Visual Identity Program

A goal of Smith College's mid-1990s self-study was the development of a comprehensive communications plan for the college, an effort focused on written communications and a system to ensure that our materials are visually coherent and effective. In 1998, the president and the board of trustees asked the public affairs office to develop and implement a set of graphic standards to promote a consistent approach in both appearance and content in all of the college's internal and external communications.

The identity program was developed to create a visual link between all the different departments, offices and enterprises that compose Smith College. Impressions are often visual and are made in many ways—from letters and newspaper ads to publications and signs. The success of such a design system depends upon its consistent, high-quality presentation.

For more information, please contact the publications team at publications@smith.edu.

The Smith College logo incorporates a “diamond” design that is a modern interpretation of the classic monogram “SC,” in use at the college for many years, as 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 used by the athletic department and can even be found in various trim elements in the Alumnae House.

Rather than simply repeating 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.

In addition to the standard horizontal lockup, stacked and single-color lockups are available.

Typeface

The Smith College wordmark is set in an adaptation of Adobe Trajan, a typeface based on classic Roman letterforms that 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.