Master Brand

This represents the single expression of the brand promise, personality, and values. The primary logo and its alternate configurations identify every communication endorsed by Springfield College.

The names of certain entities can be locked up with the primary logo for a variety of communication purposes.

The architecture below defines the visual relationships between the College identity, its sub-brand entities, and associated organizations and events, based on a number of factors.


Long-term Goals

Build the Springfield College Brand

With the identity system, Springfield College is recognized for all offers that support the College’s mission, or that reflect positively and build equity for the institution. These entities should be easy to identify as part of Springfield College.

Keep It Simple

Clear parameters define when and how the master brand is used for sub-brands. Sub-brands that don’t reflect strongly on the College or offer little return on investment can compromise the integrity of the master brand.

Allow for Flexibility

The architecture system is nimble enough for new programs, centers, locations, or initiatives to easily fold in to the architecture system.

 

Official Springfield College Logo
Springfield College, the Springfield College seal, and the Springfield College logo are registered with the U.S. Patent and Trademark Office and may not be used or reproduced without permission.

 

Primary Tier

These entities have offers that directly support the academic mission of the College. Examples include:

  • Departments
  • Schools
  • Offices
  • Programs
  • Centers

These offers all use the master brand logos, and identify areas of the College through a typographic extension (link to typographic extension section).

 

Secondary Tier

The relationship of these entities with the master brand is often defined by:

  • An audience, offer, or purpose that aligns less closely with the College’s
  • Existing equity in its own brand

These entities have existing equity with a targeted audience or provide a non-academic offer. They may be directly overseen by the College or have a separate management structure.

In this tier, the entities have unique logos, but incorporate colors associated with the master brand. These should appear separately, co-branded with the master brand logo.

Secondary Tier Example

Tertiary Tier

Entities at this level include organizations, clubs, and College events that are initiated or maintained by students.

These entities have:

  • Less influence in delivering on the College’s academic mission
  • Have less impact on how the College is perceived externally

For internal or student-facing communications, these groups can (but are not required to) use the College logo, select College marks, and trademarked College language.

Communications with external audiences should carry the master brand logo, which serve as an endorsement.

All communications should maintain the logo hierarchy, where the master brand logo is separate and in a more prominent position.

Endorsed Organizations

Practices to Avoid

These standards apply to all official Springfield College logos and lockups as described in these guidelines. The set of examples shown here is not an exhaustive list. Always use unaltered logo files.

Practices to Avoid

Heritage

The Gulick triangle is an important piece of Springfield College’s history: since 1892, it has stood for spirit, mind, and body.

Gulick Triangle

The Gulick Triangle

All triangles are not created equal—not even equilateral ones. The Gulick triangle, shown below, represents Springfield College and our principles. No other triangle should be used in College communications.

All Triangles are Not Created Equal

Springfield College Seal

The Springfield College seal is a significant part of our College’s heritage. Today it’s reserved for official business only; for example, it’s imprinted on certain communications from the Office of the President, ceremonial documents, awards, and diplomas. It may be used for other purposes only with the permission of the Office of the President and the Office of Communications.

Note:

The Springfield College seal is currently used on most official College stationery. This remains acceptable as we transition to our new identity standards.

The Springfield College seal should never be locked up with the logo, and should not be modified in any way. The version of the seal shown here is the only version permitted.

Stag Sans Medium should be used when typesetting the name of the College with the seal (see page 31).

Springfield College Seal

Size

Springfield College, the Springfield College seal, and the Springfield College logo are registered with the U.S. Patent and Trademark Office and may not be used or reproduced without permission.

Size

In order to maintain full legibility, never reproduce the seal at widths smaller than 1.25 inches (for print) or 215 pixels (for screen). There is no maximum size limit.

Appropiate Seal Size

Clear Space

Ensure that clear space is maintained around the seal for legibility and prominence. Photos, text, and graphic elements must follow these guidelines. Use half the seal’s width as a measuring tool for proper clearance.

Appropriate Clear Space
Branding at Springfield College