Skip to Main Content
Maxwell School
Maxwell / The School

Maxwell School | Syracuse University Branding

Maxwell School | Syracuse University Wordmark 340px 

The Maxwell School | Syracuse University branding program, adopted in early 2017, provides visual strength and consistency wherever the Maxwell School is identified in communications, whether those communications are intended for broad external audiences (e.g., general public, media, alumni) or for students, staff, and faculty within the School and University. The assets and guidelines described on this page should be employed by anyone preparing communications on behalf of Maxwell, in all media and on all products — including, but not limited to, brochures, newsletters, posters, webpages, video/slide presentations (e.g., PowerPoint), signage, tabletop banners, apparel, souvenirs, and broadly distributed memoranda. This program includes Maxwell-specific letterhead, envelopes, and business cards, as well.

Implementation of the Maxwell School | Syracuse University branding program is under way and the production of all future communications and products should follow it. The new program fully replaces an interim program that was introduced in 2015, which featured the SU and Maxwell names locked together with the Maxwell School "house." However, that said, for the foreseeable future existing stocks of interim-branded letterhead, envelopes, business cards, souvenirs, and reusable displays may continue to be used, until such time that it is practical to replace them. (By contrast, the teal-colored branding program of 2001-15 is fully retired and any existing stock/products should be discarded.) 

Jump to downloadable wordmarks
Need help?  Have questions? Please contact Dana Cooke at dlcooke@maxwell.syr.edu
      
Assets and Characteristics

The Maxwell | SU branding program builds upon a Syracuse University program introduced in February 2017, exemplified by the "Syracuse University" component of the wordmark shown above right. (For complete details on the SU branding program, see brand.syracuse.edu.) A Maxwell-specific companion program was developed by SU's Marketing & Communications team and the Maxwell Dean's Office. The goal of the Maxwell-specific program is to perpetuate the School's strong existing identity while coordinating it with Syracuse University's branding and the characteristics it connotes.

Some aspects of Maxwell program are drawn directly from SU's:

Fonts. The new SU branding program employs a pair of proprietary fonts, called Sherman Serif and Sherman Sans. These fonts are used in the branding elements, such as "Syracuse University" in the graphic above. However, they are also to be used in all graphic designs, in place of serif and sans serif fonts previously used.  In all designs, headlines, body copy, social media icons, and all other type should utilize Sherman Sans and Sherman Serif, with only occasional exceptions. (Note that a third font, Minion, is used in some of the Maxwell wordmarks, for "Maxwell" and some unit names. However, that font should otherwise not be used in graphic designs.) Most Windows-platform, networked computers at Maxwell have been outfitted with the Sherman fonts, but contact ICT at service@maxwell.syr.edu if you need help.

Colors. The SU and Maxwell branding programs employ the same combination of SU Orange and four grays as the previous branding program, along with occasional whites and blacks. The preferred combination is SU Orange (PMS 1665, RGB 212/69/0, CMYK 0/79/100/0, hex #D44500) and SU Dark Gray (PMS 431, RGB 111/119/125, CMYK 8/2/0/55, hex #6F777D). The full palette is described in detail on SU's Colors | Brand Guidelines page. Note that RGB or hex versions should be used in all digital communications, including webpages; PMS definitions are preferred for digital printing and xerography; and CMYK definitions are provided for conventional full-color printing. (Questions? Contact Dana Cooke at  dlcooke@maxwell.syr.edu.) 

Syracuse University Wordmark. The SU wordmark must appear on all pieces of communications. However, in Maxwell-sourced communications it should rarely stand alone. It is incorporated in the combined Maxwell | SU branding program described here, and should always appear in that manner.

Maxwell-Specific Branding

   Maxwell | SU Lead Graphic, both versions 
    SUMaxwell Signature Graphic


 


Maxwell Unit Logos - both kinds 

Maxwell is among a handful of SU schools and colleges allowed to maintain unit-specific branding programs, recognizing that those schools and colleges have established, over time, strong identification through previous branding. The Maxwell | SU program is built around a set of wordmarks that combine Maxwell's established branding with the University's new look. Those Maxwell | SU wordmarks should be prominent in virtually all communications, and should grow ubiquitous across the School.

Lead Graphic. The Maxwell | Syracuse University wordmark, shown at right, is the School's primary identifier. It should be used in lead position (i.e., top, or front, or otherwise prominent) in any design.  It is available in two configurations: horizontal (side-by-side) and stacked (Maxwell above Syracuse University); the horizontal is preferred, and the stacked should be used only when the available space requires a less horizontal shape. As stated above, the preferred color combination is SU Orange and SU Dark Gray.  However, other color combinations allow for differing imprint environments and techniques. Many of those are available for download here, and others may be possible (contact Dana Cooke, dlcooke@maxwell.syr.edu).

Signature/Identifier.  In addition, the full Maxwell School name is available, locked up with Syracuse University, in a standard Sherman-based format being employed for all other SU units; it is the third wordmark shown at right. This wordmark should be used in secondary placements, especially in locations where authorship/ownership is implied. Typically, for example, this wordmark would be used on the back of a brochure, where more-info and contact information is provided; or in the footer of a webpage.  

Units of the Maxwell School.  The academic departments of the School and its service units (e.g., ICT or Career Development) are identified by adding a third line to the Signature/Identifier described above; see the Center for Career Development example at right. 

