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[+] Why do we need an identity?

Caltech stands for innovative research and academic excellence; we are a small place offering big advantages to those for whom we are a good fit. These attributes are expressed daily in the work we do, the faculty and staff we recruit and cultivate, and the graduates we produce. But there are other institutions with similar profiles and missions, and they are in direct competition with Caltech for talent, funds, and attention.

Our identity system helps us tell a coherent and compelling story about who we are, what we do, and why we matter. Our ability to speak effectively about ourselves will help us attract the resources we need for continued success.

[+] Where can I download the logo?

Visit the Logo page to download the appropriate files and view usage guidelines. You will have to log into the site using your Access.Caltech credentials to download high resolutions versions.

[+] Can you explain the difference between the logo and the seal?

The logo was developed to help us increase awareness of and appreciation for Caltech. It reinforces our name and confidently reflects our stature and reputation. Because it is more scalable, readable, and flexible than the seal, it more clearly articulates our identity, especially to those unfamiliar with Caltech. It should be used in place of the seal in nearly all communications representing the Institute or one of its entities, including such pieces as event flyers, research posters, PowerPoint presentations, print and digital newsletters, memos, marketing materials, invitations, and advertisements, as well as on stationery and websites.

The seal is the official imprint of Caltech and carries a greater stature than the logo. As such, it is reserved for formal communications, representing the Institute overall, such as presidential communications, diplomas, official transcripts, and letters of admission to Caltech.

[+] Can I use the Caltech seal?

The Caltech seal is reserved for formal communications such as diplomas, letters from the president, and commencement materials. For usage guidelines, please visit the Caltech Seal page.

[+] Do we have a Caltech beaver mascot?

Yes. There is now a standard beaver logo available for campus use. Please visit the Athletics Marks page for usage guidelines.

[+] If my department/division is using the seal on everything right now, and you're saying it's only to be used for formal documents, do I need to change it everywhere?

Wherever possible, we would prefer that you use the Caltech logo in place of the seal. This includes in such materials as brochures, newsletters, research posters, letterhead and other stationery, business cards, PowerPoint presentations, event flyers, and invitations. We encourage you to phase the logo into your materials in a way that makes sense for the budget, schedule, and communications needs of your department/division.

[+] Can I put the logo next to the seal?

No. The Caltech logo should never be paired with the seal or any other logos or symbols. Each of these elements are designed to be used on their own.

[+] What if my department or division already has, or plans to create, its own logo?

Departments and divisions may retain their existing logos, and for those interested in exploring new logos we encourage you to reach out to the Office of Strategic Communications to explore the benefits and limitations in doing so. We have developed co-branding guidelines to determine where the Caltech logo should sit in relation to other Institute symbols. We have also provided guidelines for creating an official lockup, where your group or department name can be paired with the Caltech logo.

[+] If we have our own logo and are creating a brochure, where do we put our logo and where do we put the Caltech logo?

We have developed placement guidelines to determine where the Caltech logo should sit in relation to other Institute logos and symbols. Please view the co-branding guidelines.


[+] Is orange Caltech's official color?

Yes. We will be using Pantone 1585 as the standard color in order to make the shade of orange consistent across the Institute. For color value information and best practices, please visit the Color section.

[+] How do I make sure that I get the right orange?

We have provided color values for a variety of contexts to ensure you always get the right orange. If you are printing on coated paper, use Pantone 1585, and on uncoated paper, use Pantone 151. For digital printing, use the corresponding CMYK (c:0 m:68; y:98; k:0) or RGB "process color" formulations (255,108,12), and for website design, use HEX FF6C0C. Consult with your printer for the best solution and the best way to prepare your files for print. For more information about color values, please visit the Color section.

[+] What other colors can I use with the Caltech orange?

We have suggested a primary, tonal, dark, and impactful color palette to complement the orange. Please visit the Color section for color palettes and usage guidelines.

[+] I don't have the new print fonts. Where do I get them?

You may either purchase the new print fonts or use the suggested standard alternatives, which you should already have on your computer.

Helvetica Neue may be purchased here:

Adobe Caslon Pro may be purchased here:

For standard alternatives, use the Arial family in place of Helvetica Neue and Georgia in place of Adobe Caslon Pro.

[+] What is the website font? Where can I get it?

There are three recommended web fonts. Helvetica, a sans serif web font, is the primary typeface for the web and is recommended for navigation, page titles, and body text; LTC Caslon Long Web, a serif web font, is suited for body text; and Kievit Slab Serif is a contemporary serif web font that is suited for navigation and page titles (not body text).

To request access to the above fonts for use on websites within the domain, contact us.

For standard alternatives, use the Arial family in place of Helvetica and Georgia in place of LTC Caslon Long Web or Kievit Slab Serif.


[+] How can I order new stationery and business cards?

Stationery and business cards can be ordered through Typecraft.

[+] Do you have recommendations for photographers, designers, writers or editors?

Yes, as part of the online identity toolkit, we have provided a list of recommended vendors for design, photography, writing, and editing. Please visit the Vendors page for more information; you must log in to the site using your Access.Caltech credentials.