The Carleton Brand

Section 1.0

Introduction

Overview

Carleton’s reputation as an excellent academic institution, paired with our distinctly Carleton culture, draws some of the brightest minds from across the world to our home in Northfield. Our Midwestern humility is at times a barrier to bragging about how great (and fun and cool) we are. This brand guide aims to convey just that, along with what it means to be a Carl and how to verbally and visually communicate the Carleton brand consistently across a diverse range of audiences.

How to Use This Guide

This document unites all our marketing and communications efforts. It ensures that we have a consistent voice and look in everything we do, from print to digital and from admissions to athletics. However, it’s important to remember that this is just a guide. Its role is to give you all the tools to go out into the world and create content that is unmistakably Carleton.

Download Assets

Download our logos, color palettes, presentation templates, email signatures, graphics, and everything else you need to create content that aligns with our brand guidelines. 

NOTE: Certain assets are only available to Division of Communications staff.

Section 2.0

Brand Position

Overview

Carleton's brand position is internal-facing language that defines the College's place in the market. Our brand position — a delightful home for intellectual enthusiasts — guides our visuals and voice, and also frames our external messaging. It is supported by our brand messaging pillars. The brand position is not intended to be marketing copy, but rather to inform the way we communicate.

THE BRAND POSITIONING STATEMENT

A delightful home for intellectual enthusiasts.

CHARACTER

Clever

Warm

Dynamic

Genuine

Irreverent

ASPIRATION

Originality

PILLARS

• Uncommonly curious students eager to learn from professors who truly love to teach

• A refreshing and grounded place to be yourself, in Minnesota

• An inclusive culture of fun, free-spirited exploration

• A caring, non-competitive community invested in your success

• Fervent, connected alumni contributing meaningfully to the world

• Excellence across academic disciplines and a rich, collaborative curriculum

• A trimester system that expands opportunities and inspires adventure

• A recognized leader in teaching grounded in theory and illuminated in practice

• An egalitarian ethos, having long advanced affordability for both middle­ and low-income families

• An innovator and advocate for environmental stewardship

Section 3.0

Parent Brand

Overview

What is a parent brand? To some, it probably sounds like a brand that appeals to parents. To us, a parent brand is a brand that covers our entire institution. It’s the way Carleton talks about itself and what it looks like at the institutional level. Being a parent also means that it has child brands — for Admissions, Development & Alumni Relations, and Athletics. Each of them lives under our parent brand. (They do not pay rent.)

PARENT BRAND

ADMISSIONS BRAND

DEVELOPMENT & ALUMNI RELATIONS BRAND

ATHLETICS BRAND

Brand Idea

Intellectual curiosity is a force stronger than any problem the universe can throw at us. But for intellectual curiosity to thrive, it takes a special environment you won’t find at most elite colleges. It takes an environment where people are serious about learning but don’t take themselves too seriously. Where people are free to respectfully debate each other in the pursuit of knowledge and understanding (but aren’t afraid to crack a witty joke). And where important conversations flow freely in surprising and delightful ways.

Tone of Voice

As outlined in our brand position, Carleton’s tone of voice is defined by our five brand characteristics, further illustrated here by their secondary traits. Writing with these adjectives in mind helps copy sound like Carleton. 

Clever

Smart 

Curious

Interesting

Agile

Intellectual

Warm

Friendly

Thoughtful

Open-minded

Accepting

Caring

Dynamic

Innovative

Forward-thinking

Multidimensional

Engaging

Thriving

Genuine

Down-to-earth

Unpretentious

Committed

Meaningful

Public-spirited

Irreverent

Playful 

Fun/ny

Passionate

Quirky

Enthusiastic

Section 4.0

How to Write Like a Carl

Writing like a Carl is easy. All you have to do is try to write words that get stuck in people’s brains forever. Jokes aside, we know that it can be daunting to stare at a blank page with a long list of things to say and no idea where to start. Here are some key pieces of advice about how to write copy in the Carleton voice that piques attention and communicates clearly. And remember: keep Carleton's key messaging pillars top of mind.

Ideas, ideas, ideas. Copywriting is about getting messages stuck in people’s brains. And ideas are what stick. To quote copywriting legend David Ogilvy, “Unless your advertising contains a big idea, it will pass like a ship in the night.” So, what is an idea? It’s what you’re saying — a tangible thing, a promise, etc. Its purpose is to communicate a concept that people remember. I’m Lovin’ It. Think Different. The Snack That Smiles Back. Just Do It. For Carleton, an example is “Know it all without being a know-it-all.”

Just do it. Speaking of Just Do It, one of the greatest copy lines ever written is also some of the best copywriting advice. When you are writing, there are so many reasons not to do something. Your copy may be too irrelevant. It may be too different from what was done before it. It may be too “out there.” But that line of thinking often prevents us from taking risks and exploring our innate curiosity. So, if you’re thinking about trying something new, just do it. See if it aligns with our voice. And if it doesn’t work, just do something different next time. A Carleton example is writing in a long-form stream of consciousness style to convey the idea that Carleton is a place of endless conversation.

Keep readers on their fingers. You thought we were going to say toes, didn’t you? One of the most powerful copywriting tools is the element of surprise. Human brains are hardwired to pick up on patterns, so when we break from an expected pattern, our brain immediately notices it. When copywriting, try to anticipate what your reader is thinking — then surprise them. For example, “We’re all Carls, but only one of us is actually Carl.”

Small details, big changes. We’ve all seen how things like getting rid of a comma can completely change the meaning of a sentence. (Let's eat, grandma. vs. Let's eat grandma.) But it’s not just punctuation that has that effect. Swapping an expected word for something surprising can turn a generic statement into something memorable. Changing the cadence of your sentences by mixing short and long ones creates a poetic rhythm. Like this: “Our students pursue knowledge in all forms. They tinker. They build. They create. They make. They paint. They write. And, of course, they read.”

