Dartmouth Logo PNG
The Dartmouth logo reflects the historical heritage of the educational institution to which it belongs. It embodies its roots, concept, principles, teaching methods, and everything related to education at this institution. But the restrained palette demonstrates how serious a student must be to acquire the necessary knowledge without being distracted by extraneous things.
Meaning and History
Initially, it was a school. The idea of its establishment is related to the Enlightenment work of Eleazar Wheelock, who aimed to provide education to the indigenous population of America. The teaching was to be carried out by missionaries. To implement his plan, the priest took an incredible step for that time: instead of attracting students to his institution, he moved it to where the potential future college visitors lived. Thus, New Hampshire gained its educational institution, which has grown into a prestigious center.
The visual identity of Dartmouth has its roots in its historical past. This is particularly evident in the emblem, executed in a heraldic style. The coat of arms’ shape, rays, light source, and a separate segment with the founding year all set a serious tone and demonstrate respect for its heritage. The educational institution’s name is presented in the same design, as the bold letters bear the imprint of ancient chronicles. They have similar lines as if drawn by a quill dipped in green ink. This is evident in the curves as they transition from one level to another: in some places they are wider, and in others they are narrower.
What is Dartmouth?
Dartmouth is an American educational institution that offers 60 majors in the humanities, engineering, natural sciences, and social sciences. It was founded in 1769 by the renowned Enlightenment figure Eleazar Wheelock. The college is located in the town of Hanover, New Hampshire.
before 2018
On the Dartmouth logo, to the left, is a heraldic symbol: an individual coat of arms in the shape of a triangular shield. It features iconic elements: a pine tree, the first building, a tower with a weather vane, a deciduous tree with a spreading crown, a lawn, and two students walking toward the school. But the most iconic detail is the book. It symbolizes the knowledge that the goal pursued by the founder of the educational institution.
The students hold one book. They have high hairstyles, indicating that they are Native Americans. These “elevations” clearly resemble the traditional feathered headdress worn by the indigenous people. The second book is placed at the top left. From it emanate light, sharp rays directed at the building. In this way, the designers embodied the idea that the book is the beacon of knowledge. Below the three wavy lines is the college’s founding year, 1769. To the right of the coat of arms is the name. It is large and features elements of the Gothic style.
2018 – today
The emblem remains a graphic-text combination, but its content has changed dramatically. The evolution is related to the transformation of the shield into a block “D,” within which the designers placed the legendary tree. This tall pine tree previously stood to the left of the college building. The large letter is entirely green, with the tree’s outline emerging in white space (essentially negative space), featuring numerous symmetrical branches. The powerful trunk reaches the glyph’s bottom edge.
This tree played a significant role in the history of the area where the educational institution is located. In the past, it was the site of local elders’ meetings and the making of momentous decisions. Initially, it was called the Old Pine, and later the Lone Pine. At the end of the 19th century, lightning damaged the trunk during a storm, so the tree was removed in 1895. However, it still adorns the Dartmouth logo, symbolizing the wisdom of the people. Following the tree is the name of the college, typed in a modified font. The designers shifted the text downward, maintaining a minimum distance of the height of the capital “D,” as specified in the manual.
Font and Colors
The foundation of the college’s visual identity lies in a unique typeface named after its creator, Rudolph Ruzicka, a Czech typographer. Dartmouth Ruzicka consists of letters with delicate serifs and elegant curves. As noted in the identity application guide, this font conveys the prestige of the educational institution, reflects its heritage, and emphasizes its scientific and cultural significance. It is the very history, the voice of the brand.
To update the typeface and bring it in line with modern requirements, Jesse Ragan slightly reworked it. He continued where Rudolph Ruzicka left off, adding weight to the letters and transforming the serifs into miniature additions that harmoniously merged with the large glyphs. The typographer also converted the font to uppercase and increased the letter spacing. For other materials of the educational institution, the National two typeface is recommended.
The colors of the emblem are also unique. They belong to the Spring Green category from the tertiary palette and bear the same name as the college. If the wordmark is used without the graphic image and is on printed materials, it is colored in Dartmouth Green.