Visual Identity System - Communications - Lafayette College

Visual Identity System

A Letter from the Vice President 

I N T R O D U C T I O N 2 

As a part of our efforts to provide clear and 

consistent communication to internal and 

external audiences, the College has 

adopted the graphic identity system and 

the identity messages contained herein. 

We care about these graphic standards 

because we believe that Lafayette College 

has an essential and important role to play 

in the national higher education landscape. 

We have a story that is important to tell. 

Thank you very much for your attention to 

the guidelines set forth in the following 

pages. 

Sincerely, 

Robert J. Massa 

Vice President for Communications 

The graphic standards are not the story 

itself. That story is written each day by the 

many talented faculty, students, and 

administrators that comprise the Lafayette 

community. The graphic standards are a 

vehicle for enabling our story to be heard 

in a cluttered and busy communications 

landscape. We compete for attention with 

many other institutions. Use of a clear set 

of graphic standards is one of the ways in 

which we gain attention for our institution. 

This is why it is important for all the 

members of our community to adhere to 

these guidelines. 

Inevitably cases arise that are not covered 

in this manual. If you have questions, 

please contact the Communications 

Division at x 5120 and we will assist. 

L A FAY E T T E COLLEGE | VISUAL 

I D E N T I T Y SYS T E M

Lafayette College Communication Strategy 


The Lafayette College Communication 

Strategy is built on four themes: 

1. Collaborative, high-impact 

learning: For over 175 years, Lafayette 

has been known for a spirit of exploration 

that ignores boundaries, where faculty have 

collaborated with colleagues and students 

from different majors to build bridges 

between fields, to tackle challenges, and to 

solve problems. Connections between ideas 

and people are paramount – on campus, in 

Easton, throughout the U.S., and globally. 

2. Committed teachers and scholars: 

Faculty are at the core of Lafayette. They 

are active scholars and researchers on the 

frontier of learning, and have dedicated 

their lives to teaching and actively working 

with undergraduates. They prepare their 

students for purposeful lives of accomplish 

ment through intense personal mentoring 

in the classroom, in the field or laboratory, 

and beyond. 

3. Extraordinary campus and 

facilities: Blessed with a beautiful campus 

in a great location near one of the world’s 

greatest cultural centers, Lafayette has 

advanced and fully equipped academic 

facilities that adapt well to new curricular 

initiatives and to the evolving demands of 

research as an important part of under 

graduate education. Arts and athletic 

facilities have also expanded in recent years 

on the campus and in the community to the 

benefit of students and local citizens. 

4. Involved, active, and focused 

students: 

 

Lafayette students are drivers, not passen 

gers; doers, not spectators. From diverse 

backgrounds here and abroad, they are 

motivated and focused, and they plan to use 

their education to accomplish great things 

in the world. They are socially engaged and 

active in multiple academic projects and 

student organizations. Lafayette graduates 

are highly successful in pursuing advanced 

study and securing top careers. 

When developing communications for 

a particular project, for example a press 

release or brochure, authors should allude 

wherever possible to these four themes. 

The trick to successfully implementing a 

brand strategy is to replace the habit of 

promoting a feature or program on its own 

with a new habit of tying features and pro 

grams to these four themes. For example, 

replace, 

Lafayette is one of the few small colleges with a 

fullscale engineering program. 

with 

Because problem solving that crosses boundaries 

is key at Lafayette, the College offers engineering 

along with sciences, humanities, social sciences, 

and the arts. 

or 

Lafayette features Division 1 football. 

with 

One example of the extraordinary richness of 

resources at Lafayette is the Division I football 

team. 



Lafayette College Visual Identity System 


The Lafayette College visual identity 

system is critical for achieving a 

consistent look across all of Lafayette 

College’s communications. Over time, 

this visual identity or “look” will become 

associated with the Lafayette College brand 

and thereby reinforce the institution’s 

messages and personality. 

