For 75 years, Claremont McKenna College has held a unique place in academia, distinguished by our commitment to prepare students for thoughtful and productive lives and responsible leadership in business, government, and the professions.

Our 75th Anniversary is a special time for everyone to come together, engage with the College, and explore the past, present, and future of CMC.

The CMC 75th Anniversary Logos

The logo treatment for the CMC 75th Anniversary is comprised of three logo options that highlight specific messages. The preferred use for each of the logo options is highlighted at right.

Years LOGO

Featuring the anniversary dates of the College.

theme logo

Featuring the theme of the College anniversary.

combination logo

Incorporating the College anniversary dates and theme.

Anniversary Color Palette

A unique color palette has been developed for Anniversary applications. This palette includes the traditional CMC colors of maroon and gold but adds accent colors to expand the color family for added emphasis and impact. Logo color callouts are highlighted at right. Detailed color specs are indicated below each color block.

Anniversary Typefaces

SERIF FONT

The preferred serif typeface for use in Anniversary applications is the Arno Pro Type Family. This font contains a broad spectrum of weights to suit a variety of
applications. The font is available through Adobe Fonts and Adobe Typekit for Creative Cloud subscribers.

ALTERNATES

When Arno Pro is not available, the following serif fonts may be substituted:

• Times New Roman
• Palatino
• Adobe Caslon Pro
• Merriwether (Google Font)

Anniversary Typefaces

sans serif font

The preferred sans serif typeface for use in Anniversary applications is the Roboto Type Family. This font contains a broad spectrum of weights to suit a variety of applications. The font is available through Adobe Fonts, Adobe Typekit for Creative Cloud subscribers, and Google Fonts.

alternates

When Roboto is not available, the following sans serif fonts may be substitited:

• Arial
• Helvetica
• Frutiger

Anniversary Typefaces

website fonts

Specific fonts for use in web applications are highlighted at right. They have been selected for similarity to the print and logo art fonts, but also for legibility and clarity in online applications.

Minimum Clear Space Guidelines

In order to maintain clarity and legibility, a minimum of 1/2 logo width of space should be used around the logo art, as shown at right. However, given the strong graphic nature of the logo, it is acceptable to allow the photo to butt up against the logo in a collage or panel setting as long as legibility is not impaired.

For example:

• On the Anniversary website, photos abut the logo art in the main image panel.
• In print applications, the logo art could be used as a centerpiece in a collage of images.

Minimum Size Requirements

In order to ensure legibility, minimum size requirements have been assigned to each logo configuration. The minimum allowable size is indicated at right. It is recommended that the Years version of the logo art be used for small-use applications such as lapel pins, tie tacks, and other similar items.

Co-branding

The Anniversary logo is intended to work as a stand-alone identifier. The name of the College is prominently displayed so the relationship to CMC is clear and evident. There is no lockup version featuring the Anniversary and CMC logo and they should not be used that way. The Anniversary logo may be used with the official CMC logo provided it is not used in a lockup format.

For example:

• On the Anniversary website, the Anniversary logo is used as the primary identity, while the CMC logo is featured in the website footer.
• In anniversary-focused print applications, the Anniversary logo should be used as the main identifier, while the CMC logo can be placed in the lower half of the cover, on the inside front cover, or on the back cover as the secondary brand element.
• In college-focused publications, the relationship should be reversed, with the College logo used as the primary identifier, and the Anniversary logo used as a secondary brand element.

Unacceptable Alterations

Anniversary logo

The examples at right show a cross-section of potential errors or manipulations that are unacceptable modifications to the Anniversary logo art. Outside of the acceptable variations featured in this style guide, no manipulation of the logo art is permissible. Great care has been taken to develop a system that tries to meet all anticipated needs.

Colors, Patterns, and Imagery

The Anniversary logo works well in many conditions but there are limits. When using the logo on background colors, patterns, or imagery, be sure to select options that complement the logo art and don’t impede its visibility. The examples at right highlight situations to avoid.

A. Don’t place the logo over colors that match logo colors.

B. Don’t place the logo over colors that conflict with the logo colors.

C. Don’t place the logo over patterns that conflict with the logo or impede visibility.

D. Don’t place the logo over photos that conflict with the logo or impede visibility.

Special-use Versions
of the Logo

Certain situations require specific logo variations. The items displayed at right have been developed to answer some of those needs. If a unique situation arises that is not covered here, please contact the Anniversary Logo brand manager to define the need. Do not try to create a new version of the logo art without consultation.

Graphic Enhancements

Certain situations require graphic enhancements to the logo. The examples displayed at right address some of those situations. The 75 graphic background is appropriate for website panels, print backgrounds, a ghosted background element, and text overlays. The extended panel could be used for website panels, printed sleeves or bands, and banner treatments. The blank panel is appropriate for website and print applications and for adding text.

Graphic Enhancements

Certain situations require other uses of the logo. The examples displayed at right show some of those situations. It is appropriate to hang the logo from a page edge in print applications such as brochures and posters. When using this enhancement, it is acceptable to extend the top edge of the logo art to create more space between CMC and the top of the page. It is also acceptable to add a drop shadow when it is necessary to make the logo stand out from the background, especially images and patterns.

