Brand Marks

The Dartmouth insignias have a history as rich and intricate as the College itself. They have evolved over the years to maintain relevance and better illustrate Dartmouth’s values. The Dartmouth Pine (or D-Pine) is the newest addition to the brand family—created with the intention of honoring Dartmouth’s legacy while looking forward to what the future brings.

Contents

  1. Downloads
  2. The Dartmouth Pine (D-Pine)
  3. The D-Pine With the Dartmouth Wordmark
  4. The Lone Pine
  5. Dos and Don’ts

1. Downloads

The D-Pine, Lone Pine, and D-Pine with the wordmark can be downloaded by Dartmouth faculty, staff, and students. You will need to log in with your Dartmouth NetID to access the files.

2. The Dartmouth Pine

Combining the Lone Pine and the D from the wordmark creates the Dartmouth Pine (or D-Pine), a new brand mark that is distinctively Dartmouth. The D-Pine is equal in stature to the Dartmouth wordmark and may be used in any instance where the wordmark would be appropriate.

Spacing

The minimum amount of clear space required around the D-Pine is defined by one-quarter of its height.

D-Pine

Minimum Size

When printed, the D-Pine must be at least 0.25” wide in order to be legible. When displayed digitally, the D-Pine must be at least 30 pixels wide in order to be legible.

Recommended Color Combinations

We recommend using the D-Pine in primary colors, secondary colors, and Spring Green from the tertiary palette. Unless placed on a photo, the D-Pine should always be accompanied by Dartmouth Green.

D-Pine

In grayscale or black and white documents, the D-Pine should appear knocked out or in black.

D-Pine Applications

Application of the D-Pine should reflect its status as the most formal brand mark. It should only be used on official Dartmouth materials, and never altered from its original form. The D-Pine works best when displayed boldly and confidently.

D-Pine

3. The D-Pine With the Wordmark

When using the D-Pine with the wordmark on the same document or object, it is strongly recommended that they appear separately to retain their individual meaning and impact.

D-Pine

Secondary Use

The D-Pine can be used on Dartmouth posters, flyers, etc., in a secondary manner to indicate an official status. When using the D-Pine on an image, take care to place the image so that it does not obscure the pine within the brand mark.

D-Pine

The Lockup

It is always preferred that the D-Pine and wordmark appear on materials separately. In instances when this is not possible the lockup may be used. A lockup is the intentional arrangement of a logo and its accompanying elements. In this case, the lockup refers to the pairing of the Dartmouth wordmark the D-Pine, shown below. The relationship between size and space of each element has been considered at length and should not be altered.

Lockup Spacing

The minimum amount of clear space required around the lockup is defined by one-quarter of the D-Pine height.

D-Pine

Recommended Color Combinations for the Lockup

We recommend using the lockup in primary colors, secondary colors, and Spring Green from the tertiary palette. Unless placed on a photo, the lockup should always be accompanied by the presence of Dartmouth Green.

D-Pine

In grayscale or black and white documents, the lockup should appear knocked out or in black.

D-Pine

We recommend using the lockup on materials when the wordmark and D-Pine should both appear but space is limited. In these examples, the lockup application is appropriate because of the small amount of space on the materials.

D-Pine

4. The Lone Pine

Originally known as the Old Pine, the Lone Pine is one of the most enduring symbols of Dartmouth’s history, lore, and traditions. The tree was known as a gathering spot for seniors in the early 1800s before being cut down in 1895 due to damage from lightning strikes and storms.

John Scotford designed the original icon for Dartmouth’s bicentennial materials. The modern version has been refined to have greater consistency and legibility at small sizes.

The Lone Pine is an informal icon that may be used on merchandise, day-to-day communications, and any other school-affiliated materials. It has less stringent rules than the other brand elements and can be used in a more expressive manner.

Spacing

The minimum amount of clear space required around the Lone Pine is defined by one-quarter of its height. The exception to this rule is when a cropped version of the Lone Pine is being used.

lone pine

Cropping the Lone Pine

When using the crops shown or creating your own, it is important to  show enough space  around the icon so it is  still recognizable as the Lone Pine. Moving the brandmark away from the center of the layout or using it in an asymmetrical way can create a more dynamic composition.

Vertical Cropping

lone pine

Asymmetrical Vertical Cropping

lone pine

Horizontal Cropping

lone pine

Asymmetrical Horizontal Cropping

lone pine

Lone Pine Applications

Because the Lone Pine is the least formal of Dartmouth’s brand marks, it may be used creatively to help enhance or illustrate posters, flyers, or other communications. See below for some possible examples, both with and without the wordmark.

lone pine

lone pine

Pairing With Wordmark

When pairing the Lone Pine with the Dartmouth wordmark, the two should compliment one another without creating a lockup.

lone pine

lone pine

5. Dos and Don’ts

Care should  always be taken to ensure that the brand marks are recognizable and easily identified.

Don’t alter, redesign, warp, or otherwise distort the brand marks in any way.

brand marks

Don’t create unapproved lockups with the wordmark.

brand marks

Don’t place images within the brand marks.

Don't use the D-Pine in tertiary colors (with the exception of Spring Green).

brand marks

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