A heightened public awareness of the 

broader institution benefits the individual 

efforts of members of the Lafayette College 

community, whether recruiting students 

or faculty, promoting charitable giving, or 

collaborating with other organizations and 

municipalities. 

The elements of the Lafayette College 

identity system are: 

• Lafayette College logo and its 

authorized variations 

• Lafayette College colors 

• Lafayette College typefaces 

The use of each of these elements is 

governed by the simple and clear guidelines 

provided in this manual. 

If you have questions, please contact the 

Communications Division for assistance. 



Lafayette College Logo 

L O G O 5 

The Lafayette College logo embodies the 

spirit of the institution: selfconfident, 

grounded in tradition, and forwardlooking. 

The words “Lafayette College” are set on 

two lines. All letter forms are capitalized. 

The letters of the word “Lafayette” are 

trackedin, and the “L” and “A” as well as the 

two “Ts” are connected. The tracking and 

linking of the letter forms creates a sym 

metrical arrangement of letters centered on 

the “Y”. This symmetry is highlighted by 

the small diamond set in the center of the 

line that divides the two words. The word 

“college” is set beneath the dividing line. 

The letters are smaller so that attention is 

drawn to the first word, “Lafayette.” 



Guidelines for Application of the Lafayette 

College Logo 

L O G O 6 

The Lafayette College logo must appear 

in a prominent position on all print and 

electronic communications that are in 

tended for external audiences. Examples of 

external audiences are: prospective students 

and faculty, alumni, donors, press, commu 

nity groups, academic societies, community 

organizations, foundations, and corpora 

tions. The logo is not required on strictly 

internal communications, such as flyers 

posted on campus, club announcements, 

and internal departmental communications. 

Student groups, other than athletic clubs 

or teams, are not required to use the 

College or athletic logo although it will be 

made readily avail able to them, and they are 

encouraged to add it to their promotional 

materials. 

Easton, Pennsylvania 180421773 

TEL 6103305126 • FAX 6103305127 

www.lafayette.edu 

Examples include a front 

cover of a publication with 

the Lafayette College logo, a 

back cover of a brochure with 

the Lafayette College logo 

and mailing address, and the 

website homepage. 

On a multi-page 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 website 

The logo should appear on the homepage. 



L O G O 7 

It is very important that designers or desk 

top publishers do not attempt to construct 

the logo themselves, as the lettering in 

the logo has been sculpted especially for 

Lafayette College. 

Do not reproduce the logo by scanning a 

previously printed version. Such “second 

generation” art will degrade the quality of 

the image and perhaps alter the scale of the 

various elements. 

Clear Area 

A “clear area” around the logo equal to 

the height of the lowercase letters the 

xheight should be incorporated into any 

design using the logo. 

x-height 

x-height 

Do not copy the logo from the Lafayette 

College website. Doing so will produce a 

poor quality image that will not reproduce 

clearly or accurately. 

x-height 

x-height 

Please obtain authorized electronic files of 

the logo from Lafayette College’s 

Communications Division. 

Minimum Size 

The height of the Lafayette College logo 

should not be less than 1/2 inch in print, 

shown here in actual size. 

½ inch 



Department Logos 

The Communications Division will furnish logos 

to academic and administrative departments or programs 

upon request. All college logos will adhere to the basic 

standard outlined in this guide, where the department 

or program name will replace the word “COLLEGE” 

in the stacked version of the primary logo. 

Examples are as follows: 

communications 

psychology 

chemical &biomolecular engineering 

To reinforce the College’s graphic identity system, the style above 

will be the only permissable representation of a department or 

program with the name “Lafayette” attached.

