Logo Guidelines

Primary Logo Configurations

The primary logo consists of two parts: the name of the college, or logotype, and the anchor icon. This is an update of the previous logo. There are two configurations, horizontal and vertical. Horizontal is the preferred orientation for college communications. The vertical configuration may be used when space does not allow for the horizontal configuration.


Horizontal Configuration

Vertical Configuration

Logo Reproduction

Scaling – The logo must be scaled proportionally when being resized.

Clear space – An area free of graphics must be maintained around the logo. The clear area for both horizontal and vertical configurations is the height of the “O” in ‘College’.

Minimum size – The minimum sizes for the logos are based on legibility of the icon. The smallest the icon size should be is .3” high.

Color Specifications – Solid

The two colors of the logo are the primary Hope College colors. These colors apply to both the horizontal and vertical versions of the logo.

Under no circumstances may any other colors or tints of a color be used. These colors apply to all versions of the logo including special use.

Two Color – The two-color method should be used whenever possible on a white, cream, or other light-colored background (20% or less tint). The colors used are specific and restricted: the icon in Hope Orange (PMS 166), and the logotype in Hope Blue (PMS 289). This is done for brand recognition and consistency.

Two-color Logo

One Color and Black – When the entire project is one color, a one-color logo may be used. The acceptable colors are either Hope Orange (PMS 166) or Hope Blue (PMS 289). An all black version may be used for black and white projects. Always choose the color version that provides the greatest contrast and readability.

One-color Logo

Color Specifications – Reversals

When reversing the logo out of a color background, be sure the logo is large enough for the logotype and icon to
be read clearly, with sufficient contrast.

Reversed logo colors – The one-color (white) logo may be reversed out of any primary or secondary color with the exception of PMS 106 (Cottage Yellow) and PMS 317 (Macatawa Mist). The two- color (PMS 166 and white) logo may be reversed out of a PMS 289 (Hope Blue) background. This is the only background color permitted for use with this type of reversal.

Color Specifications – With Screens

The logo may appear in one or two colors when using a background of screened color. Only recommended tints of a color may be used as a background color (see Color Palette, pg 4).

Background Color Screen Percentages:

  • 20% or less, logo prints as solid color
  • 50% or more, the logo must be reversed
  • Screens between 20% and 50% are not recommended as backgrounds

Color Specifications – With Photography

The logo must print in one or two colors or reverse in white. If the logo is placed on top of or reversed out of a photograph, the the background should provide distinct contrast so the logo is legible. Minimum clear space and size should apply.

Color Specifications – Unacceptable Usage

  • Do not use unacceptable colors for the entire logo or for parts of the logo. This includes unacceptable use of brand colors.
  • Do not add any effects such as bevels or drop shadows to the logo.
  • Do not reverse the logo out of unac- ceptable colors. Do not reverse only part of the logo out of a color.
  • Do not reverse the logo out of a tint or screen lighter than 50 percent. Do not use a color or black logo on a tint or screen 50 percent or greater.
  • Do not place the logo on busy back- grounds of either photography or vector art. Do not reverse the logo out of a light-colored background. Do not put a color or black logo on a dark background, unless there is sufficient contrast.