Visual Identity and Brand Guidelines

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The Carnegie Medal of Philanthropy, bestowed by the Carnegie family of institutions since 2001, seeks to inspire a culture of giving by recognizing outstanding philanthropists who reflect the values of Andrew Carnegie and his philosophy of giving—what he called the business of benevolence.

Having amassed what was one of the greatest fortunes of his time, Carnegie, the legendary Scottish-American industrialist, decided to reinvest his fortune in society with the stated goal of doing “real and permanent good in this world.” His philosophy of giving was underpinned by the belief that with wealth comes responsibility. He believed that philanthropy’s main aim, as opposed to charity’s, was to address the causes of social ills rather than their manifestations. Carnegie sought to make individuals and society independent rather than dependent. As he so eloquently put it, “Wealth is not to feed our egos, but to feed the hungry and to help people help themselves.”

The Carnegie Medal of Philanthropy honorees personify the ideals of Carnegie’s vision, seeking through their giving to create a world of positive change. They exercise the same wisdom, foresight, and passion in their philanthropic activities as they have in their highly successful professional endeavors. They are catalysts for good who are inspirations to others. They are models for the next generation of philanthropists.

The Carnegie Medal of Philanthropy provides a unique platform for discussion regarding philanthropy’s structure, influence, and trends, both in the United States and abroad.

Vision

A culture of giving creates a world of positive change.

Objective

To be a catalyst for good, inspired by Andrew Carnegie’s philanthropic ideals.

Core Message

The Carnegie Medal of Philanthropy inspires a culture of giving by celebrating innovative philanthropists and shaping the conversation about the field.

The wordmark for the Carnegie Medal of Philanthropy is the core element of the visual identity and should be used on all materials, in both print and digital media, thereby creating a strong and consistent visual presence. The wordmark artwork is provided as a 2-line version and a 1-line version. Use the logo version that works best in the layout.

The wordmark has been created with special letterspacing and alignment and should not be recreated or typeset. Use only the digital artwork provided.

The wordmark must always appear in the approved primary color Pantone 289 (navy blue) or gold metallic. The wordmark may appear in Pantone 123 (yellow) or white if used on a dark background. The wordmark may appear in black if color reproduction is not available, such as in a newspaper announcement.

2-line Wordmark

Blue

Yellow

Black

White

1-line Wordmark

Blue

Yellow

Black

White

More Info

Primary Colors

PMS 289 / 100C 76M 12Y 70K / 0R 22G 65B / #001641
PMS 123 / 0C 19M 89Y 0K / R232 G180 B33 / #E8B421
Metallic Gold: Using metallic ink or foil stamping

Secondary Colors

PMS 228 / 16C 100M 14Y 42K / 121R 28G 81B / #791C51
PMS 652 / 58C 26M 2Y 5K / 121R 150G 194B / #7996C2

Tint Colors

#d9d1ca
#f0edea
#f7f6f4
#fbfafa

Typekit Fonts

https://typekit.com

The Carnegie Corporation of New York uses Adobe Typekit for all digital projects. Here is our information.

Kit ID: gvs8gkw
Embed code: <link rel=”stylesheet” href=”https://use.typekit.net/gvs8gkw.css”>

Now please share your domain address to make it work.

Futura: Primary font family for headlines and titles

Recommeded for “h1” to “h6” tags
font-family: “futura-pt”, Helvetica, Arial, Verdana, sans-serif;

Futura PT Light (300)

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789@!?&

Futura PT Book (400)

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789@!?&

Futura PT Heavy (700)

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789@!?&

Georgia: Secondary font family for body text (no headlines or titles)

Recommended for “body” and “p” tags
font-family: “Georgia”, Times, Times New Roman, serif;

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

The tartan plaid pattern is inspired by the Carnegie tartan. The tartan plaid can be used as a background graphic, section divider or as the end pages of a publication. The tartan plaid colors come from the approved palette. The pattern may be monochromatic using tints of just one color to achieve the desired balance and subtlety.

Please contact to download.

The medal photograph can be used in a layout to reinforce the text content and may also be use as a background image. The medal photograph should not appear in a lockup with the wordmark. The image is available in various sizes and digital formats.

Please contact to download.