Thomas College Visual Identity Plan

It is understood that from time to time it will be necessary to deviate from the following recommendations (such as athletic uniforms or bookstore promotional items). However, it is requested that all uses of the Thomas name that do not adhere to these recommendations, be reviewed by the Strategic Marketing and Communications Committee.

You may contact Katie Greenlaw, a member of the Strategic Marketing and Communications Committee at greenlawk@thomas.edu or extension 221 with questions or comments about the policy.

Use of Thomas Name and "Logo" in Publications and Documents

1.      Phase out the use of the graphic image comprising 6 red lines in the shape of an arrow head (also known as the "hot dogs.")

2.      The visual identity focuses on emphasizing just the word "Thomas."  For an example of the descriptions below you may refer to the "logo" in the top left hand corner of this page.

a.       The word "Thomas" should always appear with an uppercase "T" and lowercase letters for the rest of the word. The font used should always be Times New Roman.

b.      The word "COLLEGE" should always appear under the word "Thomas" and should always be in all uppercase letters. It should be no more than half the point size used for the word Thomas and should in appear in either Frutiger or Helvetica font.

c.       The word "COLLEGE" will be phased out over time as appropriate. Our goal is to ultimately have people refer to the College as just Thomas. This goal is similar to how people refer to Colby, Bowdoin and Bates.

d.      The word "Thomas" may be bolded or unbolded and should appear in either red, black or white lettering. Red lettering is the preferred color to be used if possible. The preferred red is pantone red 1807.  See the color specifications section below for more information.

e.    The word "COLLEGE" should not be bolded. Also the preferred color for the word "COLLEGE" is gray. If using an exact color this may be pantone cool gray 10. However, it is perfectly acceptable to use a 50% - 70% screen of black to achieve a gray without utilizing (or having to pay additional color charges with professional printing jobs) an additional color.  See the color specifications section below for more information.

f.     Old letterhead and other collateral items with the old logo should not be used.

g.    New letterhead, business cards and envelopes have been adopted utilizing these recommendations and may be ordered through the accounting office.

h.    It is understood that there will be needs to defer from these recommendations (such as on athletic uniforms or bookstore promotional items). It is required that use of the Thomas name that does not adhere to these recommendations, be reviewed by the Strategic Marketing and Communications Committee. You may contact Katie Greenlaw at greenlawk@thomas.edu or extension 319 with questions.

 Color Specifications

1.      "Thomas"  Red

            Pantone 1807 = PMS 1807

            Print RGB:  #a03033    (OR)    158, 47, 55

            Web-Safe RGB:  #993333    (OR)    153, 51, 51

            CMYK:  0, 91, 94, 31

2.      "COLLEGE"  Gray

            Pantone Cool Gray 10

            Print RGB:  #777772    (OR)    119, 119, 114

            Web-Safe RGB:  #666666    (OR)    102, 102, 102

            CMYK:  0, 0, 0, 60

Sample Logos

1.      Small

2.      Medium

3.      Large

4.      Background - 800 x 600

Preferred Tag Lines

1.      We begin with your future in mind.

2.      Those we serve are the foundation of our future.

3.      Guaranteed Job Placement (No punctuation).

4.      Guaranteed. (Always use punctuation).

5.      Confident. Capable. Connected. Guaranteed. (Always in this order with punctuation.)

6.      Our graduates are: confident, capable, connected, guaranteed.

7.      Branding positioning statement:  "Thomas is a small, private college whose graduates are confident, capable, connected, and guaranteed employment."

8.      The College's mission statement:  "Thomas College prepares students for success in their personal and professional lives, and for leadership and service in their communities."

·        Additional mission language: "Thomas provides a supportive learning environment that values the needs and goals of individual students. At Thomas, students discover and fulfill their unique potential. Each program at the College promotes professional excellence, informed by ethics and integrity."

9.      For the CED/graduate division these statements may be used:

•  "Thomas graduates are motivated, professional, and successful."

• Also: "The Thomas College Continuing Education and Graduate Division is affordable, accessible and personal."

Preferred Fonts to be Used within Printed Materials

Times New Roman - This is times new roman.

Frutiger - This is frutiger.

The fonts Helvetica, Janson and Utopia may also be used. 

These are the fonts currently being used in all of our new printed publications.

*Electronic publications may also use the font Arial. This is the font currently being used on this Web page.

Use of the Thomas College Athletic Logo

The athletic logo is to be used only in conjunction with athletic activities, projects, publications or apparel. It is not intended to be used as a campus-wide image. All use of the athletic logo must be approved by the athletic director, contact Heidi Bernier at bernierh@thomas.edu or at ext. 404. The Marketing and Communications Committee may also approve use of the athletic logo.

Samples of Athletic Logo

Round Image

Thomas Terriers

"T" with Terrier

Bumper-sticker Image

Use of the Words Thomas College within the Message Body

Once you have used the words "Thomas College" within the text of any publication or document, the words "Thomas" or "College" should be used independently of another in referring to the College (note capitalization of College).

Interior Signage

Interior signage is a vital component of how we communicate our brand and image to our constituencies. The goal is to keep improving our interior signage to be more consistent with the image we project publicly. The following are recommended guidelines for interior signage usage:

1. All interior message-posting signage must be printed. Our goal is to have no handwritten notices or announcements.

2. All interior signage of any kind must utilize recommended fonts contained in our institutional visual identity plan.

3. Whenever possible, bulletin boards should not utilize hand-cut or hand-drawn letters. Instead, professional pre-printed letters, or banners should be used.

4. Signs may not be taped to any interior painted space, this includes doors and walls. They must only be posted on bulletin boards or hung utilizing any new type of hanging devices purchased for this purpose and approved by the Strategic Marketing and Communications Committee.

5. Permanent signs should utilize colors as recommended within institutional color schemes and fit or match within the area to be utilized. All permanent signs require approval of the Strategic Marketing and Communications Committee as well as the President's Council prior to being purchased.