Write like a person, not a corporation. People like brands that act like people they like. That means we need to write like a friend. Friends don’t use big words to sound smart. Friends don’t talk down to people. Friends don’t make superfluous claims. And this probably goes without saying, but friends don’t use AI-created copy that make their voice sound generic. Here’s an example of talking like a Carl: In our community, nobody is iced out. (Not even in January.)

Headlines & Subject Lines

The world of communication is driven by attention. In everything we create, we are fighting for attention. And the only way to get somebody’s attention is to be interesting. In our marketing and communication efforts, our headlines are critical. They must hook the reader. Because if we don’t have their attention, it doesn’t matter what we say.

Body Copy

Body copy cannot be an afterthought. If people are going to give us their attention, we shouldn't bore them. Our copy plays the critical role of providing information about Carleton, elevating our key messages while maintaining our distinct voice. In most instances we prioritize brevity, yet we’ll make exceptions to lean into the spirit of intellectual enthusiasm — don’t prematurely end a good conversation! Writing compelling copy is hard. Here are some frameworks to help write in a way that keeps readers engaged.

Information with Personality 

From a purely strategic standpoint, our body copy often plays the role of providing people with clear information about a specific topic. That’s all well and good, but too much of that can be boring to read. Whenever possible, add personality to factual information that makes it sound like a living, breathing human being is talking.

Never-Ending Conversations

Since Carleton is a place of endless curiosity, it’s also a place of endless conversation. Part of our brand is writing in a free-flowing stream of consciousness that goes in unexpected and intriguing places. This style of body copy is best used for long-form pieces for audiences who are very interested in what we have to say.

Questions and Answers

So much higher education communication comes from an "institutional" perspective, which leads to boring copy that folks will jump right past. One strategy we use to engage readers is to frame things from their perspective using a Q&A format. This can convey practical information in a way that showcases we know what our audience needs to know and that is easier to read.

Grammar

Carleton follows the Chicago Manual of Style — that’s right, we’re an Oxford comma college — and defers to the Merriam-Webster Collegiate Dictionary on questions of spelling. Consult our comprehensive guide for more grammatical nuances.

Writing for the Web

People read differently on the web. To get your message across, you need to write differently too. Access our guide to writing for the web.

Rules

To be totally honest, there are no exact hard-and-fast rules that can show you how to write in Carleton’s voice. There are, however, some general parameters that you can follow that will ensure that everybody who writes for the brand can create content that feels true to Carleton.

Do

1. WRITE WITH WIT

EX: We would make a claim like “Our students are less competitive with each other than students are at other elite schools,” but then we’d be comparing ourselves, which goes against our whole “not competitive” thing.

2. BE RELATABLE

EX: We have an insatiable appetite for learning and Sayles Cafe poke bowls.

3. SURPRISE AND DELIGHT

EX: Carls for life! Put on a Carleton sweatshirt. Go anywhere in the world. Watch what happens.

4. CAPTURE THE VOICE OF CARLS

EX: There are schools with more resources than Carleton, but there are no schools that spend more where it matters.

5. TAKE RISKS

EX: Here's a friendly tip for when you inevitably get invited over to dinner at a professor’s house: Be on time and bring your best conversation starter.

6. WRITE IN AN ACTIVE VOICE

EX: I’m writing in an active voice.

Don't

1. BE BORING

EX: Come to Carleton to get a great education.

2. BE ELITIST

EX: Our students are smarter than students at other good schools.

3. USE POP CULTURE REFERENCES

EX: On Fridays, our students literally send each other flowers in the mail. Which means, unlike Miley, you don’t have to buy yourself flowers.

4. MAKE PEOPLE CRINGE

EX: Carleton is quirky like a spicy meme in a group chat.

5. TALK ABOUT FIGHT CLUB

EX: “I’m in Fight Club.”

6. WASTE PEOPLE’S TIME

EX: Unrelated to Carleton, let’s talk about whether or not hot dogs are a sandwich.

Section 5.0

Visuals

Visual design is at the forefront of a brand, and creating a recognizable look-and-feel that sets the tone is a must. Logos, color, typography, graphic elements, and photography all work together to create a distinct visual expression. In this section we will break down how to use these elements across various forms of media, while accommodating different audiences. 

Section 5.1

Brand Identity & Architecture

Brand identity is the way we visually represent ourselves through marks, lockups, and symbols. Brand architecture is the structure by which we organize entities within Carleton using aspects of our brand identity. Our brand architecture is organized into child brand lockups and use cases; department lockups; and societies, centers, and speciality marks.

Section 5.1A

Brand Identity

Wordmark

The Carleton wordmark is our official logo. Although we are officially named Carleton College, the word College has been dropped from the wordmark to provide greater flexibility and more visual emphasis with our brand identity. The wordmark must be included on all publications and other visual communications developed for the College. 

Clear Space

A minimum amount of clear space must always surround the wordmark to separate it from other elements, such as headlines, text and imagery. Proper use of clear space ensures greater visual impact and legibility. The minimum amount of clear space for the wordmark is equal to the “X-height” in the wordmark. This clear space should exist on all four sides of the logo as demonstrated. When possible, additional clear space is preferred.

Minimum Size

To ensure proper legibility, avoid producing the wordmark smaller than 0.75" wide.

Wordmark Color

The primary colors of Carleton are Blue and Maize. Specific color builds for each are listed in the Color section. For print media, use either the Pantone® (PMS) spot colors or CMYK process-built colors. For digital/web media, use RGB or Hex color values. The official spot colors are derived from Pantone specialty inks. These colors can be approximated with CMYK and RGB values, but to get exact Maize and Blue, you will need to use the Pantone ink colors in your publication.

