Brand and Visual

Identity Guidelines
version 2.0 september 2014
Introduction
We believe that education is THE MOST PRESSING issue in our world today.

Through education, we expand opportunity. Through education, we transform

lives. Through education, we nurture new generations of leaders and innovators
across disciplines, industries, and the boundaries of academia and practice. Through
education, we build a better world together.

Our brand represents our mission, our vision, and, in essence, our school. Its what
we say, how we sound, how we look, and even how we act. It all adds up to an
authentic representation of who we really are.

Keeping HGSEs brand as clear, consistent, and cohesive as possible is crucial to

telling our story in a clear and compelling way. The goal of this guide is to provide our
community with the visual and editorial tools to articulate and express all that defines
and distinguishes us.
 We are dedicated to changing the world
through education, by expanding opportunities
and improving outcomes. Dean James Ryan

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Creative Approach
 Creative Approach

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
Tradition and Innovation
Our visual identity conveys a balance of tradition
and innovation, history and aspiration, wisdom
through years of research and practice, and the
constant search for new knowledge.

We accomplish this balance through:

Thoughtful interplay of open space
and Harvard crimson.
Combination of traditional serif fonts for
headlines and more contemporary sans
serif fonts for copy.
Use of bold statements with clear calls to action.
Selection of high-quality imagery that conveys a
sense of time and place, and evokes moments
of insight.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Creative Approach
Additional colors in our primary and
secondary palettes provide wayfinding Lorem Ipsum
and classification. You may also use Pudiorrum eturiam repro dem quid magnient, sam facim ab is
mus re, seque consed utes pa quiditio exersperio cus molorio.
them to convey the depth and breadth Uptatur sit ario molo tem ea aut ipsaerf eriberes quae

of HGSEs work, as well as the diversity nonsedia sum eturestincto conecum ea se ditisto.

Udiores equistota sed quaestiur, quia il ilitatia sum

of our community. nat restem facit, eium quosae derovid quo doloriasit

Shaping Those Who laborroatem ducidem nimilignis sinisit quat.

Iconography provides an efficient way to Shape the Future

navigate, search, and remember content. Congressional Hearing Education Committee July 07, 2015
Congressional Hearing Education Committee July 07, 2015

Keylines bring focus to a layout and create

a sense of order. A keyline is a single line
used to anchor text or organize information.

Subsequent sections of this manual provide

details on the proper use of our shield, logos,
typography, iconography, and color.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Creative Approach
 Visual Identity

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
Name
It is very important to maintain a sense
of consistency when referring to the
school, in order to crystallize HGSEs
purpose in the minds of both new and
familiar audiences.
Consistency in referring to the school
also helps to minimize confusion and
to differentiate HGSE from peer and
competitor institutions.
Harvard Graduate School of Education: Brand and Visual Identity Guidelines
Our institutions name is:
Harvard Graduate School of Education
Verbally, and in print, the only appropriate acronym is:
HGSE
When using this acronym verbally, each letter should be
pronounced individually. Avoid sounding out the letters in any way.
In particular, the use of the pronunciation Hugsie should be
discouraged and avoided in all cases.
The School of Ed, the Ed School,
or School of Education
These references should not be the primary or first mention in any
document. They can be used verbally and in written pieces as a
way to provide a sense of linguistic variety.
NOT:
Harvards Graduate School of Education
Harvard University School of Education
The Graduate School of Ed.
The Graduate School
Visual Identity
Shield
Each of Harvards graduate schools boast unique
shields that incorporate the Colleges original
arms: a shield with the Latin motto VERITAS
(Verity or Truth) on three books.

HGSEs shield indicates Ezekiel Cheever, the most

famous schoolmaster of seventeenth-century
New England, and it is based on the arms that
appear on the tomb of his grandson in one
of Charlestowns oldest burying grounds.

The shield should not stand on its own, except in

specific cases where legibility will be a problem.

Please see the Logo Usage section for details.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
Logo and Usage
The HGSE logo exists in two orientations Primary Logo
to accommodate most applications. This
section also details tagline applications,
specific affiliated group treatments, and
buffer space allowances.

Each logo should be treated as one unified

graphic and should never be separated
or distorted. The shield and type of the
logo should never be broken apart and
the proportions of the logo should remain
consistent.

The logo cannot be modified in any way;

it is forbidden.
Secondary logo
Note that we updated the shield in June
2014. Before beginning a design project,
ensure that all assets are up-to-date.

The space around the logo and school name

should be equal to (or greater than) the
height of the H in Harvard. See the logo
spacing diagram for more details.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
Logo and Usage: sizing and spacing

Primary Logo

When to Use the Shield Alone

If the branding space is limited, or if HGSE is written
out near the logo such as in social media platforms
then you may use the HGSE shield alone.

Minimum size: 1.25 in

Secondary logo

Minimum size: 3.5 in

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
Logo and Usage: REVERSING

The reversed logo may be placed over any HGSE brand or primary color. See our color palette.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
Logo and Usage: donts

Do Not ...

... Cut off parts of the logo. ... Stretch the logo disproportionately. ... Alter the colors in the logo. ... Move elements around.

... Rotate the logo. ... Place the logo on a non-brand color. ... Place the logo on a gradient ... Place the logo on a background that
or a busy background. is too light or too dark to be legible.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
Tagline
Learn to change the world has a double
meaning. Verbally, pausing after Learn
allows the listener to understand that
our primary goal is education and that we
invite our students to, first and foremost,
undertake the serious business of learning
about education. The rest of the tagline,
to change the world, can and should be
understood in two ways. With a verbal pause,
the speaker suggests that the act of learning
is the first step to changing to the world.
logo and tagline lock-up
When the tagline appears with the primary logo,
these elements are known as the logo and
tagline lock-up. This means that they are locked
into this specific relationship to one another
and form a single unit. The elements may not
be rearranged or the relationship altered in any
way to change the logos graphic integrity.
tagline wordmark
In cases where it is necessary to give the tagline
more visual priority, the tagline wordmark should
be used instead of the logo and tagline lock-up.
In those instances, use the visual of the colorful
stacked wordmark.

The secondary meaning is that here at

Harvard, students will graduate, prepared to
actually change the world.

