To Our Toolkit Users

Now that we are Mammoths, let’s thrive within the herd. This Visual Identity Toolkit (VIT) includes official typefaces, wordmarks, and colors, as well as specifications for their use. The VIT lends a consistent look and feel to our messages, reinforcing the connection and importance of departments, groups, and individuals to the College. When your materials look “officially Amherst,” everyone will know your affiliation. Our VIT makes that easy to achieve.

Consistency, yes. But conformity, no.

The VIT honors Amherst’s highly individualistic nature with a rich array of typeface and color choices (beyond purple!) so we can each be creative and yet still look connected. A good place to start is our Overview & FAQs page where we answer the commonly asked question: Can I have my own logo?

Please explore this site and download the graphics. If you have any questions, please contact us at or
(413) 542-2321.

We hope you will take some time to review the following pages and contact us with any questions. We want to work with you to help you design materials that meet your creative needs and honor everything for which Amherst College stands.

Your Communications Team

A Message From President Martin

President Biddy Martin smiling

Dear Friends,

Every college and university has a certain character that defines it and differentiates it from all others—values, traits and idiosyncrasies that, taken together, make up the feel of the place.

Amherst has been described as having a “yeasty” culture, one in which people are encouraged to think for themselves, to challenge received ideas—and also one another—even as we work to build a strong community. In our efforts to communicate the value of an educational environment of the kind Amherst has built over time, we also need consistency. We live in a world that is increasingly focused on visual and digital communications. In such an environment, having a set of graphic tools can help convey our identity.

I am pleased to share with you the work that our Office of Communications has done to provide us with those tools or, to use the language of the trade, assets. The Visual Identity Toolkit (VIT) for Amherst College includes typefaces, colors, logos, wordmarks, symbols and our seal. It shows various ways of coordinating these elements in our communications. It also gives you choices in how you use these elements.

Historically, our visual identity has been somewhat diffuse, to put it mildly. In some cases, a lack of consistency has created unnecessary confusion for the people we are trying to reach. To enable greater visual consistency for the College and to make it easier to use the seal, wordmarks, typefaces and symbols, our Communications team has created the VIT and is making it available to all of us. It builds on Amherst’s existing graphic identity.

The VIT offers a flexible menu of design options—several typefaces, a color palette, our official Mammoth mascot logos and more. They can be coordinated in ways that fit individual needs, while still providing overall consistency. These tools can be used across all platforms, from social media to letterhead to webpages, from big banners to posters and postcards to smartphone screens. If you are responsible for designing anything for the College, the VIT will make your life easier.

Please take a look at the content on the following pages, ask questions and request help from our Communications team. I hope you will join me in thanking them for their hard work.