Approved Wordmark Colors and Usage

The wordmark should only be used in four prescribed colors: blue, maize, black, or white. If it is being used on a white or light background color or image, it should be used in blue or black. If it is being used on a blue background it should be in white or maize. If it is being used on a dark background color or image, it should be in white.

Wordmark Lockups

A limited number of wordmark and symbol combinations exist as graphic lockups. Using lockups ensures consistent scaling and visual alignments between the wordmark and symbol for situations in which they are in close proximity to each other. The lockups can be reproduced in the same colors directed for the wordmark. Do not alter or deconstruct the lockups in any way or create lockups with the other associated symbols not shown here. Note: it is acceptable to use the Carleton wordmark on the same page as a symbol that is not in close proximity; it’s not considered a lockup in that case.

Minimum Size

There are three lockups that use the wordmark with the Open C-ray symbol and one with the Contained C-ray symbol. The Left Alignment and the Centered Alignment Small wordmarks can be reproduced at various sizes but should never be reproduced smaller than 1.5" as shown to ensure proper reproduction and legibility. If the allocated space is too small to properly reproduce the lockup, use just the Carleton wordmark without the symbol. The Centered Alignment Large and Contained Centered Alignment Large lockups can be reproduced at various sizes but should never be reproduced smaller than .75" in width to ensure proper reproduction.

Department & Unit Lockups

The Carleton primary brand is the most recognizable and established. So, rather than creating new or unique department or office logos, Communications will provide department lockups. A lockup is where we pair the C-ray and Carleton wordmark with the department or unit name.

Each set of lockups contains 6 versions: stacked and horizontal in Carleton blue, black, and white.

Email communications@carleton.edu for access to your department lockup.

Carleton Seal

The Carleton seal is the official and long-standing seal of the College. Unlike the wordmark and the knight, the College seal is not for everyday use. It is reserved for:

- Degree diplomas

- The highest awards the College bestows

- Documents bearing the signature of the president

- Official College events involving the president and/or the Board of Trustees

The College seal is not for general print or online use. If your request aligns with one of the above uses, please contact us (communications@carleton.edu) for an official version of the seal and permission to use it.

Associated Symbols

There are four associated symbols that can be used in conjunction with the Carleton wordmark for marketing materials. These symbols are derived from elements of the seal but have been simplified and modernized to provide greater flexibility and to offer graphic variety when creating Carleton communications and materials. All the symbols can be used in a broad range of applications, from print to apparel to web and digital applications.

A. Open C-ray 

The Open C-ray symbol should only also be used as a graphic lockup with the Carleton wordmark. This symbol can be reproduced at a variety of sizes and is also recommended for use on web and social media applications because it reproduces well at small sizes.

B. Contained C-ray 

The Contained C-ray symbol should only also be used as a graphic lock-up with the Carleton wordmark. This symbol can also be reproduced at a variety of sizes on most applications.

C. Simplified Carleton Symbol

This version can be used as a standalone icon and should never appear as a lockup with the Carleton wordmark.

D. Full Carleton C-ray 

This version should only be used as a standalone icon and not appear as a lockup with the wordmark. This icon can also be used effectively as a subtle watermark or varnish effect. Avoid reproducing this icon at small sizes.

Minimum Size

To ensure proper reproduction and legibility, avoid

reproducing the icons smaller than indicated here.

Symbol Colors 

Similar to the wordmark, the symbols should only be reproduced in four prescribed colors: blue, maize, black, or white. If the symbol is being used on a white or light background color or image, the symbol should be blue or black. If it is being used on a blue background it should be white or maize. If it is being used on a dark background color or image, the symbol should be reversed to white. The Full Carleton C-ray can also be used effectively as a subtle watermark or varnish effect. This can be achieved traditionally by printing the symbol in a tinted varnish or by creating a blind emboss out of the symbol. The varnish effect can also be simulated more cost-effectively by reproducing the symbol as a 5%–20% screen tint of black and overprinting the surface (including other design elements) to which it is applied. Paper stock and design of the material will affect the direction for creating the varnish effect. Work with your printer to determine the best way to achieve the desired results.

Incorrect Usage: Wordmark, Wordmark Lockup, & Symbols

Incorrect Wordmark Usage

Our wordmark should not be used as a stand-in for text. If using Carleton in a headline, Carleton should be spelled out, not an official mark. Never use the wordmark in unapproved colors or screen tints (fade) of the wordmark. Do not use approved wordmark colors on background colors that do not provide enough contrast. Never use the wordmark on images that are too busy or over important image details or on images that do not provide ample contrast.

Incorrect Wordmark Lockup Usage

Do not alter, deconstruct, or reassign the colors within the lockups in any way. Do not rotate or use the lockups in unapproved colors. Do not combine the Full or Simplified Carleton Symbol with the Carleton wordmark as a lockup since both symbols already have the words Carleton College contained within the symbol. Do not use approved lockup colors on background colors that do not provide enough contrast. Never use the lockups on images that are too busy or over important image details or on images that do not provide ample contrast. 

Incorrect Symbol Color Usage

Do not alter, deconstruct, or reassign the colors within the symbols in any way. Never combine elements from different symbols to create new symbols. Never use the symbols in unapproved colors. Do not use approved symbol colors on background colors that do not provide enough contrast — for example, do not use a maize symbol on a white background. Never use the symbols on images that are too busy or over important image details or on images that do not provide ample contrast. Do not use the Carleton Seal without special permission.

Section 5.1B

Brand Architecture

Admissions

Logos: Informal & Friendly

Carleton's wordmark is the primary marks used throughout our admissions communications, with the C-ray playing a supporting role. The wordmark or C-ray are often boldly applied to the design in a purposeful manner that presents our identity in a playful, engaging, and genuine way.

✔ Unique to the admissions style, these can be used on their own (i.e., just the C-ray) for a more informal style to give recruitment materials a friendly and unpretentious feel.

