Official Websites
Brand Guidelines
2016
Brand Summary
Mission
- The Reva and David Logan Center for the Arts is a dynamic hub for teaching, practice, exhibition, and performance, featuring a range of programs and facilities that support the work of faculty, students, arts groups, and community partners. It is designed to foster collaboration and creative inquiry across the artistic spectrum [^1].
Core Values
- collaboration
- creative inquiry
- connection
- community engagement
- support for the arts
Target Audience
- Faculty, students, arts groups, community partners, and the broader arts community seeking a collaborative and creative environment [^2].
Personality Traits
- neutral
- friendly
- confident
- unique
- dynamic
- inspiring
- emotional
- provocative
Visual Identity Overview
- The visual identity is based on ‘Creative Connections,’ reflected in a modern, geometric logo derived from the building’s architecture, a neutral color palette with shades of gray, and dynamic, provocative imagery. The identity allows for flexibility in layouts and emphasizes the Logan Center’s unique personality while letting the work of artists and performers take center stage [^3].
Categories
Brand Imagery
- PHOTOGRAPHY The visual image of the Logan Center for the Arts should be dynamic, inspiring, emotional and provocative in nature. It is also important that the imagery reinforces and extends the tone and content of the project for which it is being created. If you need assistance finding an appropriate image, please contact the Logan Center marketing staff or UChicago Creative.
Color Palette
- We employ color as a tool for impact, and to inject our materials with the same vitality characteristic of our institution. Our color palette consists of ten Logan colors inspired by the diversity of activities happening inside our building, as well as the building’s architecture and the environment surrounding it.
- You may use any of the colors shown here as well as any tint, you may also use the colors as screens when necessary.
- C=33 / M=0 / Y=100 / K=0 R=184 / G=212 / B=51 Pantone: 380C
- C=75 / M=15 / Y=15 / K=0 R=24 / G=167 / B=200 Pantone: 7702C
- C=0 / M=10 / Y=100 / K=0 R=255 / G=221 / B=0 Pantone: 7405C
- C=0 / M=70 / Y=90 / K=0 R=243/ G=112 / B=50 Pantone:164C
- C=0 / M=100 / Y=0 / K=2 R=230 / G=0 / B=136 Pantone: 219C
- C=75 / M=15 / Y=100 / K=35 R=46 / G=116 / B=49 Pantone: 7741C
- C=100 / M=100 / Y=55 / K=0 R=52 / G=53 / B=97 Pantone: 5265C
- C=0 / M=30 / Y=80 / K=0 R=253 / G=186 / B=77 Pantone: 1365C
- C=0 / M=100 / Y=65 / K=0 R=237 / G=23 / B=76 Pantone: 192C
- C=0 / M=100 / Y=0 / K=40 R=158 / G=0 / B=93 Pantone: 234C
- You may use any tint, you may also use the colors as screens when necessary.
- Please note that all typography shown here is shown in black. You will have the flexibility to choose a color from our Logan palette best suited for your specific design (page 14). It is preferable to display headers, subheaders and body text in black or white reversed type, as these items will need more attention and contrast in the layout.
- Avoid using a new color/grayscale value for the Logan logotype. Refer to pages 9-10 for alternatives when using a low or high contrasting color.
Typography
- TYPOGRAPHY Our typeface demonstrates our brand essence through it’s complementary differences. Typefaces do more than spell words. Used consistently, they can in themselves become images or symbols for our brand. Gotham’s forms come from the urban environment. From the lettering that inspired it, Gotham inherited an honest and straightforward tone that is neutral without being clinical and authoritative without being impersonal.
Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.!?,;:@$%&()
Gotham Light
Gotham Book
Gotham Medium
- Please note that all typography shown here is shown in black. You will have the flexibility to choose a color from our Logan palette best suited for your specific design (page 14). It is preferable to display headers, subheaders and body text in black or white reversed type, as these items will need more attention and contrast in the layout.
- Type for Header: Gotham Bold Type for Sub Head: Gotham Book
- Use the same type size for both and use a 3pt. leading rule. (ie: 32pt over 35pt)
- You may use the Book or Bold typeface at your discretion.
- Type for hosting DOVA institution (optional) Gotham Bold Caps UT TAPS SMART DEPARTMENT OF MUSIC UNIVERSITY OF CHICAGO PRESENTS
- Type for body text: Bring your family to enjoy University of Chicago Presents matinee concerts and interactive arts workshops presented in partnership with local artists, arts organizations, and student organizations. Gotham Bold Use a 3pt. leading rule. (ie: 12pt over 15pt)
- Type for Date/time: JAN 12/8 PM Gotham Bold Caps Separate date and time with a /.