Contact the Communications and Marketing

Office to use the tagline treatment.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
tagline: logo and tagline lock-up

The HGSE logo and tagline lock-up is Primary Logo

the primary use for communicating the
tagline and exists in two orientations to
accommodate most applications.

This logo lock-up should be used the majority

of the time.

The logo should not be modified in any way.

Each logo should be treated as one unified

graphic and should never be separated or
distorted and the proportions of the logo
should remain consistent.

The space around the logo and school name

should be equal to (or greater than) the
Secondary logo
height of the H in Harvard.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
tagline: wordmark

The tagline wordmark a visual

representation of the tagline messaging
should be used whenever possible.
Large Use
Large Usage
If you are using the logo and tagline lock-up,
you do not need to also show the wordmark.
Use the wordmark in conjunction with highly
visual canvases such as banners, interior
Large Use
pages, and website call-outs.

Small Use
Small Usage:

Small Use

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
tagline: Wordmark usage

The wordmark must never be shown without the HGSE logo; however, the
two should not be tightly paired. When placed over an image, the stack
should be reversed into a solid color.

In the case of vertical banners, the primary lock-up would

not be legible from a distance. In such cases, aim for a
loose pairing to avoid the suggestion of a relationship.

When you are using the wordmark with the logo, please contact
Communications and Marketing for more guidelines.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
Logos for Affiliated Groups
HGSE is moving from a decentralized structure
to a One HGSE ethos. This shift echoes
the shift to a One Harvard mentality
throughout the university.

In developing marks that represent sub-brands development and

alumni relations Development and Alumni Relations
and HGSE-related entities, lead with the
schools brand marks and use complementary
type treatments that support rather than
overshadow the primary logos.

The tagline should not be visualized with the

affiliated group marks. Vertical Horizontal

development and
alumni relations Development and Alumni Relations

The space around the logo and school name should be equal to (or greater than) four of the Harvard Hs.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
Logos for affiliated groups: banners

Banners guide users through physical

spaces. For that reason, layouts should
be simple, bold, and clean. Users are not
looking to be delighted but to be guided.

The use of consistent color coding to

relate similar rooms or spaces is highly
recommended. In the case of event signage,
be sure that all signs look similar to the
original event collateral so that attendees
will associate your signage with what they
already know about the event.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
Typography: Print
Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
Adobe Garamond Adobe Garamond

Designers have used the Garamond typeface

and its variations as a standard for four abcdefghijklmnopqrstuvwxyz Headlines
Call-outs
centuries because of their elegance, warmth, abcdefghijklmnopqrstuvwxyz
readability, and legibility. Drawn in 1989 Sidebars
by Robert Slimbach, Adobe Garamond is a
1234567890 Chart Titles
careful, modern interpretation influenced by
abcdefghijklmnopqrstuvwxyz Quotes
specimens of Garamonds original type.
abcdefghijklmnopqrstuvwxyz Calls to Action

1234567890 Letters

ITC Franklin Gothic

ITC Franklin Gothic
Franklin Gothic is one of the most widely
used sans serif typefaces. Recognizable
aspects include the two-story a and g,
abcdefghijklmnopqrstuvwxyz Subheads
Body Copy
subtle stroke contrast, and the thinning of abcdefghijklmnopqrstuvwxyz
round strokes as they merge into stems. The
type appears dark and monotone overall, 1234567890
giving it a robust and modern look.
abcdefghijklmnopqrstuvwxyz
Note: We allow the use of Arial font when
Franklin Gothic is not available. abcdefghijklmnopqrstuvwxyz
1234567890

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
 Digital typography is no longer limited to the short list of system

Typography: Web
fonts that come pre-installed on every computer. Instead, designers
have access to a variety of services that facilitate sophisticated
type treatments. HGSE has elected to use Google Fonts in order
to achieve excellent performance, typographic flexibility, and
consistency with fonts used in printed materials.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
Crimson Text Crimson

Crimson Text is a font family in the tradition

of beautiful old-style typefaces. Its a abcdefghijklmnopqrstuvwxyz Page Title

Garamond-inspired typeface redefined to abcdefghijklmnopqrstuvwxyz Intro Paragraph

deliver clarity and pixel perfection on any Subtitle
digital screen.
1234567890
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
Open Sans Open Sans

Open Sans was designed with an upright

stress, open forms, and a neutral, yet abcdefghijklmnopqrstuvwxyz Body Copy

friendly appearance. It is optimal for print, abcdefghijklmnopqrstuvwxyz Block Quote

web, and mobile interfaces, and has
excellent legibility characteristics in its
1234567890
letterforms.
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
Archivo Narrow Archivo Narrow

Archivo Narrow is a grotesque sans serif

typeface family originally designed for abcdefghijklmnopqrstuvwxyz Usable Knowledge
Har vard Ed. Magazine
highlights and headlines. This family is abcdefghijklmnopqrstuvwxyz
reminiscent of late nineteenth-century
American typefaces. The technical and
1234567890
aesthetic characteristics of the font support abcdefghijklmnopqrstuvwxyz
high-performance typography.
abcdefghijklmnopqrstuvwxyz
1234567890

