Do/Don’t
These guidelines will help you follow best practices as you bring the brand to life in your communications.
MIT logo
![Do example that shows the updated MIT logo.](/sites/default/files/styles/tile_narrow/public/2023-08/MIT-logo-do.png?itok=f0jknUqc)
Do use the updated MIT logo.
![Don't example that shows the previous 2-color MIT logo design.](/sites/default/files/styles/tile_narrow/public/2023-08/MIT-logo-dont.jpg?itok=ujiowYYk)
Don’t use the former design.
![Do example that shows the MIT logo untouched and unedited.](/sites/default/files/styles/tile_narrow/public/2023-08/MIT-logo-do_1.png?itok=2sJBw2uA)
Do use the original files as provided.
![Don't example that shows the MIT logo with a bright blue dot over the I.](/sites/default/files/styles/tile_narrow/public/2023-08/15-MIT-logo-dont_0.jpg?itok=NK5LFmc5)
Don’t redraw the logo or create your own version.
![Do example that shows the MIT logo untouched and unedited.](/sites/default/files/styles/tile_narrow/public/2023-08/MIT-logo-do_1.png?itok=2sJBw2uA)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/16-MIT-logo-dont.jpg?itok=Hp5c9nq8)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/17-MIT-logo-do_0.jpg?itok=CyQ9rQ2K)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/17-MIT-logo-dont_0.jpg?itok=ayNCFHNR)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/18-MIT-logo-do.jpg?itok=MFNfxXuW)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/18-MIT-logo-dont_0.jpg?itok=ZPRm8VdA)
Don’t place the logo too close to other graphics or text.
![Do example that shows the MIT logo untouched and unedited.](/sites/default/files/styles/tile_narrow/public/2023-08/MIT-logo-do_1.png?itok=2sJBw2uA)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/19-MIT-logo-dont_0.jpg?itok=nTaGqLXV)
Don’t add to, edit, deconstruct, or otherwise modify the logo.
![Do example that shows the MIT logo untouched and unedited.](/sites/default/files/styles/tile_narrow/public/2023-08/MIT-logo-do_1.png?itok=2sJBw2uA)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/20-MIT-logo-dont.jpg?itok=PMyhRGLl)
Don’t apply two or more colors to the logo.
![Do examples showing the MIT logo in black and in MIT red.](/sites/default/files/styles/tile_narrow/public/2023-08/21-MIT-logo-do_0.jpg?itok=dWcs9CLv)
Do limit the logo to MIT’s core colors for communications collateral.
![Don't example showing the MIT logo in pink.](/sites/default/files/styles/tile_narrow/public/2023-08/21-MIT-logo-dont_0.jpg?itok=ZkOe9wCa)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/29-MIT-logo-do_0.jpg?itok=OyqwpX61)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/29-MIT-logo-dont_0.jpg?itok=8H_RNfS5)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/30-MIT-logo-do_0.jpg?itok=CqmEjHlh)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/30-MIT-logo-dont_0.jpg?itok=5rOvoLE1)
Don’t use separate colors for the logo and full MIT name.
![Do example showing the three-line logo lock-up all in black.](/sites/default/files/styles/tile_narrow/public/2023-08/30-MIT-logo-do_0.jpg?itok=CqmEjHlh)
Do use logo lock-ups as provided.
![Don't example showing the MIT logo above Massachusetts Institute of Technology in three lines of text.](/sites/default/files/styles/tile_narrow/public/2023-08/31-MIT-logo-dont.jpg?itok=UORK3FCt)
Don’t rearrange components of the lock-ups.
Sub-branding
![Do example showing the sub-brand logo for Admissions.](/sites/default/files/styles/tile_narrow/public/2023-08/45-MIT-logo-do_0.jpg?itok=cz7x-X2p)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/47-MIT-logo-dont_0.jpg?itok=vzNU6Rl8)
Don’t create your own version of a sub-brand logo.
