Harvard Design School

📋 1 Guidelines

🔗 Connections

Sector

University Education

Region

Usa

Guideline Year

2002

Language

English

Tags

Featured Design Education

Official Websites

Brand Guidelines

2002

Brand Summary

Mission
  • To create consistency in the application of the new visual identity programme for Harvard Design School, ensuring all visual communications reflect a unified and professional image.
Core Values
  • consistency
  • clarity
  • professionalism
  • modernity
Target Audience
  • Faculty, staff, students, and external partners of Harvard Design School, as well as recipients of official communications and branded materials.
Personality Traits
  • minimalist
  • structured
  • academic
  • innovative
Visual Identity Overview
  • The visual identity is defined by a minimalist, geometric logo, a custom wordmark, a restrained color palette (including PMS Warm Red, PMS 7533, Warm Gray 11, Black 6, Cool Gray 7), and precise typographic standards. Layouts emphasize clarity, hierarchy, and ample white space, with strict rules for logo and wordmark usage to maintain brand integrity across all materials.

Categories

Logo Usage
  • This is the Harvard Design School logo. It is also an EPS file. See notes on color on page 6.
  • The logo and the wordmark can be used as separate elements, as shown here. The business card layout has the wordmark on one side, while the logo appears on the other.
  • As illustrated on the previous page, the logo and the wordmark can be used as separate elements. This A6 envelope layout, shows the reverse layout to the business card, where the logo is vertically centered on the address line on the back flap, and the wordmark is positioned on the front.
  • See all-in-one version on page 5 for times when you have to send out a fixed logo and will have no control over how it will be used.
  • This is the logo and wordmark together, in an “all-in-one” configuration. This is to be used if the “logo” needs to be supplied for a use outside the control of Harvard Design School. Materials produced by the school use the more sophisticated relationship of the logo and wordmark described on pages 3 and 4.
  • on white background: wordmark in PMS Warm Red U, logo and other text in PMS 7533 U
  • on colored or black background: wordmark, logo and text should generally knock out to white or surprint in black if the background is very light. On a dark background only, the wordmark and logo can also print red, or a combination of white and red.
  • logo: PMS 7533 U this is an eps
Color Palette
  • This is the color family: Wordmark Red: Pantone Warm Red U Logo + Text Gray: Pantone 7533 U Business Card Grays: Pantone Black 6 U Pantone Warm Gray 11 Pantone Cool Gray 7
  • How to use colors: on white background: wordmark in PMS Warm Red U, logo and other text in PMS 7533 U on colored or black background: wordmark, logo and text should generally knock out to white or surprint in black if the background is very light. On a dark background only, the wordmark and logo can also print red, or a combination of white and red.
  • wordmark: PMS Warm Red U this is an eps -it is NEVER typeset.
  • logo: PMS 7533 U this is an eps
  • address block: PMS 7533 U
  • The special colors are PMS Warm Red, PMS 7533, PMS Warm Grey 11, PMS Black 6 and PMS Cool Grey 7. These colors have been chosen as UNCOATED colors, however we strongly recommend that drawdowns be generated and approved on the actual stocks (bond, cover and card weights) that will be used for the final production. While large areas of ink appear a certain shade, draw­downs for the Warm Red and PMS 7533 should be gen­erated as both a sample of the logo and type along with solid blocks of color.
  • Please note that we have requested on the Compliments and Place cards to print the Red and PMS 7533 using the the engraving process instead of litho print. The col­ors would need to be carefully supervised on press to match the litho approved colors.
