CLAREMONT MCKENNA COLLEGE
Anniversary Logo Style Guide
A guide to the rationale, logos, graphic elements, treatments, rules, and application of the CMC 75th Anniversary branding.
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.
75 Years of Responsible Leadership
Since its founding in 1946, Claremont McKenna College has been a leader in the liberal arts. 75 years later, CMC is still leading the way, redefining what it means to be a liberal arts institution in the 21st century.
To celebrate our 75th year, we have created an anniversary logo for use in College and Anniversary communications. Rolling out 75 days before our anniversary date of July 1, 2021, the logo embodies the aspirations of our year-long celebration: engagement, involvement, and education. It is an opportunity to focus on our core tenets, and to embrace new ones as we respond to an ever-changing world:
- Honoring our leadership mission
- Expanding transformative student opportunities
- Preparing future leaders through integrated sciences
The visual elements detailed in this style guide embody the spirit of the anniversary messaging in a visual form. The style guide will help ensure that these visual elements continue to reinforce the anniversary themes and messaging throughout the duration of our celebration.
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.
Featuring the anniversary dates of the College.
Featuring the theme of the College anniversary.
Incorporating the College anniversary dates and theme.
All applications including small-use applications such as lapel pins, tie tacks, patterns, banners.
For use in most applications but not recommended for small-use applications. Best used in association with Campaign-themed applications including print, banners, and digital.
ALTERNATE use 2:
For use in most applications but not recommended for small-use applications. Best used in association with Campaign-themed applications including print, banners, and digital. The vertical nature of this version may limit use.
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.
CMYK: 1, 98, 58, 44
RGB: 147, 25, 52
CMC Dark Maroon
CMYK: 7, 100, 35, 64
RGB: 116, 0, 28
CMC Dark Gold
CMYK: 0, 36, 100, 10
RGB: 209, 144, 0
CMYK: 0, 82, 82, 0
RGB: 210, 79, 61
CMYK: 0, 25, 94, 0
RGB: 255, 192, 18
CMC Dark Gray
CMYK: 54, 52, 55, 41
RGB: 85, 81, 80
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.
When Arno Pro is not available, the following serif fonts may be substituted:
- Times New Roman
- Adobe Caslon Pro
- Merriwether (Google Font)
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.
When Roboto is not available, the following sans serif fonts may be substitited:
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.
Using the Logo
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.
- 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.
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.
- 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.
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.
DO NOT create custom color versions of the logo art
DO NOT replace or add
elements to the logo art
DO NOT transpose colors
in the logo art
DO NOT change the colors of elements in the logo art
DO NOT move elements
within the logo art
DO NOT customize
elements in the logo art
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.
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.
T-shirt / Countdown Site Configuration
Website Banner Configuration
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.
75 Graphic Background*
- Website panels
- Print backgrounds
- Ghosted background element
- Text overlays
*See Contents page
- Website panels
- Printed sleeves or bands
- Banner treatments
- Website and print applications
- Adding text to highlight content
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.
Hanging the logo from a page edge*
- Print applications including brochures and posters
*When using this enhancement, it is acceptable to extend the top edge of the logo art to create a comfortable space between the CMC name and the top of the page.
Adding a drop shadow
- Over images, patterns, or background colors
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.
Anniversary letterhead with CMC sub-branding + business card
CMC letterhead with Anniversary sub-branding + business card
Anniversary blank notecards
Anniversary thank you notecards
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.
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.
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 firstname.lastname@example.org.
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.
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.
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.
CMC celebrates 75 years of responsible leadership:
- Honoring Mission
- Enhancing Student Experience
- Integrated Sciences
Share Your Story
Story Length: 400-500 words
Sidebars: 100 words max
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.
cmc.edu Header Treatment
cmc.edu Anniversary Site Link
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.
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.
Claremont McKenna College (@claremontmckennacollege) uses a series of stories on Instagram to share more information about former president Dr. Benson P’61, who was highlighted in a post. The story slides use colors CMC Gold, Maroon, Red, and Dark Gray. The typography used on the story slides is Merriweather–an approved alternate font to Arno Pro, available on Canva. https://www.instagram.com/p/CNz6-GCjrTo/?utm_source=ig_web_copy_link