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 resourcesVisual 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.
Trademarks and Licensing
Smith School of Business owns a number of identifying marks, the use of which is strictly controlled and protected under the Trademarks Act of Canada. Marketing and Communications registers and manages all trademarks related to Smith School of Business as well as licensing and reproduction of the marks.
Trademark examples include the Smith School of Business and sub-brand logos, the crown and swoosh elements of the logos, and the words Smith School of Business, Smith Business, SmithEdge, and Research@Smith. Please refer to the Canadian Trademarks Database for a full list of registered trademarks.
Smith merchandise that aligns with this Visual Identity Guide and Trademark Guidelines helps build a strong and consistent school brand.
Smith Business trademarks cannot be used on merchandise without first obtaining the explicit approval from the Smith School of Business Marketing & Communications department. Only licensed suppliers of the university are permitted to produce merchandise bearing a Smith School of Business trademark.
Use of Queen’s University trademarks or licensing should be directed to the university’s Trademarks and Licensing Office.
Branded Merchandise
Smith School of Business branded merchandise is available for purchase at smithqueens.com/smithstore
Commerce Class Crest
The Class Crest Guidelines of Queen’s University outline the design criteria for the student-designed faculty and school class crests applied to Queen's University jackets.