  • Letterhead Ink: PMS Warm Red, PMS 7533 Prints: 2 colors one side
  • Monarch Letterhead Ink: PMS Warm Red, PMS 7533 Prints: 2 colors one side
  • #10 Envelopes Ink: PMS Warm Red, PMS 7533 Print: A-Level Front prints PMS Warm Red Back, on flap prints PMS 7533 8-Level Prints PMS Warm Red + PMS 7533 Back, on flap prints PMS 7533
  • Monarch Envelopes Ink: PMS Warm Red, PMS 7533 Print: Front prints PMS Warm Red Back, on flap prints PMS 7533
  • AG Envelopes Ink: PMS Warm Red, PMS 7533 Print: Front prints PMS Warm Red
  • Basic/Expanded Business Cards Ink: Front: PMS Warm Red, PMS 7533 Back: cards print with random choice of 3 colors. i.e: each person will have a box of cards containing a mix of cards backed with warm grey, cool grey and black 1. PMS Warm Grey II cvu, full bleed 2. PMS Black 6 cvu, full bleed 3. PMS Cool Grey 7 cvu, full bleed
  • Bilingual Business Cards Ink: Outside: PMS Warm Red, PMS 7533 plus random choice of 3 colors 1. PMS Warm Grey II cvu, bleeds 3 sides 2. PMS Black 6 cvu, bleeds 3 sides 3. PMS Cool Grey 7 cvu, bleeds 3 sides Inside: PMS Warm Red, PMS 7533
  • Mailing Labels Ink: PMS Warm Red, PMS 7533 one side only
  • Note Pads Ink: Pads: backer Art: PMS Warm Red, PMS 7533 one side only recommend 50 sheets glued to cardboard
  • Compliments Card Print: Option A: Engrave both colors PMS Warm Red, PMS 7533 one side only Option B: print litho PMS Warm Red, PMS 7533 one side only
  • Place Card Print: Option A: Engrave both colors PMS Warm Red, PMS 7533 one side only Option B: print litho PMS Warm Red, PMS 7533 one side only
Typography
  • wordmark: PMS Warm Red U this is an eps -it is NEVER typeset.
  • Typefaces: Main address is Fournier MT plain, 9.5 point on 12 point leading. “MA” and zip are Fournier Expert MT, 9.5 point on 12 point leading.
  • department block: PMS 7533 U Typeface: Trade Gothic Bold, 7pt on 12 point leading with 107.5% horizontal scale and 5 point tracking.
  • Typefaces: Main address is Fournier MT plain, 9.5 point on 12 point leading.
  • “MA” and zip are Fournier Expert MT, 9.5 point on 12 point leading.
  • senior faculty block: PMS Warm Red U Typeface: Fournier MT Italic, 9.5 point on 12 point leading.
  • “MA” is Fournier Expert MT, 9.5 point on 12 point leading.
  • margins: left 1.5" right 1.75" top 2" bottom 1.5"
  • text setting is Times Roman 10.5 point with 12.5 point leading and full line space (double carriage return) between paragraphs, with no indent or tab. Use two double carriage returns or 4 full line spaces between address and name, and for signature space.
  • the text box is never to exceed the 5.25" wide and 7.5" long area shown here. Begin the text 2" from the top and finish the text no closer than 1.5" from the bottom edge. The text starts at the 1.5" margin on left and the type box is not to exceed 5.25" wide.
  • name and department typeface is Times Roman 10.5 point with 12.5 point leading. “telephone”, “fax” and “email” to be in Times Italic, 10.5 point on same leading, while numbers and email address are Times Roman.
  • name typeface: Trade Gothic Bold, 7 point on 11 point leading with 107.5% horizontal scale and 5 point tracking.
  • credentials typeface: Trade Gothic Bold, 5.25 point on 11 point leading with 107.5% horizontal scale and 5 point tracking.
  • department typeface: Fournier MT Italic, 9.25 point on 11 point leading.
  • Typeface: Fournier MT, 9.25 point on 11 point leading. “MA”, zip and phone numbers (but not “tel” and “fax” typefaces are Fournier Expert M, 9.25 point on 11 point leading.
  • credentials to be same point size as basic card but set as separate line, use 8.25 leading.
  • use semi colons to separate multiple titles within department block.
  • wordmark: PMS Warm Red U this is an eps -it is never typeset
  • address block: PMS 7533 U typeface: Fournier MT, 9.25 point on 11 point leading. “MA”, zip and phone numbers (but not “tel” and “fax” typefaces are Fournier Expert M, 9.25 point on 11 point leading.
