Johns hopkins UniVERsiTY Visual Brand Guidelines · The Johns Hopkins University identity system was developed with one goal in mind: to create a shared visual identity that reflects

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


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.


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.


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].


Using this document1.4

2.0Academic Seal

1 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 a c a d e M i c s e a L

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

1 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

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

1 3j 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 u n i V e r s i t Y L o G o

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


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


One-color black3.3

When budget, printing

restrictions, or design

needs prevent color usage,

the one-color black

version is acceptable.




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.



1 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 i d e n t i t Y G u i d e L i n e s 1 7

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.



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



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.


≥ 2.5”

< 2.5”


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.


3.15”

≥ 3.15”


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.


> 2.5”

≤ 2.5”


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.


≤ 3.15”

> 3.15”


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


1.25” 1.625”


Minimum size for digital

3.12


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.


horizontalvertical

150 px 190 px


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.


Clear space

RECOMMENDED CLEAR SPACE

MINIMUM CLEAR SPACE

LOGO BOUNDARy

Uses the height of the shield

Uses the height of “H” in “Hopkins”


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.


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.



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.



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


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


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


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


4.3

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


Preferred Option 1

Option 2

Option 3

3 3j 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 3 3

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].


5.0Logo placement guidelines

3 5j 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 L o G o p L a c e M e n t G u i d e L i n e s

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


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


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



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.


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


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.



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.


41j 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 L o G o p L a c e M e n t G u i d e L i n e s

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.


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



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


Contact your department or office administrator or other individual with SAP access to order stationery.

6.0Secondary graphic elements

4 5j 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 s e c o n d a r Y G r a p h i c e L e M e n t s

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.


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.

s e c o n d a r Y G r a p h i c e L e M e n t s


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



Johns Hopkins



Johns Hopkins



6.4


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


1.5” 100 px


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



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.



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.


Please contact your school or divisional communications office for assistance.


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.


Office of Communications


OFFICE/DEPARTMENT NAME

Capital “I” uses the height of the “I” in “University” when multiple lines are used.

HeigHt of tHe DiviDing baR


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


OFFICE/DEPARTMENT NAME

Capital “I” uses the height of the “I” in “University” when multiple lines are used.

HeigHt of tHe DiviDing baR


wiDtH of tHe DiviDing baR

Uses the width of the “I” in “University” excluding the serif

spacing between DiviDing baR


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].


7.0Typography

5 5j 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 t Y p o G r a p h Y

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


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


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


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.


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


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


AaAa


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


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


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!


6 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 t Y p o G r a p h Y


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

6 3j 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 c o L o r

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.


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


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

[email protected]