Download the Columbia Business School Branding Guidelines (PDF)

  1. Anatomy
  2. Configurations (Orientations)
  3. Colorways (Colors)
  4. Sub-brands
  5. Cobranding with other School entities
  6. Spacing
  7. Cobranding with Others
  8. The Hermes icon
  9. Do Nots


An image describing the three parts of the Business School's logo

  1. Icon
    The Hermes icon—in various iterations—has been a visual symbol for the School for over five decades. The icon was adopted as Columbia Business School’s emblem because of the Greek god’s association with trade, commerce, and travel.
  2. Wordmark
    The words “Columbia Business School” are set in the font Polaris Bold. It is important to think of this mark as a singular piece of artwork; simply retyping it does not constitute reproducing it.
  3. Tagline


The School logo comes in three configurations:


The primary, horizontal Business School logo


The centered Business School logo

By permission only

The stacked Business School logo

The centered logo should only be used when it is the only or one of few objects on the page or screen. The secondary should not be used as an opener or identifier such as in the top of an email, on the cover of a collateral piece, or in the header of a website.

Generally speaking, the stacked logo is reserved for use on merchandise or on the web when the available space is limiting.


The logo is available in five colorways.

The approved colors of the Business School logo: blue and black, blue and white, all black, and all white.

All-blue variant not shown.

Although we strongly advise using only the approved colorways, there are some creative contexts where alternative colorations of the logo are appropriate. If you require a color variant not shown here, please contact the Strategic Communications team.


The sub-brand is a customized mark that identifies an office or department within the organization.


An example of the stacked sub-brand


An example of the horizontal sub-brand

All best practices and usage guidelines on this page and in the Branding Guidelines PDF concerning the "Columbia Business School" logo apply to the sub-brands. If you have questions about using your sub-brand, please reach out to the Strategic Communications team.

Cobranding with Other Business School Entities

Placing multiple sub-brands together in the same setting is discouraged as it is repetitious and look inelegant. Instead, please use the Columbia Business School logo and acknowledge each internal partner/sponsor in running text.

An image demonstrating how to cobrand with multiple Business School entities

The above preferred example is just one of many appropriate ways to signify a collaborative effort, initiative, or event. If you need help finding a way that works for your design or medium, contact the Strategic Communications team.


Minimum margin around the Business School logo

Keep a margin around the logo equal to the height of its letter “C” icon on all four sides — note how, for consistent measurements, the “C” in this case is rotated 90° on the left/right sides.

Cobranding with Other Entities

Aligning with Another Logo

Aim to align the bottom of the “Columbia Business School” wordmark to the partner’s/sponsor’s, as illustrated by the bottom, orange line. In these circumstances, we recommend making the first text line of the partner/sponsor logo the same x-height as the “Columbia Business School” wordmark as illustrated by the top, green line.

An example of how to arrange two similar logos next to one another.

If the above execution is not pleasing, vertically-align the logos, as illustrated below:

An example that pairs the Business School logo with a compositionally complex logo

Spacing with Another Logo

Maintain a minimum distance equivalent to width of three 'C's in the "Columbia Business School" wordmark as soon in the above example.

The Hermes Icon

The Hermes icon, which is part of the Business School logo

The Business School's enduring icon, the Hermes Mark may be used separately from the full Columbia Business School logo only in the following circumstances:

  • as part of an illustration, such as in a magazine spread or in an infographic
  • as a decorative element
  • as part of a pattern
  • on merchandise, with permission

Do Nots

Recolor the logo. If the medium you’re working in requires a specific color not available to you, contact Strategic Communications for assistance.

An example of a logo with the colors changed

Make the logo difficult to read by placing it on a non-contrasting color.

An example of the logo on a color that creates low contrast

Stylize or alter the logo including outlining it, adding a drop shadow or bevel, or any stylistic effect.

An example of the logo inappropriately stylized

Stretch or warp the logo. Remember to take care when manually resizing the logo.

An example of the logo inappropriately made narrow

Rearrange or edit the logo.

An example of the different parts of the logo moved around.

Recreate the logo. Use only the approved files.

An example of an incorrectly reproduced logo.

Use parts of the logo to create a new logo.

An example of the Hermes icon side by side with another organization's logo.