  • department typeface: Trade Gothic Bold, 7 point on 11 point leading with 107.5% horizontal scale and 5 point tracking.
  • margins: left 3.25" top 1.75" bottom .5"
  • text setting is Times Roman 12 point with 16 point leading.
  • the address box is never to exceed the 4" wide and 13/16" long area shown here.
  • start text 1.75" from the top, and finish the text no closer than .5" from the bottom edge. The text starts at 3.25" margin on left and type box is not to exceed 4" wide.
  • margins: left 1.875" top 2.25" bottom .75"
  • the address box is never to exceed the 3.5" wide and 13/16" long area shown here.
  • start text 2.25" from the top, and finish the text no closer than .75" from the bottom edge. The text starts at 1.875" margin on left and type box is not to exceed 3.5" wide.
  • start text 1.625" from the top, and finish the text no closer than .5" from the bottom edge. The text starts at 2.5" margin on left and type box is not to exceed 3.5" wide.
Visual Style
  • This manual of graphic standards for Harvard Design School attempts to create consistency in the application of the new visual identity programme. It includes guidelines for the use of the logo, wordmark, typography and color, and should be applied to all the visual communications produced for the school.
  • This is the Harvard Design School wordmark. It is an EPS file (custom weight, altered letter­forms etc). NEVER typeset this, except in the flow of body copy -ALWAYS use the EPS. See notes on color on page 6.
  • This is the Harvard Design School logo. It is also an EPS file. See notes on color on page 6.
  • The logo and the wordmark can be used as separate elements, as shown here. The busi­ness card layout has the wordmark on one side, while the logo appears on the other.
  • As illustrated on the previous page, the logo and the wordmark can be used as separate elements. This A6 envelope layout, shows the reverse layout to the business card, where the logo is vertically centered on the address line on the back flap, and the wordmark is posi­tioned on the front.
  • See all-in-one version on page 5 for times when you have to send out a fixed logo and will have no control over how it will be used.
  • This is the logo and wordmark together, in an “all-in-one” configuration. This is to be used if the “logo” needs to be supplied for a use outside the control of Harvard Design School. Materials produced by the school use the more sophisticated relationship of the logo and word­mark described on pages 3 and 4.
  • This is the color family: Wordmark Red: Pantone Warm Red U Logo + Text Gray: Pantone 7533 U Business Card Grays: Pantone Black 6 U Pantone Warm Gray 11 Pantone Cool Gray 7
  • How to use colors: on white background: wordmark in PMS Warm Red U, logo and other text in PMS 7533 U on colored or black background: wordmark, logo and text should generally knock out to white or surprint in black if the background is very light. On a dark background only, the wordmark and logo can also print red, or a combination of white and red.
  • wordmark: PMS Warm Red U this is an eps -it is NEVER typeset.
  • logo: PMS 7533 U this is an eps
  • address block: PMS 7533 U
  • Typefaces: Main address is Fournier MT plain, 9.5 point on 12 point leading. “MA” and zip are Fournier Expert MT, 9.5 point on 12 point leading.
  • department block: PMS 7533 U Typeface: Trade Gothic Bold, 7pt on 12 point leading with 107.5% horizontal scale and 5 point tracking.
  • senior faculty block: PMS Warm Red U Typeface: Fournier MT Italic, 9.5 point on 12 point leading.
  • name typeface: Trade Gothic Bold, 7 point on 11 point leading with 107.5% horizontal scale and 5 point tracking.
  • credentials typeface: Trade Gothic Bold, 5.25 point on 11 point leading with 107.5% horizontal scale and 5 point tracking.
  • department typeface: Fournier MT Italic, 9.25 point on 11 point leading.
