Penn State Smeal
Style Guidelines

An extension of the Penn State Brand Book

Graphic Elements

Geometric and Graphic Patterns

These geometrics and patterns are part of the Penn State institutional brand and are used in some way on every Smeal composition.

They are used as foundational pieces of other parts of our visual language’s graphic elements.

Penn State Smeal patterns points, positive grid, lines, hub

Expanded HUB Pattern

The HUB pattern leads the Smeal Visual Language’s Graphic Elements — at a varying scale to represent Smeal’s students ability to adapt and grow.

The triangles that make up the pattern can be set in our Signature Blues and Accent Palette as both a fill and as an outline. The triangles can also hold the Points, Lines, and Positive Grid patterns.

Only Outlined triangles can overlap other triangles.

Only rotate triangles by 90 degrees.

Keep opacity at 100%.

Proxima Nova

The use of a customized Modified Proxima Nova is a visual representation of Smeal’s boldness and the varied, unique perspectives that make it up.

Modified Proxima Nova can be created in multiple ways. One way is to “deconstruct” the words by removing HUB triangles from the letterforms.

Modified Proxima Nova is a graphic element to call out certain words but should not be treated as a typeface — no copy should be delivered exclusively via these letterforms.

Adjust spacing (tracking) between the letters for consistency.

Experiment with horizontal or vertical orientation, but not diagonal.

Smeal Modified Proxima Nova Example

Duotone Textures

We use duotone macro, textural imagery to represent Smeal’s customized approach to learning.

They’re an effective way to add color and are always cropped into a HUB triangle. Never use more than 1 or 2 in any given composition.

To make a photograph into a duotone, open the image in Photoshop. In the top menu, select Image > Mode > Grayscale. Save the image as a TIFF or JPEG, and import into InDesign. Click once on the image to change the background color. Click twice to change the foreground color.

Example of Smeal Duotone textures

Positive Box

Add Positive Boxes on top of Call Out Boxes to highlight important information. You may vary the colors of the box and plus symbol.

Consider using Positive Boxes to anchor text, even without a Call Out Box.

Wherever you are today or imagine yourself tomorrow, Smeal is your business partner for life.

Wherever you are today or imagine yourself tomorrow, Smeal is your business partner for life.

Your business success starts with better business partners.

Wherever you are today or imagine yourself tomorrow, Smeal is your business partner for life.

Diagonal Arrows

Diagonal arrows most often accompany text — for guidance see the Linked Text section, above. Diagonal Arrows may also be used as a design element or bullet point.

Design Element

Use the Diagonal Arrow as a design element in any Smeal brand color.

Example of a design using diagonal arrows

Bullet Point

Use Diagonal Arrows as a bullet point in any Smeal brand color.

Established in 1953, Penn State Smeal is a globally ranked business college with a community of more than

6000 students

92,000 alumni

800 faculty and staff

White Edge Rectangles

Place White Edge Rectangles at the edge of the image to break up rectangular forms and create ‘breathing space’.

Choose between placing one or two rectangles in perpendicular corners.

Do not stack rectangles on top of each other or use colors other than white.

Example of white edge rectangles design

Faceted Lion Shrine

The ‘Faceted Lion Shine’ is a University symbol provided by The Penn State Brand Book. There are three drawings available for download: a full-bodied lion, a lion torso, and a lion head. They can also be combined with other graphical patterns, such as the ‘S’ Curve.

Up-to-date versions are provided in both black and white as Adobe Illustrator “.ai” vector files, and can be downloaded at

Do not change the color or general appearance as shown.

Example of Lion Shrine design

Bringing it All Together

All of our graphic elements come together to create a modern collaging effect — a highly flexible system that allows us to turn the boldness up and down in any given composition.