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
Typography: working together
We selected these families carefully for their
clarity, formality, and flexibility. By smartly
combining these families, all designers
may take a typesetting approach thats
worthy of the Harvard brands rich history
of combining proven approaches with the
best new educational ideas.
The mixing of font families within one
document should be kept to a minimum and
should follow the specifications outlined
in this document. Text can be printed in
any of the brand colors in the primary
palette. Text should never be printed in
the secondary color palette.
The mixing of font weights should also be
kept to a minimum and systematically done
to create emphasis and scannability.
Harvard Graduate School of Education: Brand and Visual Identity Guidelines
Moluptia venia cullam Adobe Garmond
Size: 34 pt
Ulpa non repellor acestrum ITC Franklin Gothic
Size: 14 pt
Et ut ad eosant vellab invento bla essit volor aut lanihil lecelab into
eicient mosam, sitemodit, corumquia nimodit init acias sit offici aut
aut eatempo ritinit dolupta venimolorrum vendeleseque parundunt
aut ute es deleserspel ipis ipsum si rem inum soluptat poriae simi, ITC Franklin Gothic
enis autemporest, tenda velia serisitias aut veribu. Size: 11 pt
Leading: 15 pt
Fictati isquos dolla sit pror as excesenim quis aut etus nulparum
eum illaccum et dessitasimin nost, siminve ritinis ipis aut ipsum,
exceperiorio estis quuntec ustiosa pereicid que volorum solora
nobisi oditate odit latem is aut lab imustor mollend icient amus
voluptur, cumquam alibus et esciand entisciam. Gitiorrovid eum
doluptatur?
Adobe Garamond
Sum, que vid ut eum dendestibus etusandero cimore Size: 14 pt
Leading: 17 pt
aspid magnis iminciae. Tendit optatem aces eatquati
bearum harum cusciis volum exerept atatem untur.
Volor sint eiumqui simed ea suntia volo con comnis rem dernat
ut volut odisquis ullabo. Ut quasper natios pliandae. Et aut re,
archiciis et labo. Que maion evelis et pedia debis repudissit fugiant
et et laut fugiandust, quibeat emporum nist et laccus.
Example of Type Hierarchy
Visual Identity
Typography: Selection
Take care not to overly mix type selections.
Consider the level of formality when selecting
a typeface. Generally speaking, sans serif
fonts (ITC Franklin Gothic, Open Sans,
Archivo Narrow) are less formal than serif
fonts (Adobe Garamond and Crimson Text).
The use of two distinct typefaces is
preferred. Please follow the pairings
set out in this section.
Harvard Graduate School of Education: Brand and Visual Identity Guidelines
Harvard graduate scHool
of education
Education is at a crossroads. This is a
moment of great challenge, but also one
of great opportunity.
In this rapidly changing world, education is in the midst of an immense
transformation. Public attention and investment in the field are at high points, and
advances in technology and neuroscience are creating a critical opportunity to rethink
some of our most basic assumptions about how students learn.
Faced with a system built for earlier eras, it is clear that the challenges of the 21st
century demand new approaches. How the field of education meets these challenges
is the critical question.
Since its founding in 1920, the Harvard Graduate School of Education (HGSE)
has advanced the field with new ideas and leadership. Our history is one of
anticipating, and responding to, change.
Today, HGSE continues to lead the way in the development of academic programs
and research efforts that address and anticipate the needs of the field.
Our overall goal is simple, but ambitious: We aim to be not simply the best
education school in the country. We aim to be the best education school ever.
A school that prepares transformative leaders, produces bold but plausible ideas for
reform, encourages innovation and entrepreneurship, and offers honest answers to
important questions. A school, in short, that is central to the conversation and
debates about education.
gse.harvard.edu | 5
Visual Identity
Color Palette
We use color to convey our brand. Brand Colors
Crimson synonymous with the Harvard
Crimson Charcoal
brand conveys both strength and tradition. PMS 187 PMS Cool Grey 11
Crimson should be the dominant color for CMYK: 7-94-65-25 CMYK: 48-36-24-66
RGB: 165-28-48 RGB: 86-86-86
materials, with the primary color palette
Hex: #A51C30 Hex: #565656
providing accents. These rich colors can
have white text printed or displayed over
them and meet accessibility standards.

The secondary colors work on two levels.

Primary Colors
First, they clarify different types of information
like categories and sections. Second, they
represent the depth and breadth of our
offerings.

All use of color should meet accessibility

standards. Midnight Blue Brown Emerald Green Cornflower Blue Goldenrod Yellow Paynes Grey
PMS 533 PMS 174 PMS 555 PMS 647 PMS 132 PMS 431
CMYK: 96-84-40-34 CMYK: 27-81-97-22 CMYK: 75-32-85-19 CMYK: 86-57-8-1 CMYK: 32-58-100-17 CMYK: 66-50-40-12
RGB: 33-49-83 RGB: 152-68-41 RGB: 71-118-74 RGB: 48-109-167 RGB: 156-102-15 RGB: 96-110-123
Hex: #47764A Hex: #306DA7 Hex: #9C660F Hex: #606E7B
Hex: #213153 Hex: #984429

Secondary Colors

Slate Blue Taupe Pistachio Green Burnt Orange Lemon Yellow Ivory Process Black Cool Grey Dove Grey
PMS 7477 PMS Warm Grey 8 PMS 578 PMS 1595 PMS 120 PMS 7499 CMYK: 0-0-0-0 PMS Cool Grey 1 PMS 7542
CMYK: 85-58-44-25 CMYK: 16-23-23-44 CMYK: 20-0-40-6 CMYK: 0-59-100-5 CMYK: 0-9-58-0 CMYK: 0-2-15-0 RGB: 30-30-30 CMYK: 3-2-5-5 CMYK: 21-0-6-20
RGB: 48-85-101 RGB: 140-129-121 RGB: 195-215-164 RGB: 232-125-30 RGB: 255-219-109 RGB: 244-237-202 Hex: #1E1E1E RGB: 243-243-241 RGB: 186-197-190
Hex: #305565 Hex: #8C8179 Hex: #C3D7A4 Hex: #D16103 Hex: #FFDB6D Hex: #F4EDCA Hex: #F3F3F1 Hex: #BAC5C6

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
Iconography
Icons are graphics that take up a small
amount of space and provide a quick,
intuitive representation of an action,
status, or functionality. In order to
ensure that icons retain their ability
to communicate clearly and succinctly,
its important not to dilute the system
by creating new versions or variations
of the existing icon set.

Icons are:
H
 elpful in adding visual interest
and making a page more scannable.
More and more commonplace as
screens get smaller and real estate
is increasingly scarce.

Icons are not:

Wholesale replacements for text.
Appropriate for enlargement and
use as illustrations.
Used for more than one
defined representation.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
iconography: meet the family

Need a custom icon? As these icons have been created for specific purposes, you may find a need for an icon that communicates
something different than whats shown here. In that case, please reach out to Communications and Marketing with your request.

Wayfinding Action-oriented Representational

Previous Next Close Open Apply Connect Audio/ Video/Watch RSS Podcast Secure Area Tag
Accordian Accordian Listen

Close Leaving Site More Menu Search Share Share Email Read Gift Directory Audiences

Miscellaneous
Popular Library Calendar News

Tool Menu Global Ideas Recruit

Filter

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
Keylines
Use keylines to anchor text, emphasize
messaging, or brand affiliated groups.

The length of the keyline can vary, but it

should generally be, at minimum, the length
of the word it is placed above.

The weight of the keyline should be light in

relation to the text with which it is paired.
Keylines should act as an accent, and not
overpower the text that they support.

