Visual Brand Standards

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.

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 logos are important for brand recognition and consistency.

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

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

Wordmark Variations
Use the wordmark versions of the logo only when small scale or complex print production methods would cause the fine details of the primary logo to reproduce poorly.

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

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

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 only the provided sub-brand logos on apparel, digital communications, and marketing materials. You can download sub-brand logos from the College’s image gallery.

To provide a flexible logo ecosystem that gives sub-groups greater visibility while maintaining a link to the College, CCM has expanded our visual options into two distinct tiers:

Centers, Schools, & Institutes 
Standardized sublogos that ensure maximum authority and recognition.

Departments 
A wider, more flexible variety of sub-logo styles and graphic treatments to tailor visuals for specific audiences. There are many options to suit every purpose, and no other versions should be created. 

Use of the College seal is for formal use only and is not interchangeable with the institutional 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.

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

The athletic logos may not be redesigned. Changes in the relationship, perspective, direction, 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 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.

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

Endicott Gulls Typography*

Gulls Typography with Logo

Gulls Typography without Endicott*

Endicott Typography with Logo

Endicott Gulls Typography on Dark*

Cursive Gulls*

Cursive Gulls on Dark*

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.

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.

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

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.

To keep the Endicott brand fresh and vibrant, we created a palette of coastal-inspired colors—based largely in blues and greens. These colors should be used to complement our core colors, not replace them.

You may use the colors in our primary and coastal spectrum palettes in various combinations, but the primary colors should be the most prominent.

Use of these colors should evoke a sense of hierarchy, balance, and harmony. While our palettes are flexible, colors outside our core palettes should not be used.

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).

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 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:

The following apparel and promotional graphic guidelines are intended to maintain the integrity of the Endicott brand while supporting department spirit and promotional needs. They establish a consistent process for requesting, designing, and producing official branded merchandise and artwork across campus. Before ordering promotional items or requesting custom CCM artwork, please review these guidelines.

Logo Usage & Brand Identity

• No Custom Logos: Custom or bespoke logos cannot be created for individual departments, programs, or initiatives.
• Approved Primary or Sublogos Only: All departments must use a primary Endicott logo or their official, College-approved sublogos for identity purposes.
• Brand Identifier Restriction: Any graphic created for apparel is strictly for "spirit wear" and cannot be adopted as a permanent brand identifier or logo for a program.

Apparel Illustrations & Spirit Graphics

Permitted Art: Custom illustrations and creative graphics may be designed for apparel and promotional items exclusively for spirit-generating purposes.

Artwork production: When creating apparel or promotional graphics, departments must utilize one of the two approaches below.

• Request Custom Artwork via CCM: Departments may request custom illustration work directly from the Communications & Marketing (CCM) team.
  • How to Request: Complete and submit the CCM Request Form.
  • Capacity & Costs: Please note that apparel art is not a primary function of the CCM team. Acceptance depends on current project queues, and departments may incur design fees for complex custom artwork.
• Department-Managed Design: Departments may choose to manage the creation of their custom artwork independently (either in-house or through an external vendor).
• Mandatory Review: All independently managed artwork must be submitted to ccmrequests@endicott.edu for review and brand approval prior to manufacturing.
• Compliance Warning: Failure to obtain CCM approval before production may result in the revocation and withholding of your promotional items.

Co-Branding: All custom illustrations must be paired with an approved Endicott primary logo or sublogo and cannot be used as permanent brand identifiers for any department or program. Designs cannot replace, override, or obscure official branding.

• Approved configurations include:
  • Splitting elements (sublogo on front, artwork on back or side).

    

  • Stacking a logo cleanly beneath the art (or above, in some cases).

    

  • Integrating a logo un-obscured inside the illustration workspace.

    

• Endicott logos must never be altered, redesigned, or color-distorted, and must be surrounded by clean clear-space. Institutional names or text elements must exclusively use official Endicott brand fonts, meaning stylized or novelty typography cannot be used to spell out the College or department name.

Design Ownership: The Communications & Marketing team retains creative oversight and final approval on all illustrations to ensure alignment with Endicott’s overall brand.

Submission Note: All apparel graphic requests must be submitted to the Communications & Marketing team at least eight (8) weeks prior to the production deadline.

Quick Reference: Do's & Don'ts

Environmental graphics and large-format signage are fantastic tools for bringing the Endicott brand to life and adding energy to your spaces and events. To ensure we present a cohesive, high-quality brand experience to our external audience—including prospective students, families, alumni, donors, and the North Shore community—all public-facing signage must be coordinated through the Facilities Management and Communications & Marketing teams. As our shared public spaces must accommodate the needs of many stakeholders, some requests may not be approved if they conflict with broader campus directives. 

Because these projects often require close collaboration between our departments, we want to make the process as seamless as possible. The following guide will help you understand your specific signage needs so you can feel confident reaching out to the right partner to initiate your request.

Understanding the Difference

Large Format Signage (Timebound) Large format signage refers to oversized printed graphics, such as banners, billboards, posters, and wall decals, that are designed to capture immediate attention. Because this type of signage is timebound rather than permanent, it is the ideal solution for events and short-term advertising where you need high-impact visuals to communicate your message effectively in public spaces.

Environmental Graphics (Permanent) Environmental graphics refer to visual elements integrated directly into the physical environment to enhance the energy and experience of a space. Designed as permanent installations rather than temporary displays, they transform the atmosphere for the long term, creating an immersive environment that defines the unique character of your location.

Signage & Environmental Graphics Cheat Sheet

Signage & Graphics Request Process

To ensure every sign on campus is high-quality and perfectly on-brand, Communications & Marketing and Facilities Management manage vendor relationships directly. Our print partners are trained to work through our approved workflows. Simply bring your request to us, and we will determine the best production path to bring your vision to life!

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

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

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.