Visual – Elements...Logo Positioning 10-11 Logo Colors 12-14 Incorrect Logo Usage 15 Brand...

www.gsb.columbia.edu/identity 1

Visual – Elements


Columbia Business School is the only Ivy League business school that delivers a learning experience where academic excellence meets real-time exposure to the pulse of business, developing leaders with the knowledge and instinct to make a powerful impact on the world.

KNOWLEDGE: An Unrivaled Culture of Academic Excellence

Our faculty members are the best minds in their fields operating in the world’s business hub, New York City. Their groundbreaking research influences business practices in every sector. Informed in real time by the global business environment, they teach atransformative and ever-evolving curriculum that develops leaders poised to create opportunity in any environment. And they are joined by leading practitioners from almost every industry and function who come to the School to share their practical, hands-on knowledge with students.

COMMUNITY: Diverse, Open, Entrepreneurial

Each year, high achievers from around the world arrive at Columbia Business School with a diverse array of interests and perspectives. Here, they enjoy a culture that encourages an open exchange of ideas. At Columbia, our students find the support, network, and opportunity to thrive. Through offerings like our more than 200 elec-tive courses and 100-plus student clubs, we help them pursue their passions. Inside and outside the classroom, we teach them to be entrepreneurs who can convert big ideas into big opportunities even at established organizations.

ACCESS: Exposure to the Pulse of Business, Inside and Outside the Classroom

As the only top Ivy League business school immersed in the global business hub that is New York City, we offer students unparalleled access to leaders from across industries — in the classroom, throughout the city, and around the globe. In addition

About Columbia Business School


to the guest lecturers who visit our classrooms regularly, programs like our Execu-tives in Residence, which integrates senior executives into the life of the School, and the Silfen Leadership Series bring influential leaders to campus, and give our students incredible, real-world insights on a daily basis.

IMPACT: Making a Powerful Impact on Business and Society

The thought leadership of our faculty and staff and our position at the center of global business mean that we make an immediate and measurable impact on the forces shaping business. Around the globe, our 40,000-plus alumni are tackling the increasingly complex problems of today and making a difference, not only in their own industries and sectors, but also for society at large. They’re empowering entre-preneurs in the developing world, reimagining urban recycling and disaster relief, promoting diversity at the top of the most influential organizations in business, and much more.

About Columbia Business School


Table of Contents

Visual—ElementsAbout Columbia Business School 2-3The Columbia Business School Brand 5Logo Elements 6Configuration 7Minimum Size 8Clear Space 9Logo Positioning 10-11Logo Colors 12-14Incorrect Logo Usage 15Brand Architecture 16-17Subbranding 18-19Cobranding 20Typography—Primary Typeface 21-24Business Materials 25Color Palette 26Photography 27-31

Visual—Brand in PracticeThe Grid 33Cover Samples 34Logo Band and Positioning 35Cover Grid 36-41Interior Grid 42-47Back Cover 48-50Paper Recommendations 51Websites 52-54PowerPoint Presentations 55Promotional Items 56


The Columbia Business School Brand

The Office of Marketing and Communications is charged with ensuring a consistent look, feel, message, and tone across all communications at the School. This work, done in close partnership with all School centers, divisions, and departments contributes to a comprehensive brand identity.

Official representations of Columbia Business School capture its diversity, richness, and leadership through careful and consistent use of its logo, sophisticated designs, a vibrant color palette, and carefully chosen imagery. Members of Columbia Business School’s community contribute to the School’s success daily by supporting and reinforcing the School’s identity.

These guidelines have been developed to ensure proper application of the identity and to help designers and partners produce a striking and cohesive array of marketing and communications materials.

Also contained here are the School’s editorial guidelines. Adhering to the School’s voice and style supports its key messaging and is an important element of any branded publication.

Throughout this guide, there is also information about whom to contact for help with your projects, how to work with Marketing and Communications, and tips to ensure you can always communicate most effectively with your intended audiences.


Logo Elements

The Columbia Business School logo is composed of three elements:

Icon. The icon, a modern, streamlined version of the Hermes icon, was adopted in large part as the School’s emblem in the 1950s because of the Greek god’s association with trade, commerce, and travel.