Incorrect Uses of the Logo 

logo 8 

Do not manipulate or distort the Lafayette 

College logo, for example, by stretching or 

compressing it: 

Do not try to redesign one element of the 

logo, for example, the word “College”: 

Do not add words or images to the logo to 

create a composite logo treatment: 

Do not replace an element of the logo: 

Do not reposition, resize, or separate 

components: 

Do not add any elements to the logo, such 

as a line or punctuation mark: 

Do not overlap other logos or marks: 

lafayette college | Visual Identity system

Color and the Lafayette College Logo 

L O G O 9 

Lafayette College’s official colors are discussed in 

the color section of this manual, starting on page 

18. The official shades of the College’s maroon 

and white are defined and a palette of 

complementary colors is provided. 

This section explains how to employ color 

with the Lafayette College logo. 

When designing a brochure that employs 

less than full color, for example a twocolor 

greenandblack piece, the logo should print 

in the darker and more neutral of the two 

colors, which in this case would be black. 

The logo could also reverse out to white. 

Correct uses 

The Lafayette College logo should always 

be printed in a single color. 

Designers should not print the logo in a 

highlight color. For example, in a twocolor 

blackandyellow brochure, the logo should 

be printed in black or reversed out of 

the black, not printed in yellow. The logo 

always appears in the more neutral color 

so that the system maintains priority for 

maroon as the official color of the logo. 



logo 10 

Incorrect uses 

It is not permissible to print the logo in any 

two-color combination. 


Different Versions of the Lafayette College Logo 

L O G O 11 

Two versions of the Lafayette College logo 

have been created to suit different design 

circumstances. All of the guidelines that 

apply to the main Lafayette College logo 

also apply to the variant. 

The main version of the 

Lafayette College logo 

The main version of the College logo 

is the most complete and should be used 

wherever possible. Both elements of the 

logo are important: the treatment of the 

word “Lafayette” and the word “College” 

make an important statement about 

Lafayette College’s place in the ranks of 

American educational institutions. 

The alternate version, which does not 

include the word “College,” is useful in a 

variety of contexts: 

The alternate version of the 

Lafayette College logo 

• lowresolution environments such as 

websites and html emails where 

readability is a concern 

• busy designs where additional clarity 

is desired 



College Seal 

L O G O 12 

The Lafayette College seal has a long tradi 

tion as an element in College iconography. 

The official Lafayette College seal is used 

on formal documents, i.e., on diplomas or 

other official administrative communica 

tions emanating from the President’s Office 

or the Board of Trustees. The seal is also 

used for official ceremonial functions such as 

Commencement and appears on approved 

plaques, flags, or furniture. 

Official School Seal 

The seal is not the school logo. It 

should not be used on stationery or 

brochures as a logo. Generally, it should 

be reserved for official and ceremonial 

functions. 

Offices wishing to use the seal as a design 

element in a brochure should contact the 

Communications Division. 



The Athletic Brand 

L O G O 13 

Lafayette College maintains two separate 

identity systems: the first, which is dis 

cussed here, is used for all general College 

communications. The second is used for 

Lafayette’s athletics program – signs, sports 

paraphernalia, stationery, uniforms, etc. A 

copy of the design guide for the athletics 

program can be obtained from the Office of 

Athletic Communications & Promotions. 

Lafayette College 

Athletic Design Guide 

Lafayette communications should employ 

each guide in appropriate contexts. The 

two should never be used together. 

To promote the athletics program 

or allude to the spirit that Lafayette 

derives from its sports, the athletics guide 

should be used. The College guide is used in 

all other circumstances. 



Lafayette College Colors 

C O L O R 14 

The official Lafayette College colors are 

maroon and white. One or both colors 

should be used frequently on publications, 

websites, sweatshirts, etc. School colors 

are an important tool for building school 

pride and awareness. 

It is important that when the colors are 

used they are rendered accurately. This 

can pose a significant challenge, since 

vendors working in various media use 

different means for reproducing colors— 

for example on a delivery vehicle or banner. 

The ultimate reference point for the school 

colors is the Pantone color Matching 

System PMS, developed for offset 

printing. The official designations for the 

school colors are: 

Maroon 

PMS 202 

Black 

White 

When working with a vendor printing on 

paper or any other medium, i.e., signage, 

clothing, etc, request that it uses the PMS 

colors as a reference. 