✔ Our brand marks can be applied in a bold manner as part of the design and not just a label. This does not mean they have to be large, but they have a purposeful place within the design.

✔ A careful and tasteful eye for the design should lead when using either of these two marks.

✔ Use either the Carleton C-ray or the wordmark, but do limit the use both in the same cover of a piece. Covers of marketing brochures use the Carleton wordmark in a bold, clear manner.

✔ Design should dictate where the logo appears so it is a clear part of the communication.

✔ Inserts, supporting material, and parental materials can use the wordmark or the primary logo.

✔ The wordmark can be locked up with overlapping photography, but discretion should be used when choosing proper images for use.

Development and Alumni Relations

DAR Sub-Unit & Giving Society Marks and Lockups

A hierarchy of brand marks has been established for Development & Alumni Relations offices, societies, and programs. The nature of the project and intended audience will determine which mark is utilized.

Alumni and donors are the most common audience for these marks, most of which have two components.

✔ Whenever possible, use the formal Carleton wordmark and/or C-ray together with the society mark to leverage the overarching Carleton brand.

✔ If space is limited, these marks may appear alone.

Alumni network subunit marks

Carleton has several alumni networks. Each has its own distinct mark, paired with a wordmark in Gotham, with flexible iterations (reference the full guide below).  Any new alumni network should have a subunit mark created that aligns with the others and with the DAR brand guidelines.

Societies, Centers, and Speciality Marks

Carleton's brand, including its associated marks and symbols, is a strong one. For most logo or brand mark needs, we recommend leveraging the Carleton brand using lockups (below) and we restrict the amount of extra marks and logos.

Department lockups: For most divisions, departments, offices, and employee groups, rather than creating new logos or marks, the Division of Communications will provide a lockup, especially for primarily internal-facing offices and departments (see examples above). A lockup includes the Carleton wordmark and C-ray, with the department name nested below. The Division of Communications will not create, and does not advise, additional logos for primarily internal-facing units and events; instead, utilizing department lockups is advised to leverage the strength of Carleton's primary brand.

Unique logos: In limited cases — such as for centers, special college-wide initiatives, giving societies, alumni networks, milestone reunions, signature events, large-scale fundraising campaigns, and athletics — the Division of Communications will assist in creating a logo or graphic identity that aligns with Carleton's brand guidelines. These exceptions tend to have an external-facing audiences or uniue marketing needs. Examples of these are below.

Student organizations, short-term grant projects, and departments hosting internal-facing events are responsible for their own logos. The Division of Communications will review these logos to ensure no brand infractions.

Section 5.2

Photography

Photography is essential in reflecting our vibrant, diverse, and dynamic community. It demonstrates the friendly, welcoming side of our campus, and helps us communicate with our stakeholders in a powerful and memorable manner. We use high-quality photographs with an energetic and vivid tone.

✔ Images are colorful with a balanced saturation and contrast. This brings a crisp, bold, and honest look to our images. 

✔ Photos have a candid and realistic feel: natural smiles and genuine one-to-one interactions. 

✔ Photos should be compelling with an authentic vibe, reflective of the energy, mood, and activity that permeates our campus. 

✔ We strive to represent the full diversity of our students. Photos should reflect our students' personalities across the range — artistic, athletic, outdoorsy, studious, etc. Notice interesting details such as purple hair, piercings, tattoos, laptop stickers, hand-painted shoes, and more. 

✔ Images can be wide shots to establish scope, or close-up shots to showcase detail. Shoot high, low, or straight on. Have fun with it. 

✔ The texture of our spaces is important to capture: brick, limestone, wood, glass, metal, as well as green spaces.

✔ Strive to capture a photo-journalistic style —

avoid overly staged photography. We strive to

capture natural smiles and real interactions.

✔ Seek active and unexpected shots, interesting

details or scenes, and real moments.

✔ Images should feel bright and interesting, with light

playing a central role. When shooting indoors, the

subject should be well lit. Always avoid using a

heavy flash.

✔ Single-focus compositions work very well.

These hold the foreground or subject in clear

focus while permitting the background to go

softly out of focus.

✔ Images should be composed with areas of clear

space so there is room to include copy and

graphics.

✔ Avoid using images that are overly busy,

excessively complicated, out of focus, low

resolution, or darkly lit.

Photo Style

Location

People often either have a particular picture of what Minnesota looks like — cold, white — or very little knowledge of it at all. So, photography of campus and Minnesota should highlight our range of beautiful seasons, our walkable campus, our iconic architecture, and our access to nature and other cultural amenities. If it looks like it could be a postcard, you’ve selected the right photo.

Portraits

Portraits are one of the ways we highlight our Carleton community. Photography focuses on one subject, striving to show authenticity, curiosity, and individuality. Subject shouldn’t look too posed. 

Candids

Candids are another way we highlight the community at Carleton. Whether it’s someone focusing on an activity, students collaborating, or a group of people at a campus event, the energy of the photos should feel authentic and warm. 

Photo Treatments

We utilize a few photographic treatments across print and digital formats to bring in personality and visual interest.

Photo Masks

Use vector shapes or angular cutouts to mask out images to create dynamic visuals and tie in Carleton's vector illustration style. Cutout images can also be paired with an offset, rotated blue vector shadow to play into a collage style. Pair them with hand-drawn shapes/textures or vector, spot illustration to bring in visual interest, pops of color, and movement. 

Black and White Imagery

Black and white imagery is used to create a sense of warmth and a reprieve from full-color photography. A black and white photo treatment lends a feeling of authenticity to photography, and in appropriate cases can contribute to a sense of nostalgia. It also offers flexibility and range to our photography style.