- When more than one date per month is used you may use the full name header and abbreviate the day of the week and list all dates, use Gotham Book for days.
- Type for Category: Gotham Bold Caps Use when listing more than one artistic category in the event. ie: workshops, concerts, lecture
- Type for Event Info: Gotham Book
- Underline all specific performance, film, concert, etc…
- Type for Location: Gotham Bold/Book Caps
- When using another location, the placement may vary, but the type setting should remain consistent, size must match size used in body text.
- The Logan Center for the Arts must be present on all materials as a lock up on the footer of events produced by LOGAN.
- Ticket Info: Gotham Bold Caps Gotham Book
- TICKETS $10
- $5 for ages 17 and under
- All workshops are free; registration is recommended
- ticketsweb.uchicago.edu.
- Type for url/ social media: Gotham Bold
- When including any additional urls please format similarly to our url setting.
Logo Usage
- The primary logo lockup should only appear in the gray color palette, when necessary you may place the logo on a dark background to create higher contrast.
- When needed the word mark may be used alone, without the presence of the symbol.
- Only the word mark may be reversed.
- The symbol should appear only within internally produced materials, social media applications or promotional items, but always with the presence of the full name in copy or in the form of the word mark somewhere else on the piece.
- When the symbol and wordmark are used together the recommended safety area must equal the height of a “Logan” triangle.
- When using only the wordmark, you must keep the sme recommended safety area.
- When using the logotype on print materials, the logo must not be smaller than 1.25".
- For small scale applications the logo should not appear smaller than .875" in width.
- When using the logotype along with other UChicago logos, you must maintain a minimum safe area of .25". (triangle width/height)
- When placing the Logan logotype along other University of Chicago logos, align the full wordmark with the height of the UChicago shield as shown here.
- When using the horizontal version of the UChicago Arts logo, align the “LOGAN” word with the x height of the UChicago Arts wordmark.
- The Logan logotype is best represented when placed on a white background, at its highest contrast. Here are a few samples of when it is preferred to use the full logo or the reverse word mark option.
- Avoid using the logotype on high or low contrast color combinations. You may explore the use of the full logo on color backgrounds and photography but must retain the logo’s integrity. Here are some examples of how you may resolve some of those issues.
- Avoid high and low contrast color combinations
- Use the word mark option when possible
- When using the logo over any photograph find the best possible placement for the logotype or when possible make use of “Logan” shapes to place the logo. You may also use the reverse word mark option.
- When using the Logan Center for the Arts logotype on any materials avoid any of these. If you have any questions about the correct use of the logo contact the Logan Center for the Arts Marketing team.
- Do not distort logo.
- Do not place logo in any direction other than horizontal.
- Do not add color to logo.
- Do not create a new lockup.
- Do nor reverse full logo. (see page 9 for alternate option.)
- Do not change the grayscale values of the logo
- Avoid using a new color/grayscale value for the Logan logotype. Refer to pages 9-10 for alternatives when using a low or high contrasting color.
- When possible anker the logo to one of the 4 corners on the layout with the necessary minimum safe area around it. When possible and if applicable use a “Logan” shape for background.
- If the Logan logo is acting as a supporter along other logotypes, try and group these together following the guide for safe space on pages 7-8.
- We would also suggest defining a footer or header space for all supporters/sponsors logos.
- If the Logan logo is not part of the main group of logos, it may serve both parties best to use copy instead of the full logotype, please contact the Logan Marketing team for specific language.
- The Logan logotype must be placed on the top right corner of the layout. The square template allows for square text boxes to be randomly placed throughout the layout. The size of the text and text boxes may vary in size. Logo must be placed at a minimum size of 6x6. L symbol = 4x4
Tone And Messaging
- Gotham is the University’s main display font. It was a natural choice, given its straightforward tone that is neutral, friendly, and confident-qualities that aligned well with the Logan Center.
- Gotham’s forms come from the urban environment. From the lettering that inspired it, Gotham inherited an honest and straightforward tone that is neutral without being clinical and authoritative without being impersonal.
- The visual image of the Logan Center for the Arts should be dynamic, inspiring, emotional and provocative in nature. It is also important that the imagery reinforces and extends the tone and content of the project for which it is being created.
Brand Values
- The Reva and David Logan Center for the Arts is a dynamic hub for teaching, practice, exhibition, and performance, featuring a range of programs and facilities that support the work of our faculty, students, arts groups, and community partners. The Logan Center for the Arts is designed to foster collaboration and creative inquiry across the artistic spectrum.
