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