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.