Designer Specifications

For Caltech Institute Publications and Programmatic Material

Because Caltech is a highly regarded, internationally known institution, it is important to use visual elements that will represent it professionally and cohesively. Please follow these general guidelines when designing print material for Caltech.

Color:

  • Orange and white are the official colors of the Institute.
  • Caltech's official orange is PMS 1665, C0/M68/Y100/K0 for print; #FF6600, RGB 255/102/0 for the web.
  • Use solid color rather than gradients or pastels (transparencies are acceptable).
  • Please don't use black as a secondary color, to avoid a Halloween look.

Text:

  • Frutiger and Adobe Garamond are the Caltech primary fonts.
  • Try to balance the amount of text with images or graphics. If there aren't im­ages available to illustrate the idea, "Info graphics" and pull quotes are good ways to accentuate a piece.

Layout:

  • Before starting your project, think about who your audience is so that you can use visuals that will engage them.
  • Use dynamic full-bleed images whenever possible.
  • Balance the design with negative (or white) space.
  • Think sophisticated, modern, contemporary, innovative—that's Caltech!
  • Simplicity is preferable to complexity.

Logo:

  • The word mark or seal must be used on the front page.
  • Division/departmental logos should not be located on the front page, but can be spelled out as text.
  • If division/departmental logos are to be used, place them on the back page of the publication.
  • Acceptable variations of the Institute seal and wordmark are shown below.
    Acceptable Caltech Logo and Seal Variations

To view sample Marketing and Communications publications, download this PDF.