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Visual Brand Standards

A distinctive visual identity represents an institution’s stability, credibility, and strength. Consistency is imperative for the College to be recognized as a unified institution and brand, rather than a collection of disconnected groups.

All marketing and communications distributed off campus or to a reading public larger than an individual class or student group must adhere to the brand guidelines. Marketing materials produced with private funds or to support student organizations are also subject to these guidelines if Endicott College’s name is used to support or promote the organization or activity.

Academic Logos
Athletic Logos
Brand Colors
Brand Fonts
Identity Graphics
Email Guidelines
Stationery

Academic Logos

  • Our Primary Academic Logo

    Most individual departments, offices, and initiatives do not have a custom logo. In most instances, the primary logo or department/school sublogos best support CCMs brand awareness goals. In some situations, CCM supports the development of identity graphics to be used in conjunction with the primary logo.  

    Brand Logo

    The primary logo is the preferred logo version and must be present on all external-audience facing College communications. This includes, but is not limited to, brochures, stationery, business cards, advertisements, signage, and the College website.

    Thoughtful and considerate use of Endicott’s logo is appreciated:

    • Never manipulate the logo in any way.
    • Do not create secondary (sub) logos to represent a school, college, center, institute, program, or event.
    • You must not…
      • Add elements to the logo
      • Draw or retype the logo
      • Change the proportion of the logo
      • Change the spacing between the individual elements or characters
      • Change the arrangement of the elements
      • Place the logo at an angle other than horizontal or vertical
      • Change the color of the logo to a non-brand color
  • Secondary Academic Logos

    Secondary logos are important for brand recognition and consistency.

    Use the location variation when city and state is an important, identifying detail.



    With Beverly, Massachusetts

    The stacked variation of the logo should only be used for exceptional circumstances, when space is constrained.



    Vertical/Stacked Variation

  • Logo Elements

    The primary logo is a combination of the College icon and wordmark. While the primary logo is the preferred logo version of the College, the logo elements may be used independently. *See Academic Logo Usage Guide for more information on best practices.

     

    *The icon should only be used as a graphic element and should never stand alone as a brand identifier without the primary logo.

  • Sub-brand Academic Logos

    Sub-brand logos distinguish the individual schools, offices, and other sub-entities while demonstrating a connection to the College. These logos complement, but do not replace, the primary logos.

    Departments and programs may use sub-brand academic logos on apparel, digital communications, and marketing materials upon approval from the Office of Communications & Marketing. Sub-brand logos can be downloaded from the College’s image gallery.



    Sub-brand Logo

  • College Seal

    Use of the College seal is for formal use only and is not interchangeable with the academic logo. Use of the seal is restricted to projects associated with the College President, Board of Trustees, or official College documents and events such as Commencement.


    College Seal

  • Academic Logo Usage Guide
    Use Primary Logo Wordmark Icon Sub-logo College Seal
    Recruitment Marketing (print & digital) ✓*
    Signage ✓***
    Retail / apparel & merchandise ✓**
    Giveaways & promotional items
    Formal stationery or business cards
    Replacement of official Endicott College logo or identity ✓**

        *Follow wordmark usage guidelines.
      **Follow College Seal usage guidelines.
    ***The icon should only be used as a graphic element and should never stand alone as brand identifier without the primary logo.

Athletic Logos

  • Primary Athletic Logo

    The primary athletic logo should be used to represent the athletics and recreation department, especially when recruiting. The primary academic logo is the preferred logo version when marketing to an external-facing audience.


    Primary Athletic Logo

    The athletic logos may not be redesigned. Changes in the relationship, perspective, shape, or configuration of the image or its components are prohibited.

    The athletic logo may be used in limited other scenarios, including marketing to current students and for student activities. Obtain approval from the Office of Communications & Marketing before using the athletic logo in print or digital marketing or on non-athletic related merchandise.

    Athletic teams may not utilize the athletic logo on any merchandise (clothing, banners, stationery, etc.) if it has been altered in any way. This includes all items purchased/produced in-house or by third-party vendors.

    Use of logos on apparel may require additional guidelines. Please contact the Director of Athletics.

    High-resolution downloads of Endicott's primary athletic logo are made available to the Endicott community in the Image Gallery. Sub-brand logos for individual athletic teams have been created and are also available on the Image Gallery.

  • Secondary Athletic Logos

    Secondary logos are important for brand recognition and consistency, and a few variations have been established to support the graphic needs of Endicott athletics. While the primary logo is the preferred logo version, secondary logos may be used upon approval from the Office of Communications & Marketing. Please note that all secondary versions marked with an * (which do not include the Gull) must be used in conjunction with a primary athletic logo.

        Gull No EC    
    No EC
    (exclusive to on-campus marketing/signage)

     

        Endicott Gulls Typography
    Endicott Gulls Typography*

     

        Gulls Typography with Logo
    Gulls Typography with Logo

     

        Gulls Typography without Endicott
    Gulls Typography without Endicott*

     

        Endicott Typography with Logo
    Endicott Typography with Logo

     

        Endicott Gulls Typography on Dark
    Endicott Gulls Typography on Dark*

     

        Cursive Gulls
    Cursive Gulls*

     

        Cursive Gulls on Dark
    Cursive Gulls on Dark*

     

  • Sub-brand Athletic Logos

    Sub-brand logos distinguish the various athletic teams and programs. Athletic teams may use the sub-brand logo on apparel, digital communications, and marketing materials upon approval from the Office of Communications & Marketing.


