TABLE OF CONTENTS OUR VISION
A Brief History 3Overview
5About the Visual Identity 6About the Logo
7Spectrum of Communications 8
VISUAL BUILDING BLOCKS
The Logo 10Color Palette 16Typography
18Eight Rules for Clear Communication 20Graphic Elements
22Photography and Illustration 24Stationery System
26
COmpOSING ThE ELEmENTS
Flagship Brochures 30On-Screen Materials 32Print Ads 33Event Materials 34Diploma 35Signage
36Merchandise 37Final Thoughts
38
NOTE : Page numbers in the PDF
version of this guide vary from the print version.
IDENTITY STANDARDS GUIDE
mASSAChUSETTS COLLEGE OF ART AND DESIGN
Massachusetts College of Art and Design was born of a pioneering spirit.
Facing a divided citizenry on the heels of the Civil War, American industrialists, politicians, scholars, and
educators sought to unify the nation and advance their country economically, scientifically, and culturally.
In Boston, these visionary leaders championed the Drawing Act of 1870, a law that revolutionized Massachusetts’ education system, and worked with the legislature to found world-class institutions like Massachusetts Institute of Technology, the Museum of Fine Arts, and Massachusetts Normal School of Art.The creation of the Normal Art School, in particular, was a radical act. Never before had a state established a school for the purpose of art instruction. MassArt was the first, and remains the only public independent college of art and design in the United States.
And from the beginning, recognizing that talent knows no class or racial distinction, the college welcomed students from all economic and ethnic backgrounds, including recent immigrants—a far cry from the demographic of other American art schools at the time.
Today, Massachusetts College of Art and Design remains true to its founders—visionaries who imagined a better future and saw creativity at its core. We are proud of our legacy of leadership as the nation’s first and only public
independent college of art and design and the first art school in the United States to grant a degree. Our history sets the direction for our future.
Since its early years, when the seeds of the creative economy were planted in Massachusetts, MassArt has evolved into one of the leading colleges of art and design in the world. As we look to the future, we will continue to build community, to foster diversity, and to inspire artists and designers to make a difference in their world.
OUR VISION
This guide provides an outline of the visual identity system, including logo standards and the associated graphic vocabulary. The success of the visual identity depends on consistent and frequent application across the entire spectrum of communication tools. From the viewbook to the diploma, from the website to departmental postcards, all communications should reflect MassArt’s commitment to excellence.
MassArt’s identity provides flexibility and room for expression. As befits an art institution, users are encouraged to be inventive and push the boundaries of the identity system. However, it is important that this flexibility be used to express most appropriately the given communication goal. Much effort has been made to ensure that this guide is easy to understand and use. It is, however, impossible to anticipate every application of the visual identity system. Users should exercise their best judgment to determine the ideal expression of the vision outlined in this guide.
If you have questions regarding this guide or the visual identity system, please visit https://www.doczj.com/doc/4713138489.html,/identity or email marketing@https://www.doczj.com/doc/4713138489.html,.
ThE VISUAL IDENTITY
COmmANDING RESpECT
As the nation’s first and only public independent college of art and design and the first art school in the United States to grant a degree, MassArt continues to be one of the most influential art colleges in the country. Its new visual identity positions MassArt in its rightful place, reflecting its increased national and global impact as well as rein-forcing its prominence in the region. REFLECTING ENERGY AND TALENT
The identity reflects the energy, determination, and talent
of the many individuals that comprise the entire MassArt
community.
Firmly rooted in the solid foundation it has built over more
than a century, MassArt will proceed as a confident, cred-
ible, influential institution with an impact felt around the
world.
True to its culture of vibrant, independent individuals, its
bold, contemporary logo is paired with an identity system
that is energetic, flexible, and distinct.
CONVEYING CONFIDENCE
Designed to appeal to MassArt’s broad audience, both
the logo and identity transmit confidence in a way that
resonates with a diverse audience: current and potential
students, alumni, faculty and staff, donors, corporate lead-
ers, government officials, and others.
ABOUT ThE LOGO
ThE LOGO
The MassArt logo positions the college as a leader and champion of art and design education. The simple device of cropping the “S” in “Mass” on the same angle as the “A” in “Art” visually propels “Art” to the foreground.
The “Art” advancing to the foreground of “Mass” represents an institution driving art and design to the forefront of public consciousness. This juxtaposition
also reflects the legacy of MassArt and its founding belief that publicly supported, accessible art and design education is vital to the economic and social strength
of the Commonwealth.
The logo is comprised of a palette of three primary colors and gray. The “Art” appears in one of the three
primary colors, reflecting the energy and spirit of the college. The “Mass” consistently appears gray, represent-ing stability and MassArt’s legacy. The primary colors carry special significance in that they reflect the elements of all color — building blocks for the art-making process appropriate to an art institution. As a system, a palette
of logo colors lends flexibility when applying the logo over varying backgrounds, allowing for a wide range
of applications.LETTERFORmS
The MassArt logo is built from a customized version of
the typeface Gotham. Inspired by early to mid-twentieth
century architectural lettering and signage in American
cities, Gotham was chosen to reflect MassArt’s urban
setting. The draftsman-like qualities of Gotham and its
historical influence lend a simple, bold, urban style that
emphasizes legibility.
Legibility is especially crucial when one considers the
numerous applications of the logo, from letterhead and
publications to signage and web pages. The clean style
of the letterforms lends timelessness and flexibility to
the logo. When paired with imagery, its simplicity will
complement the words and imagery that surround it.
LOGO CONFIGURATIONS
The full name of the college, Massachusetts College of
Art and Design, always appears with the logo and also
is set in Gotham. The words “Art and Design” are set in
Gotham black and match the color of “Art” in the logo
to emphasize the breadth of the college’s work. Careful
attention has been given to the proportions of the college
name and the logo to ensure maximum legibility. The
logo is available in three different configurations. The
primary configuration will be used as often as possible;
two alternate designs will be used when either horizontal
or vertical space is at a premium.
The MassArt logo is our signature and a statement of
our shared beliefs. Please use the logo with respect
and always refer to the identity standards guide when
developing MassArt materials. Following these guidelines
will allow the college to present itself consistently and
with confidence, and will ensure that MassArt’s legacy
remains strong.