NAME LOGO - Harvard Business School

logo GUIDE
10 JUN 2011
name of section P1

What is this book about?
This guide gives usage guidelines for Harvard Business
School’s two primary logos: the horizontal name logo and the
shield logo.
It also presents secondary treatments and the way the
primary logos should be locked up with a department or
program name.
See our Brand & Style Guide for additional identity elements
such as fonts, color, and photo style.
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primary LOGOS
shield logo
name logo
The name logo must appear on all materials intended for external audiences.
The shield logo is optional (but be prepared to add it on request).
Official logos should be obtained from Marketing & Communications. Do not attempt to
recreate or alter the primary logos in any way.
primary logos P3

NAME logo
1-color
1-color reversed
2-color
2-color alternate
(Note: Do not include rules within the name of School unless you are using the official name logo.)
P4 name logo

THE NAME LOGO MUST APPEAR ON ALL MATERIALS INTENDED FOR EXTERNAL AUDIENCES.
COLOR
The 1-color version may appear in any color.
There are two two-color versions:
1. one in which all three words appear in the same color with the rules in a second color
2. one in which the word “Business” is the same color as the rules
When using more than two colors, the word “Business” and the rules may appear in different
colors. However, the words “Harvard” and “School” should always be the same color.
SIZE
In print, the name logo should never appear smaller than 3 inches in width. In electronic
mediums (such as the Web), the name logo should never appear smaller than 260 pixels in
width.
TRADEMARK
When used on products or by external parties, the name logo should carry the “®” registered
trademark designation on materials that further the educational mission of the School and the
“TM” trademark designation on things that do not (such as products).
name logo P5

shield logo
1-color
1-color reversed
2-color
2-color reversed
THE SHIELD LOGO IS OPTIONAL (BUT BE PREPARED TO ADD IT ON REQUEST).
The shield logo is one of the School’s two primary logos but is not, by itself, a sufficient
identifier for the School. (The horizontal name logo should appear on all materials intended for
external audiences.)
P6 shield logo

COLOR
The shield most often appears in all black or in crimson and black, but the 1-color version
may appear in any color. The two-color version should only appear in crimson and a conservative
dark color (most often black).
REVERSING
Note how the shield reverses out of a dark color: the field around the books and the cross
containing the shells remain dark. This is the only acceptable reversed format.
SIZE
In print, the shield logo should never appear smaller than 3/8 inch in height. In electronic
mediums (such as the Web), the shield logo should never appear smaller than 30 x 36 pixels.
QUANTITY
Only one shield should appear at a time (i.e., no more than one shield on a Web page).
On most print publications, a single shield is preferred.
EMBELLISHMENT
Do not combine the shield with another image—for example, with the logo of a program,
company, or club; or with decorative elements such as globes or sprigs of ivy.
TRADEMARK
When used on products or by external parties, the shield should carry the “TM” trademark
designation.
SHIELD LOGO P7

elative positions
of the primary LOGOS
THERE ARE THREE ACCEPTABLE RELATIVE POSITIONS FOR THE NAME AND SHIELD LOGOS:
1. the shield logo “centered” above the name logo
2. the shield logo to the left of the name logo
3. separated (e.g., the name logo on the front cover and the shield logo on the back cover)
P8 relative positions

1
When used as a single lock-up, the shield most often appears centered above the name of the
school. The relative sizes and position should not be changed. Note the shield logo is visually
centered between the rules of the name logo (this is not the actual center of name logo); the
bottom tip of the shield should point between the “i” and “n” in “Business.”
2
It is also acceptable to use the alternate lock-up where the shield appears to the left of the
name logo. The relative sizes and position should not be changed. When using this style, the
three words comprising the name of the School should all be the same color.
3
In addition, the two logos can be positioned to balance one another on a page (a good rule of
thumb for achieving this balance is to position the logos in different quadrants of the page) or
appear on separate pages.
relative positions P9

department & program
names
LOCKING UP A DEPARTMENT OR PROGRAM NAME WITH THE NAME LOGO CHANGES THE NUMBER OF
ACCEPTABLE RELATIVE LOGO POSITIONS TO FOUR (SHOWN AT RIGHT):
1. separated (e.g., the name logo on the front cover and the shield logo on the back cover)
2. the shield logo to the left of the name logo
3. the shield logo flush left above the name logo
4. the shield logo flush left below the department/program name
The font used for the department/program name is Trade Gothic Light.
The size in 16.2 pt when the name logo width is 4 inches.
P10 incorporating department / program names

incorporating department / program names P11

secondary treatment:
stacked
A stacked version of the name exists, but should only be used when space constraints make
using the horizontal name logo impossible. The stacked name logo always appears locked up with
the shield.
Do not attempt to recreate the stacked name logo or alter this lock-up in any way. It can be
obtained from Marketing & Communications.
P12 secondary treatments

secondary treatments:
abbreviation
The abbreviation logos should only be used when space constraints make using the primary
name logo impossible or for informal items targeted at students, staff, and alumni (familiar
audiences).
Do not attempt to recreate or alter these logos in any way. They can be obtained from Marketing
& Communications.
secondary treatments P13

Harvard Business School
marketing & communications
cotting house
boston, massachusetts 02163
www.hbs.edu / marketing
Copyright © 2011 President and Fellows of Harvard College.

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