The Harvard Shop is the only place where tourists, Harvard affiliates, and Harvard fans can get quality Harvard apparel and accessories that are procured, packaged, and sold entirely by Harvard students. In terms of the competitive edge that we have over other Harvard merchandise retailers in the Square, we like to advertise that 1) all of our employees, from store attendants to managers, are Harvard students who are generally open to questions from potential customers about their college experience, and 2) our Garage location (at 34 JFK Street) houses a Harvard sign photo spot that appeals to many tourists.
Demographic Breakdown
75% tourists, 10% students, 15% other
Image Attributes
High quality, student-run, preppy, Harvard official
Other sub-brands: Alma Mater, Old College Ties, Group Gear
Logo should only be printed in white or THS red.
The “H” mark may appear in monochromatic or dichromatic variations, defaulting to monochromatic in the THS primary or secondary colors.
Note: To download the version of the THS logo that is exclusively used on the online store, click this link.
In most cases, the red should be used to reflect THS's relationship with Harvard. The navy and beige should be used as neutrals and accents when needed. In most cases, the use of high quality photography should be prioritized over flat color graphics.
Due to THS's current work flow, much of the fonts used in email and social media advertising consists of fonts available in Canva. Glacial Indifference has been used often for headings and body. For physical store signage, Alegreya Sans or Lora is often used.
Photo Style
The Harvard Shop’s photography emulates that of J. Crew or Madewell -- clean and preppy, with soft palettes that complement our signature red. All photography should feature Harvard students, from a wide range of ethnic backgrounds and sizes, to accurately represent the Harvard student body. THS’s Instagram reflects this consistent brand mood and vision.
Email Design
As a primary driver of web sales, email design must convey The Harvard Shop’s brand and its value proposition. By emulating the visual style of brands’ emails like J. Crew and Madewell’s, the emails communicate our products’ high quality. Content should present ways to style THS merchandise in full outfits.