When anchoring a keyline, make sure that

it is left-justified or right-justified to the
respective text, and is spaced out equally to
the leading of the text.

Shaping Those Who

Shape the Future
Congressional Hearing Education Committee July 07, 2015

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual Identity
 Visual and Editorial Style Guide

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual and Editorial Style Guide
Photography
Photography plays a critical role in your audiences
emotional reaction to your communications. In order to
respect the schools rich heritage and convey the gravitas
expected of graduate study at HGSE, images should lean
toward the journalistic and evocative, featuring excellent
composition and a minimum of whimsy.
This is an example of an overlay.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual and Editorial Style Guide
photography: Selecting imagery
In order to be successful in selecting visuals, HGSE photo editors should pay careful consideration to two key aspects of
images.
1. High Quality
The best images for HGSEs site will be thoughtfully planned and
well-executed. Though more casual photographic styles have risen to
popularity via Instagram and Flickr, an image must have high-quality
composition, focus, and clarity to carry a webpage or document.
When shooting and selecting images, be sure to pay attention to the
need for copy space and avoid layering any design elements over an
images focal point.
Harvard Graduate School of Education: Brand and Visual Identity Guidelines
2. Differentiated Point of View
Moments of insight is the most brand-authentic point of view for HGSE.
This POV evokes the potential changes that education brings about in
an individuals life. In this approach, selected images should attempt to
capture and prioritize the seminal moment of an educational experience
or achievement, and convey a time, place, and feeling.
Whether the image features HGSE students, or students who benefit
from policies or teaching by HGSE students, a sense of pride and
accomplishment should always be palpable. With few exceptions,
avoid images that show disappointment, disillusionment, or frustration,
even if they relate to the topic-at-hand.
Visual and Editorial Style Guide
photography: buildings and locations

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual and Editorial Style Guide
photography: people

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual and Editorial Style Guide
photography: objects

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual and Editorial Style Guide
Sub-brands
In an effort to reach the right audience
at the right time, HGSE maintains two
sub-brands on the Web: Har vard Ed.
Magazine and Usable Knowledge.

Harvard Ed. Magazine targets alumni, internal

stakeholders, and others close to the Ed
School with long-form storytelling, updates Websites
from graduates, and on-campus events.

The Usable Knowledge website seeks

to reach education practitioners in the
field with easy-to-access education research.

While the sub-brands share many of the

brand attributes of HGSE, they have a unique
identity. The primary audiences attributes
and benefits vary in sub-brands.

making
caring
common
project

Logos

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual and Editorial Style Guide
Marketing and Advertising
In marketing and advertising collateral, aim for a clear hierarchy of elements in order
to communicate quickly and effectively. The most prominent items should be the
logo and a single call to action, as in the examples shown.

Banner
Marketing Brochure
How has
/harvardeducation education
@hgse changed you?
#througheducation Share your story.
@harvardeducation
#througheducation
stay Social Media Cards
connected
Harvard Graduate School of Education

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual and Editorial Style Guide
When determining the layout of an
advertising and/or marketing piece,
use a highly structured grid-system.

Grids regulate large amounts of content,

and also ensure consistency throughout
the respective piece. It is also necessary
to incorporate an ample amount of white
space to give the eye a place to rest.

Interior Pages

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual and Editorial Style Guide
 critical
Marketing materials for the same
event should use the same elements
throughout the design to unify the look.
&bold ideas
conversations

AGENDA AT A GLANCE
8:00 a.m. CHECK-IN
Appian Way

9:0010:15 a.m. A CONVERSATION WITH SECRETARY OF EDUCATION

ARNE DUNCAN

10:3011:45 a.m. CRITICAL CONVERSATIONS

(See back of name badge for your assigned session and location.)

Main Invitation 12:001:30 p.m. LUNCHEON

1:453 p.m. BOLD IDEAS FOR EDUCATION: 8 FOR 8

Location: Askwith Hall/Live stream in Larsen Hall
and Gutman Conference Center

campaign KicKoff 3:154:45 p.m. COMMUNITY CELEBRATION

Dinner
&
with President Drew Faust, Dean James E. Ryan, Yo-Yo Ma,
and other special guests

4:456:15 p.m. Block Party on Appian Way

reception
Office of the Dean Musical guest: Familiarrevolution with Janelle Bechdol, Ed.M.14
Longfellow Hall
13 Appian Way
Cambridge, MA 02138 gutman Library, 1st floor
mary and paul finnegan gallery
September 19, 2014

LARSEN HALL
6 8:30 p.m.

6 p.m. reception 6:45 p.m. Dinner

SESSIONS
This is a private, invitation-only dinner
and is not transferable.

Kindly reply using enclosed card or contact Karen Tobin-Guild at karen_tobin@gse.harvard.edu or 617-496-2301.

critical
&bold ideas
conversations campaign_dinner.indd 1 6/17/14 3:41 PM

10:30 a.m. CRITICAL CONVERSATIONS

From Asia to the Americas:
CAMPAIGN KICKOFF Global Education in the 21st Century
DINNER
campaign_envelope.indd 1 6/17/14 3:39 PM

Dinner Invitation SEPTEMBER 19, 2014 (Larsen G08)

LOCAL NEW ENGLAND FALL SALAD

Baby Arugula, Roasted Squash and Parsnips, Topped with Pepita 1:45 p.m. BOLD IDEAS FOR EDUCATION:
Seeds, Fresh Cranberries, and a Nutmeg Vinaigrette
8 FOR 8
ENTRE OPTIONS (Live stream locations 106 and G08)
Fresh Oregano Rubbed Sirloin Napped with Local Tomato Ragu
and Shallot Jus with Frizzled Leeks, Colorful Fingerling Potatoes,
Baby Carrots and Wilted Greens
or

Save-the-Date Invitation Wild Stripe Sea Bass with Provencal Vegetables and Basil Fume,
Ginger and Scallion Studded Quinoa, Baby Carrots and Wilted Greens

VEGETARIAN ALTERNATIVE*
Ginger Sweet Potato Mousse with Arugula, Red Lentils, and
Tomato Chutney Served with Baby Carrots and Haricot Vert
*Available upon request.

