Tufts University, a private research university based in Medford, Massachusetts, maintains a visual identity built around a wordmark logo and a separate official seal. The university’s brand guidelines describe the logo as a clear and recognizable visual for all communications and marketing materials, supported by a system of “lockups” that connect the logo with school and department names.[1]
Design and History
The Tufts University logo is a wordmark featuring the university name. According to official brand guidelines, the lettering in the logo has been “sculpted especially for Tufts,” and designers are instructed not to attempt to construct the logo themselves or reproduce it by scanning a previously printed version.[1] A mandatory clear space around the logo, equal to the height of the capital “T,” must be incorporated into any design using the mark.[1]
In March 2006, Tufts adopted a new wordmark as part of an ongoing identity-branding campaign. The wordmark was described as a standard format of the word “Tufts” designed to be distinctive and immediately recognizable.[2]
The university also maintains an official seal, which is reserved for the Office of the President, diplomas, and legal contracts, and may appear on approved plaques, flags, and furniture.[1] The seal was adopted by the Trustees in 1857, the same year as Tufts’ first commencement.[3] The present version of the seal dates from 1966, when an updated design was adopted. The original design showed a dove of peace with an olive branch in its beak flying downward toward an open Bible resting on a rocky eminence; in the 1966 version, the book featured is not ecclesiastical, and the rocky eminence was dropped altogether.[4]
Meaning and Symbolism
The official seal bears the motto “Pax et Lux” (Peace and Light), which was adopted by the Trustees in 1857.[3] The seal’s design includes a dove of peace with an olive branch, a book, and sun’s rays streaming through clouds, though the current version simplified these elements.[4]
Typography and Design
The official Tufts University core colors are Tufts Blue and Tufts Brown. Tufts Blue is specified as CMYK 70/30/0/0, RGB 62/142/222, HEX #3E8EDE, and PMS 279. Tufts Brown is specified as CMYK 50/60/70/40, RGB 99/73/58, HEX #63493A, and PMS 7519.[5] All official communications should lead with at least one of these primary colors, and if only one can be used, it should be Tufts Blue.[5]
The university’s official typefaces are IvyMode, Americane, Meta Serif, and Proxima Nova. IvyMode serves as the primary display typeface for headlines and numbers, while Meta Serif and Proxima Nova are the core typefaces used for body copy and all Tufts websites.[6]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
