Note: The Maxwell Website Design page provides suggestions on incorporating elements of the Logo Program in your department's website, as appropriate to your needs. Versions of the Maxwell Logo, scaled and stored in web-appropriate formats, are available for download there.
   
What is the Maxwell Logo Program?

The Maxwell Logo Program was instituted in April 2001 to both standardize and update treatment of the Maxwell School name and the traditional, pillars-and-gables image associated with the school. Specifically, the new program incorporates:

• A rendering of the pillars-and-gables that incorporates a pair of baselines (suggesting the building's steps) and encloses the building in a larger vertical rectangle.
• A standard pair of fonts for use in all display copy across publication programs, often in combination with a common body-text font, such as Times New Roman.
• A pair of standard colors, known loosely as teal and warm gray, to be used or closely matched when circumstances allow.

Who uses the program?

The Logo Program is now being used in virtually all publications and keepsake items produced by the Dean's Office on behalf of the Maxwell School. It is meant to standardize references to the school, and to thereby build accrued recognition of the Maxwell School as an entity with its own character and reputation.

Maxwell Business Cards: For information e-mail Trice Quinlan or call her at 443-4286.

Units of the Maxwell School that currently utilize graphic programs of their own have options, varying in the extent to which Maxwell's identity is intermingled with their own.  Units might

• incorporate occasional references to the Maxwell School identity program while otherwise leaving their own untouched;
• adapt their own design programs to create a more fulsome affiliation with the Maxwell School program, incorporating colors and/or typefaces; or
• work directly with the Dean's Office to fully redesign their materials in complete partnership with the Maxwell School program. (Contact Dana Cooke at dlcooke@maxwell.syr.edu.)

If you wish to incorporate or adapt, as described in the first two options above, versions of the logo are available on the Logo Download Page. 

In addition, here are color and font guidelines that you might need:

Fonts. The two fonts used in the program are Minion and Optima; Minion Semibold, Optima Demibold, and Optima Black are the variants used in the logos, but other weights are used in association with the program. In body text, Garamond and Times New Roman are acceptable substitutes for Minion. 

Colors. The printer's specification for the two-color logo program is Pantone 3165 (teal) and Pantone 425 (warm gray).  As a variation, when printing on non-glossy, uncoated paper, it is best to substitute 3155 for the teal, to avoid the shade becoming too dark.

In cases where a separate Pantone ink cannot be used, but four-color printing is available, it is possible to simulate the shades using these formulas:

• Teal: 100% cyan, 0% magenta, 30% yellow, and 40% black.
• Warm Gray: 70% black

An unofficial third color that has gained popularity is a deep brick red, which complements the teal.  The Pantone specification is 180.

Note that, in two-color printing, you have the option of using black ink and Pantone 3165 (or 3155). This allows you to use the exact teal in the logo and as your highlight color throughout the publication, and black as your text and photo color, plus 70% black to simulate warm gray.

In cases where teal is unavailable in either a Pantone ink or in a four-color match, instead use a monochrome version of the logo, and reproduce it in black only, or in the darkest, most sedate single color available to you.

About the SU Program. The Syracuse University Publications Office provides a variety of letterhead-related materials in the standard SU Seal program.  You are required to use the SU program for those items. Visit the Electronic Publishing Center for information.

Furthermore, there are policies for use of the SU Seal that forbid its combination with use of other logos, including the Maxwell School Logo. In short, the Maxwell logo and SU seal or logo are not to be used in combination on a printed piece.  For full guidelines, request a copy of A Guide to Graphic Identity Standards from SU News and Publications, 443-2233.

• Continue to the Logo Download Page
• Visit the Maxwell Website Design Page

This page current as of: December 30, 2003