Identity Guide

This section provides guidelines and tools for using the HFC brand. All HFC personnel must use these identity guidelines for all matters pertaining to the College logo and style guidelines for marketing, communications, and web information and opportunities. The following may change at any time at the discretion of the Office of Marketing and Communication.

The HFC graphic identity is the visual language for communicating the HFC brand through photography and videography, selection of imagery and design. By unifying these key components of the HFC brand, HFC will strengthen the College’s impact.

Communicators are envoys of the HFC brand. By maintaining consistency in all messaging and in the proper use of logos, typography, color palettes, imagery, and design, HFC can ensure its position as a leading educational institution in the region.


Download the HFC Brand Style Guide.

Download the HFC logo and brand.

Use of the College seal is restricted to official documents or activities of the institution. It is used for special ceremonial events or other special purposes approved by the President’s Office. It is not to be used alone as a logo, nor is it to be used in conjunction with the current logo. Do not substitute the seal for the Henry Ford College logo.

Download the HFC seal.


The HFC logo is the primary visual identifier of the college and should be used on all print and digital communications related to the College. It is important to use the logo consistently and correctly across all collateral to ensure the strength of the brand.

The official logo guidelines are available here. Please note the following important details.

Logo Components


The HFC identity system is made up of a logo and brand, or wordmark ("FUTURE DRIVEN".) The logo has a plain version and a version with the brand integrated into the logo. For most purposes, the logo with the integrated brand is the preferred logo for usage. Do not use the plain version except under special circumstances, or as a graphic element. Do not use the brand on its own. It must appear in conjunction with the plain or branded logo.

Using the Downloaded Files

When users download and unzip the HFC logo and brand package, they will see that it comes with many different varieties and versions of the logo and brand. These versions are organized and formatted according to intended use. All folders include the plain logo,the logo with the integrated brand, and the brand in different official color variations.

If users intend to use the logo or brand in a Microsoft Office document (e.g., a Word document) that will be printed on a regular office printer, select the appropriate file from the "office-use" folder. The files in this folder are in standard image formats (JPEG, PNG) and will work easily with Office and other desktop publishing software.

If users will use the logo or brand to create a document for fine or commercial printing, select the appropriate file from the "commercial-printing" folder. The files in this folder are in vector format (EPS) and are preferable for use in professionally printed documents such as flyers, posters, brochures or banners. The files in the "web-development" folder are in a web-based vector image format (SVG) and available if needed or supported for web projects.

Logo Usage

Always maintain brand integrity when using the logo to represent HFC to internal and external audiences. To do this, follow the guidelines below when using the logo.

  • Alterations of any kind, including arrangement, proportions, and official HFC colors are prohibited.

  • Construction of the logo from scratch should never be attempted and only approved original digital files or hard copies should be used.

  • When resizing the logo, always constrain proportions so that they are not altered. In most applications, holding the Shift key while resizing will constrain the proportions.

  • The logo should always have sufficient clear space (space around the logo.) The minimum clear space is equal to the height of the word “COLLEGE” in the logo. Never arrange the logo for it to appear as if it is sitting on the edge of a document or page.

  • The logo should never be resized to be smaller than our minimum size recommendations. For print, the minimum size recommendation is 0.5" and for web it's 36 pixels.

  • Unless the circumstances warrant it, use the logo with the brand built-in instead of the plain logo.

Custom Marks

It is sometimes necessary and beneficial for certain areas of the College to have their own custom identifying marks. This may include college organizations, clubs, services, or events. Some examples of this include The Mirror News and the Fifty-One O One Student-Run Restaurant, which both use their own marks.

In all cases, aspects of the HFC identity are used in some way - either color, typography, or graphic elements. In most cases, the custom mark is used in conjunction with the official HFC logo.

Whether a custom mark must appear in conjunction with the HFC logo depends on the nature of the organization and the context in which the mark is used. For more information about custom marks, contact the Office of Marketing and Communication.


The official HFC color palette is one of the most important and recognizable aspects of the brand. Using colors outside of the official palette can confuse audiences, dilute the brand and weaken the strength of the brand. It is imperative to maintain color consistency when creating communications for internal and external audiences.

The HFC primary colors include the HFC Blue that matches Pantone® 286 CP and the Silver that matches Pantone® Cool Gray 9 C.

The secondary palette consists of a bright orange that matches Pantone® 715 CP and a bright green that matches Pantone® 375 CP. These colors skew cool and artificial, and express the college's "future driven" brand by calling to mind technology.

Tints, shades, and related colors in the same family may be used when appropriate.

