Basic Elements of Design
The CSAIL brand identity consists of a logotype, a tagline, a color palette and a typographic system. All of these elements, when used together properly, embody the character, values, beliefs and goals of CSAIL. Our brand is more than our logo, but the logo is the cornerstone of the brand. Use the logo prominently on all CSAIL communication materials.
You will find several variations of the logo that are designed for specific situations. Choose the correct one depending on the size that it will be shown, the color scheme and the overall composition. Never modify the logotype in any way.
We included the MIT initials in our primary logo, this means that in many circumstances we don’t need to duplicate the MIT name or logo in our communications.
Logo Family Tree
The primary logo can appear without the lab name, or with the name below or to the right.
The tag logo also has a tall and a wide version that you can choose to best fit your situation.
Secondary logos are used for research areas and lab-specific programs. Tertiary logos are available to research groups for representing work of the group. If your group or program needs a secondary or tertiary logo, please send a request to csail-logo@csail.mit.edu.
Monochrome Logo Family
The monochrome version has been particularly drawn considering optical adjustments.
Please use the monochrome artwork when working in monochrome, it is not the same as taking the full color logo and changing it to a single color.
Monochrome version can be shown in black/white and primary logo colors (PANTONE 1525C, 7409C, 423C)
Protecting the Logo
In order to maintain the visual integrity of the master logo, there are rules outlining the amount of clear space surrounding it. This is known as the exclusion zone.
The CSAIL logo exclusion zone is determined by using the height of the uppercase I and applying it as a border measurement.
Minimum Size Usage
We created two drawings for the optimum performance of the logo at different sizes: regular and large. Please follow the rules indicated in these examples to make the right selection.
To achieve good legibility it is essential that the logo should never be used below 1.25 inches or 90 points in width on any printed applications.
When using the logo for web applications please always use the regular size. Use the large logo from 3.5 inches onwards.
CSAIL Primary Logo and MIT Schwarzman College of Computing Logo
When applying the CSAIL Primary logo and the MIT Schwarzman College of Computing (SCC) logo together, we should consider the minimum distance between them. If we respect the CSAIL exclusion zone, which is slightly larger than the SCC logo’s (shown in magenta), we are respecting both logos safety areas as indicated in their respective guidelines.
Maintaining Integrity
The CSAIL logo is the official mark of the lab. It should never be tweaked, stretched, or otherwise manipulated, but reproduced with consistency and integrity.
Failure to use the logo according to these guidelines may hinder CSAIL’s ability to maintain its trademark and other intellectual property claims with respect to the mark.
Always ensure the proportions of the logo are locked when scaling.
It should never be distorted, shown at an angle, or filled with pattern, texture, or photographic imagery.
When CSAIL Ebony is not available use Arial Regular or Bold instead. All users may use Arial for standard internal needs such as Google Documents and all email applications. When we have long blocks of text we recommend the serif type Georgia.
Color
The colors of the logo were inspired by the materials used in the construction of the Stata Center. These shades of brick red, glossy yellow and metallic grey are carefully balanced and instantly recognizable.
You will sometimes need to use other colors to complement and enhance these three primary colors. The four secondary colors fulfill that purpose. In addition, tints, and shades are useful in a wide variety of situations.
It is essential that the secondary palette colors are never applied to the CSAIL logos either primary, tagline, secondary or tertiary.
Beyond our logo, color is a highly recognizable element of our visual identity. Our brand colors reflect our bold, diverse community. Using color appropriately is one of the easiest ways to make sure our material reflects a cohesive CSAIL brand.
Contrast between the foreground and background is one of the most important factors for the ease of reading. Always use darker colors for small text on white background.
