visual identity standards
quick guide
Branding
makes Tufts
visible.
publications.tufts.edu
We can all help to enhance Tufts' visibility in the
market by using the logo, color, and typeface
standards in this guide. Correct use of these visual
elements signals your connection to the university
and to Tufts’ brand presence.
The visual identity system is flexible so that you can
communicate the distinct character of your school
or unit. Anchored by the Tufts logo, we invite you to
choose from the range of official colors and
typefaces.
Clear branding means that you are visually consistent
in every form of communication, including web,
social, and print. Complete your brand strategy by
combining visuals and messages that speak to
Tufts’ mission and values.
logo
The logo is the
gateway
to the brand.
Milton Glaser
Designer of the iconic I Love New York campaign
publications.tufts.edu/brand-guides-and-logos
cap height
cap height
cap height
logo
Give the logo its own space and please do not combine it with
other elements. A mandatory “clear space” equal to the height of
the capital "T" (cap height) makes the logo stand out.
logo colors
The logo is displayed in Tufts blue, Tufts brown, or in black.
It can also appear in white on solid colors and photos.
seal
Do not use the Tufts seal. It is reserved for the Office of the
President, diplomas, and legal contracts.
schools
The dividing rule between the logo and school name always
displays in black. Download the horizontal and vertical versions
via the link below.
publications.tufts.edu/brand-guides-and-logos
Economics
departments
The school logo plus department name reflects the correct
treatment. If you are a center or a division, refer to the complete
Visual Identity Standards.
color
Color creates
emotion, triggers
memory, and
gives sensation.
Gael Towey
Creative Director, Martha Stewart Living Omnimedia
publications.tufts.edu
PMS: 390
HEX: B6BD00
PMS: 4625
HEX: 522C1B
PMS: 279
HEX: 3E8EDE
PMS: 144
HEX: F38B00
PMS: 7466
HEX: 00ADBB
PMS: 279
HEX: 3E8EDE
PMS: 7531
HEX: 7C6755
PMS: 400
HEX: C6BFB6
PMS: 279
HEX: 3E8EDE
PMS: 458
HEX: D9C756
PMS: 5493
HEX: 7EA8AD
PMS: 279
HEX: 3E8EDE
color combinations
Suggested combinations with Tufts Classic Blue.
Classic Blue
Classic Brown
Accessible
Blue
Digital standard for
the visually impaired.*
core colors
Tufts Classic Blue and Brown are the official university colors.
Accessible Blue is not to be used with the logo. It is only for
non-brand elements like navigation or headlines.
* World Wide Web Consortium sets contrast and accessibility requirements.
Lyceum
Orange
Barnum
Red
Hillside
Green
Laureate
Violet
Urban
Grey
Firma
Grey
Jumbo
Grey
Accessible
Blue
Aura
Blue
Eco
Green
Transcend
Green
Vision
Blue
Prospect
Gold
Innovate
Orange
Fusion
Yellow
Pulse
Red
extended palette
The Tufts University palette. Color names are for use within Tufts
for quick reference. See the chart on the next page for standard
color values.
These colors also meet accessibility standards.
 Classic Blue
Pantone: 279
Print:
HEX: 3E8EDE
Digital: R:62 / G:142 / B:222
C:70 / M:30 / Y:0 / K:0
 Classic Brown
Pantone: 4625
Print:
HEX: 512C1D
Digital: R:81 / G:44 / B:29
 Accessible Blue
Pantone: 653
Print:
HEX: 346094
Digital: R:52 / G:96 / B:148
 Lyceum Orange
Pantone: 159
Print:
HEX: D35E13
Digital: R:211 / G:94 / B:19
 Barnum Red
Pantone: 1807
Print:
HEX: A93439
Digital: R:169 / G:52 / B:57
 Hillside Green
Pantone: 7496
Print:
HEX: 77881C
Digital: R:119 / G:136 / B:28
 Laureate Violet
Pantone: 2617
Print:
HEX: 4A0D66
Digital: R:74 / G:13 / B:102
 Urban Grey
Pantone:CG10
Print:
HEX: 646569
Digital: R:100 / G:101 / B:105
 Firma Grey
Pantone: 7531
Print:
HEX: 7C6755
Digital: R:124 / G:103 / B:85
C:0 / M:75 / Y:90 / K:75
C:87 / M:64 / Y:18 / K:3
C:18 / M:73 / Y:100 / K:6
C:10 / M:93 / Y:71 / K:33
C:46 / M:6 / Y:100 / K:42
C:82 / M:100 / Y:25 / K:21
C:40 / M:31 / Y:20 / K:70
C:0 / M:29 / Y:38 / K:53
color chart
Values for Tufts core colors and extended palette.
 Jumbo Grey
Pantone: 400
Print:
HEX: C6BFB6
Digital: R:198 / G:191 / B:182
C:6 / M:7 / Y:11 / K:16
 Aura Blue
Pantone: 5493
Print:
HEX: 7EA8AD
Digital: R:126 / G:168 / B:173
 Eco Green
Pantone: 369
Print:
HEX: 63A70A
Digital: R:99 / G:167 / B:10
 Transcend Green
Pantone: 390
Print:
HEX: B6BD00
Digital: R:182 / G:189 / B:0
 Vision Blue
Pantone: 7466
Print:
HEX: 00ADBB
Digital: R:0 / G:176 / B:187
 Prospect Gold
Pantone: 458
Print:
HEX: DCC555
Digital: R:220 / G:197 / B:85
 Innovate Orange
Pantone: 144
Print:
HEX: F38B00
Digital: R:243 / G:139 / B:0
 Fusion Yellow
Pantone: 116
Print:
HEX: FFCE00
