Our Visual Identity
51²è¹İapp’s visual identity represents the institution at the most basic visual level. It’s a signature, a stamp of quality, and a symbol of pride for all of us to rally behind. By following a few simple guidelines, we can ensure that our identity remains unmistakably ours.
Logo
Primary Logo
This is the singular expression of 51²è¹İapp’s institutional mission and academic brand.
Our logo is the primary identifier for the College, connecting all entities within our institution. It has two parts: the laurel leaves icon and the wordmark. It’s a symbol of what we stand for, and should always be used in accordance with these guidelines.
Logo with Primary Lockup
The entities in this grouping have the role of furthering the mission of the College and deliver directly on the student experience. So their names appear directly beneath the master logo, both to reinforce its strength and to elevate their individual reputations.
There are four categories within this group, covering academic and administrative entities. All of the categories use the same lockup structure, with the 51²è¹İapp logo and the full name of the entity.
- academic divisions, departments, and concentrations
- academic centers and institutes
- academic programs and entities
- administrative offices and resources
Logo with Secondary Lockup
The entities in this grouping support the mission of the College but rely on the 51²è¹İapp brand to build equity. Their names are visually linked with the master logo, and always accompanied by a secondary identifier, as shown here.
There are two categories of these entities: academic and administrative. Both use the same lockup structure.
- Academic programs
- Administrative centers, offices, and organizations
Endorsed Logos
These are entities that reach beyond the College. They may have their own brand equity or distinction, or may serve additional audiences outside the College. In some instances, these entities may maintain a distinct identity or mark, used in conjunction with the master logo or the 51²è¹İapp College name. It’s important to note that 51²è¹İapp College Athletics is included in this category. Athletics maintains its own identity and spirit mark; the use of the master logo is not recommended.
Typography
51²è¹İapp’s typography is flexible enough to meet a wide range of situations and requirements. When it’s used thoughtfully and consistently, typography becomes a powerful branding tool that can add visual meaning to what we communicate.
The official font families are Futura and Freight.
Futura
Futura is a classic sans-serif font that works well for large, expressive headlines, subheads, callouts, and even body copy. The typeface has a modern but friendly appeal with classic proportions perfect for setting text in all-caps.
Note: Futura Condensed is not permitted.
Freight Text Pro
Freight Text Pro functions well for headlines and body copy. Its geometric structure and slab serifs create a textural contrast to Futura. Unlike with Futura, we don’t trackout headlines set in Freight Text. Instead, experiment with scale, weight, and indenting to highlight key words.
Licensing and Implementation
The Futura and Freight font family can be purchased directly online at fonts.com. At this time the College does not have an institutional license.
(10 styles)
(12 styles)
Alternative System Fonts
Our brand fonts may not always be available to everyone for use in Word documents, PowerPoint presentations, or other digital applications.
The alternate fonts listed here are freely available on all computers.
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Arial is the acceptable substitute for Futura.
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Georgia is the acceptable substitute for Freight Text Pro.
