Rotman School of Management

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Brand Essentials

Brands are defined by the values they represent, and how they are represented in words and visuals. Whether you’re looking for a deeper understanding of the brand, or just some useful language and graphics standards, we are here to help. Contact Pym Buitenhuis for more information.

The Rotman Identity

The Rotman brand identity was designed by well-known Canadian graphic designer, Bruce Mau, and was modelled to look and feel like a leading edge think tank. The identity reflects Rotman's relentless focus on great research and contributing meaningfully to contemporary management practice. With this profound emphasis on knowledge creation, we have grown our faculty from 45 to 135 since 1998, attracting some of the very best academics in the world. Rotman faculty are truly a well-spring of the future and aligned to that, our identity reflects a sense of excitement and possibility.

How the Rotman Identity Informs Design

The visionary, future-orientation of our identity means that everything we design to represent the brand has to have a dynamic, forward-looking feel. It cannot be stuffy or traditional, it cannot be self-satisfied or old and tried and true. It has to be full of life and a sense of possibility, it has to be visually exciting, clean and bold.   

For this reason, everything that is intended for external audiences with Rotman branding on it must be approved by Rotman Marketing with enough time for us to influence the end result.

The Rotman Logo

The Rotman Crest (Logo) is a fixed and locked configuration of the School Name, University Name, and University Crest. The full School Name is set in Centaur Bold upper- and lowercase to convey a sense of tradition. The arrangement of the text and the scale and positioning of the crest must not be altered. The Rotman Crest (Logo) can be used alone or in conjunction with the wordmark. The Rotman logo must never be disassembled, condensed, stretched, slanted, outlined, or otherwise distorted. It may appear only in black or white on top of any of the Rotman colours or on top of photographs where the crest is clearly visible.

Click here to download the logo in an .EPS format and learn more about the logo use guidelines.


The Rotman Wordmark

The “Rotman” name has been rendered in custom-styled letterforms for impact and legibility. Always ensure that the wordmark is clearly legible, as it is the primary element of the Rotman Identity. The Rotman Wordmark must not be condensed, stretched, slanted, outlined, or otherwise distorted. It may appear in any of the colours outlined in the Rotman Colour Palettes. It may be reversed out of colour fields or photographs provided it is clearly legible.

Click here to download the wordmark in an .EPS format and learn more about the wordmark use guidelines.


The Rotman Colour Palette


The Primary Rotman Colour Palette consists of three colours: Black, Pink and White. These colours work well in any combination. Pairing contrasting colours will always produce a more legible result (a preferred option for applications such as signage). Light percentages of these colours may be used for subtle tonal effects. There is one rule about colours: never make substitutions. “Rotman Pink” must always be “Rotman Pink” — PMS Rubine Red if using a spot colour — not some similar colour.

The remaining colours represent an expanded set of brighter accent colours chosen to give specific applications their own distinct character. Different program areas, courses, events, and products need to be positioned with different degrees of subtlety or boldness. These colours can be used for backgrounds, image duotones, titles and highlight text. 

The Rotman Font Family


One font — Avenir Next — has been carefully chosen to clearly express the full range of the Rotman message in all graphic applications. This font must never be used with exaggerated letterspacing (titles set exclusively in uppercase being the one exception), and the original letterforms must never be condensed or stretched. Bolding or italicizing of all fonts in the font family can be used for sub-heads or to emphasize words within a text. 

Except for the use of Arial for correspondence only, no other fonts are needed for the Rotman message and no other fonts must be used for graphic applications. Use of other fonts with different qualities will confuse and dilute the Rotman message.


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