Wordmark. A streamlined and contemporary sans serif font, Galaxie Polaris renders the name of the School as a highly readable and recognizable identifier.

Tagline. The new tagline positions Columbia

Business School as the only Ivy League business school that delivers a learning experience where academic excellence meets real-time exposure to the pulse of business, developing leaders with the knowledge to make a powerful impact on the world.

The logo is a singular representation of Columbia Business School and, as such, must be used as designed. The logo should not be altered or recreated; official electronic files are available through Marketing and Communications.

In some instances, the Hermes icon can be used alone. Like all exceptions, these uses must be approved by Marketing and Communications.

“Columbia,” “Columbia Business School,” “Columbia University,” “At the Very Center of Business™” and “Columbia University Graduate School of Business” cannot be appropriated for any official representation without approval from Marketing and Communications. Nor can “Columbia,” “Columbia Business School,” “Columbia University,” “At the Very Center of Business™” or “Columbia University Graduate School of Business” or part thereof be incorporated into the logo or name of any organization without approval from Marketing and Communications.

HErMESICON

TAGLINE

WOrDMArK


Configuration


The Hermes icon, wordmark, and tagline together constitute the School’s visual logo and, as such, are never distorted or proportionally altered when used as a logo treatment.

The logo can be used in four configurations depending on space availability or restrictions:

For subbranding and cobranding configuration guidelines, refer to pages 18–20.

Note: The “stacked and centered with tagline” configuration can never be used without the tagline. It can only be used with prior MarComm approval.

1) Horizontal with taglineUse as the default

2) Horizontal without taglineUse when:• The tagline appears elsewhere on the page already• Accompanying addresses

3) Stacked without taglineUse when:• Space constraints require it• A stacked logo is required• Co-branding with another brand

3) Stacked and centered with taglineOnly use:• For institutional advertising• When the logo stands alone as the only thing on the page or is accompanied by exteremely

minimal copy.• With MarComm approval

TErTIArY CONFIGUrATION“STACKED AND CENTErED WITH TAGLINE”

TErTIArY CONFIGUrATION“STACKED WITHOUT TAGLINE”

SECONDArY CONFIGUrATION“HOrIZONTAL WITHOUT TAGLINE”

PrIMArY CONFIGUrATION“HOrIZONTAL WITH TAGLINE”


Minimum Size


The logo should not be reproduced smaller than the specified minimum size, as doing so compromises its readability.

The minimum size is measured by the height of the Hermes icon, as illustrated below.

Just as the logo should not be shown smaller than the minimum size, it should also not be made proportionally too large for its intended usage. As a general rule, the logo should not be wider than half the page width.

Any exceptions must be approved by Marketing and Communications.

MINIMUM SIZE—PrINT: .25 INCHES HIGH (SHOWN AT ACTUAL SIZE)

.25"

.25"

.32"

MINIMUM SIZE—SCrEEN: 24 PIxELS HIGH (SHOWN AT ACTUAL SIZE)

24px

24px

42px

24px

.25"


Clear Space


To maintain its position of prominence, the logo requires a minimum area of clear space around it. This clear space is equal to the height of the capital letters in the Columbia Business School wordmark.

In general, the logo should not be constrained in boxes or be placed extremely close to text or other design elements.

Exceptions to this clear space may occur when the logo is used in materials of outside organizations. In such instances, the identity guidelines of the outside organization should be observed. Like all exceptions, these uses must be approved by Marketing and Communications.


Logo Positioning


The logo always should be placed in the upper left corner, regardless of the size or orientation of the material being produced.

This rule applies to all types of materials, from letterhead to brochures. Detailed specifications are available beginning on page 33.

Exceptions to this positioning may occur when the logo is used in materials of outside organizations. In such instances, the identity guidelines of the outside organization should be observed. Like all exceptions, these uses must be approved by Marketing and Communications.

THE LOGO IS ALWAYS PLACED IN THE UPPEr LEFT


The stacked and centered with tagline configuration should always be centered horizontally on the page. Vertical alignment can vary depending on piece. Confer with Marketing and Communications for case-by-case guidance. This logo must always include the tagline and cannot be used without prior MarComm approval.

