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Identity Manual

Brandeis University | Office of Communications


Visual Identity Guidelines




Key Components of the Visual Identity


The Brandeis Logotype


The Brandeis Seal


The Official Brandeis Stationery


Use of the Brandeis University Logotype with a School, Department or Institute

Editorial Identity Guidelines


The Logotype in the Gotham font


Page Format




Type Usage


Sample Format of a Standard Invitation


Examples of Guideline Use


Use of Discrimination and Disability Statements


Style Guidelines






Composition Titles






Terminology and Usage


Titles, Names and Degrees




It is the university’s goal that its

What follows are the stylistic

publications maintain certain

guidelines deemed most critical.

stylistic standards. Such standards

Wherever possible, we have included

ensure that the university’s public

examples that conform to Brandeis

identity will be consistent, even

University standards, as well as usage

when materials are designed by an

that should be avoided.

outside agency or by an individual in a department other than Communications.


Visual Identity Guidelines


Key Components of the Visual Identity

The Brandeis University logotype,

Except in the most formal materials,

in its most official and complete

such as stationery, business cards,

form, consists of the words Brandeis

Commencement materials, and the

University and the Brandeis seal.

like, the name portion of the logo may appear without the seal.

The specifications for the appearance of the official logotype are detailed on this and the following seven pages.

Master Logo Artwork To download the appropriate master logo file, click here or visit the Communications website, select the “Policies and Guidelines” tab, and click on “Brand Standards and Toolkit.”

The university seal is used primarily for official materials such as the stationery, business cards, Commencement materials, and other such “formal” pieces. For other uses contact the director of Creative Services.


Whenever possible, but especially

Pantone 294 is the official color of

when it appears on covers, posters

Brandeis University. On most

or in headlines, the name Brandeis

formal materials, the logotype should

University should be written as

be printed in the official color.

the logotype, usually without the seal. This does not apply when the university name appears in normal body text.


100% cyan

24% black

Brandeis Blue spot color

Pantone 294

Brandeis Blue process color

100c 86m 14y 24k

14% yellow

86% magenta


The Brandeis Logotype

You can download the Brandeis

the name of a school, program

University logotype in Bauer

or center.

Bodoni typeface here. Somewhere on the publication, The name Brandeis University

the university’s address (or at least

must appear prominently on any

Waltham, Massachusetts) should

poster and on the front cover of any

appear with the name of the

brochure. It may be subordinate to







X equals the point size of the logotype.

No other words, symbols or crowding design elements may come within X of the logotype. Anything that detracts from the logotype’s visibility must be avoided.

The university logotype is available as a stacked version.

It is permissible to drop the word university from the logotype when design purposes warrant.


Never distort the logo.

Never superimpose the logotype on the seal or any other image.

Never add a border to the logotype

Never present the logotype within a shape.

Never use low resolution electronic files of the logotype.


The Brandeis Seal

When used, the seal of the university

seal displays the name Brandeis with

must appear in a color that stands

an uppercase letter “B.� A previous

out clearly from its background.

version of the seal displayed the name

Under no circumstances can the

in all uppercase letters. Where you

seal be altered from its original

still find the old seal in use, it should

form. Please note: The university

be replaced with the current seal.

X equals half the diameter of the seal. X






Never alter the seal in any way.

Never use low resolution electronic files of the seal.

Never apply a different background to the inside of the seal than to the outside.

Never superimpose the logotype or any other words or elements on the seal.

The seal may be used only in Brandeis blue, black, gray or white knockout. Never alter the color of the seal beyond these choices. The background color must provide enough contrast to ensure the seal stands out.

Never apply the seal to complex backgrounds or those against which the seal does not stand out.

Never use the seal with the name of a constituent of Brandeis University unless the Brandeis logotype is present, and it is clear that the seal is that of Brandeis University and not of the constituent.

Never add components like drop shadows.


