Do/Don’t

These guidelines will help you follow best practices as you bring the brand to life in your communications.

MIT logo
Logo lock-ups
Sub-branding
Endorsed branding

Social media
MIT seal
Tim the Beaver
Branded merchandise

Do example that shows the updated MIT logo.

Do use the updated MIT logo.

Don't example that shows the previous 2-color MIT logo design.

Don’t use the former design.

Do example that shows the MIT logo untouched and unedited.

Do use the original files as provided.

Don't example that shows the MIT logo with a bright blue dot over the I.

Don’t redraw the logo or create your own version.

Do example that shows the MIT logo untouched and unedited.

Do use the MIT logo on its own.

Don't example that shows a white MIT logo placed in the middle of a dome graphic.

Don’t enclose the logo within another graphic or add a custom design to the logo.

Do example that says "Visit the MIT campus" in plain text.

Do use plain text when referencing MIT in written communications.

Don't example that says, "Visit the MIT campus," where the "MIT" is the MIT logo instead of plain text.

Don’t use the MIT logo as a replacement for MIT in text.

Do example showing clear space that's equal to the width of the MI in the MIT logo.

Do include proper clear space to ensure that the logo is presented with clarity.

Don't example showing the MIT logo right next to a dome graphic, without the proper clear space.

Don’t place the logo too close to other graphics or text.

Do example that shows the MIT logo untouched and unedited.

Do treat the logo as a standalone graphic.

Don't example that reads "I (heart) MIT," where the I is the same as the I in the MIT logo.

Don’t add to, edit, deconstruct, or otherwise modify the logo.

Do example that shows the MIT logo untouched and unedited.

Do use the logo in a single color.

Don't example that shows the new MIT logo with color applied in MIT red and silver gray.

Don’t apply two or more colors to the logo.

Do examples showing the MIT logo in black and in MIT red.

Do limit the logo to MIT’s core colors for communications collateral.

Don't example showing the MIT logo in pink.

Don’t apply other colors to the logo, unless it is being used for branded merchandise.

Logo lock-ups

Do examples showing the three-line logo lock-up in black and in MIT red.

Do limit the lock-ups to MIT’s core colors for communications collateral.

Don't example showing the three-line logo lock-up in pink.

Don’t apply other colors to the lock-ups, unless they are being used for branded merchandise.

Do example showing the three-line logo lock-up all in black.

Do keep the logo and full MIT name in the same color.

Don't example showing the MIT logo in black and Massachusetts Institute of Technology in bright red.

Don’t use separate colors for the logo and full MIT name.

Do example showing the three-line logo lock-up all in black.

Do use logo lock-ups as provided.

Don't example showing the MIT logo above Massachusetts Institute of Technology in three lines of text.

Don’t rearrange components of the lock-ups.

Sub-branding

Do example showing the sub-brand logo for Admissions.

Do let us know if you’re interested in sub-branding.

Contact mit-brand@mit.edu to request sub-brand logo files.

Don't example showing the Admissions sub-brand logo with a serif typeface.

Don’t create your own version of a sub-brand logo.

Do example showing the sub-brand logo for Admissions.

Do keep in mind that sub-branding may only be used for your department, lab, or center.

Don't example showing the sub-brand logo being used for the Brand Guide website.

Don’t sub-brand publications, events, resources, entities that include the name of an external organization, or student groups.

Do example showing the sub-brand logo for Admissions.

Do use your sub-brand logo files as provided by the Institute Office of Communications.

Don't examples showing the Admissions sub-brand logo with color applied to the text and with Admissions under the MIT logo.

Don’t rearrange the components of your sub-brand logo or alter the design.

Do examples showing the Admissions sub-brand logo in black and in MIT red.

Do use any of MIT’s core colors for your sub-brand logo in your communications collateral.

Don't examples showing the Admissions sub-brand logo in pink, blue, and purple.

Don’t use colors outside of MIT’s core palette, except on branded merchandise.

Do example showing the Admissions sub-brand logo in white on an MIT red background.

Do use your sub-brand logo on a background color that provides sufficient contrast to ensure legibility.

Don't example showing the Admissions sub-brand logo in white on a pink background.

Don’t use your sub-brand logo on background colors that lead to inadequate contrast.

Endorsed branding

Do example that shows a department's logo aligned properly with the MIT logo.

Do use a horizontal or vertical axis to align your logo relative to the MIT logo.

Don't example that shows a department's logo with no compositional relationship to the MIT logo.

Don’t position the logos in such a way that there is no corresponding relationship.

Do example that shows a department's logo aligned properly with the MIT logo.

Do maintain spatial separation between your logo and the MIT logo.

Don't example that shows a department's logo placed too close to the MIT logo.

Don’t place the logos too close together, as this can lead to visual confusion and compromise the clarity of each brand.

Do example showing the MIT in plain text next to a department name.

Do use plain text when including MIT with a department name or logo.

Don't example showing an MIT logo combined with a department name.

Don’t combine the MIT logo with a department name to create a new identity.

Do example showing a distinct symbol for a department logo.

Do use a distinct symbol for your custom logo.

Don't example showing elements of the MIT logo as part of a new logo.

Don’t repurpose the MIT logo by deconstructing, modifying, or otherwise reinterpreting its components to create a new logo, including logos or symbolic motifs.

Do example showing the letters "MIT" in a custom font.

Do use the letters “MIT” in a custom font that complements the design of your department’s logo.

Don't example showing a logo with design elements that look like an interpretation of the MIT logo.

Don’t create a logo that contains visual elements that may be perceived as a variation or interpretation of the MIT logo.

Do example showing a website with a department logo at the top left and a white MIT logo at the top right.