THE TErTIArY CONFIGUrATION IS ALWAYS CENTErED

Logo Positioning (continued)


Logo Colors


The Columbia Business School logo colors are blue and black. The School’s signature blue is a distinctive, clean color that is immediately recognizable on communication pieces.

Depending upon the medium, the identity can be rendered in a number of color options. Please note that there are different Pantone numbers for uncoated and coated papers. The appropriate Pantone number must be used to render the color of the logo accurately and consistently.

PANTONE—Use for offset or silkscreen printing and for accurate color matching.

CMYK—Use for digital printing and for four-color offset printing with color photographs.

rGB—Use for digital and on-screen applications such as PowerPoint presentations or videos.

WEB (Hexadecimal)—Use for online applications such as websites or e-newsletters.

Black

CMYK—C:0, M:0, Y:0, K:100

RGB—R:0, G:0, B:0

Web—000000

PANTONE 2995 (Uncoated)

PANTONE 2925 (Coated)

CMYK—C:85, M:20, Y:0, K:0

RGB—R:0, G:129, B:204

Web—0081CC

The colors throughout this guide have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE color standards. PANTONE is a registered trademark of Pantone, Inc.


Logo—Two Colors


When printing in color, the logo should be reproduced in its two colors: blue and black. The two-color logo should not appear on any color backgrounds except white, black, or blue. All three examples on this page represent approved usages and any may be selected as desired.

For all other color backgrounds, a one-color logo should be used (see page 14).

ON WHITE: BLUE HErMES ICON, BLACK WOrDMArK BLUE TAGLINE

ON BLACK: BLUE HErMES ICON, WHITE WOrDMArKBLUE TAGLINE

ON BLUE: WHITE HErMES ICON, BLACK WOrDMArKWHITE TAGLINE


Logo—One Color


For one-color printing, a one-color—blue, black, or white (reversed-out)—version of the logo should be used.

A black or white version of the logo may be placed on any Columbia Business School– approved color background. For a full range of Columbia Business School–approved colors, see page 26.

In rare instances, and with prior approval by Marketing and Communications, a color back-ground can be used for Columbia Business School pieces. A color background can also be used when dictated by an organization outside the School.

ON WHITE: BLUE Or BLACK LOGO

ON BLACK AND BLUE: WHITE LOGO

ON DArK COLOrS: WHITE LOGO

ON LIGHT COLOrS: BLACK LOGO

www.gsb.columbia.edu/identity 15www.gsb.columbia.edu/identity 15

Incorrect Logo Usage

The Columbia Business School logo should not be altered, recreated, or modified in any way. Under no circumstances should any of these examples be used.

DO NOT ALTEr THE CONFIGUrATIONS

DO NOT rESIZE THE ELEMENTS

DO NOT CHANGE THE FONT Columbia Business School

DO NOT PLACE THE LOGO IN THE CONTExT OF A SENTENCE Or HEADLINE

Welcome to , the school for a rapidly changing world.

DO NOT PLACE THE LOGO ON BUSY PHOTOGrAPHS Or BACKGrOUNDS

DO NOT PUT THE LOGO INTO SHAPES

DO NOT USE NONAPPrOVED COLOrS

DO NOT SWITCH THE COLOr COMBINATION

Columbia Business School


Brand Architecture


Note: Guidelines for sub-branding with the new logo configuration will be posted shortly.

Columbia Business School is a robust and diverse educational entity that encompasses a variety of School organizations. These organizations live under the umbrella identity of the master logo but also need to feature their unique attributes. This section addresses the proper ways to identify the School’s four main programs as well as its various groups and centers and how to depict their identities on communications materials.

Just as the logo is showcased on individual communication pieces produced for the School, so too must the branding and labeling of the School’s programs, centers, groups, and departments follow a consistent and logical identity hierarchy to reinforce the prominence of Columbia Business School’s master logo.

Exceptions to these guidelines may occur.Marketing and Communications needs to review and grant prior approval of all uses of the Columbia Business School logo in such instances.

