The graphic identity of FIT relies on the consistent and creative application of the logo, typefaces (fonts), and colors that represent the FIT brand. It is important for FIT to present consistent institutional identity to internal and external audiences.
The following guidelines for use of the FIT logo and graphic identity have been established to help the college community properly use and implement the FIT image in documents and publications.
If you are self-producing your own documents, the Office of Communications and External Relations will review your designs and answer any questions you may have about the college logo and/or recommended styles.
Inquiries about the FIT graphic identity or requests for specific logos or treatments can be made by contacting Ellen Davidson, publications and communications coordinator, at 212 217.4712 or firstname.lastname@example.org.
FIT's logo is available in two options: as a one-line logo or a two-line logo. Either
logo may be used depending on your layout.
The one line logo is used when there is adequate horizontal space.
The two line logo is used when horizontal space is limited. It is also the preferred logo for use on FIT business cards, letterhead, envelopes, and IDs.
The logo lock-up on one line is used when there is adequate horizontal space. Logo lock-ups combine additional copy that is "locked" to a specific size and location to the logo. Lock-ups are used for adding additional information to the logo.
The logo lock-up on two lines is used on letterhead or when horizontal space is limited. Logo lock-ups combine additional copy that is "locked" to a specific size and location to the logo. Lock-ups are used for adding additional information to the logo.
The FIT "button" may be used as a graphic element in your designs. Some suggestions
include bleeding the logo off the side of your layout or enlarging and screening the
logo in the background.
The FIT button is not a replacement for the FIT logo. When using the button, the school’s name "Fashion Institute of Technology" must appear within the document.
Use only approved logo files as provided by the Office of Communications and External Relations.
The logo has been designed so that the type and spacing are consistent and not to be altered in any way. When placing the logo, allow at least one quarter of an inch of space around the logo so that other elements (ie: type or imagery) do not touch or overlap the logo.
When placing the logo within a return mailing address or in combination with your department name, be sure to align your copy underneath the word fashion, so that the FIT button sticks out to the left.
Do not redraw, recreate, or disproportionately scale the logo.
The official color for FIT is Pantone (PMS) 2945. The four-color process color combination for PMS 2945 is 100c 50m 0y 10k.
The official color of the FIT logo is a PMS 2945 button with white “FIT” letters and the name of the college, Fashion Institute of Technology in black. Official correspondence and identity materials such as stationery and business cards should always be printed in PMS 2945 and black.
A variety of color variations have been created of the FIT logo and are available for downloading. The FIT logo is primarily displayed in either PMS 2945, black, or white.
Other one- or multi-color applications of the logo may also be used. To obtain other color variations of the FIT logo, contact Ellen Davidson in College Relations at 212 217.4712.
FIT Typefaces (fonts)
FIT’s identity system has two typefaces approved for use: Bureau Grotesque and Scala.
Bureau Grotesque is intended for use as a display face and within body text as a headline or subhead. Approved weights of Bureau Grotesque are Three Three and Three One.
Scala is the official text face, but it may also be used as a display face when a more classical application is desired. As a general rule for setting body text, a 9 point font size with 11 point leading (single spaced) is suggested.
Do not manipulate the fonts by altering their horizontal or vertical scale. Supporting weights (i.e. bold, italic) should be used in moderation and never used for large blocks of text. Do not use too many font sizes within one document and always keep line spacing consistent throughout copy.
- Use only one space between sentences (single spacing)
- Use smart punctuation (“”) for apostrophes and quotation marks.
- Never use all caps in body copy.
- Avoid too many hyphenations in any paragraph.
- Avoid line breaks that leave one word on the last line of a paragraph.
- Use italics instead of underlining titles and foreign words.
- Paragraphs may be separated by one line space, half a line space, or no line space with indented first lines of paragraphs.
- Avoid abbreviations.