The SPS graphic identity is the visual representation of the SPS brand. The objective of the SPS graphic identity is to present SPS in a consistent and professional manner that reinforces our position as a part of Northwestern University and that also is well-suited to our audience of working professionals who are pursuing higher education in order to advance their careers. The graphic identity consists of the SPS logo, color, typography and visual style.
The SPS Logo
The logo is a single unit; the elements of the seal and the words are always to be presented together, in the relationship shown here.
- Show the logo as one color (purple, if possible; if not, in the strongest color available — i.e., in a brochure printed in black ink, show the logo in black)
- Maintain the orientation and proportion of the logo (the Northwestern seal should always appear as a perfect circle)
- Treat the logo elements as a single unit
- Keep the logo whole and intact
- Use the SPS logo on the front page or cover in print and on the first page and “above the fold” (visible without scrolling down) on web pages or email
- Tint or screen the logo or make different elements of the logo different colors
- Tilt or rotate the logo
- Separate the logo elements or change the orientation of one to the other
- Bleed the logo off the page or crop it
- Print type or images over the logo or use the logo as a background element
- Use the Northwestern seal by itself
* Tip: When re-sizing the logo from your desktop, hold the shift key down as you scale the image with your mouse to maintain the logo’s exact proportions.
Logo Size and Placement
- The round Northwestern seal in the logo should never appear smaller than 1/2 inch in diameter.
- Do not crop the logo or bleed it off a page.
- Allow a reasonable amount of white space around the logo.
The official colors of Northwestern University are purple and white. Show the logo as one color (purple, if possible; if not, in the strongest color available — e.g., in a brochure printed in black ink, show the logo in black)
For print use.......................................................
- Purple spot color: PMS 267 (PMS 268 may be used on coated paper)
- Purple process color (CMYK): 90c, 100m, 0y, 10k
For web and other on-screen use.......................
- RGB color: r = 46, g = 36, b = 116
- Hexadecimal: 2e2474
* For web usage guidelines for the Northwestern logo, visit the official Northwestern Web Standards page.
- SPS materials feature type from the Trade Gothic and Adobe Garamond typeface families.
- Trade Gothic is a clean, simple and sturdy serif type. SPS uses Trade Gothic Medium and Trade Gothic Bold 2 most frequently from this family. Trade Gothic also works quite well paired with Adobe Garamond, a serif type which is a good fit for longer sections of type.
- If users do not have one or either of these fonts installed on their desktop, in some instances (e.g. forms and other administrative documents) Arial and Arial Bold may be substituted for Trade Gothic and Trade Gothic Bold 2 respectively. Garamond is an acceptable substitute for Adobe Garamond.
To appeal to our audience of working professionals, the general look and feel of SPS materials is clean and professional, with squared-off corners and generous use of white space to set off headlines, text and the SPS identity.
- Colors should be strong solids — use purple to reinforce the Northwestern brand. Limit the use of tints, pastels and softer colors to accents and backgrounds that are not primary focal points.
- The SPS logo should be prominently featured in order to reinforce the brand. Designs should use the SPS logo on the front page or cover in print and on the first page and “above the fold” (visible without scrolling down) on web pages or email.
- When appropriate, use photos and call out quotes to create a dynamic feel and underscore the primary SPS message of career development.