DESSERT
Vanilla Poached Pear & Apple Mousse in a Cinnamon Allspice Crust
Drizzled with Cider Reducation and Burnt Caramel Ice Cream

Salad and all entre options are gluten-free. Signage

Menu Gluten-free dessert available upon request.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual and Editorial Style Guide
HGSE Editorial Guidelines
One of the best ways that we can communicate
the strengths and impact of an HGSE education
is through our written content on the Web and
in print. We rely on every member of the HGSE
community to help tell the HGSE story. Why is
an HGSE education so transformative? What
are the unique advantages of the Harvard
experience? What makes Cambridge and Boston
such an ideal place to be a student? Every
time you write a blog post, news story, program
description, or alumni profile for the HGSE
website, you add a chapter to this story.
The following editorial guidelines help us tell
HGSEs story online in a clear, cohesive, and
compelling voice. Our writing style is based
on research into the way we read. By following
these guidelines, we will more effectively
engage with prospective students, research
collaborators, and community partners.
Harvard Graduate School of Education: Brand and Visual Identity Guidelines
How We Talk About HGSE
Excitement is infectious. When we talk about
HGSE programs and people, we should share
our genuine excitement and invite readers to
experience the HGSE difference for themselves.
Harvard is a prestigious university, but that
doesnt mean that our writing is stuffy and
formal. Avoid academic jargon and use specific
examples as much as possible. Employ direct
address you instead of students select keywords. We are much less likely to
to engage the reader as part of the story.
WRONG STYLE: The Mind, Brain, and Education
M.Ed. program provides students with an
interdisciplinary study of the biological and
cognitive processes related to educational policy
and practice.
RIGHT STYLE: In the Mind, Brain, and
Education Program, you will learn how to
address some of the fundamental questions
of education how do we learn, and what can
we do to improve outcomes for all learners?
using the latest scientific insights from biology
and cognitive science.
Writing for the Web
Web vs. Print
When writing for the Web, we first need to
understand how we read online vs. in print.
When reading in print, were more likely to
read each individual word and finish long
passages. On the Web, were scanners.
Our eyes dart around the page scanning for
information: bold headers, links, photos, and
read long chunks of text in a web browser,
and not at all on a mobile device.
Write Like a Scanner
Theres an inverse law to writing for the Web:
the more you write, the less anyone is to read it.
Avoid large blocks of text at all costs. Instead,
break information down into short sections with
bold subheads. Subheads are like titles for each
section of the page. Use subheads as a hook
to catch the readers eye as she scans for
key information. Once you have her attention,
you have three to four sentences (100 words,
maximum) to keep it. Tell your story quickly,
clearly, and creatively, and provide embedded
links to learn more.
Visual and Editorial Style Guide
Inverted Pyramid
In journalism, reporters generally follow the
inverted pyramid rule when writing a news story.
Start with the most important information,
called the lede, and fill in the rest of the story,
with increasing detail, in the paragraphs that
follow. A webpage should read the same way.
A reader should know exactly what the page is
about by quickly scanning the page title, header,
and first couple of sentences. If the subject
interests them, they will dig deeper, scan
subheads, and click on links.
The Lede:
Who, What, When, Where, How, Why
Important Supporting Details
Minor Details
Harvard Graduate School of Education: Brand and Visual Identity Guidelines
Page Title and Header
The page title is the very first thing the reader
will see. Page titles should be short and clear.
Unless youre writing a news story or blog post,
stick to the facts and keep the title to five words
or fewer. The header, on the other hand, is your
first chance to really tell your story. The header
is like the subtitle of a book. In 30 words or
less, make a compelling case for reading the
rest of the page.
WRONG HEADER: Technology, Innovation,
and Education is a yearlong masters program at
the Harvard Graduate School of Education.
RIGHT HEADER: In the Technology, Innovation,
and Education Program, you will design creative
solutions to meet the greatest challenges in
teaching and learning.
Embedded Links
Web readers are mostly scanning for links.
We go to the Web to quickly find information,
and links offer a fast way to dig down to the
details. Embedded links are text links embedded
in the natural flow of a sentence. By embedding
a link, you increase the odds that the reader will
actually read the surrounding text. You can also
include adjectives and other descriptors in the
link text that help to tell your story.
WRONG WAY: Click here for a list of our
masters programs and doctoral programs.
RIGHT WAY: We offer 13 masters programs
and two doctoral programs that will prepare you
to make an impact in every facet of education.
WRONG WAY: HGSE was founded in 1920.
Learn more about our history as a leader in
education research, policy, and practice.
RIGHT WAY: Founded in 1920, HGSE is one of
the nations top education schools within one of
the worlds best universities.
Visual and Editorial Style Guide
Multiple Points of Entry
Not all web readers scan the same page in the
same way. Some readers focus on the menus
along the left and top of the page. Others scan
the body of the page for subheads, links, and
bulleted lists. Dont be afraid to link to the
same information in multiple places. If the
information is important enough, you want to
make sure that the reader can easily find it in
several different places.
Harvard Graduate School of Education: Brand and Visual Identity Guidelines
Tone & Voice
In writing, tone and voice describe the attitude
of a writer toward the subject and the reader.
Avoid using a formal, detached, or overly
academic voice when writing for the Web.
Instead, convey a genuine excitement about the
subject; talk to the reader directly using clear
and compelling language; and invite the reader
to learn more. Here are some useful tips:
Use direct address Third-person construction
can come across as too formal online.
WRONG WAY: Students in the TIE Program can
create their own Web apps.
RIGHT WAY: In the TIE Program, you can create
your own Web apps.
Use active voice In web copy, active voice is
clearer and more engaging than passive voice.
By combining direct address with active voice,
you draw the reader into the conversation.
Use calls to action Reading a website is
only the beginning of the conversation. At the
end of each page, include calls to action that
encourage readers to contact HGSE, talk to
an admissions counselor, read more stories of
impact, visit campus, and more.
Visual and Editorial Style Guide
HGSE Editorial Style Guide
With a few exceptions, HGSE adheres to AP style Capitalization Title case: Capitalize all words except
in all publications, both print and online. You can prepositions of five or fewer letters,
Course names:Use title caps on course
purchase hard copies of The Associated Press conjunctions,and articles.
names without italics or quotation marks.
Stylebook at the Harvard Coop or download D uck in the Truck
online and mobile versions at apstylebook.com. Bridget Terry Long teaches The Economics
of Colleges and Universities. University and school: Do not capitalize the
The following entries cover some of the most
common style rules for writing about HGSE words school or university whenused alone,
Fellow or scholar:Capitalize only if its part
and its programs: not as part of an official name.
of the official name.
Capitalization The university announced today that ROTC
Reynolds Fellow
would be returning to campus inSeptember.
Degrees and Schools Urban Scholar
Frequently Used Terms He is a fellow at the Gates Foundation. Degrees and Schools
Geographical Locations
Programs:Capitalize the names of programs, Degrees:Always use periods with degrees.
Numbers
including the word program. Do notcapitalize Ed.M.
People and Job Titles program when used alone.
Ed.D.
Publications Technology, Innovation, and
Ed.L.D.
Punctuation Education Program
Programs:Programs do not use periods.
Time and Seasons Mind, Brain, and EducationProgram
HDP
Web and Email Addresses Students applying to the program should
turn in applications by May 15. MBE
TIE