    Sub-brand Athletic Logo

  • Legacy Logos

    Use of the legacy mascot character requires approval from CCM. It should only be used in conjunction with a primary logo mark. The mascot character logo should never replace an official Endicott College logo or identity.

    See Athletic Logo Usage Overview for approved uses.


    Legacy Mascot Character

  • Athletic Logo Usage Overview
    Use Primary Logo Secondary Logo Sub-logo Mascot Character Gulls Graphic
    Club sports / team marketing
    Recruitment Marketing
    Retail / fan apparel & merchandise ✓*
    Giveaways & promotional items
    Spirit-focused events (new student orientation, move-in day, etc.)
    Replacement for official Endicott College logo or identity
    Formal stationary or business cards
    Signage ✓*

    *Version must be used in conjunction with the primary athletic logo.

Brand Colors

  • Primary Core Palette

    Navy, green, and white are the official colors of Endicott College and are important brand elements. The colors we choose in our communications should support our efforts to create outreach that is instantly recognizable as Endicott.

    Navy Blue
    PMS 540
    HEX #00325D
    RGB: 0, 50, 93
    CMYK: 100, 53, 0, 65

    Green
    PMS 341
    HEX #007C57
    RGB: 0, 124, 87
    CMYK: 95, 1, 75, 26

    White
    HEX #FFFFFF
    RGB: 255, 255, 255
    CMYK: 0, 0, 0, 0
     

  • Expanded Core Palette

    To keep the Endicott brand fresh and vibrant, a larger palette of colors—based largely in blues and greens with a few accent tones—has been created. These colors should be used to complement our core colors, and should not replace them.

    The colors in our expanded and accent palettes may be used in various combinations, depending on the purpose and audience of each communications piece.

    Use of these colors should evoke a sense of hierarchy, balance, and harmony. While our palettes are flexible, colors outside our core palettes should be used only with approval from the Office of Communications & Marketing.

    PMS 296
    HEX #051D2E
    RGB: 5, 26, 46
    CMYK: 100, 46, 0, 89

    PMS 7693
    HEX #00497A
    RGB: 0, 73, 122
    CMYK: 100, 55, 0, 37

    PMS 7686
    HEX #205098
    RGB: 29, 79, 145
    CMYK: 97, 70, 0, 2

    PMS 646
    HEX #5E8BBF
    CMYK: 65, 34, 2, 1
    RGB: 94, 139, 191

    PMS 290
    HEX #BADAFB
    RGB: 186, 218, 251
    CMYK: 25, 1, 0, 0

    PMS 3435
    HEX #144835
    RGB: 20, 72, 53
    CMYK: 87, 15, 77, 69

    PMS 375
    HEX #98D801
    RGB: 152, 216, 1
    CMYK: 40, 0, 98, 0

    PMS 580
    HEX #C5D8AF
    RGB: 197, 216, 175
    CMYK: 21, 0, 38, 0

Brand Fonts

  • Primary font

    Utopia is Endicott’s modern serif font.

    It should be most prominent on the website, social media, email, and printed publications. Use Utopia in lowercase for headers and headlines.

     

    Utopia is approved to use in a variety of weights, as shown above. Use of this font is available via Endicott’s Canva Brand Hub. The Office of Communications & Marketing can provide this font, as requested, for uses specific to Endicott. The font can also be linked to Adobe Creative Cloud via Adobe Fonts.

    *If Utopia is unavailable, substitute Georgia (web safe font).

  • Secondary Fonts

    Libre Franklin is our sans serif font.

    It should be used for subheads and supporting copy.

     

    Libre Franklin is available to use in a variety of weights, as shown above. It can be downloaded from Google Fonts.

    *If Libre Franklin is unavailable, substitute Arial (web safe font).

Identity Graphics

  • Identity Graphics

    Identity graphics can help create a visual brand for annual events and programs on campus. These secondary graphics should only be used in conjunction with the primary logo and should never replace an official Endicott logo or identity. Graphics must be designed by CCM and their use approved by CCM.

    Example usage of identity graphics with primary logo:

    Identity Graphics

Email Guidelines

  • Email Signatures

    Font & Style
    In Google Mail, please use Arial at Normal size. Avoid script fonts or variations in font color. Keep text to blue or black. Avoid background fills; keep backgrounds white.

    Signature
    The College prefers that all employees use the same signature style. We suggest the general use of: 

    Gully Fandango
    Brand Ambassador, Office of Communications & Marketing
    They/Them/Theirs (pronouns are optional)
    Endicott College
    376 Hale Street
    Beverly, MA 01915
    978-232-3939
    Endicott College logo

    (Download primary logo from image gallery; set image size to “small”; hyperlink logo to endicott.edu)

Stationery

  • Stationery

    Official letterhead, business cards, and envelopes are ordered through the Fenway Portal. Please use only the official letterhead, business cards, and envelopes for all College correspondence. You must create an account to access the portal.

    Contact the Office of Communications & Marketing if you have questions on how to use the portal or if you have a specific need that you do not see available.

    Letterhead and Envelopes
    Letterhead & Business Envelope

    Business Cards
    Business Card

Visual Brand Standards

The Visual Brand Standards is also available as a downloadable PDF. Please reference these guidelines when producing internal-facing marketing materials in Canva and/or promotional items, so that content is consistent and recognizable.