CONTENTS
RESEARCH
4
INSPIRATIONS
8
EXPLORATIONS
10
THE IDENTITY
12
NOMENCLATURE
16
COLOR PALETTE
18
TYPOGRAPHY
19
POSTER SERIES
22
APPLICATIONS
26
REED COLLEGE IDENTITY STANDARD
RESEARCH
4
MISSION STATEMENT
HISTORY
Reed College is an institution of higher education in the liberal arts devoted to the intrinsic value of intellectual pursuit and governed by the highest standards of scholarly practice, critical thought, and creativity. Its undergraduate program of study, leading to the degree of Bachelor of Arts, is demanding and intense and balances breadth of knowledge across the curriculum with depth of knowledge in a particular field of study. The goal of the Reed education is that students learn and demonstrate rigor and independence in their habits of thought, inquiry and expression.
The school founded in 1908, and its first classes were held in 1911. Reed is named for Oregon pioneers Simeon and Amanda Reed. Simeon Reed had been an entrepreneur in trade on the Columbia River; in his will he suggested that his wife could “devote some portion of my estate to benevolent objects, or to the cultivation, illustration, or development of the fine arts in the city of Portland, or to some other suitable purpose, which shall be of permanent value and contribute to the beauty of the city and to the intelligence, prosperity, and happiness of the inhabitants.” Amanda Reed followed that suggestion in her will by setting up a board of trustees to found an institution of learning in Portland, with no limits other than an insistence on equality and secularism. The ensuing years, Reed has become one of the nation’s pre-eminent institutions of the liberal arts and sciences.
REED COLLEGE IDENTITY STANDARD
5
RESEARCH
KEY DISTINCTION Founded explicitly in reaction to the “prevailing model of East Coast, Ivy League education,” the college’s lack of varsity athletics, fraternities, and exclusive social clubs — as well as its coeducational, nonsectarian, andegalitarian status — gave way to an intensely academic and intellectual college whose purpose was to devote itself to “the life of the mind”. Reed categorizes its academic program into five Divisions and the Humanities program. Overall, Reed offers five Humanities courses, twenty-six department majors, twelve interdisciplinary majors, six dual-degree programs with other colleges and universities, and programs for pre-medical and preveterinary students. The school maintains a 10:1 student faculty ratio. Reed’s TRIGA research reactor makes it the only school in the United States to have
6
REED COLLEGE IDENTITY STANDARD
a nuclear reactor operated entirely by undergraduates. Reed’s ethical code is known as “The Honor Principle”. First introduced as an agreement to promote ethical academic behavior, with the explicit end of relieving the faculty of the burden of policing student behavior, the Honor Principle was extended to cover all aspects of student life. Although letter grades are given to students, grades are de-emphasized at Reed. According to the school, students are encouraged to focus on learning, not on grades. Students are evaluated rigorously, and semester grades are filed with the registrar, but by tradition, students do not receive standard grade reports. The school was also well known for their calligraphy program, although the course is not been taught anymore.
7
INSPIRATIONS
8
REED COLLEGE IDENTITY STANDARD
9
EXPLORATIONS
10
REED COLLEGE IDENTITY STANDARD
11
THE IDENTITY
INTEGRITY
x-height hangline
baseline
1
12
2
CORE ELEMENTS
EXCLUSION ZONE
The logo consists of the monogram [1] and the Reed College name logotype [2]. It should not be redrawn, digitally manipulated or altered. It must always be positioned on the left.
In order to maximise its visual presence the logo requires a surrounding area clear of any other graphic elements or text. The minimum exclusion zone is equal to the width of the xheight. Always allow at least this amount of clear space around the logo. It is important that this rule is observed and the exclusion zone is maintained at all times. The recommended minimum clearance is to protect the logo. The logo will appear on many different applications and formats and this will help to give it clarity and presence. This is not a placement guide. It is a minimum only.
REED COLLEGE IDENTITY STANDARD
13
IF YOU’RE A GENUINE INTELLECTUAL, LIVE THE LIFE OF THE MIND, AND WANT TO LEARN FOR THE SAKE OF LEARNING, THE PLACE MOST LIKELY TO BEST EMPOWER YOU IS THE MOST INTELLECTUAL COLLEGE IN THE COUNTRY— REED IN PORTLAND, OREGON.
14
REED COLLEGE IDENTITY STANDARD
15
NOMENCLATURE
DEPARTMENTS LOGO Division of Mathematics and Natural Sciences: includes the Mathematics, Biology, Chemistry, and Physics Departments. Division of Arts: includes the Art (Art History and Studio Art), Dance, Music, and Theatre Departments.
16
REED COLLEGE IDENTITY STANDARD
COLLEGE LOGO Division of History and Social Sciences: includes the History, Anthropology, Economics, Political Science, and Sociology Departments, as well as the International and Comparative Policy Studies Program;
Division of Literature and Languages: includes the Classics, Chinese, English, French, German, Russian, and Spanish Departments, as well as the Creative Writing and General Literature Programs.
The official logo usage for all communications
Division of Philosophy, Religion, Psychology, and Linguistics: includes the Psychology, Philosophy, Religion, and Linguistics Departments.
17
COLOR PALETTE
PRIMARY
TYPOGRAPHY
GRADIENT COLOR
SECONDARY
The consistent use of these colors will create recognition and strengthen the identity. The Reed College logo must always use the primary and supportive color palette. Gradient fades from solid to 50% as shown. pms 187
pms gray 9
pms 298
pms 143
pms 355
REED SAN SERIF
BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Reed typefaces come in a variety of weights and offer flexibility of use. Commitment to these typefaces will create a consistent and strong identity.
pms 2735
pms 381 MEDIUM
SOLID COLOR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
If not possible to use gradient set then use solid color palette
pms 187
pms 298
pms 355
pms 2735 LIGHT
pms gray 9
18
REED COLLEGE IDENTITY STANDARD
pms 143
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
pms 381
19
20
DEVELOPS PEOPLE WITH INTELLECTUAL OPENNESS AND HONESTY, CLEAR THINKERS WHO ARE NOT AFRAID OF NEW OR UNPOPULAR IDEAS, MEN AND WOMEN WHO HAVE THE CHARACTER. REED COLLEGE IDENTITY STANDARD
21
POSTER SERIES
22
REED COLLEGE IDENTITY STANDARD
23
POSTER SERIES
24
REED COLLEGE IDENTITY STANDARD
25
APPLICATIONS
26
REED COLLEGE IDENTITY STANDARD
27