Visual Identity

In the New School logo, the university name appears in its bespoke typeface, Neue Display Random, above two horizontal rules that span the width of the type.

The New School logo is available in two versions. In the primary logo, the type is set on three lines above the double rule. This is the preferred orientation, and it should be used when no spatial constraints are present.

In the alternative logo, the type is set on one line above the double rule. This alternative version was developed to allow the university’s name to be readable in spaces where the primary logo would be too small.

• The New School

Please refer to The New School Brand Standards Manual and our File Naming Conventions Guide for instructions on logo usage.

Colleges, Schools and Programs

Degree-granting entities within the university—including colleges and some schools and programs—are identified by their cantilevered lockups.

This system employs two elements—the university logo and the name of the college, school, or program—to both identify the entity and suggest its position within The New School. The upper rule of the university logo is extended right to the end of the college, school, or program name, giving the lockup its cantilevered appearance.

Below are links to logo lockups approved for use.

• Parsons School of Design
• Eugene Lang College of Liberal Arts
• College of Performing Arts
  • College of Performing Arts, including Mannes, Jazz, and Drama
  • Mannes School of Music
  • School of Jazz and Contemporary Music
  • School of Drama
• The New School for Social Research
• Schools of Public Engagement
  • Milano School of Policy, Management, and Environment
  • School of Media Studies
  • Julien J. Studley Graduate Programs in International Affairs
  • Creative Writing Program
  • Bachelor’s Program for Adults and Transfer Students
• Parsons Paris

Please refer to The New School Brand Standards Manual for instructions on lockup usage. 

Continuing and Professional Education

The non-degree academic lockup consists of the university logo, set in a red block, locked up to the entity’s name. The name is set in Neue Light Random and may be set on one, two, or three lines, depending on its length.

There are two additional styles available in the non-degree academic lockup system, both of which include a college name. In the first, designed for named college products (e.g., Mannes Prep and Parsons Academy), the product’s name is set in Neue Thin Random. In the second, designed for college-branding offerings (e.g., Parsons Continuing and Professional Education and Parsons Executive Education), the offering’s name set in uppercase and lowercase Neue Light.

• Continuing and Professional Education
  • Parsons Continuing and Professional Education 
  • Parsons Executive Education 
  • Parsons Academy 
  • Mannes Prep

Please refer to The New School Brand Standards Manual for instructions on lockup usage.

Please see pages 42-51 of The New School’s Brand Standards Manual for an overview of this system.

To request one of these lockups or to have one created for a new entity, please contact your project manager or other primary contact person in M&C.

The engine driving The New School’s typographic design is Neue, a bespoke typeface designed in 2015 by Peter Bi’lak in collaboration with Pentagram. Neue’s defining feature is its automated selection of letter widths. The typeface uses OpenType font software to algorithmically choose a seemingly random letter width from the array of normal, wide, and ultrawide forms. Copy set in Neue has a unique rhythm and bold presentation that suggest The New School’s practice of innovation and productive disruption.

Neue is also available as a complete text type family, with a variety of typefaces designed for use in longer blocks of copy in both print and digital applications.

• Neue and Neue Display Type Families

Please refer to pages 94-102 of The New School’s Brand Standards Manual for guidance on using each element of the Neue type family.

One of the foundational elements of the New School brand is color. Any visual communication—print, digital, or environmental—must employ our core brand colors to reinforce the university’s identity.

Primary Color Palette

Three core colors form the basis of The New School’s visual identity: Pantone Parsons Red, black, and white. All New School materials should employ the main colors and not use red, black, and white as colors secondary to others.

Parsons Red

• Pantone Breakdown: Rubine Red (51), Yellow 012 (49)
• CMYK: C (0), M (99), Y (91), K (0)
• RGB: R (232), G (46), B (33)
• HEX: #E82E21

Secondary Color Palette

The New School’s secondary color palette consists of 12 colors: seven traditional Pantone swatches, four fluorescents, and two metallics. This palette was designed to complement the primary palette and was created from colors appearing in works of The New School Art Collection.

The secondary color palette should never dominate the primary palette of Parsons Red, black, and white.

Please see pages 92–93 of The New School’s Brand Standards Manual for a complete breakdown of the secondary color palette.

Gnarls Narwhal (they/them) is the official mascot for The New School.

• Download the Gnarls style guide and illustrated graphics
• Read Gnarls' biography