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual and Editorial Style Guide
School name:Spell out the full name of the Frequently Used Terms
school the first time it is used; the acronym
canbe used on subsequent uses. Periods afterschool (when used as an adjective) masters student
should not be used. (Ed School may also
be used insecond and following instances. It catalog middle school
should be capitalized.)
childcare nation-building
E
 ach fall the Harvard Graduate School of
coauthor nonprofit
Education hosts a career fair that includes
national and international education cochair nonviolent
organizations. HGSE students find the
fairprovides an excellent start for their codirector policymaker
job searches. [Or:Ed School students find
cowriter postdoctoral
the fairprovides an excellent start for their
job searches.] decisionmaking preschool

Universities with multiple campuses: Write out full decisionmaker schoolwide

name of the school. Use an en dash prior to the
campus site. education policy third-grade teacher

Example: University of TexasAustin. English language learners third-graders

first-year program two-year-old child

high school university-wide

high school student yearlong

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual and Editorial Style Guide
Geographic Locations

Atlanta Cleveland Houston Milwaukee Philadelphia San Antonio

Baltimore Dallas Indianapolis Minneapolis Phoenix San Diego

Boston Denver Las Vegas New Orleans Pittsburgh San Francisco

Chicago Detroit Los Angeles New York St. Louis Seattle

Cincinnati Honolulu Miami Oklahoma City Salt Lake City Washington

The major cities listed above (as defined by School districts:Capitalize all words if you are United States:Do not abbreviate when used as
The Associated Press Stylebook) do notneed using the official name of the entity. Otherwise, a noun. It is acceptable to abbreviate aspart of
to be followed by the name of the states. all are lowercase except the city name. a name or an adjective. Use periods in text; do
Boston Public Schools, San Diego Unified not use periods in a headline.
All other domestic cities and towns
School District He lives in the United States.
need to include state names.
San Diego public schools, public schools She works for the U.S. Department of Energy.
He visited Boston on his way to
in Boston He is aU.S. citizen.
Waterbury, Connecticut.
US Senator to Speak on Education Reform
Avoid using two-letter post office abbreviations for
states, except when referring to apolitical party.
The statue is in Concord, Massachusetts.
Senator Ted Kennedy (D-MA) helped provide
thefunding.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual and Editorial Style Guide
Numbers
Range of numbers:En dashes, rather than
hyphens, should be used to indicate a range
ofnumbers.
196066
Pages 14950
$1,300$1,800
Figures or words:Spell out numbers under
10. Use figures for 10 and higher. Follow
theserules, even when a sentence contains
both types.
She is taking four classes.
She also works 35 hours a week.
He has five cats and 13rabbits.
Exceptions: Dollar figures ($2 million),
percentages (8 percent), page numbers (page
48), addresses (1Appian Way), time (8 p.m.),
numbers between one thousand and ten
thousand that can be expressed interms of
hundreds (He wrote an essay of fifteen hundred
words. She wrote an essay of 1,432 words).
Ordinals:Do not use superscript for nd, th, or st.
31st, 42nd
Harvard Graduate School of Education: Brand and Visual Identity Guidelines
Starting sentences:Spell out numbers at the
beginning of a sentence.
Thirty-five people attended the seminar.
Plurals:Form plurals of acronyms by adding
an s; do not use an apostrophe.
MBAs
PTAs
YMCAs
People and Job Titles
Alphabetization of non-married names and
hyphenated last names: Always alphabetizeby
the first letter of the last name. If a person uses
a non-married name and her marriedname
without hyphenating, alphabetize by the name
that comes last. A hyphenated last nameis
treated as one element and is alphabetized by
the first letter of the first word in the pair.The
following list is in correct alphabetical order:
Mary James, Susan Moore Johnson, John
Klein, Ellen Condliffe Lagemann, AnnMarshall,
Jane Moore-Johnson
Capitalization:As a general rule, if the title
comes before the name, the title should be
capitalized.If the title follows the name, it should
be lowercase. In letters and lists, a title can
be capitalizedeven when it follows the name.
Dean James Ryan visited the KIPP
school last week.
James Ryan, dean of the Harvard Graduate
School of Education, visited theKIPP school
last week.
Courtesy titles:Do not use Mr., Mrs., or other
courtesy titles unless part of a formal name.
We went to Mr. Tux to get clothing for the
prom.
Dean James Ryan:James Ryan is referred to as
Dean James Ryan, unlessin the signature of a
letter, in which case he is referred to as James
Ryan, Dean ofthe Faculty of Education.
Degrees:List after peoples names with
no space between the last period and
theapostrophe. For more than one degree,
list in ascending date order and separate by
commas.Use only HGSE degrees; non-HSGE
degrees can be used in lists, however.
John Doe, Ed.M.02, Ed.L.D.14
Visual and Editorial Style Guide
Doctor:Do not use Dr. for academic or medical
doctors.
Jane Doe, a pediatrician at Mount Auburn
Hospital, visited the school in June.
Emeriti faculty:Include a comma before
the word emerita or emeriti.
Courtney Cazden, professor of education,
emerita
Endowed professorships:Endowed professorship
titles are not used in narrative settings
(with the exception of specific development
communications).
Professor Howard Gardner has a new book
coming out in May.
Middle initials: Only include if the persons name
commonly includes theinitial.
Michael Rodman
Michael J. Fox
Names:Refer to people by their full names on
first mention and by last name afterthat.
John Doe, Ed.D.82, is a professor of
education. Doe teaches educational history
andpolicy.
Harvard Graduate School of Education: Brand and Visual Identity Guidelines
Publications Percent:Percent should be spelled out;
the percentage symbol should only be used
Books, journals, magazines, movies, software,
in lists.
collections of poems, longpoems, plays, operas
and major musical compositions, paintings, Mitt Romney received 47.2 percent of the
and other artworks shouldbe italicized. Only popular vote in the 2012 presidential election.
capitalize and italicize the or magazine if 2012 presidential election results:
that is how Barack Obama: 51.06%
the publicationuses it. (The masthead will
Mitt Romney: 47.2%
provide this information.)
The New York Times Periods:There should only be a single space
Gone with the Wind after periods.
Newsweek Possessive:Singular proper names ending
theBoston Herald with s are made possessive by adding
anapostrophe.
theMona Lisa
Katherine Boles op-ed was about the
Har vard Ed. Magazine
profession of teaching.
Punctuation Quotation marks:Quotation marks should
always be outside other punctuation, with
Commas:Always use the serial, or Oxford
comma. theexception of question marks, dashes,
semicolons, and exclamation marks that are not
The American flag is red, white, and blue.
part ofthe quotation.
En dash and em dash: He said he was going to Longfellow Hall.
