• Orange and white are the official colors of the Institute.
• Caltech’s official orange is pms 1665, C0/M68/Y100/K0 for print;
#FF6600, RGB 255/102/0 for the web.
• Use solid color rather than gradients or pastels (transparencies are acceptable).
• Please don’t use black as a secondary color, to avoid a Halloween look.
• Frutiger and Adobe Garamond are the Caltech primary fonts.
• Try to balance the amount of text with images or graphics. If there aren’t images
available to illustrate the idea, “Info graphics” and pull quotes are good
ways to accentuate a piece.
• Before starting your project, think about who your audience is so that you
can use visuals that will engage them.
• Use dynamic full-bleed images whenever possible.
• Balance the design with negative (or white) space.
• Think sophisticated, modern, contemporary, innovative—that’s Caltech!
• Simplicity is preferable to complexity.
• The word mark or seal must be used on the front page.
• Division/departmental logos should not be located on the front page, but
can be spelled out as text.
• If division/departmental logos are to be used, place them on the back page
of the publication.
• Acceptable variations of the Institute seal and wordmark are listed below.