Do include the MIT logo at the top of all web pages and on print pieces within the visual field occupied by your department’s name.

Don't example showing a white MIT logo in the footer only.

Don’t hide the MIT logo at the bottom of a website or on the back cover of a print piece.

Social media

Do example showing a white MIT logo on an MIT red circle for social media.

Do use the MIT logo on colors from MIT’s palette for social media, except for black or white.

Don't example showing a solid black circle with a white MIT logo next to a white circle with a black MIT logo.

Don’t use the MIT logo on a black or white background for social media. These colors have been reserved for MIT’s flagship social media channels.

Do example showing a white MIT logo on a solid pink circle for social media.

Do use the MIT logo on any of the colors in MIT’s expanded color palette, except for the grays, which may appear as black or white on some screens.

Don't example showing dark gray and light gray social media icons. The dark gray has a white MIT logo and the light gray has a black MIT logo.

Don’t use grays as social media icons because they may appear as black or white in some instances. Black and white are reserved for MIT’s flagship channels.

Do example showing a white MIT logo on an MIT red circle for social media.

Do use the MIT logo in black or white only.

Don't example showing a bright red MIT logo on a solid MIT red circle for social media.

Don’t use the MIT logo in any color other than black or white.

Do example showing the MIT Museum's logo as their social media icon.

Do use a custom logo or symbol.

Don't example showing the MIT logo placed above the MIT Museum's logo on a social media icon.

Don’t incorporate the MIT logo into your social media icon alongside any other logo, graphic, or text.

Three social media icon options: the white MIT logo on a pink background, the MIT Museum's logo, and a photograph of the MIT.nano building.

Do use one of the three social media icon options.

Don't example showing the former master branding and equal focus social media logos, which have the MIT logo, a horizontal divider line, and text or a department's logo below.

Don’t use the designs that have been retired.

MIT seal

Do example that shows the MIT seal in black.

Do use the seal in MIT red, black, or white only.

Don't example that shows the MIT seal in green.

Don’t apply any other color to the seal.

Do example that shows the MIT seal in black.

Do maintain the integrity of the seal’s design

Don't example that shows a made-up version of the MIT seal.

Don’t repurpose any elements of the seal or create a new design that might look like a seal.

Tim the Beaver

Do example that shows the correct coloring of Tim the Beaver.

Do keep Tim in his original colors.

Don't example that shows Tim the Beaver in an incorrect shade of brown.

Don’t change Tim’s fur color. He likes to keep it brown.

Do example that shows the correct coloring of Tim the Beaver.

Do respect Tim’s outfit choice.

Don't example that shows Tim the Beaver with a heart on his shirt instead of the MIT logo.

Don’t change the graphic on Tim’s shirt.

Branded merchandise

Do example that shows the MIT logo with crisp, sharp edges.

Do use MIT’s logo files as they are provided to you.

Don't example that shows the MIT logo with distorted edges.

Don’t distress, apply effects to, or otherwise modify the MIT logo.

Do example that shows a t-shirt with 1" of space between the MIT logo and Summer Club in text.

Do maintain at least 1'' between the MIT logo and any other graphics or text. In some cases, more than 1'' may be needed depending on the size of the MIT logo and surrounding graphics or text.

Don't example that shows a t-shirt with less than 1" of space between the MIT logo and Summer Club in text.

Don’t allow less than 1'' between the logo and any other graphics or text.

Institute name

Do example showing Massachusetts Institute of Technology set in the correct typeface.

Do set the full name in Neue Haas Grotesk Medium, or use the official lock-up logo.

Don't example showing Massachusetts Institute of Technology set in a typeface that's not Neue Haas Grotesk.

Don’t set the full name in any typeface other than Neue Haas Grotesk Medium.

Do example showing the correct one-line and three-line configurations of Massachusetts Institute of Technology.

Do use the available three-line or one-line configurations of the full MIT name.

Don't example showing Massachusetts Institute of Technology in two lines curved into an arch.

Don’t create new configurations or add stylistic treatments, such as setting the name on a curve.

MIT seal

Do example showing the MIT seal in one color placed on a mug.

Do use one color for the seal.

Don't example showing the MIT seal with a red background fill placed on a mug.

Don’t use multiple colors or fill the seal with a background color.

Do example showing the MIT logo and the MIT seal placed on separate white t-shirts.

Do use the MIT logo or the seal individually.

Don't example showing the MIT logo and seal placed together on a t-shirt.

Don’t use the MIT logo and the seal together or print type over them.

Do example showing the MIT seal with clean edges.

Do use the seal as provided.

Don't example showing the MIT seal with distressed edges.

Don’t use a distressed or vintage treatment on the seal.

MIT acronym

Do example that shows the MIT acronym in the Collegiate Style/Athletic Block font.

Do use the Collegiate Style/Athletic Block typeface for the MIT acronym.

Don't example that shows the MIT acronym in a font that's not permitted.

Don’t use any typefaces other than Collegiate Style/Athletic Block.

Do example that shows the MIT acronym rotated as a unit.

Do rotate the acronym as a unit.

Don't example that shows the MIT acronym with the letters stacked vertically.

Don’t stack the letters.

Do example that shows the MIT acronym and seal with appropriate spacing between them.

Do use the MIT seal with the acronym. The letters should be placed above the seal and 30-40% larger than the seal, with at least 1” of space in between.

Don't example that shows the MIT acronym and seal with less than 1" between them.

Don’t allow less than 1'' between any of these elements: MIT seal, logo, acronym, Institute name, 1861, and any other graphic.

1861

Do example that shows 1861 in straightforward type.

Do use a normal type treatment for 1861.

Don't example that shows 1861 and '61 in italics.

Don’t stylize 1861 or ’61.

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