For instructions on how to make an en dash or Did he say, I am going to Longellow Hall?
em dash, seehttp://support.microsoft.com/
kb/76985.
Visual and Editorial Style Guide
times and seasons
Seasons:Do not capitalize names of seasons
unless part of a formal title.
He will graduate in summer 2005 and start
work in the fall.
In September, we willattend the Fall Harvest
Festival in Wellesley.
Time:Do not use 12:00; use either noon or
midnight. Do not use double zeros for anytime.
When using a.m. and p.m., use lowercase and
include periods. If indicating a range of time,do
not use a.m. or p.m. after the first time unless it
is different than the following time. Use an en
dash to indicate time range.
He arrived at noon. Class starts at 8 a.m.
The meeting is from 13:30 p.m.
The meeting is from 11 a.m.1:30 p.m.
Harvard Graduate School of Education: Brand and Visual Identity Guidelines
Web and Email Addresses Online:Use online, not on-line
or on line.
Email:Spell email with a lowercase e,
except at the beginning of a sentence. Website:Website is one word and is
Do not usea hyphen. lowercase unless used at the beginning
of a sentence.
Print:Write email addresses in lowercase
and italicize. Do not use hyphens to break
emailaddresses.
Her email address is
jane_doe@gse.har vard.edu.
Web:Write email addresses in lowercase
and link to the address, but do not italicize.
Do not use hyphens to break emailaddresses.
Her email address is
jane_doe@gse.harvard.edu.
URLs:URLs are typically all lowercase; it
is not necessary to include http:// or www
when writing a URL as part of a text. Only use
www if it is necessary. (Some sites requirethe
leading www.) A URL should be italicized in
text.
She wrote an op-ed that appeared
oncnn.com.
Visual and Editorial Style Guide
Web Content Management
Web content managers or editors translate
HGSEs messages on gse.har vard.edu. The
primary goal for a content editor should be to
create a positive, easy-to-read, and accessible
experience for visitors to our site. With this in
mind, content editors must follow a number of
general writing and style guidelines.
Choosing Your Template
The HGSE website, gse.har vard.edu, has a
number of templates designed and ready
for content. These templates will help you
display your messages on brand and will give
visitors a consistent experience as they move
across our site. You will always use one of
the following templates and should not display
content outside of prescribed brand templates.
Universal Page
ontent editors will use this page more than
any other page in the template suite. It is
the workhorse template and offers ultimate
flexibility for an editor. Editors have the ability
to style headings, provide in-line images, set
teaser text, offer a pull-out quote, display data in
tables, create unordered and ordered lists, and
Harvard Graduate School of Education: Brand and Visual Identity Guidelines
more. Use this page for content detail pages, The following pages exist in the HGSE template
when a visitor has already filtered through the suite, but are only used once in the site design
navigation and wants to collect information on and will not be available for general content
a specific topic. editor use:
Home Page
News/Feature Story Page
PPE Landing Page
This page includes all of the controls and
features of the universal page. Additionally, it News Page
displays story author and date information for Topic Page
readers. The news/feature story page also
Library Page
allows comments, powered by Facebook, on your
story. Some HGSE supported sites, such as Harvard
Ed. Magazine and Usable Knowledge, have templates
Academic/Landing Page
unique to their web properties. Those templates
The most common use for this page in the HGSE are not included in the above list.
site is for masters and doctoral academic
program descriptions. It offers visitors a content
well for overview information and an accordion
structure for deeper-level information. You can
also use this template as a landing or routing
page in some instances.
Faculty Profile Page
Similar to the Academic/Landing Page, this
page first offers overview content and then
provides detailed information via accordion.
The Faculty Profile Page also includes name,
title, and contact information fields.
Visual and Editorial Style Guide
Styling Your Content
Name your page.
Do not leave pages with generic names such as,
index or story template, but give each page
you create a clear and concise name, such as
Student Clubs and Organizations.
Employ headers.
Visitors to your page will quickly scan to
understand if their desired information is
included. Headers help readers quickly digest
contents and make decisions about which
actions to take next. Use the <h1> tag for the
first heading of the page. Subheadings should
follow as needed: <h2>, <h3>, <h4>, etc.
Do not link your heading text; rather, link the
appropriate body copy text below the heading.
Your headings should be short and to the point,
with the related text immediately following.
Harvard Graduate School of Education: Brand and Visual Identity Guidelines
Contextualize links.
You should link words and phrases from
your content. Using phrases such as click
here or follow this link confuse HGSE visitors
who are scanning the page and are difficult for
screen readers to understand.
Title lists of links to best describe the content,
such as Other Student Resources. If your
link directs to a non-HTML file, such as a PDF
or Word document, indicate that to the visitor
by including (PDF) or (.doc) immediately after
the link.
Generate attention.
You may want to emphasize a point, a date,
or an action item for visitors. Rather than
using capitalization, we recommend employing
WYSIWYG styles, such as italics, bold, and
call-out quotes appropriately and only as
needed. Underlining should not be used, as
this traditionally signals a hyperlink and will
confuse visitors. A style used to generate
attention should only be used once or twice
on a page of content, otherwise its importance
is diluted.
Visual and Editorial Style Guide
Use the styles available in the WYSIWYG. Making Content Accessible
We selected styles available in WYSIWYG to Images
match our brand and identity. Please do not
Always include alt tags with your uploaded images.
use HTML/CSS to change the font, font size,
These alt tags should succinctly describe the image.
font color, or text alignment. If you wish to
These will help visitors using screen readers to navigate
create a table or display data, use the table
the page.
or accordion styles available to you in the
WYSIWYG. Do not create your own styles PDFs
for data displays.
Information should be displayed in HTML/CSS (in a
Remember that HGSE sites are responsive webpage format) as often as possible. Avoid using
to visitors browsers and devices. PDFs, as they create another task layer for visitors.
When PDFs are necessary, they should be produced
This means the text and images will adjust to
and reviewed in official PDF software to ensure they
different viewpoints automatically. Adding extra
are accessible to screen readers. Accessible PDFs have
spaces or paragraphs to hack or force a visual
searchable text, interactive form fields, no time limits,
layout may cause a page to look broken or
headings to indicate reading order, and alt text for non-
corrupt for some users.
text artifacts.