Social Enterprise Program

PrIMArY LOGO

PrIMArY LOGO WITH ACADEMIC PrOGrAM NAME

PrIMArY LOGO WITH APPrOVED SECONDArY BrAND

PrIMArY LOGO WITH PArTNEr, SPONSOr, Or GrOUP LOGO

The Sanford C. Bernstein & Co. Center for Leadership and Ethics


Brand Architecture (continued)


The examples below represent the identification of entities and initiatives that are not locked up with the primary logo. Departments that are not branded with the primary logo may still be prominently identified on printed materials. In both instances, please note the primary positioning of the master logo in the upper left, with additional identifying information in type further down on the cover.

The logo should not be altered or recreated in any fashion, in either print or interactive forms. Official files for the logo are available through Marketing and Communications.

Exceptions to these guidelines may occur. Marketing and Communications needs to review and grant prior approval of all uses of the Columbia Business School logo in such instances.

IDENTIFIED BUT NOT BrANDED


Subbranding


Note: Guidelines for subbranding with the new logo configuration will be posted shortly.

When representing secondary brand relationships beneath the Columbia Business School master logo, the secondary reference type treatment follows the guidelines below. This format reinforces the primary logo’s prominence as the chief identifier of the School while serving to indelibly lock the subbrand to the primary brand.

To accommodate the four main academic programs of the School, an additional level of information is added to the logo. To allow clearer distinction, the program name is rendered in blue and in uppercase to provide contrast with the wordmark.

To obtain an approved electronic version of the logo configurations, please contact Marketing and Communications.

ACADEMIC PrOGrAMS

NoTe: Do not create or recreate subbranded identities. Contact Marketing and Communications for approved electronic files.


Subbranding (continued)


When representing secondary brand relationships beneath the Columbia Business School master logo, the secondary reference type treatment follows the guidelines below. This format reinforces the primary logo’s prominence as the chief identifier of the School while serving to indelibly lock the subbrand to the primary brand.

To accommodate certain centers, institutes, and programs within the School, an additional level of information is added to the logo configuration. To allow clearer distinction, the center is rendered in blue and in upper- and lowercase to provide contrast with the wordmark. Any exceptions must be approved by Marketing and Communications.

To obtain an approved electronic version of the logo configurations, please contact Marketing and Communications.

Social Enterprise Program

The Sanford C. Bernstein & Co. Center for Leadership and Ethics

Center on Global Brand Leadership

The Eugene Lang Entrepreneurship Center

APPrOVED SECONDArY BrANDS (PArTIAL LIST)

NoTe: Use of this treatment is limited and requires pre-approval by Tori Fullard, director of communications. See “Identified but not Branded” on page 17 for information about how to properly identify other programs, groups and initiatives in a prominent manner.


Cobranding


The two configurations of the logo, one-line and stacked, allow for an appropriate pairing of the Columbia Business School logo with any partner or sponsor logo. The one-line configuration is paired with long logos, and the stacked configuration is paired with square or tall logos.

When pairing the logo with sponsors in a Columbia Business School publication, the School’s logo is always placed first; that is, in its customary position on the left.

To maintain distinction and proper clear space between identities, the distance between logos should be at least four times the height of the capital letters in the Columbia Business School wordmark (see page 8).

Exceptions may occur when the logo is used in materials of outside organizations. In such instances, the guidelines of the outside organization should be observed. Like all exceptions, these uses must be approved by Marketing and Communications.

In instances when multiple entities within the School are being represented, the School logo may appear only once. Programs, centers, and groups that have adopted a subbranded School logo can be identified with a type treatment or in body copy in these situations.

PrIMArY CONFIGUrATION: MATCH THE HEIGHTS OF SIMILAr LETTErS

Or

MATCH MAjOr ELEMENTS Or THE ENTIrE LOGO TO THE HEIGHT OF THE HErMES ICON

SECONDArY CONFIGUrATION: MATCH THE OVErALL HEIGHTS OF THE LOGOS


Typography—Primary Typeface


Galaxie Polaris is the official font used in the logo and is approved for use in all collateral materials. This sans serif typeface reflects the clean, modern, and dynamic voice of the School.

All weights of the type family may be used, but Book, Medium, and Bold are the most common.

Galaxie Polaris may be used for all styles of copy—headlines, body copy, captions, callouts, etc. However, it should not be used for such communications as letters or memos.

NOTE: For legibility reasons, Galaxie Polaris Light and Light Italic should never be used for body copy and never printed in a color other than black.