In Photoshop, we use a B&W filter along with a gradient map ranging from dark teal to light grey. (#1C2326 to #C3BDB2.) Add a “Noise” effect (Amount: 8 Distribution: Uniform) to B&W imagery for texture. Download the PSD file template below to use this photo treatment.

Duotone Imagery

A duotone treatment can be used to break up full-color photos, help photos feel less posed, and introduce the brand's secondary color palette. 

In Photoshop, we use a B&W filter along with a gradient map overlay of teal, blue, or orange. Refer to the template below for specific gradient map Hex codes. Add a “Noise” effect (Amount: 8 Distribution: Uniform) to duotone imagery for texture and a feeling of authenticity. Download the PSD file template below to use this photo treatment.

File Sizes and Specs

Print Images: CMYK color format, TIFF, PSD, or JPG at 300 DPI.

Web/Digital Images: RGB Color format, JPG, or PNG ranging from 96 DPI to 300 DPI.

Section 5.3

Typography

Typography is a cornerstone of a brand’s visual identity, shaping how our messages are seen, read, and understood. Our Parent Brand, Admissions Brand, and Development & Alumni Relations Brand use a mix of serif, sans-serif, and hand-drawn types to bring our voice to life. In this section, you’ll find guidelines on typefaces, weights, sizes, scale, and applications to maintain a consistent typographic style and hierarchy.

Contact the Division of Communications for instructions of how to download branded fonts. Departments are responsible for paying for and tracking licenses.

Surveyor

Surveyor is Carleton's primary serif typeface. Surveyor Medium, Bold, and Italic should be primarily used for headlines, quotes, callouts, testimonials, etc. In certain headlines, contrast Surveyor Medium by highlighting words with Surveyor Book Italic. Only use Surveyor Book Italic for four or fewer words. This creates an interesting balance of approachability and intellect when used in a tasteful way. Never use Surveyor for body copy or small text. Surveyor Light and/or Surveyor Light Italic can also be used and scaled up to contrast smaller type.

NOTE: Surveyor is a licensed font, purchased by respective departments. Contact communications@carleton.edu for information on purchasing a license.

Gotham

Gotham is Carleton's primary sans-serif typeface. Gotham Medium should be used for headlines, subheads, and call-to-action buttons. Gotham Book, Medium, and Bold should be used for body copy. This typeface is a versatile, clean, and modern sans serif, making it great for legibility across all platforms. 

NOTE: Gotham is a licensed font, purchased by respective departments. Contact communications@carleton.edu for information on purchasing a license.

Hierarchy

Surveyor Regular, Medium, and Italic should be used for large headlines. Gotham can be used for large headlines as well if legibility is at stake. Gotham Book, Medium, and Bold are used for subheads and body copy. See examples of hierarchy here.

Handwritten Type

Handwritten type adds a level of free-spirited individuality that calls back to our intellectual enthusiasm. It shows authenticity and originality. Examples of use cases include: The name Carl, location, and names. Handwritten type is only used in these instances (testimonials, collage spreads, and paired with photo) and can vary throughout our brand. Handwritten type should only be used and applied to pieces designed or overseen by the Division of Communications.

Alternative Fonts

Our brand fonts should be used whenever possible. There are circumstances (e.g., Microsoft Word, PowerPoint, Google programs, Canva, Slate, etc.) when the brand fonts will be unavailable. In those instances, substitute these alternative system fonts. Playfair is also used for our Admissions and Development & Alumni Relations sub-brands. 

This page offers appropriate alternatives that are freely available to download and install on any computer via Google Fonts for use in Microsoft, Google, or other programs. Montserrat and Playfair are both available in Canva.

Playfair

Playfair should be used in place of Surveyor if Surveyor is not available. Playfair Display is a free and open-source font available to download from Google Fonts. It is a modern serif typeface useful for headlines and subheads.

When using this font, consider the following:

• This font works best for headlines, quotes, callouts, or display text.

• All font weights are appropriate for use.

• Never use for body copy or small text.

• Care should be taken if used in digital communications to maintain legibility.

• Use sparingly and tastefully.

Montserrat

Montserrat should be used in place of Gotham if Gotham is not available. Montserrat is a free and open-source font available to download from Google Fonts. It is optimized for print, web, and mobile interfaces. All font weights are appropriate in all situations.

Section 5.4

Color

The colors of the Carleton brand have been thoughtfully refined and refreshed to make the palette dynamic, warm, and versatile. This color palette provides a flexible system that reflects Carleton’s tradition while capturing the attention of key audiences. The next few sections provide guidance on color balance and usage to ensure consistency in reproducing the brand’s colors across a variety of materials and mediums.

Color Builds 101

RGB

RGB stands for red, green, and blue and is useful for digital executions such as a presentation that is intended to be viewed on screen, in banner ads, or on a digital billboard.

CMYK

CMYK is useful for more traditional four-color printing methods using blends of cyan, magenta, yellow, and black to produce full-color materials.

Hex

Hex codes, short for hexadecimal color codes, are six-digit alpha-numeric representations of RGB colors typically referenced for websites and other online applications such as email platforms that use HTML and CSS (Cascading Style Sheets).

PMS

PMS is short for Pantone Matching System, and it offers the widest range of colors. This option is useful if you’re working on materials where a unique color can be premixed and be applied like printing a custom banner or choosing a spot color to add to a traditional CMYK print run.

NOTE: We only have two PMS colors, Carleton Blue and Carleton Maize.

Primary Palette

Carleton Blue and Carleton Maize are the brand’s primary colors. Lean on these colors to help reinforce brand recognition. These primary colors are high contrast, accessible, and work well for a general audience. When possible, use the primary palette for headlines, backgrounds, calls-to-action, buttons, etc. 

Secondary Palette

The secondary palette consists of teal, cyan, orange, Minnesota Sky, and Late Night (dark navy). These should be used as supporting colors in a composition. Stick to using just one or two of these colors at a time — examples include vector shapes and hand-drawn elements when working in the collage style, UI bullet points on websites, secondary buttons, etc. 