A designer should never change the school 

colors by designating an alternate PMS 

color in a different shade of maroon. 



C O L O R 15 

Color Builds 

When working with fourcolor process, 

designers should be aware that they will 

not be able to reproduce the school colors 

precisely. The following color mixes provide 

the closest approximation of the school 

colors in most contexts: 

Lafayette College Maroon 

PMS 202 ( Coated) 

CMY K = C10 M97 Y61 K48 

RG B = R130 G36 B51 

H TML = 822433 

Lafayette College Maroon 

PMS 202 ( Uncoated) 

CMY K = C12 M88 Y67 K34 

RG B = R139 G83 B93 

H TML = 8B535D 

Lafayette College Black 

PMS Black 

(Coated and Uncoated) 

CMY K = C63 M52 Y51 K100 



Official Lafayette College Typefaces 

T Y P E 16 

There are specific typefaces Lafayette 

College departments 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 College logo. The goal 

is to allow departments to create a 

distinctive “look” that suits their 

marketing purposes while also ensuring that 

all communications from Lafayette College 

bear a family resemblance. Each family of 

fonts has a large range of weights and style 

choices, including italics, bold, etc. to allow 

for numerous options. 



Serif Typeface 

T Y P E 17 

In most circumstances, offices that are 

preparing brochures or other publications 

will rely most heavily on the serif typeface.* 

*Serifs are small, finishing strokes 

on the arms, stems, and tails of 

characters. 

The serif typefaces that have been selected 

for all Lafayette College print communica 

tions are Hoefler Text and Titling and 

ITC Caslon 224. 

Hoefler is an unusually complete family 

of typefaces. It offers full families of fonts 

in both text and titling formats, including 

Roman, bold, black, italic, and smallcaps. 

Also included are special font sets swash, 

alternates, engraved, and flourishes. 

Hoefler can be used for both headlines 

and body copy. 

ITC Caslon 224 is a stylized serif font 

that is used for headlines only. 



Type 18 

Hoefler Text 

Roman 

Roman Small Caps 

Italic 

Italic Small Text 

Swash Italic 

Bold 

Bold Small Caps 

Bold Italic 

Bold Swash Italic 

Black Italic 

Black Swash Italic 

Roman Alternates 

Italic Alternates 

Bold Alternates 

Bold Italic Alternates 

Black Alternates 

Black Italic Alternates 

Engraved No. 1 

An additional serifed 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. 

Georgia Regular 

abcdefghijklmnopqrstu 

ABCABCDEFGHIJKLM 

Georgia Italic 


ABCDEFGHIJKLMNOP 

Georgia Bold 

abcdefghijklmnopqr 

ABCDEFGHIJKLMN 

Georgia Bold Italic 



Black 

Engraved No. 2 

Black Small Caps 

Fleurons & Arabesques 


Type 19 

Hoefler Titling 

Light 

Light Italic 

Light Small Caps 

Light Swash 

Semibold 

Semibold Italic 

Semibold Small Caps 

Semibold Swash 

Bold 

ITC Caslon 224 

Book 

aAbBcCdDeEfFgGhHiIjJkKlLmMnNoOpPqQrRsSt 

Book Italic 


Medium 


Medium Italic 

aAbBcCdDeEfFgGhHiIjJkKlLmMnNoOpPqQrRsS 

Bold 

aAbBcCdDeEfFgGhHiIjJkKlLmMnNoOpPqQrRs 

Bold Italic 

aAbBcCdDeEfFgGhHiIjJkKlLmMnNoOpPqQrRs 

Black 

aAbBcCdDeEfFgGhHiIjJkKlLmMnNoOpPqQrR 

Black Italic 

aAbBcCdDeEfFgGhHiIjJkKlLmMnNoOpPqQr 

An additional serifed 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 


e-mails. 

