Custom Marks

Custom Marks

Certain areas of the University may benefit from customized identifiers. Examples include centers and institutes (Logan Center for the Arts, Becker Friedman Institute), initiatives (Chicago Innovation Exchange) and schools (Chicago Booth).

These areas, while integral to the University, also serve additional audiences outside of the University and/or academia. The Logan Center serves as an arts destination for the community, city, and world; the Chicago Innovation Exchange serves as a hub for Chicago startups; and Chicago Booth competes with other business schools that have exclusive branding of their own. However, all of these utilize aspects of the University identity—either typeface, color, or graphic elements like the shield.

Exclusively internal communications also benefit from clear departmental identification, such as UChicago Dining.

For all external communication, including websites, custom marks should always be considered as supplemental identifiers and used in conjunction with the University logo.

For internal communications, such as signage, identifiers can stand alone.

In all cases, the University’s color palette should be used. All external-facing marks should use maroon and/or gray as their primary colors. Internal-facing marks have more leeway but should reflect the color palette.

In all cases, Web Services should be consulted to make sure custom marks are web compatible.

If you have a need, or think you may have a need, for an identifier other than the University logo and/or logo signature system, please contact the University’s creative director and identity manager at for consultation and advice.


External Custom Marks for areas seen and used by broader audiences (visiting scholars, media, and general public).


The Reva and David Logan Center for the Arts serves as an arts destination for the community, city, and world.


The Chicago Innovation Exchange is a hub for Chicago startups.

Chicago Booth competes with other business schools that have unique branding of their own.

Internal Custom Marks for areas used mainly by internal audiences (faculty, students, and staff) that are umbrella organizations containing multiple individual entities.


The University of Chicago Library is the umbrella for all the libraries on campus.


UChicago Dining encompasses dining halls and other campus eateries.

College Housing contains 11 residence halls and 38 Houses.



Instantly download the logo, shield, and other visual elements.

Identity Guidelines Book

Download the Identity Guidlines
Download the Identity Guidelines PDF.

Connect and collaborate with communicators across the University.

Join the Campus Communicators to share updates and announcements with University colleagues via listhost, Facebook, and at workshops and biannual gatherings.

Find an array of UChicago new media sites, as well as contact information for their owners, in the Social Media Directory.

Create targeted communications campaigns and digital platforms.

Work with UChicago Creative’s team of designers, writers, and producers to develop compelling materials and comprehensive multimedia campaigns.

Enlist University experts to build, design, and support your web applications by partnering with Web Services.

Discover resources to enhance your communications platforms and outreach.

Follow social media and multimedia from across the University at UChicago Social.

Collect and disseminate our latest stories with print-on-demand news.

Capture the images and ideas of the University community.

Enlist UChicago Creative to produce expert videography.

Book the TV studio for broadcast interviews.

Book the sound booth for remote radio interviews.

Align the look and language of your communications with those of the University.

Find best practices for the use of our logo, typeface, color palette, and editorial style within our visual identity.

Build and refine social media sites using our social media guide, and find web writing tips in Web Services’ multimedia content guidelines.

Order print materials created for your audience and customized for your office.

Present a uniform look with University of Chicago business cards and stationery for your department, office, or position.

Purchase maps, calendars, and brochures to welcome your guests and visitors to the University.