Sub-Identities

A sub-identity ensures a unit can benefit from the public trust in and awareness of the Johns Hopkins University brand, while speaking specifically to their audience, mission, and goals. In this context, “unit” can refer to a division, center, institute, lab, academic or administrative department, or convening space.  

On this page:

• Unit Eligibility
• Creation Process
• Style Sheet Elements
• Official Sub-Identities

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Unit Eligibility 

Not all units require or qualify for a sub-identity within the Johns Hopkins brand. In fact, if every unit were to create a sub-identity, the primary Johns Hopkins University identity and its established reputation as one of the most trusted brands in the world would be lost.  

A sub-identity can be considered for a unit that is:  

• marketing a product or service to an external audience 
• differentiating from a similar unit within the institution 
• operating under a mission that is related to, but distinct from Johns Hopkins University’s mission 

Additionally, units seeking a sub-identity must have a professional graphic designer on staff or an agency of record on retainer to implement and maintain the sub-identity assets and branding. This ensures continued alignment with the primary Johns Hopkins University identity and proper application of the sub-identity. University Communications is unable to provide direct creative support for sub-identities.  

Eligibility does not automatically grant approval for a sub-identity. Units that meet these qualifications must work in collaboration with University Communications brand team ([email protected]) to establish an official sub-identity.

Creation Process 

Sub-identities are created by qualifying units in partnership with University Communications, and occasionally, a third-party agency. Units and their agencies must consult with University Communications during the discovery/planning phase and share final files for review and sign-off. Please email [email protected] to get started.  

An official one-page style sheet will be generated by University Communications to define the unit’s sub-identity, including stylistic choices and guidelines for use. If extended style guidelines exist for the identity, they will be referenced on the style sheet. Official sub-identity style sheets are published on the Brand Guidelines website, below.   

 

Style SHeet Elements

Our brand offers a variety of tools to foster flexibility and creativity within a sub-identity. From accent colors to typography combinations, photography to key messages, the success of this adaptability relies on having a shared foundation to draw from—the Johns Hopkins University brand.

Sub-identity style sheets may contain some or all of the following elements.

Official Logos

A sub-identity must always include an official Johns Hopkins University logo. This can be either a unit lock-up, division logo, or the primary logo. It is critical for sub-identities to use an official logo on all communications and marketing materials in order to maintain a clear connection with the Johns Hopkins University brand. Established guidelines for logo use must be followed.  

Custom logos are not permitted within the Johns Hopkins University brand architecture because they dilute JHU’s established brand equity and recognition.    

Voice & Key Messages 

Johns Hopkins University’s messaging guidelines cascade from our overarching brand promise: to bring the benefits of discovery to the world. A sub-identity may have more specific key messages or a tailored voice and tone, which ladder up to the overarching messaging guidelines.  

Accent Graphics 

In addition to our university-wide spirit marks, some units may want their sub-identity to include custom design elements (related to their mission) that are used consistently across their marketing materials. These design elements are not to be confused with logos—they’re accent graphics. They may not include the name of a unit or reference to Johns Hopkins University (or a division, center, etc.) to avoid appearing as a custom logo. Accent graphics may not include a shield or use the shield shape to avoid appearing as an official shield mark within the Johns Hopkins brand.  

When an accent graphic is used, an official JHU logo must also be included prominently, and the two marks must be placed with adequate spacing, so they don’t appear as a combined logo. The accent graphic is meant to be a subtle, complementary design element in your communications.   

Note: Select sub-identities have accent graphics that depart from these guidelines, but have been specially approved as pre-existing design elements within established sub-identities.  

Human Resources

Gupta-Klinsky India Institute

Bloomberg Student Center

Logo vs. Accent Graphic

Official unit lock-up provided by University Communications or your division’s communications team. 

Supporting accent graphic, created by the unit. This can use graphic or typographic elements. 

Accent graphics cannot include typographic references to JHU or the department name. They may not contain any JHU logos or official marks.

Color Palette 

While one of Johns Hopkins’ primary colors should remain core in a sub-identity’s palette, selecting a narrowed–down set of secondary colors from within the brand palette can convey a mood and style that is specific to your unit. Gradients can also be specified in a sub-identity. Additional colors beyond the established palette may be considered with a strategic need. Examples of sub-identity color palettes include:

Pava Marie LaPere Center for Entrepreneurship

Ralph O'Connor Energy Institute

Hopkins Extreme Materials Institute

Patterns 

Johns Hopkins University has official brand patterns from which units can pull for their sub-identity, or they can create their own custom patterns and textures. It is preferred that custom patterns follow a similar style to brand patterns—linear with thin stroke weights or icon-based.  

SNF Agora Institute

JHPD

Undergraduate Admissions

Typography 

Our extensive typography library allows units to use the approved typefaces and weights that align most closely with their audience. For example, Roboto Slab is a more playful and casual typeface, suitable for younger audiences like prospective and current students. Sub-identities can specify which typefaces and font weights should be used and can also include preferred pairings, styles, and type effects. Alternative typefaces are not permitted within sub-identities.  

Iconography 

The Johns Hopkins University icon set helps communicate keywords or topics in marketing materials. Official icon set expansion packs can be created for a sub-identity, provided they follow the brand’s established iconography style. 

Public Safety

Human Resources

Photography 

In some cases, photo styles, such as duotone overlays, specific crops, or highlighted subject matter, can be called upon in establishing a sub-identity. If a specific photography style is defined, the unit is responsible for acquiring photography assets. Brand photo resources are available following the university’s overarching photography style.  

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Official Sub-Identities 

The following sub-identities are approved for use by University Communications and the partnering unit. Additional style sheets are in progress. If your unit has an established sub-identity that is not listed here, please contact [email protected]. 

• Bloomberg Student Center
• Carey Business School
• Gupta-Klinsky India Institute
• Hopkins Extreme Materials Institute (HEMI)
• Human Resources (HR)
• Office of Undergraduate Admissions
• Pava Marie LaPere Center for Entrepreneurship
• Police Department (JHPD)
• Ralph O’Connor Sustainable Energy Institute (ROSEI)
• School of Education (SOE)
• SNF Agora Institute