Georgia Regular 



Georgia Italic 



Georgia Bold 



Georgia Bold Italic 



Bold Italic 


Bold Swash 


Sans Serif Typeface 

T Y P E 20 

The sans serif typeface used in Lafayette 

College publications is Scala Sans. 

Scala Sans is in the humanist tradition of 

sansserif typefaces, avoiding the 

geometrical and industrial feel of earlier 

sansserif designs. Its letter forms feature 

a good deal of sculpting and variation in 

width. This makes it suitable for a wide 

range of applications. It is unusually 

readable for a sansserif typeface. It is 

possible to design a whole brochure, 

including body copy in Scala Sans. When 

used large in headlines, the typeface has 

a modern, refined appearance that 

compliments the Lafayette logo. 

Sans serif typefaces do NOT 

have small, finishing strokes on 

the arms, stems, and tails of 

characters. 



Type 21 

Scala Sans 

Light 

Light Italic 

Regular 

In addition, a second sans serif 

typeface, Lucida Sans (a.k.a. 

Lucida Grande), is resident on 

most computers and has been 

designed to render well on a computer 

monitor. It should be used 

in electronic environments such 


e-mails. 

Regular Small Caps 

Regular Italic 

Bold 


Bold Italic 

Black 

Lucida Sans Regular 

abcdefghijklmnopqrs 


Lucida Sans Italic 

abcdefghijklmnopqrs 


Lucida Sans Bold 

abcdefghijklmnop 


Lucida Sans Bold Italic 

abcdefghijklmnop 


Black Italic 


Stationery 

S TAT I O N E RY 22 

College stationery follows the format at 

right. Certain offices have a customized 

version of the College stationery in which 

the name and title appears below the logo. 

All other offices and individuals should 

employ the general College stationery 

without personalization. 

Stationery is printed with the onecolor 

Lafayette College logo, using maroon 

PMS 202 and black. 

Stationery shown here at 50 of actual size. 

Date 1, 2010 

Office of Admissions 

Easton, Pennsylvania 180421773 TEL 6103305000 FAX 6103305127 www.lafayette.edu 

Addressee’s Name 

Title 

Company or Office Name 

Number and Street 

City, State, Zip 


Salutation: 



This letter demonstrates the recommended typing format for all correspondence using this letterhead. This 

typing format is an integral part of the letterhead design. 


Loreum ipsum nostre pwtcon esutra e tratasoi stra bta nuestro trabe sotro. Les oido reum tdo ipsum at 10001 Street Name 

incosume strata te asumpe colored ipsum non sutra et trata strata nuestro sume col Loreum ipsum at incon City, State 10001 

sum. Asumpe colored ipsum non sutra et trata strata nuestro n ipsumel nontratasoi stra bta nuestro trabe 

sotro. 

Letterhead 

8 ½” x 11” 

#10 envelope 

9 ½ x 4 1/8” 

Les oido reum tdo ipsum at incosume strata te asumpe colored ipsum non sutra et trata strata nuestro 

sume colored ipsum non sutra et trata strata nuestro n ipsumel non. Les oido reum tdo ipsum at incosume 

strata te asumpe colored. Ipsum non sutra et trata strata nuestro sume colored ipsum non sutra et trata 

strata nuestro n ipsumel nonstrata te asumpe colored ipsum non sutra et trata nuestro sume col Loreum 

ipsum at incon sum. 

Colore ipsum nostre pwtcon esutra e tratasoi stra bta nuestro trabe sotro. Les oido reum tdo ipsum at 

incosume strata te asumpe colored ipsum non sutra et trata strata nuestro sume col Loreum ipsum at incon 

sum. Loreum ipsum at incon sum. 

Sincerely, 

Business Card 

3 ½” x 2” 

Name of Sender 

Title of Sender 

Donna M. Kneule 

Design Director, Office of Communications 

Initials 

cc: 


TEL 6103305126 FAX 6103305127 

kneuled@lafayette.edu www.lafayette.edu 



Typing Format for Letterhead 


The typing format for standard letterhead 

and second sheet shown at right is 

an integral part of the design and 

should be followed. 

