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Style Guide for

Print and Web

Table of Contents
Logo Specifications
Primary HFA Logo
Primary HFA Logo Lockups
HFA & Department Logo Lockups
HFA & Department Logo Lockups with Crossbar & Color Variation
Logo Size & Spacing
Logo Misuse
Incorporating the UMass Amherst Wordmark

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5
7
8
9
10
12

Color
Primary & Secondary Color Families for Print & Web

13

Typography
Print Type Families
Web Type Families
Print Typographic Styles
Web Typographic Styles

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15
16
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Photography and Artwork


Guidelines 18
Architectural Icons
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Logo Specifications

Primary HFA Logo


The HFA mark is reflective of the modern and generally
angular architecture of the buildings most utilized by
the College. The singular and interweaving crossbar
represents the shared interests of and connections
among departmental and programmatic disciplines.

In the interest of creating a dynamic, polymorphic mark, the


crossbar of the logo is adjustable in appropriate instances.
The crossbar can be stretched across the surrounding
space to signify the continuum of lifelong learning in the
humanities and fine arts.

The crossbar for each character can also be lowered or raised to represent balance,
reminiscent of a graphic equalizer. Liberal arts students are often said to be well rounded
and often use their studies as a vehicle for self-discovery. Humanities and fine arts enable
them to find the right balance for their lives beyond UMass. Through their college careers,
students make adjustments that affect their sense of humanity and allow them to fine tune
their individual craft, as well as appreciate or critique the craft of others.

The logo should always be rendered in black, white, or in two-color lockup in black or white with the crossbar in either maroon,
black, white, or one of the approved accent colors (see page 13). Primary text must always appear in the same color as the
letterforms. Department text must always appear in the same color as the crossbar (see page 8 for department lockups.)

Primary HFA Logo Lockups

Lockup #1

Lockup #1
with UMass
wordmark

Lockup #2

Lockup #2
with UMass
wordmark

Lockup #3

Lockup #4

Lockup #3
with UMass
wordmark

Lockup #4
with UMass
wordmark

HFA & Department Logo Lockups


Afro-American
Studies

Architecture

Art

Classics

English

History

History of Art
& Architecture

Judaic &
Near Eastern Studies

Languages, Literatures,
& Cultures

Linguistics

Music & Dance

Philosophy

Theater

Women, Gender,
Sexuality Studies

Departmental Logo Lockups with Color & Crossbar Variation

Afro-American
Studies

Architecture

Art

Classics

English

History

History of Art
& Architecture

Judaic &
Near Eastern Studies

Languages, Literatures,
& Cultures

Linguistics

Music & Dance

Philosophy

Theater

Women, Gender,
Sexuality Studies

For color specifications, see page 13

Logo Size & Spacing


It is important for the logo to always be
legible, therefore the HFA logomark should
never be rendered smaller than .375 tall.

Clear space is the area around the logo that


protects it from any other graphics that might
interfere with it and dilute the clarity of the identity.

.375

.375
X

.375

.375

The width of the partial crossbar of the H or A


determines how large that space should be

X=

=X

Logo Misuse

The logo must only be used as specified in these guidelines. Consistent treatment of the logo contributes to a
strong brand presence. The following exhibits represent a few of the many ways the logo must not be altered.

Do not stretch or distort the logo.

Do not put the logo in a box or use


with a low contrast background.

College of Humanities
& Fine Arts
Do not attempt to change the logo
or create your own logo.

10

Do not use the logo on a diagonal.

Do not apply any effects to the logo.

Do not apply the logo to busy backgrounds.

Do not put any items too close to the logo.

Do not change the color of any part of the logo.

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Incorporating the UMass Amherst Wordmark


It is necessary that the UMass wordmark be present in all
branded materials, either in lockup with the primary HFA logo
(see pages 5 and 6) or standing apart from the primary logo.
When standing apart, the horizontal wordmark is preferred
(note: in lockup with the HFA mark, the horizontal UMass
wordmark must be used). In very few instances when space
is an issue, the stacked UMass wordmark may be used.

UMass horizontal logo

You can download the wordmarks from:


http://www.umass.edu/universityrelations/graphic-identity/
logos-and-print-guidelines/seals-logos-and-marks

About UMass Amherst marks. They:


n

are the exclusive property of the University of


Massachusetts Amherst, with use protected by law.

must be reproduced from official artwork.

must be clearly legible at all times.

cannot be altered or redrawn in any way.

are designed to be used as whole units.

A note on UMass Athletics marks:


The Minuteman, UMass Athletic Letters, and other
informal Spirit Marks are used to communicate school
spirit, particularly in conjunction with UMass Athletics.
These marks are not appropriate for academic materials
and should not be used under any circumstances.

