Visual Identity

Bentley University's brand standards establish consistent use of typography, colors and logos. Together, these elements provide instant recognition while conveying a sense of our character and style — the Bentley brand. A comprehensive identity program maintains the integrity of the Bentley brand and promotes maximum recognition and awareness of Bentley University.

Here are the logos, fonts, colors and other design elements that express the visual communication of our brand, along with specific rules that ensure their proper use.

Logos   Typefaces   Colors   Icons   Athletics  Photo Style

University Seal

 The university seal comprises some of the distinctive things that make Bentley special: Our beloved falcon soaring high; the beautiful greenery of our lush campus; and, at the center of it all, our iconic clocktower.

The Bentley seal is used as a formal insignia on official university documents and on materials produced for the board of trustees and office of the president. Use of the seal by any other office or department or in any applications such as printed invitations, etching or engraving must be approved by Bentley's brand marketing team. Contact them at brand@bentley.edu. 

Primary Logo

Our primary logo can be replaced by the university word mark when you have space constraints in your usage. See below for variations on logo presentations.

What file type should I download?

Generally, PNG (Portable Network Graphics) files are best for digital and EPS (Encapsulated PostScript) for print. Use a PNG if your image is going to be used online and if you require a transparent background or a partially transparent background.

EPS files are primarily used for vector files and are not made for online use. Use an EPS when you are sharing a vector file with someone who wants the flexibility of embedding the file in various software applications or when printing. If a vector file is requested, share the EPS logo. This applies to use in various software applications or printing.

If you need to put the logo on top of a colored background or photo, choose the knock out logo. The knock out logo is a version that renders in white.

These four colors from the secondary palette can be applied to the graphic line within the University Logo when the context calls for it. 

Wordmark

The university wordmark provides flexibility when dealing with space constraints.

Bentley_Wordmark_Horizontal_KO_RGB.png

Department Lockups

Department lockups are made up of the university shield and wordmark combined with the name of a department, office, center or program. This is the approved branding for all departments, offices and centers. Please see our FAQs or reach out to the brand team with any questions at brand@bentley.edu. 

You can use our logo generator app to create your department, office, center or program logo "lockup." Type in the name and you will get .png and PDF files emailed to you in both color and white (knock out). 

Create your custom lockup 

Social Media Logos

In order to deliver the best user experience, we recommend that you use the Bentley shield by itself as your social media avatar. Refrain from trying to include your department’s name or other information on the actual graphic, as it won’t be readable in most cases, particularly on a mobile device. There are a few color options available for download in this section.

Download Complete PNG set

Logo Usage

To ensure the correct usage of the logo and to be consistent with the brand, please do not alter the logo in any way. That includes stretching, distorting, changing the color or outlining the logo. Also avoid rotating the logo or altering the size or proportion of the shield.

The shield should not appear any smaller than .75” in print executions or 90px in digital executions.

Download our logo usage cheat sheet

If you’re interested in learning more about the history of Bentley University or would like to see a full listing of Bentley logos over the years, visit the Bentley University Archives at bentley.edu/archives

The choice of fonts is a critical element in establishing our visual identity. Used together, these two official fonts or typefaces create a clear hierarchy while making content legible and engaging:

Helvetica Neue: Helvetica Neue is our sans-serif family and a workhorse for our communications, performing well in longer-form text. The standard version of Helvetica installed on your computer is adequate for most projects.

Caecilia: Caecilia is our serif family and performs well at small sizes and doses.  

Contact us to request access to these fonts.

Primary Color Palette 

Use the following colors as a first choice when designing print or web assets to create a look that instantly and consistently aligns with our identity. [TIP: Ink printed on paper uses CMYK. Digital applications use HEX and RGB. PMS is for universal color matching - knowing Bentley blue is #3005 ensures any printer will know what to do.] 
 

These icons indicate how accessible white or dark text (#585858) is when paired with colors. The smaller letters indicate accessibility with normal text, while larger letters indicate accessibility with large text. Large text is defined as 14 point (typically 18.66px) and bold or larger, or 18 point (typically 24px) or larger. AA is considered an acceptable level of accessibility, though AAA is better. If only large text is indicated, that color is not accessible with small text. The prohibition icon indicates that white or dark text is not accessible with that particular color at any size.

Secondary Color Palette 

Use these accent colors sparingly as choices that complement the primary palette. As a reminder, always lead with a primary color before introducing a secondary color. 

Our icons are simple, with smooth lines to make them easy to use across all mediums, yet recognizably Bentley.

Download PDF
Download complete set

BEN_Logo_Usage_One_Sheeter%5B5%5D.pdf

Bentley's approach to photography is an important part of how the university expresses and reinforces its brand. We aim to capture real-life moments, giving you the feeling that you observing a genuine interaction. University photographers seek to capture those inspired moments that convey the personal connections that are unique to the Bentley community. Designers choose photos where subjects appear engaged, inspired and energized by their surroundings.

Best Practices for Selecting Inclusive and Diverse Photos

We believe that our photography should authentically reflect the diversity and inclusion of the Bentley community. And while all aspects of diversity cannot be shown in one image, characteristics like sexual orientation, gender identity, religion, mental health and some physical disabilities can be illustrated using subtle visual cues. In addition, signage on campus that shows inclusion or access can be featured. Students wearing a cross, praying or meditating can visually reflect religious inclusion. Clothing, pins, patches and stickers on backpacks, water bottles and laptops with representative symbols or messaging can also denote recognition.

A selection of characteristics to consider when choosing diverse and inclusive photos are:

• Race and ethnicity
• Gender and gender expression
• Sexual orientation
• Disability
• Age
• Body type
• Hair style
• Skin tone
• Relationship status
• Clothing, including clothing from certain cultures or religions