Office of Communications


The Official Brandeis Stationery

All academic departments and administrative offices must use the official Brandeis stationery according to the model shown on this spread. Stationery should be ordered through the Ambit portal. Visit the portal website.

Office of Department 415 South Street, MS 136 Waltham, Massachusetts 02454-9110

Janie M. Doenut

Administrative Assistant Office of Communications 415 South Street, MS 000 • Waltham, MA 02454-9110 781-736-0000 • 781-736-0000 cell • 781-736-0000 fax


Office of Department 415 South Street, MS 000 Waltham, MA 02453-2728 Phone 781-736-0000 Fax 781-736-0000


Gotham Logotype Artwork

The Gotham wordmark can be used on publications and digital communications. Sub-brand wordmarks should conform to our preferred style (examples shown on right). If you need a sub-brand wordmark, please initiate a project request through Creative Services here.







Typefaces are families of type.

You can download the Brandeis

Within typeface families are styles

University logotype in Bauer

such as bold, italic and condensed.

Bodoni or Gotham here from the

Bauer Bodoni, Bodoni, Gotham

Communications website. Do not

and Adobe Garamond are the

use Bauer Bodoni for body text,

typefaces to be used for Brandeis

however, as it is difficult to read in


small sizes.

Bauer Bodoni

Bauer Bodoni Bauer Bodoni Italic Bauer Bodoni Bold Bauer Bodoni Bold Italic Bauer Bodoni Black Bauer Bodoni Black Italic


Bodoni Book Bodoni Book Italic Bodoni Bodoni Italic Bodoni Bold Bodoni Bold Italic


Gotham Thin Gotham Thin Italic Gotham Book Gotham Book Italic Gotham Medium Gotham Medium Italic Gotham Bold Gotham Bold Italic Gotham Black Gotham Black Italic Gotham Ultra Gotham Ultra Italic

Adobe Garamond

Adobe Garamond Regular Adobe Garamond Italic Adobe Garamond Semibold Adobe Garamond Semibold Italic Adobe Garamond Bold Adobe Garamond Bold Italic

Type Usage

Do not capitalize or italicize

There should be only one space

and bold entire words, titles or

between sentences.

headlines. If emphasis is needed, use bold, italics, all caps or larger

Any quotation marks, line numbers

type size.

or bullets that appear at the lefthand edge of text should be hung

Paragraphs should not be

outside the normal alignment.

indented; rather, they should be separated by a line space.

Learn, Engage, Lead There is no other place like Brandeis. As a medium-sized private research university with global reach, we are dedicated to first-rate undergraduate education while making groundbreaking discoveries. Our 235-acre campus is located in the suburbs of Boston, a global hub for higher education and innovation. Our faculty are leaders in their fields, as passionate about teaching and mentorship as they are about pushing the boundaries of knowledge. Our students are motivated, compassionate, curious and open to exploring new and challenging experiences. At Brandeis, you will discover a community rooted in purpose, guided by our founding values, poised to lead in education and research in the 21st century.

Flush left, ragged right text, can work better than justified text.

Justified text can create poor word spacing.




There is no other place like Brandeis. As a medium-sized private research u n i ve r s i t y w i t h g l o b a l re a c h , we are dedicated to first-rate undergraduate education while making groundbreaking discoveries. Our 235acre campus is located in the suburbs of Boston, a global hub for higher education and innovation. Our faculty are leaders in their fields, as passionate about teaching and mentorship as they are about pushing the boundaries of knowledge. Our students are motivated, compassionate, curious and open to exploring new and challenging experiences. At Brandeis, you will discover a community rooted in purpose, guided by our founding values, poised to lead in education and research in the 21st century.

Justified text can create poor word spacing.


Sample Format of a Standard Invitation

The sample on these pages shows the front and inside pages of a simple invitation in the Brandeis style.

Brandeis University Employee Recognition Awards Dinner

Friday December 9, 2016 6 p.m.


