WHARTON BRAND STANDARDS
WHARTON HOME Creating a Customized Logo / Name
With a consistent strategy in the way we name our administrative units, programs, and services, we can create synergy and leverage the assets of the School across its products and services. Any affiliations with other groups, separate identity elements, or naming of products will require compelling reasons to be allowed and must be authorized by the Dean's Office.
On this page
- Department and Academic Program Logos / Nomenclature
- Non-Academic Program/Event Logo / Nomenclature
- Wharton and Penn Partnership Logos / Nomenclature
- Joint-Venture and Partnership Logos / Nomenclature
- Special Wharton Logos / Nomenclature
The Wharton Logo, or any of its elements, may not be combined with any other logo unless specially approved. If you are confronted by a situation that cannot be resolved by following these specifications, please consult with the Publications Office.
Department and Academic Program Logo / nomenclature
The School name may be used in connection with any academic program/department, provided that it has been approved in advance by the responsible department chair and deputy dean, dean, or director, as appropriate. For example:
- The Wharton MBA Program
- The Wharton Undergraduate Division
- The Wharton MBA Program for Executives
Academic programs/departments cannot create their own logo/identity program but must use the overall Wharton identity.
Logo Specifications
- All academic programs and departments must use the Wharton name and logo prominently on their materials.
- An academic program or administrative unit must not create its own logo or add to the Wharton logo to create a logo of its own.
- The Wharton logo should not be adapted or altered for various uses, including brochures, reports, signage, and other standard communications.
- On internal collateral such as administrative websites, use a recommended font to write out the department or programs name.
Nomenclature Specifications
- In naming a new program, be descriptive so that the name is easy to understand. Avoid using acronyms.
- Please seek prior approval if using a non-descriptive or unrelated term. Only in special circumstances will this be allowed. See Special Wharton Logos / Nomenclature.
Non-Academic Program/Event Logo / Nomenclature
Requests to use the School branding marks and name in connection with any non-academic School program, activity, service, or product must first be presented to the appropriate department chair, director, or, in the case of student organizations, to the relevant academic program office, for review. Permission is only granted for use on activities that are related to the School's mission. For example:
- Wharton Alumni Clubs
- Wharton Global Alumni Forums
Logo Specifications
- The Wharton logo must be used prominently on all materials that are part of the Wharton School programs/initiatives. Do not create an alternate logo but write the name of the program in text in Wharton approved fonts. If this program does not belong to the School, see Joint-Venture and Partnership Logos.
- If the initiative has developed its own special logo/identity marks, the secondary logo must not compete with the Wharton logo and must be placed elsewhere on the materials.
- Keep the integrity of the Wharton logo. Do not combine the Wharton logo with any other logos, or use its elements to create other logos.
- In some compelling cases, the School may develop an identity program as a special instance of the Wharton logo. For example, Wharton Alumni Clubs have a specially configured logo and identity program. All marks with the Wharton logo must be developed in conjunction with the Publications Office.
DO NOT ... combine the Wharton logo with any other logos, or use its elements to create other logos.
Nomenclature Specifications
- All naming should clearly describe the program/initiative and should not be confused with other official programs of the School. For additional standards, also see Joint-Venture and Partnership Logos.
- (Note: Light blue area around the Wharton logo indicates clearance. Please review the Logo Usage Guide page for details).
Example:
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Wharton and Penn Partnership Logos / Nomenclature
At times Wharton collaborates with other schools at Penn to provide services and programs. These programs must carry the logos of both schools at Penn and can create a combined logo. Current programs include:
- Huntsman Program ("Wharton" and "Arts and Sciences")
- M&T Program ("Wharton" and "Penn Engineering")
- Lauder Program ("Wharton" and "Arts & Sciences")
Logo Specifications
- Please work with the Publications Office to create the joint program logo.
- The joint-degree programs must follow the rules of the Wharton School official stationery and collateral if they want to be part of the School identity program.
Nomenclature Specifications
Often these programs combine the name of the sponsor. We suggest you add a descriptive aspect to the full name so that it is easy to remember and market.
Example:
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Joint-Venture and Partnership Logos / Nomenclature
The School, at times, develops programs with other organizations to create co-branded products with the Wharton name. For example:
- Wharton / IMVP Global Automotive Program
- The NASD Institute at Wharton Certificate Program
Many such partnerships are legal, stand-alone programs, and Wharton employees should address the naming and use of logo in the contract. Below are some directions for use of the Wharton logo and name.
Wharton design standards should be followed wherever possible.
Logo Specifications
- These products should not develop a special logo, but should display both organizations' logos without any alteration or additional branding elements. Add sufficient space to separate the logos to avoid any appearance that Wharton and the partner entity are part of the same organization.
- In the case of a joint venture with another institution, organization, or program, where Wharton is the senior or equal partner, the Wharton logo should appear first (left position in a side-by-side format). All logos must be used in approximately the same size, weight, and proportion.
- In cases where the partner organization does not have a specific logo, recommended fonts or another complementary typeface (font) may be used for that organization.
- It is recommended that the joint-venture logos be created at a relatively large size and then scaled up or down as necessary. In creating the original artwork, anticipate the finished size so that the correct Wharton Logo (large or small size) is used.
Nomenclature Specifications
- Naming of such partnerships should include "Wharton," where possible. If Wharton is the senior partner, the Wharton name should come first.
- Avoid using hyphens to link names of partner companies. e.g. "Wharton and IMVP" or "Wharton / IMVP" is better than "Wharton—IMVP."
Joint-Venture Logos Configuration Specifications
Wharton recommends the following configuration for joint-venture logos.
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 Download the Joint-Venture Logos Configuration Specs.(Also available in Adobe® Illustrator® format. Please contact us.) |
| Examples of joint-venture configurations: |
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Special Wharton Logos / Nomenclature
The School supports a few key sub-brands that are developed for specific markets. Some of these are developed with partners. Modifications to the School's identity system are allowed to take advantage of the partners' name recognition, market position, and other competitive factors. But in all cases, the integrity of the Wharton name and marks must be protected.
These special brands carry the Wharton brand identity marks, but in consultation with the Dean's Office, are also allowed to create a visual identity program using the Wharton logo elements. Examples include:
- Knowledge@Wharton
- Wharton School Publishing
- Wharton INSEAD Alliance
Nomenclature Specifications
- All naming requires the approval of the Dean's Office.
Example:
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For additional information, concerns, or support, please contact the Communications Office.
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