Logos

The images on this page are for reference only (do not use for print publications).

Print-quality images can be acquired from James Aris.

Requests by alumni should be sent to Alumni Relations.

Requests by MBA students should be sent to MBA Clubs.

Primary Logos

Harvard Business School has two primary logos: the name logo and the shield logo.

A name logo (either the horizontal or stacked version) must appear on all materials intended for external audiences. The shield logo is optional when the horizontal name logo is used, but is required when the stacked name logo is used.

Do not alter, recreate, or redraw the logos. Use files provided by James Aris in Marketing & Communications. (Requests by alumni should be sent to Alumni Relations. Requests by MBA students should be sent to MBA Clubs. )


Horizontal Name Logo

Color:
The 1-color version may appear in any palette color, but most often appears in black or crimson (or fully reversed to white).

The 2-color version may appear in any colors within the color palette, but most often appears in black and crimson. In the 2-color version, the three words appear in one color with the rules in a second color.

Size:
In print, the horizontal name logo should never appear smaller than 3 inches in width. Digitally, the horizontal name logo should never appear smaller than 260 pixels in width.

Only one name logo should appear at a time. Absent a compelling reason to do otherwise, the shield and name logos should only appear once on any given web page or print publication.

Note that the rules should not be included with the name of the School unless the official name logo is being used.


Stacked Name Logo

The shield logo must always appear to the left of the stacked name logo. The relative sizes and position should match the sample shown and should not be changed.

Color:
The 1-color version may appear in any palette color, but most often appears in black or crimson (or reversed to white).

The 2-color version may appear in black (or reversed to white) paired with any color within the color palette, but most often appears in black and crimson. In the 2-color version, the three words appear in black (or reversed to white) with the rule and field around the books (in the the shield) in a second color. When reversed, the rule may also appear in white.

In print, the stacked lock-up should never appear smaller than 1.75 inches in width. In electronic mediums (such as the Web), the stacked lock-up should never appear smaller than 170 pixels in width.


Shield Logo

The shield logo is optional when the horizontal name logo is used (but be prepared to add it on request). The shield logo is one of the School's primary logos but is not, by itself, a sufficient identifier for the School. (A name logo must appear on all materials when space allows.)

shield logo

Color
The 1-color shield most often appears in all black, but may appear in all crimson. The two-color version should only appear in crimson and black. (See color for specific crimson values).

On a Light Background
When the shield appears on a light background field, it is equally acceptable for the light areas to be white or (when the dark areas are all black) have the background color show through (as shown above).

Reversing
When the shield reverses out of a dark color, the field around the books and the cross containing the shells should remain dark. This is the only acceptable reversed format and this relationship should not be inverted.

When the shield reverses out of black, it should be outlined in white as shown above. This is only true when the background field is black; the white outline does not need to be used on other dark colors. (Note that this version may also be used in 1-color situations when the color is dark and it is not possible to introduce a second color.)

Minimum sizes
In print, the shield logo should never appear smaller than 3/8 inch in height. In electronic mediums (such as the Web), the shield logo should never appear smaller than 30 x 36 pixels.

Only one shield should appear at a time (i.e., no more than one shield on a page). Absent a compelling reason to do otherwise, the shield and name logos should only appear once on any given web page or print publication.

Do not combine the shield with another image—for example, with the logo of a program, company, or club; or with decorative elements such as globes or sprigs of ivy.




Trademark

When used on products or by external parties, the stacked name logo and the shield logo should carry the "R" registered trademark designation, while the horizontal name logo and the secondary abbreviation treatments should carry the "TM" trademark designation.




Relative Positions: Horizontal Name Logo

There are three acceptable relative positions for the horizontal name and shield logos:

  1. When used as a single lock-up, the shield may appear visually "centered" above the name of the school. The relative sizes and position should match the sample shown and should not be changed. Note the shield logo is visually centered between the rules of the name logo (this is not the actual center of name logo); the bottom tip of the shield should point between the "i" and "n" in "Business."

    standard lockup

  2. It is also acceptable for the shield to be positioned to the left of the name logo. The relative sizes and position should match the sample shown and should not be changed.

  3. In addition, the two logos can be positioned to balance one another on the page (a good rule of thumb for achieving this balance is to position the logos in different quadrants of the page) or appear on separate pages.


Incorporating Department & Program Names

The font used for the department/program name is Trade Gothic Light. The size in 16.2 pt when the horizontal name logo width is 4 inches.

Locking up a department or program name with the name logo changes the number of acceptable relative logo positions to four (shown below):

  1. the shield logo to the left of the name logo

  2. separated (e.g., the name logo on the front cover and the shield logo on the back cover)

  3. the shield logo flush left above the name logo

  4. the shield logo flush left below the department/program name

departments




Relative Positions: Stacked Name Logo

The shield logo must always appear to the left of the stacked name logo. The relative sizes and position should match the sample shown and should not be changed.


Incorporating Department & Program Names

When a department name is locked up with the stacked name and shield logos, the department/program appears in TradeGothic Light flush left with the name of the School. The relative postion and font size should match the sample below and should not be changed.

When the shield/name logo combination is 3 inches in width, the font size of the department/program name is 14 pt and the vertical distance between the baseline of "Business School" and the top of the department/program name type is .1875" (these proportions should be maintained when scaled up or down).




Secondary Treatment: Abbreviations

The full name of the School is preferred to the abbreviation except when space constraints make using the primary name logos (above) impossible. Under normal circumstances, the abbreviation logos are insufficient identifiers of the School.

There are three exceptions to this rule:

  1. swag items (primary logos and acronym are equally acceptable)

  2. campus signage (primary logos and acronym are equally acceptable)

  3. social media avatars (acronym should be used and placed in the standard department avatar position)

Abbreviations