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 modeled 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 120 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 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 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, white or the 'Rotman Blue' colour outlined in the Rotman Colour Palettes. It may only appear on white, black or the 'Rotman Blue' background.

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

Rotman Colour Palette

The Primary Rotman Colour Palette consists of three colours: Rotman Blue, Rotman Gold, and Rotman Grey. 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 Blue” must always be “Rotman Blue” — PMS 280 if using a spot colour — not some similar blue.

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. 

IMPORTANT: The secondary palette can be used for the wordmark ONLY. The logo can only be white, black or Rotman blue and must be on either a black, blue or white ground. Rotman Yellow and Rotman Blue 30% should never be used for the wordmark.

The Rotman Font Family

Two fonts — Futura and Perpetua Mau — have been carefully chosen to clearly express the full range of the Rotman message in all graphic applications. These fonts 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 Book Antiqua and Century Gothic 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.

The Rotman Tagline: "A New Way To Think"


The Rotman Tagline

The School’s tagline -a new way to think- speaks to how this focus on research translates into teaching and practice. Investing heavily in a new methodology called Integrative Thinking, this unique, model-based problem solving approach gives our students the tools they need to be leaders as well as high-value decision makers for today's global business. 

Canada's #1 Business School

The Financial Times ranked Rotman faculty 9th in the world for its research in 2013. BusinessWeek also ranked Rotman number 1 for intellectual capital in 2012 among international business schools. While most Canadian business schools have fallen in research rankings, Rotman has continued to excel. Therefore on the most meaningful level we can find, Rotman is Canada’s top business school and has been so in the Financial Times rankings 10 of the past 11 years. Below is an example of how you can use "Canada's #1 Business School" to promote your program or initiative in an online banner ad:

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Pym BuitenhuisDirector of Marketing

Rotman School of Management
University of Toronto
105 St. George Street, Rm 4066
Toronto, ON
Canada M5S 3E6

Tel: 416.978.0914

© Rotman School of ManagementAASCB