Examples

Stationery items

A suite of Anniversary-branded stationery items is available for use during the span of the year. Items available include:

• CMC letterhead with Anniversary sub-branding
• Anniversary letterhead with CMC sub-branding
• CMC business cards with Anniversary sub-branding
• Anniversary business cards with CMC sub-branding
• Anniversary notepads
• Anniversary blank notecards
• Anniversary thank you notecards

As more items and options become available, they will be updated here.

Please refrain from creating your own versions of these materials. They have been designed to complement other items produced for the Anniversary celebration. If you have special or unique needs for similar or related items, contact CMC and we will discuss the appropriate solution to your branding needs.

Examples

Email Headers

Various custom, Anniversary-branded email headers have been designed for use during the course of the Anniversary celebration. Three examples are shown at right. If you are building custom versions, please try to capture the spirit of the options shown here. Photoshop, JPG, and PNG versions of these options can be provided on request.

Examples

email signatures

Two custom, Anniversary-branded email headers have been designed for use during the course of the Anniversary celebration. The examples are shown at right. If you are building custom versions, please try to capture the spirit of the options shown here. Photoshop, JPG, and PNG versions of these formats can be provided on request.

Examples

Merchandising

CMC 75th Anniversary and “retro” licensed products will join the array of merchandise currently available through the CMC Supply Shop (www.cmcsupplyshop.com).

The College’s branding and style guidelines apply to all products. For additional information, please contact Evan Rutter ’06, Assistant Vice President for Alumni and Parent Engagement, at evan.rutter@cmc.edu.

Photography

Portraiture

All images should tell a story and reflect the spirit of the College and CMCers — a top liberal arts institution, where students enjoy the intimacy and tight-knit community of a small residential college paired with the resources of a research university. Portraits should be authentic, genuine, and expressive, not cookie-cutter or standard headshots. For example, a student working in a lab demonstrates CMC’s commitment to the integrated sciences, a professor with his best-selling book emphasizes the caliber of the faculty. Images should also reflect the rich diversity of CMC faculty, students, and alumni. All images need to be high-resolution.

For questions regarding photography or for requests for materials, please contact: Anibal Ortiz, Photographer and Videographer.

aortiz@cmc.edu

Photography

Campus life

Images depicting life on campus should capture the dynamic, interactive environment of CMC. Student interaction and engagement happens indoors and out, with a picturesque campus, a vast array of outdoor sculpture, snowcapped mountains, and endless sunny days.

physical campus

Images of buildings should include CMCers to emphasize the energy and vitality of the campus.

These are general guidelines followed by our campus photographer Anibal Ortiz. If you need additional information, please reach out to him.

Writing Stories for the Anniversary Website

The purpose of the 75th Anniversary website is to celebrate CMC’s students, faculty, alumni and staff — the people who have made CMC a leader in liberal arts education — as well as to educate and engage our community. The website is a place to come together, communicate, learn, and get involved, starting 75 days before the anniversary date of July 1, 2021.

Editorial content will focus on individuals with experiences and accomplishments that highlight core tenets such as honoring our leadership mission, expanding transformative student opportunities, and preparing future leaders through the integrated sciences.

Sections of the website will share a calendar of events and a variety of ways to get involved. A “Share Your Story” section will be a highly interactive page allowing CMCers to share their memories and photos with each other.

Given the purpose of the website, style for editorial content will be informative and engaging. While the Campaign is on the horizon, the content for this site is not explicitly tied to fundraising efforts.

Website Elements and Treatments: cmc.edu

Elements of the 75th Anniversary graphic identity program and some of its supporting elements will be used throughout CMC communications. This includes use on the cmc.edu website. Guidelines established in this document dictate correct applications of the Anniversary elements including the Anniversary color palette and variations of the Anniversary logo art like the version specifically designed for use on the cmc.edu site. Examples of the cmc.edu applications are shown at right.

For questions regarding cmc.edu website guidelines, please contact: Kate Canada, Associate Director of Communications, Digital Marketing.

Kate.Canada@claremontmckenna.edu

Social Media

To generate community engagement and excitement with 75th Anniversary programming and events, we encourage the campus community to utilize social media to promote their efforts.

Content Planning

We recommend using a content calendar to plan content and track performance metrics throughout the academic year 2021-22. Feel free to copy this provided Excel template to plan and share content, and track analytics for your social media accounts and 75th Anniversary content.

Types of Content

We strongly encourage use of all platforms and features to share and promote content on social media, especially Instagram. Traditional posts can house most major content, and supplemental content can be shared to stories.

Tone

With respect to your specific audience and usual tone, social media messaging for the 75th Anniversary should focus on the core tenets listed in this style guide. This is also a chance to rally community pride and nostalgia while generating excitement for the future of the College.

Online guidelines

Design

Following the graphic guidelines in this style guide, the campus community is encouraged to utilize the 75th Anniversary logos, typography, and colors to create branded content assets for social media platforms. We recommend using Canva templates, sized for each platform, and adjusting colors to match branding. Feel free to view and copy this Canva template created for Instagram stories. Placement of the logo on post images and story slides, and use of brand colors on additional graphic elements is encouraged.

Posting Guidelines

Per your usual internal guidelines specific to your audience and account, please continue to exercise prudence in who or what you choose to highlight for CMC’s 75th Anniversary on social media. All content should be relevant to and in support of the core tenets. Campus accounts relevant to a given social media post should be tagged so content can be reshared.
For questions or concerns about content and language, fact-checking, language review, approval, and any questions or concerns, please contact and share your content calendar with Public Affairs.

publicaffairs@cmc.edu