Identity Guide

This section provides guidelines and tools for using the HFC brand. All HFC staff and faculty must use these identity guidelines for all matters pertaining to the College logo and style guidelines for marketing, communications, web, social media, and other media and opportunities. The following may change at any time at the discretion of Marketing and Communications.

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 ambassadors 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 Identity Guidelines.

Logos are not currently available for download. Please contact for assistance.


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 guidelines for using and presenting the logo are available here. Please note the following important details.


All versions of the HFC logo are protected by trademark law and may not be used for any purpose without official approval from Henry Ford College. For approval to use the HFC logos, please contact

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.

Do not use the plain version except under special circumstances, or as an approved graphic element.

Do not use the brand (FutureDriven) on its own. It must appear in conjunction with the logo.

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.

  • No alterations are permitted. This includes changes in presentation, arrangement, proportions, and colors.

  • Only approved original digital logo files should be used.

  • You may use the logo at any size for official purposes. Always constrain proportions so that they are not altered. The logo may not be stretched, squeezed, cropped, skewed, or otherwise used disproportionately.

  • 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. The logo should not run up against the edge of a document or page.

  • The minimum size permitted is 0.5" or 40 pixels wide.

  • Use the logo with the brand built-in unless you have express permission to use the logo without FutureDriven.

The College Seal

Use of the HFC College seal is restricted to official documents or activities of the institution sponsored by the President, Board of Trustees, or other executive officer. It is used for special ceremonial events or other special purposes approved by the President’s Office. It may not be used for any other purpose.

The seal may not be used on clothing. Under special circumstances such as a gala event or anniversary, high-quality branded merchandise or high-quality branded awards may include the seal, with special permission from Marketing and Communications.

Custom Logos

It is important for the College to speak with one voice, and to use the main HFC logo consistently across all divisions, departments, and programs. For this reason, all custom logos must follow the same design. The College will create logo wordmarks to represent all divisions, departments, and programs upon request. These marks use the official logo, a vertical pipe, and then the name of the division or program, created to exact specifications by our graphics team. All approved custom logos must be created by our graphics team.

Specific areas of the College have their own custom identifying marks for valid reasons, and these may continue to be used. These logos include:

  • Hawks Athletics
  • The Mirror News
  • Fifty-One O One Student Restaurant
  • limited other special situations

For more information about custom marks, contact the Office of Marketing and Communications.

HFC logos on clothing

Please see our separate section on clothing licensing and logo wear.


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, and dilute and weaken 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 express the college's "future driven" brand by evoking a technology foundation.

Use of colors outside of the primary and secondary palettes is strongly discouraged. Color choices outside of the approved palettes require approval by the Office of Marketing and Communications.


HFC typefaces express the HFC identity through their complementarity. 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 a display font and is used for the brand wordmark. Its clean, thin forms take inspiration from Art Deco architecture and reflect the era of Henry Ford and some of the most famous Ford buildings. The font also expresses a futuristic quality that reflects the future driven values of the HFC brand.

NOTE: Walkway is a third-party font that should only be used by designers in the Marketing and Communications department. For flyers, internal communications, and all other collateral made outside of the Marketing and Communications department, please use one of our secondary fonts.

Alternatives to Walkway:

  • Myriad Pro
  • 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 publishing and design. Myriad Pro can be purchased from Adobe at

Alternatives to Myriad Pro:

  • Helvetica
  • Arial
  • 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 integrity. 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 professional stock photography (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 important to ensure that all third-party imagery, including photographs, designs, and vector images, 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.

Choosing Appropriate Images

When choosing imagery for use in HFC materials and 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. Inappropriate material includes, but is not limited to:

  • Images that disparage or present individuals in compromised or embarrassing positions
  • Images that disparage religion, race, ethnicity, national origin, age, or any other identity or attribute
  • Images that include elements not appropriate to a particular profession (for example, a nurse who is not wearing gloves when undertaking a procedure)
  • Images that are of poor quality (blurry, poorly cropped, skewed, stretched, flecks/specks, jpg artifacts, or amateur design such as clip art or WordArt)
  • Images that show competitor brands, including on shirts and clothing
  • Images that are sexual or sexually suggestive
  • Images that show tobacco or alcohol consumption (except in limited circumstances)
  • Images that are not appropriately released/approved by the subjects in the images
  • Images that misrepresent the status or approval of the subject (for example, use of a Muslim person in promoting a Christian organization; use of a straight non-ally in promoting LGBTQ causes, etc.)

If you have questions about the appropriateness of your images, please contact Marketing and Communications.