GALAxIE POLArIS BOOK

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

GALAxIE POLArIS BOOK ITALIC

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*( )?!

GALAxIE POLArIS MEDIUM


GALAxIE POLArIS MEDIUM ITALIC


GALAxIE POLArIS BOLD

abcdefghijklmnopqrstuvwxyzABCDEFGHIjKLMNOPQrSTUVWxYZ 1234567890!@#$%^&*()?!

GALAxIE POLArIS BOLD ITALIC

abcdefghijklmnopqrstuvwxyzABCDeFGHIJKLMNoPQRSTUVWXYZ 1234567890!@#$%^&*()?!


Typography—Secondary Typeface


Hoefler Text is a serif typeface that is approved for use in all materials. It is primarily used for body copy and such communications as letters and memos. Headlines should never be set in Hoefler Text.

All weights of the type family may be used, but Roman and Bold are the most common.

Because the School’s primary and secondary typefaces are not available on all computers, the School has developed an alternate handling of typography in digital media. For more information, please contact Marketing and Communications.

HOEFLEr TExT rOMAN


HOEFLEr TExT ITALIC


HOEFLEr TExT BOLD


HOEFLEr TExT BOLD ITALIC



Typography—Alternate Typefaces


When the primary Columbia Business School typefaces—Galaxie Polaris and Hoefler Text— are not available, Arial and Times New Roman may be substituted.

All weights of the type families may be used, but Regular and Bold are the most common.

Arial may be used for all styles of copy—headlines, body copy, captions, callouts, etc. However, Arial should not be used for such communications as letters or memos.

Times New Roman is primarily used for body copy and such communications as letters and memos. Headlines should never be set in Times New Roman.

ArIAL


ArIAL ITALIC


ArIAL BOLD


ArIAL BOLD ITALIC


TIMES NEW rOMAN


TIMES NEW rOMAN ITALIC


TIMES NEW rOMAN BOLD


TIMES NEW rOMAN BOLD ITALIC



Typography—Web Font

Freight Sans Pro is the headline font used throughout the Columbia Business School website. The font is licensed for all sites hosted on School servers and may be purchased or licensed for sites hosted by outside vendors.

FrEIGHT SANS PrO BOOK


FrEIGHT SANS PrO BOOK ITALIC


FrEIGHT SANS PrO MEDIUM


FrEIGHT SANS PrO MEDIUM ITALIC


FrEIGHT SANS PrO BOLD


FrEIGHT SANS PrO BOLD ITALIC



Business Materials


Business communications using various forms of School stationery also reflect the graphic and visual identity of the School. As such, stationery should not be recreated (except e-mail signatures) but should be used in its official and approved forms.

Marketing and Communications oversees the establishment of stationery templates,

while Operations handles fulfillment. Contact Marketing and Communications for more information.

Letters and fax memos should be set in Hoefler Text when available. Times New Roman also may be used.Text should be placed flush left and aligned with the wordmark.

LETTErHEAD E-MAIL SIGNATUrE

FAx

#10 ENVELOPE

BUSINESS CArD

[email protected]

Materials you requested

Jane SmithAssociate DirectorOffice of Marketing and CommunicationsColumbia Business [email protected]

#CBSAtTheCenter


Color Palette


Using a consistent color palette across all collateral materials reinforces the School’s brand. The Columbia Business School color palette includes a wide range of distinctive colors in bright, light, and dark tones.

This rich palette allows for great creativity in depicting a range of messages across the multimedia spectrum. These colors may be used by the entire School.

Depending upon the medium, color can be rendered in a number of ways:

PANTONE—Use for offset or silkscreen printing and for accurate color matching.

CMYK—Use for digital printing and for four-color offset printing with color photographs.

rGB—Use for digital and on-screen applications such as PowerPoint presentations or videos.

WEB (Hexadecimal)—Use for online applications such as websites or e-newsletters.