  • address block: PMS 7533 U Typeface: Fournier MT, 9.25 point on 11 point leading. “MA”, zip and phone numbers (but not “tel” and “fax” typefaces are Fournier Expert M, 9.25 point on 11 point leading.
  • credentials to be same point size as basic card but set as separate line, use 8.25 leading.
  • use semi colons to separate multiple titles within department block.
  • English copy to position on the inside folded card. Second language to position on outside of card.
  • margins: left 1.5" right 1.75" top 2" bottom 1.5"
  • text setting is Times Roman 10.5 point with 12.5 point leading and full line space (double carriage return) between paragraphs, with no indent or tab. Use two double carriage returns or 4 full line spaces between address and name, and for signature space.
  • the text box is never to exceed the 5.25" wide and 7.5" long area shown here. Begin the text 2" from the top and finish the text no closer than 1.5" from the bottom edge. The text starts at the 1.5" margin on left and the type box is not to exceed 5.25" wide.
  • multiple titles separated by line breaks; where space is a concern use semicolons only
  • name and department typeface is Times Roman 10.5 point with 12.5 point leading. “telephone”, “fax” and “email” to be in Times Italic, 10.5 point on same leading, while numbers and email address are Times Roman.
  • margins: left 3.25" top 1.75" bottom .5"
  • text setting is Times Roman 12 point with 16 point leading.
  • the address box is never to exceed the 4" wide and 13/16" long area shown here.
  • start text 1.75" from the top, and finish the text no closer than .5" from the bottom edge. The text starts at 3.25" margin on left and type box is not to exceed 4" wide.
  • margins: left 1.875" top 2.25" bottom .75"
  • the address box is never to exceed the 3.5" wide and 13/16" long area shown here.
  • start text 2.25" from the top, and finish the text no closer than .75" from the bottom edge. The text starts at 1.875" margin on left and type box is not to exceed 3.5" wide.
  • margins: left 2.5" top 1.625" bottom .5"
  • start text 1.625" from the top, and finish the text no closer than .5" from the bottom edge. The text starts at 2.5" margin on left and type box is not to exceed 3.5" wide.
  • The special colors are PMS Warm Red, PMS 7533, PMS Warm Grey 11, PMS Black 6 and PMS Cool Grey 7. These colors have been chosen as UNCOATED colors, however we strongly recommend that drawdowns be generated and approved on the actual stocks (bond, cover and card weights) that will be used for the final production. While large areas of ink appear a certain shade, draw­downs for the Warm Red and PMS 7533 should be gen­erated as both a sample of the logo and type along with solid blocks of color.
  • Please note that we have requested on the Compliments and Place cards to print the Red and PMS 7533 using the the engraving process instead of litho print. The col­ors would need to be carefully supervised on press to match the litho approved colors.
  • Dylex proofs for approval are to be generated for all items and should be circulated first to Hahn Smith Design, who will mark up any corrections or suggestions then send them to Harvard for final approval.
  • Letterhead Size: 8.5 x 11’ Paper: Harvard Bond with Watermark Ink: PMS Warm Red, PMS 7533 Prints: 2 colors one side
  • Second Sheet Size: 8.5 x 11’ Paper: Harvard Bond with Watermark Ink: no print Art: no file provided
  • Monarch Letterhead Size: 7.25 x 10.5" Paper: Harvard Bond with Watermark Ink: PMS Warm Red, PMS 7533 Prints: 2 colors one side
  • #10 Envelopes Size: 9 1/2 X 4 1/8" Flap: to be a 2" square flap Paper: Neenah Classic Crest, Solar White, 24 lb W Ink: PMS Warm Red, PMS 7533
  • Monarch Envelopes Size: 7 3/8 X 3 7/8" Flap: to be a 2" square flap, see sample envelope Paper: Neenah Classic Crest, Solar White, 24 lb W Ink: PMS Warm Red, PMS 7533
  • AG Envelopes Size: 6.5 x 4.75" Flap: to be a 2.25" square flap, see sample envelope Paper: Neenah Classic Crest, Solar White, 24 lb W Ink: PMS Warm Red, PMS 7533