President Ron Liebowitz cordially invites you and your guest to the Brandeis University Employee Recognition Awards Dinner Friday Dec. 9, 2016 6 p.m. The Faculty Center Brandeis University

RSVP by Nov. 1, 2016


The samples of Brandeis publications

afford a unified “look” while yet

that follow illustrate how adherence

allowing the creative flexibility to

to the university’s design guidelines

meet a variety of design needs.

Office of Communications © Brandeis University 2015 F127

Examples of Guideline Use

June 10-12 / amst conference 2014

Bella aBzug | MiriaM Cohen gliCkMan | John lewis | lillian Miles lewis | JaMes Chaney andrew goodMan | MiChael sChwerner | rita sChwerner | Fannie lou haMer | BoB Moses saMuel leiBowitz | w.e.B. du Bois | Joel spingarn | arthur spingarn | ella Baker | Mary ChurCh terrell | philip randolph | Bayard rustin | Julius rosenwald | ralph BunChe ida B. wells | JaMes Ford | Claude MCkay | JaCk greenBerg | Felix adler | JaCoB sChiFF herBert aptheker | dizzy gillespie | riChard B. Moore | henry Moskowitz | roy wilkins kivie kaplan | stephen wise | lillian wald | MarCus garvey | JaMes Baldwin | leo Frank | Booker t. washington | Cornel west | Billie holiday | naaCp | aBel Meeropol little roCk nine | lena horne | sidney luMet louis arMstrong | zora neale hurston CoMMittee stanley levison | lawrenCe FuChs | MarCh on washington For JoBs and FreedoM Myrlie evers | soJourners For truth and JustiCe iCe rosa parks | ralph aBernathy | southern Christian leadership ConFerenCe | daisy Bates harry BelaFonte | Clara luper national urBan league Mose wright | niChols and May | ada lois sipuel | Civil rights aCt oF 1964 | paul roBeson daisy Bates | thurgood Marshall | JaCk greenBerg | eMMa goldMan | dorothy Miller zellner | letty Cottin pogreBin | Marian anderson | diane nash | edMund pettus Bridge anti-deFaMation league | Charlayne hunter-gault| FreedoM rides | aMeriCan Jewish Congress | Congress oF raCial equality | FreedoM suMMer | arthur waskow | heMan sweatt | voting rights aCt | equal eMployMent opportunity CoMMission | lloyd gaines Franz Boas | ConstanCe Baker Motley | JaMes l. FarMer Jr. | Melvin B. tolson | raBBi eugene B. Borowitz | eleanor holMes norton | susan BrownMiller | Barney Josephson leon higginBothaM Jr. | george MClaurin | williaM t. ColeMan Jr. | reverend C. t. vivian

Blacks, JEWs, and social


in amErica


An exhibition at the Robert D. Farber University Archives & Special Collections Department, Brandeis University

Office Of cOmmunicatiOns © Brandeis university 2014 e174

Hosted by tHe AmericAn studies ProgrAm At brAndeis university leArn more underwritten By the Lawrence h. fuchs fund and the LOuis d. Brandeis Legacy fund fOr sOciaL Justice. cO-spOnsOred By: International Center for Ethics, Justice and Public Life; the Departments of African and Afro-American Studies, History, Near Eastern and Judaic Studies, Politics, and Sociology; the Sarnat Center for the Study of Anti-Jewishness; the Social Justice and Social Policy Program; and the Office of the President, the Office of the Provost, and the Office of the Dean of Arts and Sciences at Brandeis University

Poster Art in WWi AmericA

These posters illustrate how typefaces other than those prescribed for Brandeis publications may be

used when design requirements warrant. Note, however, that the Brandeis logotype remains unaltered.

Brochure cover for the Graduate School of Arts and Sciences


Collaborate 1

Investigate 2

Connect 3

Cross Boundaries 4


Additional examples of publications

5 year report


jack, joseph and morton

Mandel Center for the Humanities 2


Introducing ...