PANTONE CMYK rGB WEB

Pantone 129 C:2, M:32, Y:83, K:0 R:247, G:180, B:70 #F7B446

Pantone 2995 C:85, M:20, Y:0, K:0 R:0, G:129, B:204 #0081CC

Pantone 7496 C:57, M:33, Y:87, K:14 R:114, G:130, B:70 #728246

Pantone 202 C:39, M:71, Y:51, K:19 R:139, G:83, B:92 #8B535C

Pantone 2955 C:86, M:64, Y:34, K:15 R:53, G:87, B:119 #355777

Pantone 7414 C:21, M:53, Y:71, K:3 R:195, G:130, B:89 #C38259

Black C:0, M:0, Y:0, K:100 R:0, G:0, B:0 #000000

Pantone 2925 C:80, M:39, Y:0, K:0 R:17, G:133, B:207 #1185CF

Pantone 166 C:8, M:70, Y:76, K:1 R:223, G:108, B:75 #DF6C4B

Pantone 7503 C:37, M:35, Y:51, K:3 R:163, G:152, B:128 #A39880

Pantone 382 C:48, M:2, Y:100, K:0 R:146, G:195, B:54 #92C336

Process Black C:64, M:56, Y:56, K:32 R:84, G:84, B:84 #545454

The above colors were chosen from the Pantone Uncoated color book. Please note that color varies from coated to uncoated paper. Colors shown may not be accurate. Always refer to Pantone chips for actual color.


Photography


Photography used in Columbia Business School materials can help reinforce School strengths and key differentiators, while capturing the attention of target audiences.

The photographs shown online at www.gsb.columbia.edu/identity/visualidentity/photography represent the appropriate quality, sophistication, and tone for the School’s materials and successfully illustrate a combination of teaching and learning, collaboration and community, Columbia’s campus, and New York City.

These four categories of photographs should be mixed thoughtfully to best capture the spirit and content of the publication.

TEACHING AND LEARNING


Photography (continued)


COLLABORATION AND COMMUNITY




COLUMBIA’S CAMPUS




NEW YORK CITY




Photography may be reproduced in three distinct styles—full color, duotone, and halftone.

When budgets are limited, the use of duotones and/or halftones can portray energy and excitement.

Duotones are produced by using two colors, typically black and a second color.

Halftones are photos that are printed with one color. This is typically black or a dark color to ensure contrast and legibility.

HALFTONESDUOTONES


Visual—Brand in Practice


The Grid

Both the exterior pages and the interior pages of a piece designed within these guidelines use an important design element, the grid, to help organize and emphasize the visual and graphic identity standards for the School. The grid serves as a logical and consistent means of dividing the surface area of any designed element of graphic and textual information.

By proportionally separating the live area of a page into 10 rows and 10 columns, regardless of page size or orientation, various layouts can be created that provide depth and cohesion in any communication piece.

The live area is the space within the margins of the page. A .5" margin is used for pieces 51⁄2" x 81⁄2" or larger, and a .25" margin is used for smaller pieces.

Below are examples of three common sizes.

81⁄2" x 11" 51⁄2" x 81⁄2" 35⁄8" x 81⁄2"

LIVE ArEA

LIVE ArEA LIVE ArEA

IMPoRTANT: To get the most out of finite resources and capitalize on emerging technology, we regularly rethink how to best distribute information at the School. The most visible effect of this effort is that print pieces will no longer be produced by default. Instead, collateral pieces, when produced, may be distributed as PDF files or web pages and disseminated electronically. Each need will be assessed by Marketing and Communications. To learn more, e-mail [email protected].


Cover Samples

The cover of a piece serves as the first point of contact for the reader and, as such, is very important in setting the proper tone. A range of distinctive yet consistent designs can be created through the use of an established grid and common visual elements.

These samples demonstrate a range of possible designs that can be used across all Columbia Business School materials.

81⁄2" x 11"

51⁄2" x 81⁄2"

35⁄8" x 81⁄2"


Logo Band and Positioning

The logo band is a distinctive design element of Columbia Business School materials. The consistent use and placement of the logo within the horizontal grid reinforces its importance in brand recognition and gives prominence to the School as the chief disseminator of a piece.

The band may be black, blue, or white. To add variety, the band’s depth may change based on the underlying grid.

Further details on positioning and sizing follow.

MINIMUM DEPTH:ONE rOW DEEP

When the logo band is one or two rows deep, the logo is centered top to bottom within the logo band.

MAxIMUM DEPTH:FOUr rOWS DEEP

When the logo band is three or four rows deep, the logo is positioned at the top and left margins.