  • Basic/Expanded Business Cards Size: 3.5 X 2" Paper: Neenah Classic Crest, Solar White 110 lb. Cover Ink: Front: PMS Warm Red, PMS 7533 Back: cards print with random choice of 3 colors. i.e: each person will have a box of cards containing a mix of cards backed with warm grey, cool grey and black
  • Backs: 3 files showing full bleed with knocked out type to white
  • Bilingual Business Cards Size: Flat: 3.5 x 4 " Folded: 3.5 x 2" Paper: Neenah Classic Crest, Solar White 80 lb. Cover Ink: Outside: PMS Warm Red, PMS 7533 plus random choice of 3 colors 1. PMS Warm Grey II cvu, bleeds 3 sides 2. PMS Black 6 cvu, bleeds 3 sides 3. PMS Cool Grey 7 cvu, bleeds 3 sides Inside: PMS Warm Red, PMS 7533
  • Mailing Labels Size: 6.5 x 5" Neenah Classic Crest, Solar White, Pressure Sensitive Label Stock For Mass Mailing, use laser compatible stock Ink: PMS Warm Red, PMS 7533 one side only
  • Print: Mass Mailing: print 2 up, kiss-cut on 8.5 X 11" sheets ready for laser printing Single: print and trim to singles, 6.5 x 5" Pad in 25’s and attach to cardboard backer
  • Hand Fax Cover Size: 8.5 x 11’ White bond Black only one side one generic file
  • Note Pads Size: 5.5 x 8.5" Neenah Classic Crest, Solar White, 24 lb W Ink: Pads: backer Art: PMS Warm Red, PMS 7533 one side only recommend 50 sheets glued to cardboard • one generic file • 4 personally named notes
  • Compliments Card Size: Flat: 4.5 X 7" Folded: 4.5 x 3.5" Paper: Neenah Classic Crest, Solar White 80 lb. Cover Print: Option A: Engrave both colors PMS Warm Red, PMS 7533 one side only Option B: print litho PMS Warm Red, PMS 7533 one side only Folding: Score and fold to 4.5 x 3.5"
  • Place Card Size: Flat: 4.25 x 4.5" Folded: 4.25 x 2.25" Paper: Neenah Classic Crest, Solar White 110 lb. Cover Print: Option A: Engrave both colors PMS Warm Red, PMS 7533 one side only Option B: print litho PMS Warm Red, PMS 7533 one side only Folding: Score and fold to 4.25 x 2.25"
Layout And Composition
  • Never print below this line!
  • margins: left 1.5" right 1.75" top 2" bottom 1.5"
  • text setting is Times Roman 10.5 point with 12.5 point leading and full line space (double carriage return) between paragraphs, with no indent or tab. Use two double carriage returns or 4 full line spaces between address and name, and for signature space.
  • the text box is never to exceed the 5.25" wide and 7.5" long area shown here. Begin the text 2" from the top and finish the text no closer than 1.5" from the bottom edge. The text starts at the 1.5" margin on left and the type box is not to exceed 5.25" wide.
  • multiple titles separated by line breaks; where space is a concern use semicolons only
  • name and department typeface is Times Roman 10.5 point with 12.5 point leading. “telephone”, “fax” and “email” to be in Times Italic, 10.5 point on same leading, while numbers and email address are Times Roman.
  • margins: left 3.25" top 1.75" bottom .5"
  • text setting is Times Roman 12 point with 16 point leading.
  • the address box is never to exceed the 4" wide and 13/16" long area shown here.
  • start text 1.75" from the top, and finish the text no closer than .5" from the bottom edge. The text starts at 3.25" margin on left and type box is not to exceed 4" wide.
  • margins: left 1.875" top 2.25" bottom .75"
  • the address box is never to exceed the 3.5" wide and 13/16" long area shown here.
  • start text 2.25" from the top, and finish the text no closer than .75" from the bottom edge. The text starts at 1.875" margin on left and type box is not to exceed 3.5" wide.
  • margins: left 2.5" top 1.625" bottom .5"
  • start text 1.625" from the top, and finish the text no closer than .5" from the bottom edge. The text starts at 2.5" margin on left and type box is not to exceed 3.5" wide.
Brand Imagery
