Visual Language

Visual Language

Our visual language reflects our voice; bold, clear, direct, yet innovative and distinguished. Our design and photography should clarify our message and illustrate our unique attributes.

Take inspiration from and celebrate our surroundings. Our typography, color palette, and design draw from the University’s Gothic-inspired architecture and groundbreaking contemporary architecture; natural, lush, park-like setting, nestled within the vibrant neighborhood of Hyde Park along Lake Michigan; and location within the city of Chicago.

Embrace the brand. Use our brand elements consistently. This assures recognition with all audiences.

It’s not about you, it’s about UChicago. Although the desire can be strong to stand apart from other University of Chicago communications, it is crucial, for external audiences in particular, that all of our communications appear to be from the same institution and that they reinforce the brand.

Be intentional. Coordinate design and photography to illustrate content.

Keep it clean. Avoid unnecessary elements or embellishments. Don’t confuse or clutter the design.

Keep it real. Don’t stage or fabricate experiences.

Be unique. Avoid copying other institutions. We are unique—our communications should look that way.

Be surprising. While consistency and adherence to brand are crucial, be creative within these guidelines to keep communications fresh and interesting.


Our iconic Gothic architecture informed and inspired our selection and use of the typeface Fette Frakture.

The Logan Center's physical profile, contemporary architecture, and intended use informed and inspired the creation of the Logan Center's logo.

Our surroundings--from our tile roofs to Lake Michigan--informed and inspired our color palette.


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

Identity Guidelines Book

Download the Identity Guidlines
Download the Identity Guidelines PDF.

Join PhotoStore

Looking for photographs from past events or from other departments? Learn more about PhotoStore, the University’s collection of photographic materials.

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.