Multimedia

Content such as video and audio should be accessible

to those who cannot hear, those who cannot see, and
perhaps, those who do not use English as their primary
language. Videos on the website should include captions
that appear in-line with the video and that are equivalent
to the content in the video. Transcripts that describe
what was said and what was shown are also important
for those that cannot access web audio or video
content. Finally, audio descriptions help those with visual
disabilities understand the actions on the screen.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Visual and Editorial Style Guide
 Templates

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Templates
Email Templates

the career
minute

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Templates
Presentations
Presentations should obey all preceding rules
regarding image selection, logo usage, and
brand messaging.

When using presentation templates, resist

the temptation to reduce text size or use
autofit functionality. Large type is easier to
parse, especially in large rooms. Ideally, a
Lorem Ipsum
slides text should only support the verbal
point being made. The less text on a slide,
Shaping Those Who Pudiorrum eturiam repro dem quid magnient, sam facim ab is
mus re, seque consed utes pa quiditio exersperio cus molorio.

the better. One rule of thumb regarding type
size in presentations is to estimate the age
of your oldest audience member and use
a point size half of that. Seventy-year-old
professor in attendance? Use 35 pt.
Shape the Future
Congressional Hearing Education Committee
Uptatur sit ario molo tem ea aut ipsaerf eriberes quae
nonsedia sum eturestincto conecum ea se ditisto.
July 07, 2015
Udiores equistota sed quaestiur, quia il ilitatia sum
nat restem facit, eium quosae derovid quo doloriasit
laborroatem ducidem nimilignis sinisit quat.

Technologist and entrepreneur Guy Kawasaki

suggests following the 10/20/30 rule:
Congressional Hearing Education Committee July 07, 2015

A presentation should be no longer than

10 slides, should last no more than 20
minutes, and the font size should be at
least 30 pt. Thats not always possible, but
the point stands: type size should not be Preparing Leaders
adjusted below a certain threshold. To Educate the World
Congressional Hearing Education Committee July 07, 2015

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Templates
 Frequently Asked Questions

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Templates
FAQs
If you do not find what you are looking for
in this manual, please do not hesitate to
contact HGSE Communications & Marketing
with your questions.
What does A brand
identity guide do?
A brand and visual identity guide shares
top-level messages and a recognized visual
identity to an internal team of communicators.
For HGSE, this book builds on some well-
established brand and identity guidelines and
also formalizes some of the newer work done
by Communications & Marketing, Dean James
Ryan, and the leadership team. The HGSE
Brand and Visual Identity Guide helps HGSE
faculty and staff quickly understand the most
effective way to communicate a message in
print or on the web.
Harvard Graduate School of Education: Brand and Visual Identity Guidelines
Why does having an integrated Can my program/department/
brand image matter? initiative/etc. develop our own
symbols, icons, images, type
Following brand and visual identity guidelines
treatments, word marks, or
ensures that diverse audiences have a
consistent experience in their many interactions logos?
with HGSE. Repeated consistent interactions The overall objective is to create a consistent
with a consistent HGSE brand will reinforce key look so that all visuals appear familial and
HGSE messages and priorities. Additionally, appropriate. More often than not, your team or
they help HGSE send the right message to the group will need to use an item from the already
right individual at the right time, increasing our established visual system. If, after reviewing
chances for a successful interaction. the brand and visual identity guide, your team
identifies a need for a visual item not yet
How will this affect my addressed, please contact Communications
program/department/ & Marketing.
initiative/etc.?
Most of the brand and visual identity guide
will feel familiar, as it represents years of hard
work on the part of many individuals. Some of
the newer, formalized brand and visual identity
guidelines will require you to consult with
Communications & Marketing and make
minor changes in your messaging or imagery.
The changes your team makes will help
audiences recognize us as one HGSE.
Frequently Asked Questions
How can i communicate that
my program/department/
initiative/etc. is a unique
group within HGSE?
Audiences should recognize HGSE as one
brand. Aligning with that brand will help Contact us
individuals to recognize, understand, and
interact with your group better. Being part of Communications & Marketing
the HGSE brand is a distinguishing feature in
and of itself. 13 Appian Way, Longfellow Hall
To further differentiate your group, provide webeditor@gse.har vard.edu
compelling, clear, and actionable content for
appropriate audiences. It is also important that 617-496-5037
key stakeholders respond quickly and positively
to audiences; it is very difficult to recover from
a negative brand association.

My unit has special

circumstances that warrant
additional consideration.
Who should i contact?
It is impossible for a single set of guidelines
to cover all circumstances. If you have questions
or wish to discuss any special circumstances
that your unit may encounter, please contact us.

Harvard Graduate School of Education: Brand and Visual Identity Guidelines Frequently Asked Questions
 No one else, no other institution,
has the privilege and opportunity
to simultaneously prepare the most
talented leaders and innovators
here and abroad, address the most
pressing questions in education,
and work as a trusted partner with
the most influential individuals and
organizations across the globe.
Dean James Ryan
Harvard Graduate School of Education: Brand and Visual Identity Guidelines Creative Approach