  • ![3D Wireframe Cube - The image should feature a geometric representation of a three-dimensional cube, depicted as six squares arranged to form a wireframe model. The structure should have three perpendicular planes intersecting at the center, each plane representing one face of the cube and oriented to show depth and perspective. The lines forming the edges of the squares are straight, with consistent black stroke width, and the corners are sharp. The overall perspective indicates a slightly tilted view, allowing visibility of three faces of the cube, creating a sense of three-dimensionality. The background is plain or white, emphasizing the wireframe structure, with clear visible internal diagonals intersecting at the cube’s center to highlight its three-dimensional geometric arrangement.
  • ![Geometric Cube Illustration - The image should contain a geometric diagram consisting of six squares arranged in a three-dimensional perspective, with some squares overlapping or intersecting to create an illusion of depth. The squares are outlined in black and have no fill color, emphasizing their structural form. The arrangement appears to form a three-dimensional cube or a similar polyhedral shape viewed from an angle, with three squares visible on the front and three on the back, all aligned along a common perspective line. The background of the image is plain white, providing contrast to the black outlines. In the upper right corner of the image, there is text that reads: ‘This is the Harvard Design School. It is also an EPS file. See notes on page 6.’ The overall composition is simple, focusing on the geometric shapes and their spatial relationships, typical for a technical or design diagram.
  • This is the Harvard Design School logo. It is also an EPS file. See notes on color on page 6.
  • ![Business Card Layout for Russell Sanna - The image should be a professionally designed contact or business card layout divided into two sections. The left section, occupying approximately one-third of the width, features the name ‘Russell Sanna’ in bold orange font with the academic title ‘PhD’ in smaller orange text beside it. Below the name, the title ‘Associate Dean for Administration and External Relations’ appears in italicized orange font, slightly smaller in size. Adjacent to this, in the right section, the text presents the affiliation ‘Harvard University Graduate School of Design’ in a standard gray font, followed by the address ‘48 Quincy Street, Cambridge, MA 02138,’ and the website ‘www.gsd.harvard.edu,’ all in gray. Beneath the address, the contact details are listed: the telephone number ’tel 617 495 0970’, the fax ‘fax 617 496 4503’, and the email ‘rsanna@gsd.harvard.edu,’ each on separate lines, all in gray. In the bottom left corner of the card, there is a stylized geometric logo consisting of a series of connected angular lines forming diamond-like shapes in a light shade, adding a design element. The overall design maintains clarity, professionalism, and visual hierarchy with a clean, minimal aesthetic, ensuring all text is legible and well-organized.
  • The logo and the wordmark can be used as separate elements, as shown here. The business card layout has the wordmark on one side, while the logo appears on the other.
  • ![Harvard Design School Branding - The image features a solid black rectangular background with centered text in white font. The text reads ‘Harvard Design School’ and is located roughly in the middle of the rectangle, both horizontally and vertically, with ample space around it. The font appears to be a clean, modern sans-serif typeface, and the letter spacing and size are consistent, emphasizing clarity and simplicity. There are no additional graphics, images, patterns, or design elements present beyond the textual content and the black background. The overall aesthetic is minimalist, focusing on the contrast between the black background and the white text to create a professional and sleek visual statement.
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