Creative Thought Matters
The guidelines on the pages that follow are intended to help designers develop marketing
materials that are consistent with the spirit of the "creative thought matters" positioning.
While we do provide guidelines for colors, font usage, and other design elements;
these are merely a starting point for creativity to flow. "Creative thought matters,"
and pieces developed
in the spirit of this positioning have the opportunity to be individually unique.
Claiming Our Distinctive Identity: Creative Thought Matters
Skidmore's identity encompasses of the institution's historic strengths in the fine, performing, and studio arts; its early championing of "mind and hand" and interdisciplinary study; and its continuing ability to attract well-rounded and multidimensional students, faculty, and staff—including students whose breadth of interests can best be accommodated by two or more majors or minors. Built on this foundation is a tradition of achievement in the humanities, natural sciences, and social sciences; close research, scholarly, and artistic collaboration between faculty and students; and faculty research that frequently crosses disciplinary boundaries.
The Positioning Statement
Creative Thought Matters (CTM) encapsulates the Skidmore spirit. This statement reflects the central role of creative thought not simply in the arts but in everything we do. And it further places a premium on our predilection to bring that creative thinking to a realization—thus the word "matters." While Creative Thought Matters is technically a positioning statement, it is also statement of aspiration. It is therefore not necessarily intended to describe everything we do at Skidmore as much as to differentiate what is unique about much of what we do.
Creative Thought Matters sets a high standard for the College, but one we believe we can attain. Unlike several institutions that have positions and brands centering only on creativity or creative thinking—which restricts the promise to art for its own sake or thinking for its own sake—Skidmore's position focuses equally on outputs, on results, on how creative thought is made manifest in the world. In essence, CTM acknowledges the strength of a strong interdisciplinary liberal arts curriculum infused with the arts married to our historic "mind and hand" philosophy, which values real-world actions and outcomes. Our promise, then, is that students who choose to attend Skidmore College will be exposed to an environment shaped by aesthetic values, rich in imagination, and interdisciplinary in scope that will inform how they understand the world and, in turn, help shape it themselves.
CTM in Publications
CTM clearly needs to be present in all major communications from the College. Of course, the Creative Thought Matters statement can be placed on publications, Web pages, and merchandise to literally state our case, but not all Skidmore materials carry the statement; hence, CTM must be present in a style of writing and design that immediately demonstrate that creative thought does indeed matter to the institution.
Example: Skidmore's admissions viewbook uses the CTM statement on its cover and integrates the theme throughout the text.
This handout includes colors with their Pantone values, but is abridged to remove old font styles.
CTM fonts are Frutiger (for the CTM text only), Scala Sans, Caecilia, and Code Pro. These fonts must be purchased for each user wishing to design with them.
Camera-ready and digital copies of the CTM logo are available from the Office of Communications. For more information, contact the senior graphic designer at 518-580-5739.
Dos and Don'ts
Use the CTM positioning statement when appropriate. CTM logo text should be set in the Frutiger bold typeface, in upper and lower case as shown.
Use positioning statements or "tag lines"/slogans other than Creative Thought Matters.
Use photographs that are bold, energetic, genuine, and expressive whenever possible.