AN EXHIBITION OF THE LENNY BRUCE COLLECTION Robert D. Farber University Archives & Special Collections Department


IF YOU’VE MADE IT THIS FAR, YOU’RE THE KIND OF PERSON WHO BELONGS AT BRANDEIS. gh time, the give it enou u Yo e. m ti e it. Which is agedy plus you to satiriz “Satire is tr w lo al ill w viewers about it.” public, the re n you think he w , us lo cu rather ridi

That’s because you’re curious, interested, analytical and smart. Someone who wants to know about things and make the right decisions. You’re a person who wants to be in a place where making a difference is first on the list. In short, you are a Brandeis student. And if you’re ready to do a little more reading, check out what some current students and alum have to say about being here. Office of Communications ©2016 Brandeis University H011d Image courtesy of Robert D. Farber University Archives & Special Collections Department. All rights reserved, Kitty Bruce.



Editorial Identity Guidelines


Use of Discrimination and Disability Statements

Any Brandeis University publication

Any publication announcing a

Any course catalog must include

used for the recruitment of students,

university-sponsored event, whether

section 2B of chapter 151C of the

faculty or staff must include the

or not it is open to the public, must

Massachusetts General Laws.

following statement:

include the following statement for those persons who may need

Section 2B of chapter 151C of

It is the policy of Brandeis University

reasonable accommodation because

the Massachusetts General Laws

not to discriminate against any

of a disability.

provides that: “Any student [...] who

person on account of race, color,

is unable, because of his religious

ancestry, religious creed, gender,

If the venue is entirely accessible,

beliefs, to attend classes or to

national or ethnic origin, sex, sexual

the wheelchair symbol, used alone, is

participate in any examination, study

orientation, age, genetic information,

sufficient indication.

or work requirement on a particular

disability, veteran status, or any other

day shall be [so] excused..., and shall

category protected by federal or

If not, and prior arrangements

be provided with an opportunity

state law. The following person has

must be made by persons needing

to make up such examination,

been designated to handle inquiries

assistance, the wheelchair symbol

study or work requirement that he

regarding the nondiscrimination

and a contact person’s name and

may have missed because of such

policies: Vice President of Human

phone number must appear on the

absence on any particular day;

Resources, Bernstein-Marcus


provided, however, that such makeup

building, 781-736-4464.

examination or work shall not create an unreasonable burden upon such Jane Doe 781-555-5555

school. No fees of any kind shall be charged...for making available to the said student such opportunity. No adverse or prejudicial effects shall result to any student because of his availing himself of the provisions of this section.�


Style Guidelines


All university publications should

Abbreviations should be avoided

Dates: Spell out names of days in

adhere to the Associated Press

in text except where convention

text, and months when they stand

Stylebook. You can purchase a copy

dictates otherwise.

alone or with just a year (January 2017); abbreviate the following

by going to, and you can subscribe online as well.

Use abbreviations as necessary in

months only when used with a

In addition, the AP Stylebook defers

tabular materials and lists.

specific date (i.e., Nov. 14, Nov. 14, 2017): Jan., Feb., Aug., Sept., Oct.,

to Webster’s New World College Dictionary (2004 edition, available

Use standard abbreviations as noted

at Barnes & Noble) for spelling

in the AP Stylebook.

Nov., Dec. Titles: Spell out individuals’ titles

and usage answers that are not specifically addressed by AP. In these

Most two-letter abbreviations are

in publications text: President

pages, we have attempted to cover

set with periods (exception: postal

Liebowitz, Colonel Sanders, Professor

some of the questions that arise

abbreviations), three or more letters

Jones. They may be abbreviated

most frequently.

without periods: U.S., U.N., AFT,

in tables.

GRE, SAT.  Do not use the ampersand to replace Use a.m. and p.m. (design exceptions

“and” unless it is the proper formal

are OK)

title or name of something (A&P).