Neutral Palette

The neutral palette includes a versatile range of shades, helping to elevate the overall color palette and lend flexibility to not rely so much on bright color to carry the brand. These neutrals allow some breathing room and variation.

Color Proportion

The Carleton brand colors should be used in the proportions shown below. Carleton Blue and Maize are our primary colors, so they should be the most prominent, with Carleton Blue being a higher percentage than Carleton Maize. Our secondary colors should never surpass the usage of primary colors; they are to be used as support and to add a pop of color. Neutrals can be used generously, especially for backdrops, if balanced with color. 

Sub-Brand Color Guidelines

Admissions Brand Color Palette

Admissions Primary Palette

The primary palette consists of Carleton Blue and Maize. These serve as the foundation for the palette and carry the most brand recognition. The primary palette should lead in most materials.

Admissions Secondary Palette

The secondary palette provides versatility and variation, serving a supportive role as complementary colors to the primary palette. These colors should be used to add a targeted bright, energetic feel to designs. Examples: type treatments, illustrations, edges, frames, etc.

NOTE: Orange is frequently used for call-to-action buttons, while green is often used for headers and other accents.

Admissions Accent Palette

The accent colors add diversity to the palette but should be used sparingly. Illustrations, graphs, and lines are good examples of usage.

Admissions Neutral Palette

The neutral palette acts as a foundation that brings balance across the other palettes. These colors are used for backgrounds or callout boxes, and never used for text.

Admissions Color Build

It is important to render the colors accurately. Match the color code most appropriate to your process and needs.

✔ When printing digitally or lithography: Always use the CMYK color formula listed here when creating the color for use in 4-color process printing. They are adjusted for the best reproduction and do not match Pantone® Color Bridge breakdowns.

✔ When printing using spot color: Only use the PMS colors if you are printing with spot colors of the primary Carleton colors (Blue and Maize). The blue admit folder is a good example.

✔ When using color digitally (i.e. websites, email graphics, Google Slides, social media graphics), use the RGB or Hex values. They are adjusted for the best reproduction and do not match Pantone® Color Bridge breakdowns.

✘ Do not specify PMS builds in print publications — use the CMYK builds, including for logos. It is more economical and also not necessary to use the PMS. The few times it may be prudent is for single-color items such as an envelope.

✘ Body copy should never appear in all blue. Use black or white (on dark-colored backgrounds) for body copy.

Development & Alumni Relations Brand

DAR Primary and Secondary Palette  

✔ When printing digitally or lithography: Always use the CMYK color formula listed here when creating the color for use in 4-color process printing. They are adjusted for the best reproduction and do not match Pantone® Color Bridge breakdowns.

✔ When printing using spot color: Only use the PMS colors if you are printing with spot colors of the primary Carleton colors (Blue and Maize). This is often the case with items such as when silkscreening.

✔ When using color digitally (i.e. websites, email graphics, Google Slides, social media graphics), use the RGB or Hex values. They are adjusted for the best reproduction and do not match Pantone® Color Bridge breakdowns.

✘ Avoid making body copy all blue.

DAR Tints  

When using DAR tints, consider the following:

✔ Tints and shades of the brand colors are permitted.

✔ When possible, use in the ratios shown here.

✔ Use tints as accents only to one or more of the brand colors.

Section 5.5

Illustration

Illustration is a distinguishing component of Carleton’s brand. This includes hand-drawn shapes and strokes, vector shapes, and vector illustration. Please refer to these guidelines for how to use illustration within the brand across different platforms.

Hand-Drawn Illustration

Hand-drawn shapes and strokes are utilized behind masked photos, to highlight certain content (for example, an arrow pointing to important information) or tone-on-tone in the background texture of a collage treatment. When paired with photography, hand-drawn elements are used as large textural objects. Avoid using more than one or two instances of hand-drawn elements or vector spot illustration with an image. 

Collage Style

Collage is used throughout our brand to bring in a fresh visual experience while still incorporating elements from all of our child brands. Hand-drawn illustration, graphics, vector shapes and illustration, photography, and paper textures all work together to create this style for the Carleton brand.

Collage can be dialed up or down, depending on the use case. Typically there will be one or two photos that are the subject, while everything else is a supporting element. Background colors should primarily be Late Night, Carleton Maize, cream, or neutral. Utilizing tone-on-tone textures and marks in the collage background is important so as to not overwhelm the eye and with too much contrast, and to keep the focus on the subject. 

For print, when appropriate, lean into full-bleed collage spreads sparingly. For digital, little spot moments of collage can work well. 

Vector Style

Vector illustration can be used as a strategic supporting element in collage, as well as spot illustrations on their own where appropriate. We lean into colorful and textural assets created for Carleton by illustrators Raymond Biesinger, Beth Elzer, and others.

Graphics

Vector shapes are used throughout the brand to modernize and bring in a new graphic element. Vector shapes can be used to mask images, as a secondary element behind or around photography, or in the background composition of a collage.

Textures

Ripped paper

Ripped paper texture is used in the background of collages and as a divider treatment to separate sections across print and digital mediums. When used as a section divider, the texture should be flat color. When using paper textures in collage as a background element in Photoshop, different blending modes and opacities can be used to achieve a cohesive collage effect. Lower opacities (10%-30%) and the multiply blend mode are good settings to use to keep the background elements lower contrast so the subject in the foreground stays the main focus. 

Dot pattern

The dot pattern is used to add subtle background texture and visual interest, especially to large swaths of color. As with the ripped paper, lower opacities (15-40%) can be used to achieve a cohesive collage effect or to maintain legibility of text overlaid.