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UMass stacked logo

Color

Secondary/Departmental Colors
Brick

Orange

Hunter

Slate Green

Navy Blue

PMS 696
CMYK: 17 82 42 40
RGB: 152 72 86
Hex: 984856

PMS 151
CMYK: 0 49 100 0
RGB: 255 130 0
Hex: FF8200

PMS 3298
CMYK: 99 11 72 35
RGB: 0 106 82
Hex: 006666

PMS 624
CMYK: 48 8 34 20
RGB: 120 159 144
Hex: 789F90

PMS 7469
CMYK: 100 20 0 40
RGB: 0 95 134
Hex: 005F86

Department:
Afro-American Studies

Department:
Architecture

Department:
Art

Department:
Classics

Department:
English

Slate

Gold

Royal Blue

Green

Steel Gray

PMS 5405
CMYK: 68 35 17 40
RGB: 79 117 139
Hex: 4F758B

PMS 124
CMYK: 0 27 100 8
RGB: 234 170 0
Hex: EAAA00

PMS Process Blue


CMYK: 100 13 1 2
RGB: 0 133 202
Hex: 0085CA

PMS 355
CMYK: 91 0 100 0
RGB: 0 150 57
Hex: 009639

PMS 5435
CMYK: 31 8 6 11
RGB: 166 187 200
Hex: A6BBC8

Department:
History

Department:
History of
Art & Architecture

Department:
Judaic &
Near Eastern Studies

Department:
Languages, Literatures
& Cultures

Department:
Linguistics

Primary Colors
UMass/HFA Maroon

PMS 202
CMYK: 0 100 61 43
RGB: 140 38 51
Hex: 881C1C

Black

CMYK: 0 0 0 100
Rich Black: 25 25 25 1000
RGB: 0 0 0
Hex: 000000

Teal

Lime Green

Lavender

Warm Red

PMS 3262
CMYK: 76 0 38 0
RGB: 0 191 179
Hex: 00BFB3

PMS 375
CMYK: 46 0 90 0
RGB: 151 215 0
Hex: 97D700

PMS 667
CMYK: 52 49 0 14
RGB: 127 102 137
Hex: 7F6689

PMS Warm Red


CMYK: 0 73 77 2
RGB: 249 66 58
Hex: F9423A

Department:
Music & Dance

Department:
Philosophy

Department:
Theater

Department:
Women, Gender,
Sexuality Studies

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Typography
Print Typeface Families
Minion Pro Regular (Print)

ab cdefg hijk lmnop qrstuv wxyz


AB CDEFGHIJKLMNOPQRSTUVWXYZ
Frutiger Regular (Print)

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Frutiger Bold (Print)

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

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Web Typeface Families


Open Sans Light

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Open Sans Regular

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Open Sans Semibold

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Open Sans Bold

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

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Print Typographic Styles


Suggested typographic treatments for print are outlined below.

Lorem Ipsum Dolor


Sit Amet

Print Headlines
Use Minion for headlines

Sed lacinia in est eu ornare.

Print Subheads
Use Frutiger Bold for subheads

Lorem ipsum dolor sit amet, consectetur adipiscing elit. In


id sagittis dui. Vestibulum venenatis justo ac augue tempus
tempus. Sed lacinia in est eu ornare. Vivamus velit ligula,
ultricies sed ligula vel, ullamcorper tempus ante. Curabitur
egestas enim odio, non ullamcorper lacus euismod ut.
Aenean id felis facilisis, imperdiet dui in, porttitor orci.

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Print Body Text


Use Frutiger Regular for body text

Web Typographic Styles


Suggested typographic treatments for web are outlined below.

Lorem Ipsum Dolor


Sit Amet

Web Headlines
Use Open Sans Light for headlines

Sed lacinia in est eu ornare.

Print Subheads
Use Open Sans Semibold for subheads

Lorem ipsum dolor sit amet, consectetur adipiscing elit. In


id sagittis dui. Vestibulum venenatis justo ac augue tempus
tempus. Sed lacinia in est eu ornare. Vivamus velit ligula,
ultricies sed ligula vel, ullamcorper tempus ante. Curabitur

Print Body Text


Use Open Sans Regular for body text

egestas enim odio, non ullamcorper lacus euismod ut.


Aenean id felis facilisis, imperdiet dui in, porttitor orci.

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Photography & Artwork


Guidelines
Photography and imagery (including illustrations, canonic
works used in our classrooms, historical photographs,
and student or faculty produced works) brings our
communications to life with the added benefit of showcasing
our faculty, students, and accomplishments.
The correct use of imagery is outlined below:
n

Reinforce brand colors whenever possible

Avoid images that look overly generic;

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Whenever possible, opt for photographs that show action


or detail rather than posed portraits;
Use imagery that calls to mind our students ability to find
their balance, hone their skills, and study what they love.

Sed ut perszxpiciatis unde omnis iste natus error sit volup


tatem accusantium dolorem que laud antium, totam rem
aperiam, eaque ipsa quae ab illo inventore veritatis et
quasi architecto beatae vitae dicta

Studio Art

Sed ut perszxpiciatis unde omnis iste natus error sit volup


tatem accusantium dolorem que laud antium, totam rem
aperiam, eaque ipsa quae ab illo inventore veritatis et
quasi architecto beatae vitae dicta

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Architectural Icons

New Africa House

Studio Art Building

Herter Hall

South College
Integrated Learning Center

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Fine Art Center

Bartlett Hall

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