples that follow.

Where possible, use the brandmark placement on the cover of brochures, as mentioned on page 14 of the brand manual.

Remember, white space is a key element of good design within this system.

Photo use is pretty broad, but there are some guidelines in the brand manual.

Design Examples Clean design, lots of white space. Uncluttered. Not “heavy” with lots of color saturation. Brandmark placement on cover. ½ inch square, ½ inch from left edge, ¼ inch from top edge.

Design Examples There is flexibility in cover design. No photo is required. Multiple photos can be used. Keep the design simple, clean and uncluttered. Let strong, appealing photos and crisp, memorable messaging take the lead. Interstate Font for Headlines

Design Examples Primary colors used as complementary design elements. Brandmark on front cover Logo on back cover Photos help target the brochure to undergraduate audience.

Design Examples Postcard Front Postcard Back, Redesigned Postcard Back, Original Design

Design Examples Investors Report

Design Examples MBA Viewbook

For further information contact: The Office of Communications, Marketing and Public Affairs David Wenger 471-3314 Gayle Hight 475-6423 Cory Leahy 471-3998 Jason Molin 232-6750

The Office of Communications, Marketing and Public Affairs

David Wenger 471-3314

Gayle Hight 475-6423

Cory Leahy 471-3998

Jason Molin 232-6750