Use of colors outside of the primary and secondary palettes is strongly discouraged, though sometimes necessary. Color choices outside of the approved palettes require approval by the Office of Marketing and Communication.


HFC typefaces express the HFC identity through their complementary differences. Used correctly and consistently, they can function not only as vehicles for text, but also as images and symbols of the brand. The two main typefaces are Walkway and Myriad Pro.


Walkway is the primary display font and is used for the brand wordmark. It should be used for headlines and display purposes only. Walkway's clean, thin forms take inspiration from Art Deco architecture and reflect the era of Henry Ford and some of the most famous Ford buildings. At the same time, the font also expresses a futuristic quality that reflects the future driven values of the HFC brand. Walkway is a free sans-serif font and can be downloaded from Font Squirrel.

HFC primarily uses the following variations of Walkway (though other variations may be used as well):

  • Walkway Black;

  • Walkway Black Oblique;

  • Walkway Bold; and

  • Walkway Bold Oblique.

Alternatives to Walkway:

  • Myriad Pro; and

  • Helvetica.

Myriad Pro

Myriad Pro is the secondary typeface and should be used for body copy and internal college communications (emails, letters, memos, etc.) It is an Adobe Systems original and was designed by Robert Slimbach and Carol Twombly in 1922. A humanist sans-serif, it is versatile and used widely in the world of desktop publishing and design. Myriad Pro can be purchased from Adobe at

HFC uses the following variations of Myriad Pro:

  • Myriad Pro Bold;

  • Myriad Pro Bold Condensed;

  • Myriad Pro Bold Condensed Italic;

  • Myriad Pro Bold Italic;

  • Myriad Pro Condensed;

  • Myriad Pro Condensed Italic;

  • Myriad Pro Italic;

  • Myriad Pro Regular;

  • Myriad Pro Semibold; and

  • Myriad Pro Semibold Italic.

Alternatives to Myriad Pro:

  • Helvetica;

  • Arial; and

  • Minion Pro;


It is important to choose or create imagery that aligns with the HFC graphic identity guidelines and reflects well on the brand as a whole. When designing a unique image or choosing third-party photographs for use in HFC communications, keep the following guidelines in mind.


In most cases, request unique designs or artwork from the Office of Marketing and Communications. The Office employs expert professionals who are officially appointed to provide these services. The Office also provides pre-designed templates available for users to create flyers and posters. However, there are instances where uncommissioned design work may be necessary.

If a user must create unique imagery (artwork, graphics, graphic elements) for use in HFC communications, or users are choosing to use third-party imagery of this nature (stock illustrations, vectors), adhere to the following guidelines for visual language to help you.

  • Use brand elements consistently. If using multiple instances of the logo or brand, for instance, make sure that they are similarly sized and colored to ensure consistency and harmony in the composition.

  • Avoid Clutter. Avoid unnecessary elements or clutter. Cluttering the design with too many elements, especially if they are unnecessary and add no meaning to the design, leads to poor compositional balance and adds confusion.

  • Maintain Brand. It may be tempting to make or use graphics that are unique or stand out against the HFC brand, but it is crucial, for external audiences in particular, that all of HFC communications appear to be from the same institution and that they reinforce the brand.

  • Be Unique. Avoid copying or mimicking the designs of other institutions. Always make designs unique, and if using third-party artwork, make sure it is free for commercial use and modification, or use Thinkstock (more on this below.)

  • Be Creative. While it is important to stay within the bounds of the HFC identity guidelines, it is also important to be creative in designs (or in a user’s choice of designs.) The HFC brand should be cohesive and distinguished.

Third-Party Imagery

It is extremely important to ensure that all third-party imagery, including photographs, designs, and vectors, are legal to use and visually appropriate. The following guide will help users avoid copyright infringement and select imagery that strengthens the HFC brand.


Copyright infringement reflects poorly on HFC as an organization and as a brand. Under no circumstances should imagery that is unlicensed to HFC or free for use and modification be used in any HFC communication.

To avoid this situation, do not use random images from Google or any website unless it is explicitly stated that it is free for commercial use and modification. If there is no EULA or license information available, assume that the image is not free for commercial use and modification.

To find images on Google that are safe to use, go to Images, enter a search term, click Search Tools > Usage Rights, and then select Labeled for Reuse with Modification from the context menu.

Thinkstock Stock Image Service

The Office of Marketing and Communication has access to a repository of premium stock images via Thinkstock. If necessary, stock images or art can be purchased through this service upon request.

Choosing Appropriate Images

When choosing imagery for use in HFC communications, it is important to make sure the images enhance the HFC brand. Avoid choosing images or artwork that clash with HFC's official branding, are poorly made, or contain inappropriate material.