Elements

The Carleton “C” block letter can be used sparingly to bring in color and a historical element. The Carleton sunburst shape can be utilized as a flourish, as a supporting element for UI, and with photo collage to draw attention to certain elements, etc. 

NOTE: These graphical elements should only be used by the Division of Communications, or on pieces overseen by Communications.

Sub-Brand Graphic Elements

Admissions Brand Graphic Elements

Vintage Frames

We use simple vintage frames for subheads, calls to action, and web addresses. 

✔ Use simple frames that are not overly detailed.

✔ Pair with the arrow button when using text inside the shapes if more attention is needed.

NOTE: There are two arrow buttons in the brand used in calls to action, highlight boxes, etc. Do not put other arrows inside the circle.

Pinch

This small design touch applied to boxed areas can bring a subtle but fresh feel to a piece.

✔ The "pinch" treatment from a vintage frame is combined with a standard box to bring a small design tweak to a header box or sidebar.

✔ The pinch can be an inward or outward.

✔ The pinch needs to be created — it's not a template. It should fit the piece and be in balance to the design.

✘ Do not over-combine or overuse this treatment. Pinches should be used in moderation.

Photo Shapes

Most photos will appear in rectangular or square shapes. However, mixing and matching with circular frames, rounded tab frames, or rectangles with one rounded corner helps bring variety and excitement to the page.

✔ Care should be taken to maintain a balanced appearance.

✔ Rounded corners should be large enough to be noticed. Do not make the rounded edge too small or minimal.

✘ Do not use rounded corners on more than one corner of a rectangle.

✘ Do not over-combine or overuse the rounded or circular images.

Zigzag Edging

The zigzag treatment can be applied to the edge of sidebars, pullout boxes, and photo boxes, as well as used as a border to a page either vertically or horizontally.

✔ Use with a light touch and minimally.

✘ Do not over-combine or overuse this treatment.

Hand-Drawn Shapes

Hand-drawn shapes made from paint swatches or scribbled markers can form spaces for boxed text or texture.

✔ Use sparingly — they should be callouts and not over-dominate the page.

✔ Do make new ones if needed. Get a Shutterstock subscription to obtain more styles.

✘ Avoid an overly stretched or distorted look. Be careful of distortions that do not look natural.

✘ Do not overuse this treatment.

✘ Do not overuse the same shape — be sure to have variety.

Hand-Drawn Lines and Arrows

We apply a wide variety of hand-drawn, doodle-style line treatments in small touches to our creative outputs.

✔ These should appear as though they were drawn with pencils, pens, pastels, markers, or chalk.

✔ Use line elements to draw the reader's eye to something: a headline, subhead, etc.

✔ Use the lines in a solid color.

✘ Do not use tints or any style that suggests a watercolor treatment.

✘ Do not use in an overly dominant manner or it will come across as crafty or busy.

Hand-Drawn Elements

Small hand-drawn doodles and textures add interest and personality to our pieces.

✔ Use sparingly and with a careful eye.

✔ Use in small scale.

✘ Do not overapply.

Flat/Bold Vector Illustration

Illustration plays a strong supporting role in many of our communications. Illustrations should have a clear purpose and support written content. Using a flat, simple vector-based illustration style creates a consistent and unifying aesthetic while allowing for a variety of artists to be commissioned.

✔ Use artists who create vector graphics and deliver AI or EPS live files.

✔ Use the brand palette at 100% as the dominant colors in the illustrations.

✔ Be mindful of how diversity is represented in illustrations of people.

✘ Do not use tints of the brand palette — keep the colors strong and solid.

✘ Do not get overly detailed or fussy — simple is better.

Simple/Doodle Vector Illustration

Our "doodle" illustrations are used as flexible spot illustrations. They provide imagination or energy to the design. Simple graphics or doodles are a creative way to enhance our projects and add a touch of fun to our messaging.

✔ Be simple and cohesive with the doodles. Make sure a suite used in a single publication feels like all elements are drawn by the same hand.

✔ Use the brand palette at 100% as the colors in the illustrations.

✔ Use vector-based artists who hand over the vector art as AI or EPS.

✘ Do not use tints or pastels of the brand palette — keep the colors strong and solid.

✘ Do not get overly detailed or fussy — simple is better.

✘ Do not use image files or elements with text overlay in emails; code buttons instead.

Development & Alumni Relations Brand Graphic Elements

DAR Brand Creative Assets

A toolbox of graphic elements creates a distinctive look and provides flexibility to our communications. Edges, shapes, and patterns create dynamic and engaging visuals that add depth to designs. Creative assets are available for use in Canva within the DAR teamspace.

Section 5.6

Layout

The Carleton brand comes to life through the combination of its graphic elements, photography, typography, and color. These components work together to create layouts that are distinctive to the Carleton brand. The examples below highlight the range of layouts designed to showcase this versatility.

For print, layout is meant to be flexible. Stick to one or two columns of text when laying out copy, and make sure there is photography to balance throughout. Mix up the use of full-bleed photos and spot photo treatments. When working with collage, text blocks can be placed throughout the collage where appropriate, as long as it’s legible. 

"At a Glance" Print Piece

Utilizing a mix of full-bleed collage, photo treatments, and type styles, this piece is catered toward all audiences. Leaning into bright colors, photography highlighting fun moments, and creating interesting layouts is key for a general audience.

Web Components

When working in web, use mostly neutrals and primary color palette for backgrounds, balance negative space, and utilize spot photo collage to bring life to modules. Use secondary color for stats, bullet points, pop-out sections, etc. Playing with type scale contrast for things like stats can also help to create interesting sections.

Social

You can access story templates on Canva that are customizable to your needs. Adjust the text, colors, and photos to fit your story. 

Canva templates

Video

We use video within the Carleton brand to bring it to life. Use this After Effects YouTube Intro template and adjust the text, colors, and photos to fit your video. 

