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2018 MINI BRAND GUIDELINES
To build better brand recognition, it is important that the whole community use the approved logos, fonts, templates, and colors contained in this document. Departments are not to create their own logos. Please consult the Marketing Office with requests.
Hartwick College Brand Guidelines 2
OUR IDENTITY
SPIRIT BRAND LOGOSThe athletic logos are available for use for athletic marketing and team uniforms. Use the “H” spirit mark to build more brand awareness for your division or departments.
PRIMARY LOGO COLLEGE SEAL PINE LAKE
ATHLETICS LOGO HARTWICK HAWK SPIRIT H
HARTWICK225
For formal academic ceremonies only.
Our Motto
Ad Altiora SemperOur motto is Latin for ever higher. It describes our relentless pursuit toward excellence.
Its formality and familiarity to alumni make it especially appropriate for use with advancement and alumni audiences. This motto is to be treated with gravity and not interpreted in a light-hearted fashion.
Our IdentityCOLLEGE BRAND LOGOSThe new Hartwick225 logo (H225) is to be used on documents pertaining to initiatives you are working on from 2018–2022 when Hartwick celebrates its 225th anniversary. We will retire this logo in 2022.
Hartwick College Brand Guidelines 3
OUR IDENTITY
Primary LogoOur logo is a reflection of Hartwick’s past and its future. The traditional image of the bell tower is strong and timeless, with a visual treatment that adds a fresh, contemporary appeal.
COLORIdeally, we would always use our logo in its full-color version, but from time to time, we may need to print our logo in one color or in black and white. Below are the only acceptable color variations. The Hartwick logo should never appear in any colors other than the examples shown below.
ONE COLORDark Blue
ONE COLORBright Blue
ONE COLORBlack
FULL COLORDark Blue and Bright Blue
ONE COLORWhite
DARK BLUEPMS 541100C/46M/5Y/25K0R/93G/147B005D93
BRIGHT BLUEPMS 299590C/1M/0Y/0K0R/177G/238B00B1EE
HORIZONTAL LOGO VARIATIONOccasionally, the vertical, stacked logo is not practical or feasible. In these cases, please use the authorized horizontal logo variation shown.
HORIZONTAL LOGO
Secondary colors are available. Please consult with Marketing on their use.
Hartwick College Brand Guidelines 4
ColorsOur core palette of Hartwick blues is recognizable and distinct. By adding brights and earth tones, and balancing it all with neutrals, we create a cohesive expression of our brand. When using the colors in our secondary palettes, remember to align them with your intended audience. The quantity of colors available will be less imposing when we realize how we use them according to the needs and tone of messaging for each audience category.
CORE PALETTE
EARTHTONESBRIGHTS
DARK BLUEPMS 541100C/46M/5Y/25K0R/93G/147B005D93
PMS 1440C/52M/100Y/0K233R/131G/0BE98300
PMS 26980C/95M/0Y/35K75R/48G/106B4B306A
PMS 37653C/0M/96Y/0K122R/184G/0B7AB800
PMS 32554C/0M/22Y/0K99R/206G/202B63CECA
PMS 1220C/14M/80Y/0K252R/212G/80BFCD450
PMS 1850C/92M/76Y/0K224R/0G/52BE00034
NEUTRALS
PMS 750417C/30M/45Y/38K145R/120G/91B91785B
75% Black0C/0M/0Y/73K99R/100G/103B636467
Warm Gray 12C/3M/4Y/5K224R/222G/216BE0DED8
PMS 54427C/4M/1Y/1K183R/210G/227BB7D2E3
PMS 56532C/0M/14Y/0K181R/218G/210BB5DAD2
PMS 540100C/57M/12Y/61K0R/51G/89B003359
BRIGHT BLUEPMS 299590C/1M/0Y/0K0R/177G/238B00B1EE
PMS 34994C/11M/84Y/43K0R/105G/60B00693C
PMS 1102C/24M/100Y/7K215R169G/0BD7A900
PMS 75930C/79M/91Y/40K157R/67G/44B9D432C
PMS 3145100C/5M/20Y/22K0R/124G/146B007C92
PMS 45212C/8M/35Y/22K179R/179G/140BB3B38C
PMS 1730C/80M/94Y/1K210R/73G/42BD2492A
OUR IDENTITY
Hartwick College Brand Guidelines 5
OUR IDENTITY
Second Tier LogosA few organizations have authorized second-tier logos. Please contact the Marketing Office if you are trying to build brand awareness for your group or organization. GRIFFITHS CENTER FOR COLLABORATION & INNOVATION
STAFF COUNCIL
CRAFT CENTER FOR FOOD & BEVERAGE
ON-BRAND GROUP REPRESENTATIONA few campus groups have chosen to represent themselves in the following way, which is an approved brand and logo usage. Please contact the Marketing Office for any questions.