![Do example showing the sub-brand logo for Admissions.](/sites/default/files/styles/tile_narrow/public/2023-08/45-MIT-logo-do_0.jpg?itok=cz7x-X2p)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/45-MIT-logo-dont_0.jpg?itok=5QDfAO6K)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/45-MIT-logo-do_0.jpg?itok=cz7x-X2p)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/46-MIT-logo-dont_1.jpg?itok=KhzloK14)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/49-MIT-logo-do_0.jpg?itok=Ab7IzTrx)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/49-MIT-logo-dont_0.jpg?itok=wy05ENzC)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/50-MIT-logo-do_0.jpg?itok=EHzdZEee)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/50-MIT-logo-dont_0.jpg?itok=WzH98bvi)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/57-MIT-logo-do_0.jpg?itok=gXdEU3X6)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/57-MIT-logo-dont_0.jpg?itok=J9UGFD90)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/57-MIT-logo-do_0.jpg?itok=gXdEU3X6)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/58-MIT-logo-dont_0.jpg?itok=V6wXrRov)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/61-MIT-logo-do.jpg?itok=4P3LvQ5-)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/61-MIT-logo-dont.jpg?itok=3G2EP5sW)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/62-MIT-logo-do_0.jpg?itok=eLN8hmeS)
Do use a distinct symbol for your custom logo.
![Don't example showing elements of the MIT logo as part of a new logo.](/sites/default/files/styles/tile_narrow/public/2023-08/62-MIT-logo-dont_0.jpg?itok=7plKfnOC)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/63-MIT-logo-do_0.jpg?itok=9wzVi2IU)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/63-MIT-logo-dont_0.jpg?itok=uDHjM0e4)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/64-MIT-logo-do_0.jpg?itok=d485SRMY)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/64-MIT-logo-dont_0.jpg?itok=oIKkqKft)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/106-MIT-logo-do_0.jpg?itok=yWdvEixN)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/106-MIT-logo-dont_0.jpg?itok=_azNnfyF)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/107-MIT-logo-do_0.jpg?itok=KEACNL9-)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/107-MIT-logo-dont_0.jpg?itok=aw43L0Lu)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/106-MIT-logo-do_0.jpg?itok=yWdvEixN)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/108-MIT-logo-dont_0.jpg?itok=dlzVDK3z)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/109-MIT-logo-do_0.jpg?itok=u9OndUUM)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/109-MIT-logo-dont_1.jpg?itok=xdnKBWQi)
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.](/sites/default/files/styles/tile_narrow/public/2023-09/110-MIT-logo-do.jpg?itok=txGolE1W)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/110-MIT-logo-dont_0.jpg?itok=rr3JZgP7)
Don’t use the designs that have been retired.
MIT seal
![Do example that shows the MIT seal in black.](/sites/default/files/styles/tile_narrow/public/2023-08/115-MIT-logo-do_0.jpg?itok=UMIwxb_O)
Do use the seal in MIT red, black, or white only.
![Don't example that shows the MIT seal in green.](/sites/default/files/styles/tile_narrow/public/2023-08/115-MIT-logo-dont_0.jpg?itok=KUOVJh5a)
Don’t apply any other color to the seal.
![Do example that shows the MIT seal in black.](/sites/default/files/styles/tile_narrow/public/2023-08/115-MIT-logo-do_0.jpg?itok=UMIwxb_O)
Do maintain the integrity of the seal’s design
![Don't example that shows a made-up version of the MIT seal.](/sites/default/files/styles/tile_narrow/public/2023-08/116-MIT-logo-dont_0.jpg?itok=AT4cFG3q)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/126-MIT-logo-do_0.jpg?itok=Nwz8O-xy)
Do keep Tim in his original colors.
![Don't example that shows Tim the Beaver in an incorrect shade of brown.](/sites/default/files/styles/tile_narrow/public/2023-08/126-MIT-logo-dont_0.jpg?itok=2n50El0D)
Don’t change Tim’s fur color. He likes to keep it brown.
