These guidelines outline the core visual language for the Claremont McKenna College brand identity. They offer direction, both general to specific, regarding the use and implementation of various brand components, such as our logo, color, typography and other graphic devices.
Use these guidelines to ensure that each piece of branded material for the College is created with great intention and to the highest standard. Please contact the web team with questions or requests.
History
Since 1946, Claremont McKenna College’s mission has been to prepare students for thoughtful and productive lives and responsible leadership in business, government, and the professions.
Located on a scenic, tree-lined residential campus 30 miles east of Los Angeles, CMC is a member of The Claremont Colleges, a seven-college consortium modeled after Oxford University.
The College emphasizes the integration of leadership and innovation experience within institutes, student enterprises, on-campus fellowships, and sponsored off-campus internships.
Identity
The implementation of a unified identity program for CMC is one avenue of the experience we have direct control over. A unified visual identity reflects CMC's style and character, as well as its traditions, strengths, and values. Please contact the web team with questions or requests.
Leadership Signature
The Leadership signature is the updated visual identity for Claremont McKenna College. The signature is comprised of the new Leadership symbol and new logotype. The signature, and its alternative versions, are available in Pantone (PMS), 4-color process, RGB, and 1-color versions.
Vertical signature
Horizontal signature
The College Seal
The Claremont McKenna College seal is reserved primarily for use on documents of an official nature (such as diplomas). Limiting the use of the seal to only official documents helps establish the seal as the imprimatur of Claremont McKenna College. The seal should not be cropped or used as a decorative element of a page design. The seal may appear in black, white, gold, or gold metallic on a field of dark color or dark paper color. Please forward requests and questions to the web team.
Alternate Logos
Alternate versions of the Leadership Signature have been created for use in unique conditions. These should be limited to specific communications as outlined. Please check with the web team before any of these special use versions.
Staging the Signature Logo
Minimum Staging for the Signatures
On all visual communications—online or print—it is vital that the Leadership signature be distinctly positioned so that it always stands apart from other copy or visual elements. To ensure this visual separation, the signature must be surrounded by a clear “staging” area that is free of any graphic intrusions that may diminish its visual presence and impact.
Always try to surround the signature with a minimum of 1X of free space, as shown at right (“X” being the diameter of the globe element of the symbol). This clear staging area should be free of any competing graphic intrusion, typography, photographic, or illustrated image.
- The basic unit of measurement for determining clear space is identified as “X” and is defined as the diameter of the globe element of the symbol.
- A minimum of 1X must remain clear on all four sides of the signature, regardless of the signature size.
- The edge of a printed or web page should ideally use a minimum of 2X space.
Unacceptable Uses for the Signatures
The signature must always be reproduced exactly as it appears in the digital masters. The size and position of the symbol and the logotype are fixed, and must not be altered. Shown below are some examples of misuse of the Leadership signature. These types of errors must be avoided at all times. The examples use the horizontal version but these rules apply to all versions of the signature.
DO NOT use colors other than CMC maroon for the symbol and the logotype.
DO NOT substitute a different font for the logotype when using with the symbol.
DO NOT alter or create a new size relationship between the symbol and the logotype.
DO NOT create new configurations of the signature.
DO NOT create new configurations of the signature or use the symbol or logotype as a backdrop.
Institute Identity
The College’s 10 research institutes are a critical part of CMC’s image. The new graphic standards bring the visual identities of the institutes in line with CMC’s visual identity. The size and position of the symbol and the institute logotypes are fixed, and must not be altered. Shown below is an examples of the institutes’ new identities incorporating the Leadership signature and the Claremont McKenna College name.
Typography
Consistent use of a specifically selected family of typefaces will result in a visual style that is more recognizable to our external audiences. Although not required in every instance, such as email and correspondence, we strongly recommend these typefaces for your publications.
Leadership Signature Typeface
A customized version of a font called Trajan is the typeface used in the Leadership signature logotype. It should only be used for headlines or titles. It is a caps only font and is not suitable for text conditions. For headlines, titles, and text use, Janson or Frutiger are recommended. Examples are shown below.
Fonts specifically selected for use by CMC are Janson Text which is a serif font excellent for text as well as headline use and Frutiger, a sans serif font which comes in a wide variety of weights and styles and works well in signage, headline, and text conditions. If Janson is not available, Times New Roman is an acceptable serif alternative. If Frutiger is not available, Helvetica or Arial are acceptable sans serif alternatives.
Janson Typeface
Frutiger Typeface
Web
FF Scala Sans is the default font on the web. For headers, FF Scala is used.
FF Scala Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
FF Scala Pro
FF Scala Pro Italics
FF Scala Pro Bold
FF Scala Pro Bold Italics
FF Scala Sans Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
FF Scala Sans Pro
FF Scala Sans Pro Italics
FF Scala Sans Pro Bold
FF Scala Sans Pro Bold Italics
Colors
CMC’s official identity colors are maroon and black. When using the Pantone® Matching System (PMS), the standard inks for these colors are PMS 202 (maroon) and Black.
In addition to the two primary colors, a secondary palette of three compatible colors is also available for use in publications.
Black and PMS 202 (maroon) are recommended for publications in two colors. On occasion, it may be preferable to use black and another color from the palette.
A series of six accent colors have also been selected for use in print and online applications. Consistent use of these colors will act as an additional layer of cohesiveness among all CMC print and online communications.
CMC Maroon
Pantone Colors:
PMS 202
Process Colors:
C0, M100, Y61, K43
RGB Colors:
R152, G26, B49
CMC Black
Pantone Colors:
Black
Process Colors:
C0, M0, Y0, K100
(Rich Black: C63, M52, Y51, K100)
RGB Colors:
R35, G31, B32
Secondary Identity System Colors
CMC Gold
Pantone Colors:
PMS 132
Process Colors:
C0, M28, Y100, K30
RGB Colors:
R158, G124, B10
CMC Gray
Pantone Colors:
PMS Warm Gray 11
Process Colors:
C0, M17, Y34, K62
RGB Colors:
R124, G106, B85
CMC Cream
Pantone Colors:
PMS 155 (80%)
Process Colors:
C0, M5, Y20, K3
RGB Colors:
R255, G225, B186
Accent Colors
CMC Dark Maroon
Pantone Colors:
PMS 202 + 20% Black
Process Colors:
C0 M100 Y61 K63
RGB Colors:
R116, G0, B28
CMC Orange
Pantone Colors:
PMS 173
Process Colors:
C0 M69 Y100 K4
RGB Colors:
R209, G68, B20
CMC Yellow
Pantone Colors:
PMS 143
Process Colors:
C0 M35 Y85 K0
RGB Colors:
R224, G170, B15
CMC Green
Pantone Colors:
PMS 371
Process Colors:
C43 M0 Y100 K56
RGB Colors:
R86, G107, B33
CMC Blue
Pantone Colors:
PMS 3025
Process Colors:
C100 M17 Y0 K51
RGB Colors:
R0, G84, B107
CMC Purple
Pantone Colors:
PMS 261
Process Colors:
C48 M100 Y0 K40
RGB Colors:
R94, G33, B84
Photo and Video Gallery
Imagery and videos that best represents what makes CMC, CMC. Visuals reflect interesting moments on campus and stellar stories that expand on the core brand and vision for Claremont McKenna College.