Cover Grid—81⁄2" x 11"

All print material is designed based on the underlying grid system. This creates a uniform structure for all design elements across an array of materials.

Cover text should be set in Galaxie Polaris and positioned flush left.

.5".5" 3.25"

.5"

.5"

Headline SubheadCopy placed flush left and aligned with the wordmark.


Cover Samples—81⁄2" x 11"

These samples demonstrate how the flexibility of the grid system allows for a consistent yet distinctive design.

IMPOrTANT: To get the most out of finite resources and capitalize on emerging technology, we regularly rethink how to best distribute information at the School. The most visible effect

of this effort is that print pieces will no longer be produced by default. Instead, collateral pieces, when produced, may be distributed as PDF files or web pages and disseminated electronically. Each need will be assessed by Marketing and Communications. To learn more, e-mail [email protected]..


Cover Grid—51⁄2" x 81⁄2"

All print material is designed based on an underlying grid system. This creates a uniform structure for all design elements across an array of materials.


NOTE: For pieces smaller than 51⁄2" x 81⁄2", follow the guidelines shown on page 40.

.5".5" 2.875"

.5"


.5"


Cover Samples—51⁄2" x 81⁄2"



Cover Grid—35⁄8" x 81⁄2"

All print material is designed based on the underlying grid system. This creates a uniform structure for all design elements across an array of materials.


.25".25" 2.1875"


.25"

.25"


Cover Samples—35⁄8" x 81⁄2"



Interior Grid—81⁄2" x 11"

As with cover designs, the application of a common grid for interior pages helps create a consistent look and feel across all Columbia Business School materials.

The interior grid is also based on 10 rows and 10 columns.

.5" 1" 1" .5".1375"

.5"

.5"


Interior Grid Samples—81⁄2" x 11"

A range of distinctive yet consistent designs can be created through the use of an established grid and common visual elements.



Interior Grid—51⁄2" x 81⁄2"



NOTE: For pieces smaller than 51⁄2" x 81⁄2", follow the guidelines shown on page 46.

.5" .5" .5" .5".1375"

.5"

.5"


Interior Grid Samples—51⁄2" x 81⁄2"




Interior Grid—35⁄8" x 81⁄2"



.25" .125"

.25"

.25"

.25" .25" .25"


Interior Grid Samples—35⁄8" x 81⁄2"




Back Cover—Brochure

Consistent placement of the Columbia Business School logo and contact information reinforces the School’s name and allows readers to quickly find contact information.

Back covers always include the Columbia Business School logo with program/department/center/group name and contact information. The Columbia University logo should also appear on the back of collateral material.

ExCEPTION: The Columbia University logo does not need to appear on event-based pieces (e.g., Annual Dinner).

To obtain an official electronic version of the Columbia University logo, please contact Marketing and Communications.

The Executive MBA ProgramsColumbia UniversityWarren Hall1125 Amsterdam Avenue, Room 404New York, NY 10025 T. 212-854-2211 F. [email protected] www.gsb.columbia.edu/emba

.375"

.375" .5"2.375" 1.5"

.5"

Galaxie Polaris Medium, 8pt type with 12pt leading, Blue

Galaxie Polaris Book, 8pt type with 12pt leading, Black

.375"

.375"

.25" .25"1.5"


.25"



2.1875"

51⁄2" x 81⁄2" 35⁄8" x 81⁄2"


.375"

.625" .625"2.625" 1.75"

.625"



81⁄2" x 11"


Back Cover—Brochure (continued)

Along with the standard placement of the Columbia Business School logo and contact information, the data that generally appears on a back cover of a piece should be organized in a similarly consistent manner. The sample below shows how this formatting is achieved.

INFOrMATION FOr BACK COVEr SIGN-OFF

Example:

Program/Department/ Center/Group name The Executive MBA Programs University name Columbia University Building name (if on campus) Warren Hall Street address 1125 Amsterdam Avenue, Room 404 New York, NY 10025 Phone (optional) T. 212-854-2211 (if there is no fax number, the “T” should be dropped) Fax (optional) F. 212-866-1377 E-mail (optional) [email protected] Web address (optional) www.gsb.columbia.edu/emba


Back Cover—Self-Mailer

Consistent placement of the Columbia Business School logo and contact information reinforces the School’s name and allows readers to quickly find contact information.