GPA can be used for gradepoint average after the first reference in a publication or section thereof. Use this way the first time: gradepoint average (GPA). Addresses: Use the abbreviations Ave., St. and Blvd. only with a numbered address: 1600 Pennsylvania Ave. Spell them out and capitalize when part of a formal street name without a number: Pennsylvania Avenue. Lowercase and spell out when used alone or with more than one street name: Massachusetts and Pennsylvania avenues. Refer to the “Addresses” section of the AP Stylebook for more guidelines.



Composition Titles

Capitalize only the complete formal

The titles that appear in the Brandeis

Use quotation marks when referring

names of bona fide organizations,

University Bulletin are the accepted

to the following:

institutions, departments,

and official titles for all officers of

publications, agencies, committees,

instruction of the university.

offices, programs, and Brandeis

Titles and subtitles of published books, pamphlets, proceedings and

departments (Department of Biology,

Black is not capitalized unless it is

but biology department; Office of the

part of the complete title of a

Registrar, but registrar’s office). 

program, organization, etc., as in

Titles of articles and features in

Black Student Organization.

periodicals and newspapers, chapter

On second and later reference, do


titles and part titles, titles of short

not uppercase any fragmentary title,

Academic semesters or terms are

stories, essays, and individual

such as the center, the college,

lowercase: fall semester, general

selections in books

the university. 

registration, add/drop. Titles of collections of poetry and of

Majors, minors, emphases, areas

Section or chapter numbers in text:

of concentration and subject areas

uppercase Chapter 1, Section 3.7.

are lowercase, except those that are proper nouns.

poems published separately Titles of songs, albums, motion

In referring to books, movies, plays

pictures, television and radio

and other compositions (see full


For lists of courses or references

list in AP Stylebook), capitalize the

to course titles and/or descriptions,

first word, as well as the principal

Titles of paintings, drawings and

use the form established in the latest

words, including prepositions and

other works of art, as well as art

Brandeis University Bulletin for

conjunctions of four or more letters.

exhibitions. Exception: Sculptures

capitalization, punctuation, wording,

are capitalized, set in roman, no

etc. The catalog is the authority for

Capitalize the principal words in

names of courses, programs, etc.

the name of organizations when


those names are unique and fully

See full listing in AP Stylebook under

Positions: A person’s title is

spelled out: Brandeis National

“Composition Titles.”

lowercase if it follows a name: Jacob

Committee, Brandeis University

Smith, dean of the graduate school;

Board of Trustees. Do not capitalize

Use no quotes or italics for the names

vice president for development. 

organization names that are general

of newspapers or magazines.

However, if used before the person’s

and in common usage: the board of

name, capitalize the first letter: Dean

trustees, the library committee, the

Capitalize the “The” in newspaper

Smith, Vice President Jones. 

executive committee.

names if that is how the publication

Named chairs are always capped and

Lowercase the “s” in “studies” for

magazine, unless part of the formal

must be used: Jane Smith, Leo Jones

American studies, women’s studies.

title (i.e., Time magazine; Brandeis

does it. Do not capitalize the “m” in

Professor of History.

Magazine). Lowercase internet, web, website and email (but uppercase World Wide Web).




For numbers 10 and above,



use numerals. 

Left-facing apostrophes should be

In compound words, use one

used before class years: ’17 not ‘17.

hyphen, with no space before or

Spell out nine and below except for

after: on-campus enrollment. 

semester hours and ages. Follow


the same rule with ordinal numbers,

Serial commas: Do not use serial

In telephone numbers, use hyphens

unless it is part of a name. When

commas unless to avoid ambiguity.

between all the parts — no

using ordinal numbers, please make

parentheses for zip code: 781-647-

sure your “superscript” feature is

With states: A comma should set off

turned off.

