Why a Visual Identity System?

For many individuals, their first or only contact with Harvey Mudd College is through its publications and promotional items. An effective, identifiable program is vital to HMC’s efforts to recruit outstanding faculty, students and staff; to engage alumni; and to attract external support. Research confirms that a clear and consistent identity helps build and maintain reputation. Well-defined graphic symbols can convey and reinforce the strengths of an institution.

This visual identity system provides guidelines for usage of HMC’s logotype and official seal. Every member of the College community plays an important role in bringing this cohesive identity to life and in maintaining its integrity by applying it consistently throughout all College communications, including print, Web, display, broadcast, presentations and all other electronic formats. Because the College’s identity is built through visual clarity and consistency, it is important that these fundamental College images not be altered to suit individual or department preferences.

This visual identity guide provides specific guidelines and standards about the HMC logotype and seal and their use in all forms of College communications. These guidelines and standards have been developed by the team of professionals in Communications and Marketing as part of the College’s comprehensive communications program.

Since the power of a strong visual identity can only be realized through consistent application over time, it is HMC’s policy that the official logotype and seal as described in these guidelines are the only sanctioned marks for use across the College. Neither the logotype nor seal should be reproportioned, redrawn or modified in any way. Both should always be reproduced from approved electronic files. They should never be scanned or reproduced from previous printed materials nor downloaded from unauthorized areas on the Web (older versions) as this process reduces overall reproduction quality.

Both the name “Harvey Mudd College” and the official seal are registered under the Trademark Act of 1946 in the U.S. Patent and Trademark Office.

Those with questions about use of the HMC logo and seal should contact Janice Gilson, art director, (909) 607-6012.