Self-mailers always include the Columbia Business School logo with program/department/center/group name and contact information.

Contact information should follow the same style and organization as brochure back covers (see page 46).

The Executive MBA ProgramsColumbia UniversityWarren Hall 1125 Amsterdam Avenue, Room 404New York, NY 10025

51⁄2" x 81⁄2" Or LArGEr

SMALLEr THAN 51⁄2" x 81⁄2"

The Executive MBA ProgramsColumbia UniversityWarren Hall 1125 Amsterdam Avenue, Room 404New York, NY 10025

.375"

.25"

2.5"

2.1875"

.375"

.25"

.25"

.25"






Paper Recommendations

It is recommended that materials be printed on uncoated paper whenever possible. Uncoated stock contributes to the School’s sophisticated and noncommercial look and is more environmentally responsible than many coated alternatives.

Whenever possible, use FSC (Forest Stewardship Council) certified, recycled, or postconsumer materials. When applicable, the FSC logo can be included on the inside back cover of publications, preferably in the lower right corner, space permitting.

The printer is responsible for inserting the final FSC logo, which includes a certification number provided by the FSC.

Example:

Paper options commonly used by the School are listed below.

rECOMMENDED PAPErS Finch Premium Blend

Finch Fine

Finch Opaque

Paper for digital printing is available in Finch Fine and Finch Opaque.

PAPEr FINISHES Ultra Smooth, Smooth and Vellum

PAPEr COLOrS Bright White and White

PAPEr WEIGHTS Brochure text pages—100 lb. text

Brochure covers—80 lb. cover or 100 lb. cover

Invitations—100 lb. text or heavier

Folders—100 lb. cover or heavier

Newsletters—80 lb. text or 100 lb. text

White papers—80 lb. text or 100 lb. text

IMPoRTANT: To get the most out of finite resources and capitalize on emerging technology, we regularly rethink how to best distribute information at the School. The most visible effect of this effort is that print pieces will no longer be produced by default. Instead, collateral pieces, when produced, may be distributed as PDF files or web pages and disseminated electronically. Each need will be assessed by Marketing and Communications. To learn more, e-mail [email protected].

Cert no. XXX-XXX-000


Websites

Marketing and Communications is the institutional resource for best practices regarding website content presentation. The office provides guidance and strategy in social media, analytics, web design, information architecture, graphics and photography, and content.

Any group looking to create or enhance official Columbia Business School pages or other interactive digital products should contact Marketing and Communications.


Websites (continued)

Consistent placement of photos on web pages helps create a cohesive look throughout the Columbia Business School website and subsequent sites.

Keeping to a set of approved sizes for displaying photos also helps create consistency throughout the website. Below is a photo-sizing chart for web use.

HOME PAGE MArQUEE 400Px x 268Px

TEMPLATE 1 TAB IMAGE 445Px x 240Px


Websites (continued)

TEMPLATE 2 TAB IMAGE 285Px x 240Px

TEMPLATE 3 HEADEr IMAGE 570Px x 232Px


PowerPoint Presentations

A PowerPoint template is available on the Brand Identity Resource site: www.gsb.columbia.edu/identity/powerpoint.


Promotional Items

Using the School’s logo appropriately on merchandise can present unique challenges; Marketing and Communications likes to work closely with groups to ensure that merchandise goals are achieved while still maintaining the School’s visual identity. Please contact Marketing and Communications for guidance and approval.

The logo is applied to merchandise following the same guidelines for configuration (see page 7), sizing (see page 8), and color (see pages 12–14) as communications materials.

When placed on light colors other than white, the logo should appear in all black. On dark colors, the logo should appear in all white. All identification type should be placed below the logo at a distance equal to the height of the capital letters in the wordmark. The height of the type should be equal to half the height of the capital letters in the wordmark. Type should be set in Galaxie Polaris Medium, positioned flush left and aligned with the wordmark.


Marketing and CommunicationsColumbia Business School33 West 60th Street, 10th FloorNew York, NY [email protected]/identity

Visual – Elements...Logo Positioning 10-11 Logo Colors 12-14 Incorrect Logo Usage 15 Brand...

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