What is a visual identity?
On one level, a visual identity is a graphic system - a toolkit of colors and typefaces anchored by a strong institutional logo (also known as the Tufts wordmark). These graphic components and the rules that govern their use create consistency in print and web communications and thereby a recognizable look associated with the institution.
Tufts' new visual identity system is designed to create a consistent, strong University-wide identity, while embracing the individual character and goals of each school and division. A full identity manual is now available for download [PDF] and in print via the Marketing Communications office.
Over time, strong, consistent graphic components become invested with meaning through association with images and ideas. By following this system, we all contribute to the University's reputation.
Tufts is:
- pioneering and entrepreneurial
- global in its perspective
- focused on the challenges of a new century
- educating the next generation of leaders
- dedicated to active citizenship
- building on a tradition of innovation and progressive thinking that dates back to its founding in 1852
Here is a brief overview of the system and its main components and rules. If you need the logo artwork, please fill out the request form. If you need advice or more information, please contact Marketing Communications at 617-627-2117.
Learn more about the visual identity system:
The logo must appear in a prominent location on all print and electronic communications that will be seen by audiences outside the university.
On a multipage print publication
The logo should be placed on the front or back outside cover or on the inside front cover.
On an advertisement or poster
The logo should appear on the front.
On a Web site
The logo should appear on the homepage.
It is very important that designers or desktop publishers do not attempt to construct the logo themselves, as the lettering in the logo has been sculpted especially for Tufts. Please obtain authorized electronic files of the logo from Tufts’ Office of Publications.
There are three official versions of the Tufts logo:
Please contact Marketing Communications or Web Communications for advice on the most appropriate choice of logo for a specific project.
When using the Tufts logo, please note the following guidelines:
- One of the three official versions of the logo should appear on all communications intended for external distribution.
- Never manipulate or distort the Tufts logo, for example, by stretching or compressing it:
- Never try to redesign one element of the logo, for example, the word "university":
- Never add words or images to the logo to create a composite logo treatment:
- With one exception, the Tufts logo should always be printed in a single color. That one exception is when the logo is printed in the school colors, which are brown and blue.
- Use of the Tufts logo must comply with the University's name use policy.
The Tufts Seal
Use of the official Tufts seal should be limited to formal documents, i.e., on diplomas or other official administrative communications emanating from the President’s Office or the Board of Trustees. The seal may also be used for official ceremonial functions and appear on approved plaques, flags, or furniture.
It should never be used on print or Web marketing materials in lieu of the Tufts logo.
The Tufts Colors
The official Tufts colors are a dark brown and a sky blue as prescribed by the Pantone color specification system (or the Pantone Matching System of “PMS” numbers).
Brown PMS 4625 and Blue PMS 279 are the official Tufts colors. Other browns and blues should be avoided.
There is also a system of suggested complementary colors:
| Tufts Colors | ||||
| Color | PMS | CMYK | RGB | Web |
 | 279 | 70c 33m | r72 g145 b206 | 417dc1 |
 | 4625 | 30c 75m 90y 75k | r48 g15 b0 | 300f00 |
| Accent Colors | ||||
| Color | PMS | CMYK | RGB | Web |
 | 1805 | 5c 96m 76y 21k | r186 g34 b52 | ba2234 |
 | 159 | 1c 74m 100y 7k | r222 g96 b32 | de6020 |
 | 273 | 100c 100m 15k | r40 g39 b129 | 282781 |
 | 378 | 43c 13m 98y 62k | r73 g91 b20 | 495814 |
| Hues | ||||
| Color | PMS | CMYK | RGB | Web |
 | 128 | 7m 68y | r255 g229 b112 | ffe570 |
 | 5493 | 46c 5m 14y 14k | r118 g176 b188 | 76b0bc |
 | 577 | 33c 1m 49y 4k | r168 g204 b150 | a8cc96 |
 | 458 | 2c 7m 58y 7k | r234 g213 b125 | ead57d |
 | 7531 | 16c 28m 36y 49k | r126 g109 b95 | 7e6d5f |
 | 145 | 58m 100y 8k | r227 g124 b29 | e37c1d |
| Tints | ||||
| Color | PMS | CMYK | RGB | Web |
 | 1205 | 5m 35y | r255 g237 b179 | ffedb3 |
 | 5875 | 5c 3m 26y 6k | r227 g223 b187 | e3dfbb |
 | 2707 | 21c 4m | r196 g224 | c4e0f5 |
 | 7503 | 10c 15m 45y 28k | r175 g160 b118 | afa076 |
 | 406 | 5c 9m 10y 13k | r211 g202 b197 | d3cac5 |
 | 468 | 2c 7m 26y 5k | r235 g220 b185 | ebdcb9 |
The Tufts Typefaces
There are certain typefaces Tufts units are required to use on all electronic and print publications.
The typefaces have been selected to allow for flexibility of design while also complementing the university
logo. The goal is to allow units to create their own distinctive "look" that suits their own marketing purposes while also ensuring that all communications originating from Tufts have a professional appearance. Each family of fonts has a large range of weights and style options, including italics, small caps, etc. to allow for numerous options.
Serif Faces
There are three families of serif typefaces for use in the body text and headlines of publications: Caslon 540, Minion, and Bookman. In addition, a fourth serif typeface, Georgia, is resident on most computers and has been designed to render well on a computer monitor. It should be used in electronic environments such as the Web and HTML-encoded e-mails.
Sans-Serif Faces
There are three families of sans-serif typefaces for use in the body text and headlines of publications.
Arial is also the designated typeface for electronic environments such as HTML-encoded e-mails and Web
sites. Like Georgia, Arial was designed specifically to render well on the computer.
Headlines
The following typefaces have been selected for use specifically at display height.They should be used for titles and headlines in publications, but not to set body text.