Meanwhile, the School's research centers and institutes, as well as a few other high-profile projects, are being provided specific wordmarks that present their name or acronym in a graphically bold format, building on the same font as  "Maxwell" in the lead graphic; an example of that treatment, prepared for the Campbell Institute, is shown at right. Both types of unit-specific wordmarks are available in varying colors.  To obtain those — and to discuss the appropriate use of unit-specific wordmarks — contact Dana Cooke, dlcooke@maxwell.syr.edu.

A note about file formats: All downloadable files are provided in PNG and EPS format. PNG files should be used for webpages and other digital applications only; RGB color definitions are used in them. PNG files should be used only at the provided size or smaller; they are not resizable beyond the provided size.  (If you need a larger size, contact Dana Cooke.) EPS files, on the other hand, are appropriate for all other uses. Colors are embedded in CMYK and PMS formats. These are fully resizable, vector-based "master" files. When imported/placed within a design or word processing program, they may be upsized infinitely, without ill effect.  (Note that most Windows computers will not allow you to click-and-view an EPS file. But if you store it on your hard- or share-drive, you should be able to then import/place an EPS image in your Publisher, InDesign, or Word document; or open it in Photoshop or another image editor.)

Other Applications

Letterhead, Envelopes, Business Cards. SU Printing Services's online ordering page at suprintingonline.syr.edu now reflects the new SU branding program. What's more, Maxwell-specific letterhead, envelopes, and business cards are available. Anyone ordering letterhead/business card products should order from the Maxwell-specific menu; all units of the School should reflect their Maxwell affiliation by ordering Maxwell-branded office collaterals.  (Note: In order to use this page, you need FAST Request access. If you are not approved for FAST, contact Holly Johnson at hjohns02@syr.edu.)

Electronic Letterhead. An electronic version of the Maxwell letterhead is available as a Microsoft Word document. It includes the Maxwell | SU wordmark at the top and, embedded in the footer, the full Maxwell School of Citizenship and Public Affairs name, followed by your unit's name, address, phone, fax (optional), and URL (customized to your subsite, if you wish, or just maxwell.syr.edu). For more info, e-mail maxcomms@syr.edu.

Give-Away Products. Syracuse University has strict rules that require use of a registered mark — i.e., the ® symbol — when its name appears on souvenirs and sellable products.  Those rules do not apply to print pieces you produce to communicate with specific audiences; and those do not apply to signage, banners, and other items that you display without distributing to other people. However, if you plan to produce tchotchkes, apparel, or other give-aways similar to those sold at gift shops or the SU Bookstore, you must incorporate a registered mark according to specific guidelines; and those products must be produced by authorized, licensed vendors. It is probably best to contact Dana Cooke at dlcooke@maxwell.syr.edu before starting work on such items.

Website. The Maxwell website now incorporates new Maxwell | Syracuse University branding in its homepage and most page headers and footers. In addition, the default font across the Maxwell website was recently changed to Sherman Sans. By contrast, page-topping banners that integrate text into a photograph — typically providing the name of the unit of the current sub-site — were originally executed in Minion, the same "third font" used sparingly within the Maxwell branding program; those headings/banners will not be revised in the near future. Beyond those examples, if you find other type or graphic aspects of your Maxwell sub-site that you feel might require brand-driven updating, please send a message to maxcomms@syr.edu.

Downloadable Wordmarks

To download an image, hover over the version you seek — e.g., EPS (CMYK) — right-click, and then Save Linked File as.

Maxwell | SU Lead Graphic, standard version

Lead Maxwell | SU Wordmark 
Standard configuration. For "lead"/primary use wherever Maxwell is identified and where graphic presentation is advantageous.  

Preferred: Orange and Dark Gray
Orange and Extra Dark Gray
Orange and White
All-White
All-Extra Dark Gray

EPS (PMS)  |  EPS (CMYK)  |  PNG (RGB)
EPS (PMS)  |  EPS (CMYK)  |  PNG (RGB)
EPS (PMS)  |  EPS (CMYK)  |  PNG (RGB)
EPS  |  PNG
EPS (PMS)  |  EPS (CMYK)  |  PNG (RGB)

Maxwell | SU Lead Graphic, stacked version

Lead Maxwell | SU Wordmark  
Stacked configuration; alternate, for use when less-horizontal shape is necessary. For "lead"/primary use wherever Maxwell is identified and where graphic presentation is advantageous.   

Preferred: Orange and Dark Gray
Orange and Extra Dark Gray
Orange and White
All-White
All-Extra Dark Gray

EPS (PMS)  |  EPS (CMYK)  |  PNG (RGB)
EPS (PMS)  |  EPS (CMYK)  |  PNG (RGB)
EPS (PMS)  |  EPS (CMYK)  |  PNG (RGB)
EPS  |  PNG
EPS (PMS)  |  EPS (CMYK)  |  PNG (RGB)

SUMaxwell Signature Graphic

SU/Maxwell Signature/Identifier Wordmark
For secondard, bottom/back placement, particularly where source or ownership of a piece of communication is given. Typically, this is paired with contact info or for-more-info listings.

Preferred: Orange and Dark Gray
Orange and Extra Dark Gray
Orange and White
All-White
All-Extra Dark Gray

EPS (PMS)  |  EPS (CMYK)  |  PNG (RGB)
EPS (PMS)  |  EPS (CMYK)  |  PNG (RGB)
EPS (PMS)  |  EPS (CMYK)  |  PNG (RGB)
EPS  |  PNG
EPS (PMS)  |  EPS (CMYK)  |  PNG (RGB)