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

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

Secondary logos are important for brand recognition and consistency.

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

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

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

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 the primary academic logo (with their department name written in Libre Franklin) 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.

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.

    *Follow watermark usage guidelines on page 5.
  **Follow College Seal usage guidelines on page 4.
***The icon 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. In all other instances, the primary academic logo is the preferred logo version.

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 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.

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.

Legacy Mascot Character

Use of the legacy Gulls graphic is restricted to athletic uniforms and apparel. It should only be used in conjunction with the primary athletic logo. The Gulls graphic should never replace an official Endicott College logo or identity, including sub brand logos. Use must be approved by CCM. See Athletic Logo Usage Overview for approved uses.

Legacy Gulls Graphic

*Use of the legacy Gulls graphic is restricted to athletic uniforms and apparel.

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:

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, 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.

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).

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.