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The Smith College logo is comprised of
a "diamond" design
that is a modern interpretation of the classic monogram "SC" in use
at the college for many years, and a logotype or wordmark. The visual identity
was developed to communicate the spirit of the college, striking a balance
between tradition and change.
 The diamond shape is a contemporary rendition
of a monogram design that was in general use at the college until the 1980s.
Variations of that design are
still in use by the athletic department and can even be found in various
trim elements in the Alumnae House.
Rather than a repetition of the forms in the
wordmark, the letterforms in the diamond are evocative of ribbons, connoting
an air of celebration and calling
to mind the brightly-colored sashes worn by alumnae in the annual Ivy Day
parade.
The Smith College wordmark is set in an adaptation
of Adobe Trajan, a typeface based on classic Roman letterforms which were written
with a brush,
then
carved into the stone. These forms provided the basis for the Adobe typeface
designed
in 1989. The wordmark has been designed with specific dimensions and spacing
to be easily read, distinctive and readily identifiable.
The Trajan font
is also used in the college's signage system, which was developed in 1994;
the consistent use of typefaces provides an immediate
visual connection
for campus visitors who have received materials bearing the college's
logo.
For instructions on using the logo, please refer
to the usage guide. |
