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Smith School of Business Logo

The Smith School of Business logo is the official visual representation of the school and is available in a variety of formats appropriate for different uses.

Logo Downloads

The Smith logo is available for download in vertical and horizontal orientations, in a variety of file formats for print and digital applications. Always use the logo files as provided.

Access logo resources

Visual Identity Guide

The Visual Identity Guide outlines the elements that create the Smith brand style, as well as the full set of guidelines for the correct and consistent application of the visual identity.

View Guide (PDF 7 MB)

Logo Orientations

Vertical Logo

The vertical logo is the preferred version and should be used in the majority of applications. It is only when this logo does not suit for specific reasons — space constraints, legibility, embroidery application, etc. — that the horizonal version should be considered.

Horizontal Logo

The horizonal logo is recommended for horizontal space applications that would render the vertical logo too small, illegible, or unnatural. This version works well in horizontal applications such as website banners.

Clear Space and Minimum Size

Clear Space

A minimum clear space must be maintained around the Smith logo at all times in order to preserve its impact and integrity. The clear space for the logo is defined by the height of the lowercase “m” in the word Smith, extending from the furthest edges of the logo on the top, bottom, and sides. No other type or graphic element may appear within the prescribed clear space, including the edge of an application.

Minimum Size

The recommended minimum sizes have been established to maintain the legibility of the Smith logo. The vertical logo should be no smaller than 25mm or 100 pixels wide. The horizontal logo should be no smaller than 50mm or 200 pixels wide.

Box Logo Versions

A boxed logo variation exists for instances when the background is too busy or otherwise not ideal for the logo on its own. The Smith box logo is either a Smith Blue box with white logo or a white box (no stroke) with Smith Blue logo. No other colour combinations are allowed.

White logo in Smith Blue box

Smith Blue logo in white box

Box Logo Placement

When aligning the box to the edge of a design, it can only touch on one side (left, right, top or bottom). The box logo should not be squared to a corner.

Logo on Light Backgrounds

The Smith Blue logo is the preferred version for light backgrounds and should be used wherever possible. It may be used on white backgrounds or light-coloured backgrounds.

It should not be used on photos, abstract backgrounds, dark, non-Smith colours, medium/dark grey, or any medium/dark colours.

Smith Blue

Black

Logo on Dark Backgrounds

The solid white logo is the preferred version for dark backgrounds and should be used wherever possible. It may be used on Smith Blue, dark Smith colours, black, or dark grey backgrounds.

White (Reverse)

Accessible Colour Contrast

When placing the Smith logo on a coloured background, ensure that the level of contrast between the logo and background comply with Accessibility for Ontarians with Disabilities Act (AODA) standards using a contrast checker tool.

For additional information, visit the Queen’s Accessibility Hub.

Gold Foil

The Smith vertical logo appears in gold foil (Crown #380) in limited formal print pieces such as the Smith Blue kit folder and business cards. The logo is not to appear in gold foil in any other instance.

Incorrect Logo Use

Logo Modifications

It is imperative that the integrity of the Smith logo be maintained at all times. It is our most important brand asset and cannot be altered in any way.

It is not permitted to extract any part of the Smith logo, including the crown, the crown/swooshes combination, or the wordmark and use it in another logo, graphic, or design. In very rare instances, and with approval from Smith Business Marketing & Communications, an exception to use the crown/swooshes combination alone may be granted. One such case is fine jewellery — rings and cufflinks — as the application space is severely constrained.

The following are examples of how the logo cannot be modified or used. These parameters apply to all logos and any lockup versions.

DO NOT alter the proportions of the logo elements

DO NOT rearrange or remove elements of the logo

DO NOT distort the logo

DO NOT rotate the logo

DO NOT change the fonts in the logo

DO NOT crop the logo

DO NOT enclose the logo in a shape

DO NOT add drop shadows or other effects to the logo

DO NOT outline the logo

DO NOT add additional type or graphic elements to the logo or infringe on its clear space

DO NOT use the crown as part of another design. Use of the crown alone must be approved by the Smith Marketing Team.

Colours and Backgrounds

The following are examples of how the logo cannot be modified or used in terms of colour or background. These parameters apply to all logo and lockup versions.

DO NOT place the logo on a background with low colour contrast

DO NOT place the logo on a detailed background or photo

DO NOT place the logo such that photographic elements infringe on the logo's clear space

DO NOT place the logo such that it crosses over multiple background colours

DO NOT use any colour other than Smith Blue, black or white

DO NOT tint or change the opacity of the logo

DO NOT create a two-coloured logo

DO NOT add drop shadows or other effects to the logo

DO NOT outline the logo

Logo Placement

Vertical Logo (preferred)

Placement of the vertical logo is dependant on the nature of the application.

Logo size should be proportionate to the application size, used at a size that clearly brands the application but does not dominate the layout. The exception to this is on applications in which the logo is the primary focus (ie. a flag or pennant).

Horizontal Logo

The horizontal logo is only used in instances where vertical space is limited or at a premium, such as a banner or website navigation.

Alternate Logo Versions

There are four alternate logos, approved for use in applications only if it’s not possible to use the full vertical or horizontal logos.

The small space business logos (vertical and horizontal) provide an option for use in small spaces where it is necessary to provide the School of Business context. These logos are not to be used for embroidery applications.

The Small Space logos (vertical and horizontal) are to be used only when space or production limitations exist, such as embroidery applications or microcredential badges.

Small space business vertical logo with School of Business context.

Small space business horizontal logo with School of Business context.

Small space vertical logo. Used when physical production limitations exist, such as embroidery, or very small sizes.

Small space horizontal logo. Used when physical production limitations exist, such as embroidery, or very small sizes.