Digital: R:255 / G:206 / B:0
 Pulse Red
Pantone: 485
Print:
HEX: E2231A
Digital: R:226 / G:35 / B:26
C:46 / M:4 / Y:16 / K:16
C:68 / M:0 / Y:100 / K:0
C:27 / M:0 / Y:100 / K:3
C:86 / M:0 / Y:32 / K:0
C:5 / M:4 / Y:73 / K:7
C:0 / M:43 / Y:75 / K:5
C:0 / M:20 / Y:100 / K:0
C:0 / M:81 / Y:87 / K:15
Meets digital standards for the visually impaired.
type
Typography
endows language
with visual form.
Robert Bringhurst
Author of the classic Elements of Typographic Style
publications.tufts.edu
DIN
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Minion Pro
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Rockwell
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DIN Round
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Sentinel
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typefaces
Tufts University fonts fit a variety of needs for digital and print.
Check the following pages for typeface combinations.
DIN
Light and Bold
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Rockwell
Light and Bold
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core typefaces for headings
These typefaces and specific weights are suggested for use with
titles and featured text. Additional choices can be made from the
complete set of Tufts fonts.
Large Heading
Paragraph Heading
Rockwell Light
DIN Bold
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adipiscing elit. Integer vitae velit sed
leo suscipit venenatis. Vestibulum et lacus
eget tellus gravida gravida. Vivamus leo
nulla, vehicula id tellus et, sollicitudin
commodo diam. Donec vulputate sapien
sit amet hendrerit sodales. Aenean
egestas imperdiet eleifend. Aliquam
sodales porta enim, nec tristique dui
gravida ut aliquam.
Lorem ipsum
dolor sit amet,
consectetur
adipiscing elit.
Aliquam sodales
porta enim, nec
tristique dui
gravida ut.
Rockwell Bold
Minion Pro
typeface combinations for print
These combinations provide an example of how the core fonts
work together in print. You can create other combinations from
the Tufts fonts.
Large Heading
Paragraph Heading
DIN Light
DIN Medium
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Integer vitae velit sed
leo suscipit venenatis. Vestibulum et lacus
eget tellus gravida gravida. Vivamus leo
nulla, vehicula id tellus et, sollicitudin
commodo diam. Donec vulputate sapien
sit amet hendrerit sodales. Aenean
egestas imperdiet eleifend. Aliquam
sodales porta enim, nec tristique dui
gravida ut aliquam.
Lorem ipsum
dolor sit amet,
consectetur
adipiscing elit.
Aliquam sodales
porta enim, nec
tristique dui
gravida ut.
DIN Medium
Gudea
typeface combinations for digital
These combinations provide an example of how the core
fonts work together in digital settings. You can create other
combinations from the Tufts fonts.
Georgia
Georgia can replace serif fonts.
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Gudea
Gudea is a required DIN replacement for online body text.
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Verdana
Verdana can replace sans serif fonts.
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substitute fonts for digital
Make sure to use Gudea for web body text for readability. Only
when Tufts fonts are not available use standard issue options
Georgia and Verdana.
best practices
Only use high resolution and original logo files.
Digital = 72 dpi (dots per inch); Print = 300 dpi.


Do not alter the logo or crowd it with artwork or text.
Do not use the Tufts seal. It is reserved for the Office
of the President, diplomas, and legal contracts.

Learn about the required color contrast for the visually
impaired.*


Only use professional photography and avoid clip art.
Think about how to use design elements in mobile,
desktop, and print environments.

Maintain consistent quality of the logo, colors, and
typefaces in digital and print.

*sites.tufts.edu/uxstandards/accessibility/accessibility-guidelines/
accessible-color
publications.tufts.edu
resources
Download Logos
publications.tufts.edu/brand-guides-and-logos/download-logos
Tufts Visual Identity Standards (complete)
publications.tufts.edu/brand-guides-and-logos
Social Media Policy
webcomm.tufts.edu/tuftssocialmediapolicy
Tufts' Mission
tufts.edu/home/get_to_know_tufts/vision_mission
Tufts Photography
tuftsphoto.photoshelter.com
University Communications Planning Guide
universityrelations.tufts.edu
Usability (UX) and Accessibility Standards
sites.tufts.edu/uxstandards
© 2015 Tufts University
Tufts University Communications and Marketing
Justin Clapp, Clapp Design, Boston, MA
visual identity standards
quick guide