Section 5.7

Brand Toolkit

Presentations

Need to create a Carleton-branded presentation with the College wordmark and colors? Download or make a copy one of these templates and add your content. Note: An additional, updated Google Slides template will be coming soon.

For PowerPoint, the template was designed using Montserrat font, a free Google font. You can download Montserrat if you don’t already have it on your computer. Select “Download Family” in the upper right and follow these font install instructions if you use Windows and these instructions if you use a Mac. It’s a little extra work, but it will look so much better!

Business Cards, Letterhead, Stationery

Personalized Digital Letterhead

Personalized digital letterhead (as a Google Doc or Word document) is available upon request by emailing communications@carleton.edu. These requests are handled on a case-by-case basis, depending on capacity. Please provide your name, title, phone number, email address and cell phone number, if desired. If your request is urgent, please order personalized letterhead through Print Solutions using the process below.

Printed Letterhead Envelopes, Notecards, Nametags

Carleton partners with Print Solutions to offer customizable stationery options for members of the Carleton community to order on demand. Costs for these items are covered by the individual or department placing the order via invoice from Print Solutions (RW Company LLC). Visit the Communications resources guide for full details on items available and how to order.

Email Signatures

Section 6.0

Sub-Brandsss

Admissions & Student Financial Aid

For more specific information on how to use the Admissions brand, please download the Brand Guidelines below. 

Development & Alumni Relations 

For more specific information on how to use the Development & Alumni Relations brand, please download the Brand Guidelines below. 

Section 7.0

Athletics Brand

Using the Carleton College Knight

The Knight is Carleton's varsity athletics mascot. Use approved, unaltered versions of the Knight only. The Knight may not be used to promote non-College activities or non-athletic programs, or to imply the College’s endorsement. Frequent users of the Knight logo may wish to download the logo usage guidelines pdf here. Otherwise, a summary of the guidelines is provided below.

Faculty and staff can download selected versions of the Knight. Student organizations must contact Athletics for permission to use the Knight.

Carleton Knights Identity

The Knights graphic identity should be managed with consistency and discipline across all communication materials. Proper reproduction of these marks protects and strengthens the integrity of the Carleton Knights brand. The official logos and wordmarks should be used for all Carleton College Athletics applications. Each logo should only be used as an independent and isolated stand-alone graphic. Never group logos or individual graphic elements together as a reconfiguration of the logo.

Colors

The official colors of Carleton College Athletics are Blue and Maize. Values for these colors, in the most common color models, are listed below. When possible, full-color output (Pantone Matching System® or CMYK) is preferred. When full-color output is not an option, it is acceptable to reproduce the logo in 3-color, 2-color, 1-color, grayscale, or black/white.

Do not modify or recreate 1-color, 2-color, or 3-color versions of the logo from the full-color version. The logo has been optimized for output in each color scheme, with separate files for use on light and dark backgrounds. Use only the official artwork files provided for reproduction.

• Full-Color: Preferred version for all applications:

PMS/CMYK – Print media

RGB – Digital/Screen media

• 3-Color/2-Color: Reserved for any non-CMYK applications

• 1-Color: Reserved for applications of blue only

• Grayscale: Reserved for applications of grayscale only

• Black: Reserved for applications of black/white only 

Background Colors

The preferred background colors for the Knights logo are white, maize, or blue. However, the logo can be reproduced on a variety of backgrounds or color fields. Select the appropriate file for color output and the intended background. Artwork has been created with a built-in key line (outer border). The light gray key line is required on dark backgrounds. Follow the examples below to ensure there is enough contrast for the logo to stand out properly. Reproduction of the logo in any variation not pictured below requires prior approval.

Prohibited Use

The following are examples of misuse of the logos and marks and are strictly prohibited. Always use the artwork files as provided by Carleton Athletics. Never recreate the logos or wordmarks.

Section 8.0

Resources

Media Archive

Imagen is Carleton’s photo and video database. Learn more about accessing and using Carleton photos and videos. 

Fonts 

Contact the Division of Communications for instructions on how to download branded fonts. Departments are responsible for paying for and tracking licenses.

Canva 

Canva is an online design and publishing tool for creating visual content. Contact the Division of Communications to join the College’s Canva Pro account; get more information on Canva.

Editorial Style Guide

Carleton follows the Chicago Manual of Style — that’s right, we’re an Oxford comma college — and defers to the Merriam-Webster Collegiate Dictionary on questions of spelling. Consult our comprehensive editorial style guide for more grammatical nuances. 

Social Media Guidelines

Having a presence on social media helps Carleton raise its visibility and connect with our external audiences. In order to operate within social media effectively, the Division of Communications has developed a set of guidelines to support interactions on behalf of Carleton. See our the social media guidelines.

Digital Accessibility

Carleton has a legal responsibility to adhere to AA-level standards of the Web Content Accessibility Guidelines (WCAG) 2.0. Learn more on our digital accessibility website.

Writing for the Web

People read differently on the web. To get your message across, you need to write differently, too. View our guide to writing for the web.

Section 9.0

Conclusion

Whew! If you read this start to finish, congrats: you’re definitely curious enough to be a Carl. Thanks for taking the time to learn about the Carleton brand and about what tools are available to be a good promoter of this institution. 

This is not a mysterious case of the chicken or the egg coming first…Carleton as a community, a place, and a set of guiding ideas and values is the foundation of our brand. The brand position and platform are intended to help name and distill—as much as possible—those qualities that drew us here and keep us invested in Carleton’s future. Happy designing and creating and, most of all, storytelling about this delightful home for intellectual enthusiasm.

Download Assets

Ready to create content that aligns with our brand platform? Download our logos, alternative fonts, and shared graphics.

Contact

For more information about our 

brand guidelines please contact:

The Division of Communications

communications@carleton.edu

Guide updated as of March 2025