the names of states in the text: “She

Gradepoint averages are expressed


now lives in Medford, Massachusetts,

Do not hyphenate cochair,


crosslisted, gradepoint, audiovisual,

to two decimal places — 2.00, 3.50. 

corequisite, premedical, prelaw, With dates: Month and year: Do not

predental, predoctoral or

Sums of money: in text, delete .00; in

use commas to separate month and

postdoctoral. Check Webster’s

tables, use .00. 

year: September 1985. But always set

Dictionary for hyphenation.

off the year by commas when using Time of day: 8 a.m., not 8:00 a.m.

the full date (i.e., “The September 11,


(design exceptions are often made

2001, bombing of the World Trade

Check document for double spaces

on posters/graphics).


(all sentences should be separated by a single space only).

References to centuries and

With appositives: Appositives are

decades: Lowercase, spelling out

usually set off by commas (dashes

numbers less than 10 (first century,

or parentheses are also used):

20th century). Use Arabic figures to

His wife, Elizabeth, is running for

indicate decades of history. Use an

office. (Exception: With presidential

apostrophe to indicate numerals that

collateral: Ron and his wife Jessica.)

are left out; show plural by adding the letter s; the 1890s, the ’90s, the

With quotation marks: Commas and

1920s, the mid-1930s.

periods always fall inside quotation marks without exception. DASHES For em-dashes, there should be one space on either side of the dash. AP does not use en-dashes.


Terminology and Usage

Titles, Names and Degrees

To avoid awkwardness, use alumni

Titles of persons: A person’s title

rather than alumni/ae. 

is lowercase if it follows a name, capitalized if used before the name. 

Capitalize “c” in class year:  Class of 1980. 

Named chairs are always capped: Jane Smith, Leo Jones Professor of

Do not use a comma between a


person’s name and class year: John Doe ’80. But, Jane Doe, PhD’82.

Do not use the title Dr. before the name of an individual, even if the

Do not use coed to refer to

person referred to holds a PhD or

female students. 

EdD degree. (It should be used, however, for a person with an MD or

Do not use female gender or

other medically related degree.)

diminutive word forms such as authoress, poetess, usherette, aviatrix

Other related terminology: One

(exception: actress, instead of actor,

earns a bachelor’s degree or a

may be used for females).

baccalaureate degree; a master’s degree; a law degree or Juris Doctor

Use first-year student rather

degree; a doctoral degree or a

than freshman.

doctorate. Do not use a possessive to say that someone earned a degree.

Use international student rather than

(“He earned a bachelor’s degree,” not

foreign student.

“his bachelor’s degree.”)

Use “graduate” in the active voice:

Capitalize the formal degree

Debra Messing graduated from

as Master of Arts, Bachelor of

Brandeis, not Debra Messing was

Science, etc.

graduated from Brandeis. No periods in degrees: BS, BFA, PhD (exception to AP)



Be sure to include the proper

States: The names of the 50 U.S.

TTY/TDD number on all publications

states should be spelled out when

that give a number to call for

used in the body of a story, whether


standing alone or in conjunction with a city, town, village or military base.

Be sure to include the copyright

Note: Certain large cities, spelled out

notice: Office of Communications

under the “Datelines” section in the

© Brandeis University, year

AP Stylebook, do not require a state

and job number (i.e., Office of


Communications © Brandeis University 2016 H095)

Campus addresses: Use building name followed by room number:

The possessive form of Brandeis

Gryzmish 116.

is Brandeis’. The final authority for all official university names (buildings, faculty, administrators, staff, titles, departments, etc.) is the current Brandeis University Bulletin. Use italic or bold, rather than underlining, for emphasis. An art show is called an exhibition; an exhibit is an item in an exhibition. Health care is always two words, no hyphen in all uses. Fundraising is always one word, no hyphen in all uses.



Brandeis University Identity Manual  

Print guidelines to ensure consistency among Brandeis University collateral

Brandeis University Identity Manual  

Print guidelines to ensure consistency among Brandeis University collateral