Type should be set in Times New Roman 

Windows or Times Roman Mac at 11 

point. The left margin is set at 1” and the 

right margin at 1”. The upper margin is set 

at 2 1/2” and the bottom margin at 1 1/2”. 

The signature is set flush left. The body 

copy is flush left, not justified. 

The date line of the letter begins twoand 

ahalf inches from the top of the letterhead. 

Allow two line spaces above the addressee’s 

name, title, company name, etc. and one 

line above the salutation. In the body of 

the letter, add one line space between 

paragraphs. There are no indentations. The 

maximum line length should not exceed six 

andahalf inches. Allow three line spaces 

for the signature above the name of the 

sender. Body of the letter should end 1 1/2” 

from bottom of the page. 

Stock 

The standard paper stock for letterhead is 

Strathmore Script 24# Smooth Soft White. 

Date 1, 2010 


Title 

Company or Office Name 

Number and Street 

City, State, Zip 

Salutation: 

This letter demonstrates the recommended typing format for all correspondence using this letterhead. This 

typing format is an integral part of the letterhead design. 

Loreum ipsum nostre pwtcon esutra e tratasoi stra bta nuestro trabe sotro. Les oido reum tdo ipsum at 


sum. Asumpe colored ipsum non sutra et trata strata nuestro n ipsumel nontratasoi stra bta nuestro trabe 

sotro. 

Les oido reum tdo ipsum at incosume strata te asumpe colored ipsum non sutra et trata strata nuestro 

sume colored ipsum non sutra et trata strata nuestro n ipsumel non. Les oido reum tdo ipsum at incosume 

strata te asumpe colored. Ipsum non sutra et trata strata nuestro sume colored ipsum non sutra et trata 

strata nuestro n ipsumel nonstrata te asumpe colored ipsum non sutra et trata nuestro sume col Loreum 

ipsum at incon sum. 

Colore ipsum nostre pwtcon esutra e tratasoi stra bta nuestro trabe sotro. Les oido reum tdo ipsum at 


sum. Loreum ipsum at incon sum. 

Sincerely, 

Name of Sender 

Title of Sender 

Initials 

cc: 


Easton, Pennsylvania 180421773 TEL 6103305000 FAX 6103305127 www.lafayette.edu 

1” 1” 

Aligns justified 

2 ½” 

Body of the letter 

begins 2 ½” down 

from top edge 

1 ½” 

Body of the letter should end 

1 ½” from bottom of the page 

Maximum line 

length should 

not exceed 

6 ½” 

Letterhead 

8 ½” x 11” 



Business Cards and #10 Envelopes 


Business Cards 

Positioning of information on Lafayette 

College business cards is shown at right. 

Business Card 

3 ½” x 2” 

Stock 

The paper stock for business cards is 

Strathmore Script 100# Cover Smooth 

Soft White. 

Donna M. Kneule 

Design Director, Office of Communications 


TEL 6103305126 FAX 6103305127 

kneuled@lafayette.edu www.lafayette.edu 

Stevie Daniels 

Associate Director of College Communications 

Special Assistant to the Board of Trustees Lafayette College 


TEL 6103305852 FAX 6103305127 

danielss@lafayette.edu www.lafayette.edu 

Text block is centered and aligns 1/8” from the bottom of the card 

Name/Title text block 

of the card. Text block 

is centered and bottom 

aligns. No more than 3 

lines are permitted. 

#10 Envelope 

Address on envelope should be typed as 

shown, 4 1/2” from left and 2” from top. 

Stock 

The paper stock for envelopes is 

Strathmore Script 24# Smooth Soft White. 




4 ½” 

2” 


10001 Street Name 

City, State 10001 

#10 envelope 

9 ½ x 4 1/8” 



Easton, Pennsylvania 18042-1773 

www.lafayette.edu

Visual Identity System - Communications - Lafayette College

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