Our brand is more than our logo. It’s personality, perception, influence and reputation all bundled together—it’s what people see when they see Gordon. A clean, centralized, consistent identity builds strength around a brand. These guidelines are designed to help you, a member of the Gordon community, maintain the integrity of Gordon’s brand. Elements of the Gordon Brand are broken in to the logo, colors and fonts.
The Gordon College logo was created to help communicate the respected heritage of the College as well as its dynamic future. To help everyone participate in communicating a strong, positive image for Gordon College, here are a few guidelines for effective implementation.
The logo features the College seal, an emblem that is significant to our community, reflecting the singular heritage of the College. The type reflects the forward thinking, work and service of the faculty, staff, students and alumni. The Gordon College logo should be treated as artwork. The space between the shield and wordmark and the relative sizing of the two elements should not be changed.
This version is used in a few instances in which the final size is too small, such as in small digital applications. If you need assistance or additional variations on the logo not presented here, please contact the Design Center.
When are approvals needed?
The seal was officially adopted in 1904 as an expression of the College’s commitment to Christ.
The seal is used as a graphic element or watermark in conjunction with the watermark or primary logo.
The logo features the College seal, an emblem that is significant to both our students and alumni, reflecting the singular heritage of the College. The type reflects the forward thinking, work and service of the faculty, staff, students and alumni. The Gordon College logo should be treated as artwork and the space between the shield and wordmark should never be manually adjusted.
Below are logo files available for download. The JPG files are for use on a white background, and the PNG files are for use on a colored background.
The Gordon College logo should always be situated in a clear, readable location.
When used in either state (wordmark or lockup with seal) it should be allowed at least .25 inch of clear space on all sides.
When used in its wordmark state, it should be allowed at least .25 inch of clear space on all sides and may be accompanied by a seal, which may/may not bleed off the piece.
The Gordon College logo can be scaled down to one (1) inch in width in both the seal and wordmark versions if necessary. Such a small size should only be used with proper printing to ensure readability. If such a small size is not absolutely necessary, a minimum size of 1.25 inches is suggested.
The coloration of the Gordon College logo is an essential element in maintaining recognizable tone and look for the identity. Consistent use of color enhances the strength of the identity. Extreme choices are provided, but they are very specific. The primary colors for the Gordon College logo are the Gordon College blue, black and white. If the white logo is used, it must be reversed out of one of the Gordon College approved colors or overlayed on an appropriately colored photo.
The Gordon College logo can be used over a photographic background. The examples below show which colors work best on a dark image and which colors are most successful on a light image. These examples should be used as general guidelines for logo color usage over an image, but final color choice should be based on legibility of the Gordon College logo.
Be sure to use the Gordon College logo over an image only if it is clear and readable. The clear presentation of the Gordon College logo is essential to maintaining professionalism and readability.
Do not remove parts of the logo.
Do not stretch, condense or distort the shape of the logo.
Do not add additional type to the logo.
Do not create other logos using the primary logo, seal or wordmark.
Do not add colors to individual elements.
Do not enlarge the seal or edit any part of the logo.
Do not rearrange the logo elements.
Do not outline the logo.
Do not add a drop shadow or other visual effect.
Do not use gradients, overlays or other color effects.
Do not use a color that doesn't stand out from the background.
The Gordon College color palette is made up of a primary blue that can be accompanied by color(s) from a secondary palette. Download the full color palette ➔
We have also compiled a collection of on-brand t-shirt colors for when groups on campus order t-shirts from a vendor. Here is our t-shirt color guide which shows the approved color choices for a few different brands of shirts.
Gordon College uses two typefaces: Gotham and Whitman. There are a number of different weights available in both fonts to allow for flexibility and differentiation. Gotham is the font used for the Gordon College logo, subbrands and text. Whitman is an alternative choice to use in combination with Gotham for subtitles, etc., when needed. These typefaces—or their system alternates—must be used in all communication products.
System alternates: Century Gothic, Arial, Helvetica, Montserrat
Application: Headlines, subheads, body text
System alternates: Times New Roman, Garamond, Merriweather
Application: Body text