The following explains how to present the SHRM Master Brand visual identity throughout our ecosystem with consistency and purpose. It is important that all SHRM stakeholders comply with these guidelines to maintain brand equity and visual cohesion across all branded materials.
LOGOS
SHRM Blocks + BWBW Tagline: Color Codes
SHRM Blocks + BWBW Tagline: Stacked
The stacked logo Blocks plus the tagline Better Workplaces Better World™ (BWBW) should be used as the primary or first branding mark for digital, video, and print.
Minimum Safe Space:
Minimum Size:
Color Treatments:
Primary
Knockout
White
Black & White
SHRM Blocks + BWBW Tagline: Horizontal
The horizontal logo Blocks + BWBW tagline can also be used as the primary or first branding mark for digital, video, and print, if it works better in the space.
Minimum Safe Space:
Minimum Size:
Color Treatments:
Primary
Knockout
White
Black & White
SHRM Blocks Only
Use the Blocks-only logo as a standalone when spacing does not permit the use of the Blocks + BWBW tagline or for secondary and tertiary branding placements within one document, website, or material.
Minimum Safe Space:
Minimum Size:
Color Treatments:
Primary
Knockout
White
Black & White
COLOR PALETTE
Primary Colors
SHRM Dark Blue
RGB: 27, 60, 105
CMYK: 99, 83, 33, 21
HEX: #1b3c69
SHRM Medium Blue
RGB: 38, 93, 147
CMYK: 91, 66, 18, 3
HEX: #265d93
SHRM Bright Blue
RGB: 0, 118, 190
CMYK: 90, 48, 0, 0
HEX: #0076be
Secondary Colors
MELON
RGB: 242, 106, 66
CMYK: 0, 73, 80, 0
PANTONE: 1645 C
HEX: #f26a42
Digital Design Notes
- Melon background/white foreground: OK for display text and graphics. Not for body text. (Same for reverse).
- Melon background/black foreground: OK in all cases.(Same for reverse).
LEMON
RGB: 251, 181, 51
CMYK: 0, 32, 90, 0
PANTONE: 2225 C
HEX: #fbb533
Digital Design Notes
- Lemon background/white foreground: Not for display text, body text, or graphics. (Same for reverse.)
- Lemon background/black foreground: OK in all cases. (Same for reverse.)
OLIVE
RGB: 167, 171, 32
CMYK: 14, 0, 95, 30
PANTONE: 165 C
HEX: #a7ab20
Digital Design Notes
- Olive background/white foreground: Not for display or body text and graphics. (Same for reverse).
- Olive background/black foreground: OK in all cases. (Same for reverse).
PLUM
RGB: 139, 19, 119
CMYK: 38, 100, 0, 20
PANTONE: 165 C
HEX: #8b1377
Digital Design Notes
- Plum background/white foreground: OK in all cases. (Same for reverse.)
- Plum background/black foreground: Not for display text, body text, or graphics. (Same for reverse.)
Color Shades
Shades can be used as supporting colors in charts and graphics.
PRIMARY COLOR SHADES:
SECONDARY COLOR SHADES:
SHRM PINWHEEL
SHRM Pinwheel: Color Codes
SHRM Pinwheel: Usage
The Pinwheel should not be utilized as a standalone brand logo; it must be used as a visual accent or treatment within a branded asset and positioned near the Master Brand Blocks to build value and recognition.
Do not use the Pinwheel as a replacement for the number “0.”
The Pinwheel should not break away from the primary blue brand colors, unless utilizing the knockout white version or black version.
The Pinwheel can replace the letter “O” in the name of a product or service but should only be used once; it is not required to be used.
Do not use the Pinwheel as a window by placing images in its center.
The size of the Pinwheel must be proportionate to the font beside it.
Do not use the Pinwheel as a bullet point.
Do not use the Pinwheel as an icon representing a checkmark or dot in a grid.
TYPOGRAPHY
SHRM’s primary typeface is Proxima Nova, classified as a sans serif typeface. It is versatile and full-featured with a family of 48 fonts (in eight weights: thin, light, regular, medium, semibold, bold, extrabold, and black; in three widths: Proxima Nova, Proxima Nova Condensed, and Proxima Nova Extra Condensed; with italics in all weights and widths). This large family makes it the perfect font for multiple purposes: display type, body type, captions, constrained spaces, etc.
Proxima Nova is a clean, modern typeface, often described as a hybrid of Futura and Akzidenz Grotesk, combining a geometric appearance with modern proportions.
PRIMARY FONT: Proxima Nova for use in headers, hero imagery, creative collateral and digital experiences
BACKUP FONT: Arial for use in body copy, non-creative communications and documents, long form content
Typography: Basic Hierarchy
Basic hierarchy usually includes three levels:
- Level 1: Most important content or information. Should be immediately visible in the design (headline).
- Level 2: Stands out to help organize design or sections of information into groups. Helps direct viewers (subhead).
- Level 3: The core of the message. Must be readable (text).
Typography: Full Hierarchy
PRIMARY FONT:
Proxima Nova
BACKUP FONT:
Arial
HIERARCHY:
Standard Body Copy is Regular 16px