![Do example that shows the correct coloring of Tim the Beaver.](/sites/default/files/styles/tile_narrow/public/2023-08/126-MIT-logo-do_0.jpg?itok=Nwz8O-xy)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/127-MIT-logo-dont_0.jpg?itok=KtTaW65V)
Don’t change the graphic on Tim’s shirt.
Branded merchandise
MIT logo
![Do example that shows the MIT logo with crisp, sharp edges.](/sites/default/files/styles/tile_narrow/public/2023-08/135-MIT-logo-do_0.jpg?itok=gaMd2_sK)
Do use MIT’s logo files as they are provided to you.
![Don't example that shows the MIT logo with distorted edges.](/sites/default/files/styles/tile_narrow/public/2023-08/135-MIT-logo-dont_0.jpg?itok=hj61Qkat)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/136-MIT-logo-do_0.jpg?itok=r1kNNS-q)
Do maintain at least 1'' between the MIT logo and any other 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.](/sites/default/files/styles/tile_narrow/public/2023-08/136-MIT-logo-dont_0.jpg?itok=61fDivA9)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/138-MIT-logo-do.jpg?itok=k5hNrQt2)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/138-MIT-logo-dont.jpg?itok=nkwrN5_y)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/139-MIT-logo-do.jpg?itok=tC1D9iqq)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/139-MIT-logo-dont.jpg?itok=ViPpd5ZF)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/144-MIT-logo-do.jpg?itok=OiC_4sZW)
Do use one color for the seal.
![Don't example showing the MIT seal with a red background fill placed on a mug.](/sites/default/files/styles/tile_narrow/public/2023-08/144-MIT-logo-dont.jpg?itok=37oklgUX)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/145A-MIT-logo-do_1.jpg?itok=jIooRanA)
Do use the MIT logo or the seal individually.
![Don't example showing the MIT logo and seal placed together on a t-shirt.](/sites/default/files/styles/tile_narrow/public/2023-08/145-MIT-logo-dont.jpg?itok=l-BIC1Gj)
Don’t use the MIT logo and the seal together or print type over them.
![Do example showing the MIT seal with clean edges.](/sites/default/files/styles/tile_narrow/public/2023-09/115-MIT-logo-do-revised2.jpg?itok=p-bysrVi)
Do use the seal as provided.
![Don't example showing the MIT seal with distressed edges.](/sites/default/files/styles/tile_narrow/public/2023-09/146-MIT-logo-dont-revised.jpg?itok=EzSaUKCg)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/148-MIT-logo-do.jpg?itok=0OQpuD5A)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/148-MIT-logo-dont.jpg?itok=69uV7RlX)
Don’t use any typefaces other than Collegiate Style/Athletic Block.
![Do example that shows the MIT acronym rotated as a unit.](/sites/default/files/styles/tile_narrow/public/2023-08/149-MIT-logo-do.jpg?itok=2a5OJ9qt)
Do rotate the acronym as a unit.
![Don't example that shows the MIT acronym with the letters stacked vertically.](/sites/default/files/styles/tile_narrow/public/2023-08/149-MIT-logo-dont.jpg?itok=6TMaLYNz)
Don’t stack the letters.
![Do example that shows the MIT acronym and seal with appropriate spacing between them.](/sites/default/files/styles/tile_narrow/public/2023-08/150-MIT-logo-do.jpg?itok=sA8Vd4dq)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/150-MIT-logo-dont.jpg?itok=AqxMP2Mr)
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.](/sites/default/files/styles/tile_narrow/public/2023-08/152-MIT-logo-do.jpg?itok=d3Vc5Slt)
Do use a normal type treatment for 1861.
![Don't example that shows 1861 and '61 in italics.](/sites/default/files/styles/tile_narrow/public/2023-08/152-MIT-logo-dont.jpg?itok=KJzzhu9T)