The Harvey Mudd College Logotype is a graphic representation of the college’s name. It is the primary and most commonly used symbol of the college’s visual identity system, is appropriate for the widest range of print and electronic communications and is suitable for a broad audience.

 

The logotype has been designed with specific dimensions and spacing to be easily read, distinctive and readily identifiable. It should be used in all communications, whenever a logo is called for. The logotype, appearing alone, is the preferred visual representation of the college. The HMC logotype is available in two fixed configurations: Horizontal/Landscape (the preferred usage) and vertical/portrait (for use when vertical design is deemed best for readability). Both are available on the HMC website in formats appropriate for different usage needs: jpeg, eps and tiff.

The primary colors for the HMC visual identity system are metallic gold (Pantone 874) and black. These colors were chosen by the first group of ASHMC officers in 1957 and approved by the college administration. Official colors should be used when possible to help reinforce the college’s visual identity. Equivalent color formulas for four-color printing and digital media are provided here.

The preferred color usage for the HMC logotype is shown.

The logotype can also be reversed to white when appearing on a solid black background. Color choices should never compromise legibility.

Using the HMC Logotype with a Tagline

Currently the only tagline that is acceptable to use along with the HMC Logotype is “The liberal arts college of engineering, science and mathematics.” The preferred representation (“lockup”) for the HMC Logotype and tagline are shown below. It is acceptable to use the lockup either flush left or flush right, in one or two lines dependent upon the layout in which it is used.

Acceptable Sizes for Logotype

The HMC logotype should be produced at a reasonable size to maintain legibility. For printed materials, the horizontal HMC logotype must never be reproduced smaller than one inch wide. For digital use, the horizontal HMC logotype must never be smaller than 300 pixels wide. The vertical HMC logotype must never be reproduced smaller than 5/8 inch wide. For digital use, the vertical HMC logotype must never be smaller than 188 pixels wide.

Horizontal logotype minimum width of 1 inch.

Vertical Logotype minimum width of 5/8 inch.

Surrounding Space Requirements for the HMC Logotype

A prescribed amount of clear space around the HMC logotype should be maintained in all uses (see below). The minimum surrounding space requirement is primarily intended to prevent the logotype from being crowded (and thereby trivialized) by other typographic or graphic elements.

No other type or graphic element may appear within the prescribed clear space. With the exception of the HMC approved tagline.

 

The unit of measure is a square equal to the height from the baseline to the top of the initial “H” in the logotype. The light blue area represents the amount of space that must be maintained between the logotype and any other element including the edge of a page.

 

Unacceptable Uses of HMC Logotype

It is extremely important for consistency’s sake that the HMC logotype be displayed correctly and consistently. The following examples illustrate unacceptable uses of the horizontal logotype. The same examples apply to the vertical logotype.

1a., 1b. DO NOT distort (stretch) the HMC logotype in any way.

2. DO NOT crop any portion of the HMC logotype to use alone.

3. DO NOT tilt the logotype.

4. DO NOT rearrange elements within the logotype.

5. DO NOT add a drop shadow to the HMC logotype.

6a., 6b. DO NOT alter the typeface of the HMC logotype.

7. DO NOT combine the official seal and the HMC logotype.

8. DO NOT apply textures to the HMC logotype.

For questions regarding space requirements, contact Janice Gilson, associate director of publications/graphic designer 909.607.6012.