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.
The BWBW tagline cannot have its font weight adjusted or trademark symbol removed, and it is only approved in the primary, knockout, white, and black & white treatments.
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.
The BWBW tagline cannot have its font weight adjusted or trademark symbol removed, and it is only approved in the primary, knockout, white, and black & white treatments.
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
Usage of color ratios is determined by the creative direction and applications. Ratios provide structure, but application depends on content, medium, and purpose. Prioritize balance, readability, brand impact, accessibility, and visual hierarchy in every design.
For full guidance on color usage and appropriate ratios, please reference page 49 of the SHRM Master Brand Standards Guide PDF.
Updated colors are currently being configured for the SHRM.org digital experience. The following are ready to be used in SHRM Master Brand creative request needs.
Primary Colors
SHRM Dark Blue
RGB: 27, 60, 105
CMYK: 99, 83, 33, 21
PANTONE: 534 C
HEX: #1b3c69
SHRM Medium Blue
RGB: 38, 93, 147
CMYK: 91, 66, 18, 3
PANTONE: 641 C
HEX: #265d93
SHRM Bright Blue
RGB: 0, 118, 190
CMYK: 90, 48, 0, 0
PANTONE: 285 C
HEX: #0076be
Supporting Neutral Palette
WHITE
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
PANTONE: White C
HEX: #fffffff
LIGHT GRAY
RGB: 221, 221, 221
CMYK: 12, 9, 9, 10
PANTONE: Cool Gray 3 C
HEX: #dddddd
DARK GRAY
RGB: 120, 120, 120
CMYK: 54, 46, 45, 11
PANTONE: Cool Gray 9 C
HEX: #787878
BLACK
RGB: 0, 0, 0
CMYK: 75, 68, 67, 90
PANTONE: Black C
HEX: #000000
Secondary Colors
SUPER DARK BLUE
RGB: 0, 9, 62
CMYK: 100, 94, 38, 55
PANTONE: 282 C
HEX: #00093e
POWDER BLUE
RGB: 121, 173, 216
CMYK: 51, 21, 2, 0
PANTONE: 542 C
HEX: #79add8
ICE BLUE
RGB: 197, 229, 255
CMYK: 23, 2, 0, 0
PANTONE: 290 C
HEX: #c5e5ff
ROYAL BLUE
RGB: 61, 49, 205
CMYK: 91, 84, 0, 0
PANTONE: 2369 C
HEX: #4030d6
Button Color
LEMON
RGB: 251, 81, 51
CMYK: 0, 32, 90, 0
PANTONE: 143 C
HEX: #fbb533
Color Usage
Bold Blues: Small-scale, hero, and conversion-focused marketing materials should use SHRM blues as the hero color. Avoid white backgrounds to keep content engaging and refined. Be mindful of contrast and negative space for readability and for the design/content to breathe.
Neutrals: Creative with high volumes of content should leverage more neutral backgrounds to maintain clear visual hierarchy and optimize readibility. Print collateral with no bleed should use a white background.
For full use case examples, please reference page 50-51 of the SHRM Master Brand Standards Guide PDF.
ADA Compliant Colors
Buttons
Blue buttons are to be used for both revenue-driving and micro conversions, Lemon buttons are reserved primarily for high-value, revenue-driving actions.
For full usage guidance examples, please reference page 53 of the SHRM Master Brand Standards Guide PDF.
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.
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
TEXTURES
Repeating SHRM
Use this logo-typography only for upper-funnel, brand-level creative. Avoid in copy-heavy or informational pieces, fliers, email, templates, or small-format materials.
For full usage guidance examples, please reference page 54 of the SHRM Master Brand Standards Guide PDF.
Pinwheel
For full usage guidance examples, please reference page 55 of the SHRM Master Brand Standards Guide PDF.
Macro Pinwheel
For full usage guidance examples, please reference page 56 of the SHRM Master Brand Standards Guide PDF.
Graphic Element: Framing
For full usage guidance examples, please reference page 57 of the SHRM Master Brand Standards Guide PDF.
APPLICATIONS