HARTWICK COLLEGE
INTERNSHIP PROGRAM
INTERNSHIP PROGRAM
Hartwick College Brand Guidelines 6
OUR IDENTITY
Hartwick225 / H225 In 2022, Hartwick College turns 225. Please use the new Hartwick225 logo introduced here. The new logo uses the existing Hartwick logo and brand colors, and puts our student-centric approach front and center. Faculty and staff may place the H225 logo in their email signature, as shown below.
EMAIL SIGNATUREYour email signature should include your name, title, and contact information. Either use the official Hartwick bell tower logo or the new H225 logo. Do not use any other unauthorized logos or images.
Name | Title email address | o: 607.431.4xxx
Hartwick College PO Box 4020 | Oneonta, NY 13820 www.hartwick.edu
Font: Sans Serif Size: Small Color: RGB 102 / 102 / 102
Font: Sans Serif Bold Size: Small Color: RGB 102 / 102 / 102
ALTERNATIVE LOGO WITH DATES
PRIMARY LOGO
ALTERNATIVE LOGO WITHOUT DATES
Hartwick College Brand Guidelines 7
OUR IDENTITY
MINIMUM SIZE (WITH DATE)
When the logo must be smaller than 1 inch high, the date must be removed.
MINIMUM SIZE (WITHOUT DATE)
No version of the logo should be used smaller than 5/8 inch.
1” 5/8”
CLEAR SPACE
Space around the logo should be equal to (or greater than) the height of the “H” in Hartwick.
Sizing and SpacingSIZING Logo recognition is a critical part of brand awareness. Maintaining a set of standards for our logo’s size will help ensure that it’s always visible and identifiable.
VIOLATIONSIt’s important that we preserve the integrity of our logo. Therefore, we should not distort, rearrange, or colorize our identity to fit into a particular layout or intent. Shown here are some common violations and misinterpretations. This is by no means an exhaustive list, and it applies to all parts of our identity. To avoid these issues, always use original logo artwork without modification.
SPACINGOur logo should stand out, and it needs some breathing room. Place it prominently, away from other elements such as headlines, body copy, graphics, and photographs. By giving the logo plenty of breathing room, we promote quick recognition of our logo and our brand.
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GRAPHIC LANGUAGE
Gill SansGill Sans should be used for: Headlines SubheadsLists
Official typeface:Freight Sans
TypographyPRIMARY TYPEFACES (FONTS)Our primary fonts are Freight Text and Freight Sans. Due to the licensing restrictions of typefaces, the distribution of these font files is limited. Non-designers and those without access to the official fonts should use the alternatives listed below.
GeorgiaGeorgia should be used for:HeadlinesBody copy
Official typeface:Freight Text
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
0123456789!@#$%&*?
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz0123456789 !@#$%&*?
GeorgiaGeorgia BoldGeorgia ItalicGeorgia Bold Italic
Gill Sans Gill Sans Bold Gill Sans ItalicGill Sans Bold Italic
Hartwick College Brand Guidelines
In the MomentChoose photos that range from distant to close up. Always capture authentic moments—not staged moments.
PortraitsFor The Wick, social media, and websites, please submit photos that are horizontal and at least 1MB or 300dpi.
Active and Athletic
One Use of Success Stories Behind every Hartwick student, faculty, staff and alumnus/a there is a story. We call it #TheHartwickEffect. Help us learn more about these stories and how Hartwick has affected the success of our students and alumni. Please submit your success stories at this link:
https://hartlink.hartwick.edu/submitter/form/start/194204
GRAPHIC LANGUAGE
PhotographyPhotos tell our story best. Our people are the heart of who Hartwick is and why we exist.
9Hartwick College Brand Guidelines
DESIGN RESOURCES
Templates and Other ResourcesTo help you create brand-appropriate posters and announcements, please visit our repository of poster templates housed on D2L.
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Staff AccessFrom hartwick.edu, navigate to Faculty & Staff, and click on the D2L link.
From there, visit:D2L > Staff > Marketing & Brand Materials
In the Marketing & Brand Materials folder, you will find poster templates in various sizes and dimensions, logo files, brand guidelines, and more.
Hartwick College Brand Guidelines
Marketing and Communications Contact the Marketing Office for support with your branding questions.
Sandra GardnerDigital/Web Development Specialist [email protected] 607.431.4170
Stephanie BrunettaAssociate Director of Communications for Web Services [email protected]
David LubellMedia Relations Manager [email protected] 607.431.4031
