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Visual Identity

Logos, Fonts and Colors

This system is designed to promote unity and clarity through consistent use of typography, colors and logos (our visual identity). Together, these elements provide instant recognition while conveying a sense of Bentley's character and style

Download Visual Style Guides

Institutional Identity

Bentley University logos

 The logo is the primary element of the Bentley graphic identity system and must appear on all Bentley communications. It can not be modified in any way.

The graphic components of the Bentley logo system are the:

  • university wordmark - The wordmark is a custom letterform of the name "Bentley University." It cannot be replicated through typesetting and can only appear in the Bentley color palette. The wordmark should always be accompanied by the shield (see logo lockups below)
  • shield - The shield is a supporting graphic or mark that emphasizes heritage and supports communications that have a more traditional, historic or formal visual identity. The shield should always be accompanied by the wordmark (see logo lockups below)
  • color palette - Our colors represent our professional and vibrant community.

Logo Lockup: Vertical Stacked 

Logo Lockup Vertical Stacked



Logo Lockup: Horizontal Stacked 

Logo Lockup Horizontal Stacked 


Unit Identity Lockups

Unit Logos

The unit identity lockup distinguishes a specific unit of the university. When determining which academic or administrative unit should be represented as a logo, communicators should determine which entity is the highest appropriate authority for a piece of communication to ensure clarity.

McCallum Graduate School Logo Lockup: Vertical Stacked 

Graduate Logo Lockup Horizontal Stacked



McCallum Graduate School Logo Lockup: Horizontal Stacked 

Graduate Logo Lockup vertica Stacked



Administrative Unit Logo Lockup (example)

Student Affairs



Athletic Identity

Athletic Logos

The graphic components of the Bentley athletic logo system are the:

  • athletic shield - Use of the athletics shield is restricted to Bentley athletics and cannot be used to represent an academic or administrative unit or in conjunction with the institutional and/or unit logos.
  • spirit mark (Falcon) - Our spirit mark is the most casual of our brand assets and while seen predominantly in athletics, it is available for use across the university to enhance spirit and pride. This mark should never be used in place of our institutional mark and reserved for applications that support student life and athletics.

Athletic Shield: External Version 

The external version (with Bentley) is intended for broad public audiences or situations where the Bentley context has not been established.

Athletic Shield External Version



Athletic Shield: Internal Version 

The external version (without Bentley) is intended for campus audiences or situations where the Bentley context has been established.

Athletic Shield Internal Version



Spirit Mark



Typography / Fonts

Typography / Fonts

The choice of fonts is a critical element in establishing our visual identity. Used together, these two official fonts or typefaces create a clear hierarchy while making content legible and engaging:

  • Helvetica Neue: Helvetica Neueu is our sans-serif family and a workhorse for our communications, performing well in longer-form text.The standard version of Helvetica installed on your computer is adequate for most projects.
  • Caecilia: Caecilia is our serif family and performs well at small sizes and doses.  

Contact us to request access to these fonts.




Our primary palette conveys a professional and subdued tone while our secondary palette conveys a vibrant, informal tone. The secondary colors should be used occasionally and sparingly and the primary colors should remain predominant. 

Primary Color Palette

Bentley Blue

PMS: 3005
CMYK: C100 M35 Y0 K0
RGB: R0 G117 B190
HEX: #0075BE

Dark Blue

PMS: 295
CMYK: C100 M50 Y0 K40
RGB: R54 G83 B117
HEX: #365375


PMS: 7542
CMYK: C10 M0 Y3 K15
RGB: R179 G196 B204


PMS: 7406
CMYK: C0 M18 Y100 K0
RGB: R255 G207 B1

Accent Color Palette

dark grey

PMS: 7545
CMYK: C15 M0 Y0 K60
RGB: R123 G133 B143
HEX: #7B858F


CMYK: C35 M5 Y100 K0
RGB: R178 G200 B53
HEX: #B3C642


CMYK: C40 M25 Y100 K0
RGB: R167 G168 B56
HEX: #A7A741


CMYK: C70 M0 Y36 K0
RGB: R59 G138 B177
HEX: #42B7B0


CMYK: C75 M25 Y45 K0
RGB: R79 G156 B150
HEX: #529B96


CMYK: C0 M44 Y100 K0
RGB: R249 G159 B28
HEX: #F79E31


CMYK: C0 M72 Y78 K0
RGB: R255 G110 B74
HEX: #FD6F50


CMYK: C10 M90 Y90 K0
RGB: R211 G65 B53
HEX: #D0433A


CMYK: C47 M13 Y3 K0
RGB: R128 G188 B230
HEX: #82BCE5


CMYK: C5 M25 Y5 K0
RGB: R239 G236 B234


CMYK: C30 M24 Y32 K0
RGB: R181 G180 B169
HEX: #B5B4A9


CMYK: C7 M0 Y9 K0
RGB: R235 G241 B239


CMYK: C56 M47 Y47 K13
RGB: R115 G241 B115
HEX: #737373


CMYK: C63 M55 Y55 K30
RGB: R88 G88 B88
HEX: #585858


Need access to fonts or colors?