- The Reva and David Logan Center for the Arts identity is based on the idea of “Creative Connections"connecting the community with contemporary art, connecting art with the individual, and connecting the conventional with the unfamiliar. This spirit of connection is reflected in the visual identity, which allows for the work of exhibited artists, performers, and students to take center stage, while consistently projecting the Logan Center’s unique personality.
Visual Style
- The new logo is derived from the architecture of the building, and its intersecting shapes represent the connections among faculty, students, visiting artists and scholars, arts organizations, and community partners. Intersecting tones overlap to create complementary colors.
- The University color palette is a key point of recognition. We made a conscious decision to remain neutral in the selection of the tone within this palette (using a dark gray) so that the activity takes precedent over the identity.
- The primary logo lockup should only appear in the gray color palette, when necessary you may place the logo on a dark background to create higher contrast.
- When needed the word mark may be used alone, without the presence of the symbol.
- Only the word mark may be reversed.
- The symbol should appear only within internally produced materials, social media applications or promotional items, but always with the presence of the full name in copy or in the form of the word mark somewhere else on the piece.
- When the symbol and wordmark are used together the recommended safety area must equal the height of a “Logan” triangle.
- When using only the wordmark, you must keep the sme recommended safety area.
- When using the logotype on print materials, the logo must not be smaller than 1.25”.
- For small scale applications the logo should not appear smaller than .875" in width.
- When using the logotype along with other UChicago logos, you must maintain a minimum safe area of .25". (triangle width/height)
- When placing the Logan logotype along other University of Chicago logos, align the full wordmark with the height of the UChicago shield as shown here.
- When using the horizontal version of the UChicago Arts logo, align the “LOGAN” word with the x height of the UChicago Arts wordmark.
- The Logan logotype is best represented when placed on a white background, at its highest contrast. Here are a few samples of when it is preferred to use the full logo or the reverse word mark option.
- Avoid using the logotype on high or low contrast color combinations. You may explore the use of the full logo on color backgrounds and photography but must retain the logo’s integrity.
- Avoid high and low contrast color combinations
- Use the word mark option when possible
- When using the logo over any photograph find the best possible placement for the logotype or when possible make use of “Logan” shapes to place the logo. You may also use the reverse word mark option.
- When using the Logan Center for the Arts logotype on any materials avoid any of these. If you have any questions about the correct use of the logo contact the Logan Center for the Arts Marketing team.
- Do not distort logo.
- Do not place logo in any direction other than horizontal.
- Do not add color to logo.
- Do not create a new lockup.
- Do nor reverse full logo. (see page 9 for alternate option.)
- Do not change the grayscale values of the logo
- We employ color as a tool for impact, and to inject our materials with the same vitality characteristic of our institution. Our color palette consists of ten Logan colors inspired by the diversity of activities happening inside our building, as well as the building’s architecture and the environment surrounding it.
- You may use any of the colors shown here as well as any tint, you may also use the colors as screens when necessary.
- The 1/1 ratio allows you to use any size format with the same grid.
- This grid and its elements allow for the simplest and most complex layout to have equal impact, visibility and visual harmony.
- “Logan” shapes come from the structure of our logotype. They The be employed to add color, or to call attention to special news, can dates, or important information on the layout.
- They can also be used in conjunction with our logotype, when placing the logo over photography, colors, etc. Please refer to the following pages for samples of this.
- The sizes and colors of these shapes is left for the designer to choose. They are made to float freely within the grid and add another dynamic element to your design.
- The Logan logotype must be placed on the top right corner of the layout. The square template allows for square text boxes to be randomly placed throughout the layout. The size of the text and text boxes may vary in size. Logo must be placed at a minimum size of 6x6. L symbol = 4x4
- Additional shapes and color can be added to the layout at the discretion of the designer.
- Avoid using a new color/grayscale value for the Logan logotype. Refer to pages 9-10 for alternatives when using a low or high contrasting color.
- When possible anker the logo to one of the 4 corners on the layout with the necessary minimum safe area around it. When possible and if applicable use a “Logan” shape for background.
- If the Logan logo is acting as a supporter along other logotypes, try and group these together following the guide for safe space on pages 7-8.
- We would also suggest defining a footer or header space for all supporters/sponsors logos.
Layout And Composition
- We have developed a grid based on the structure of our logo. This grid is made for the most basic of layouts to the most complex and allows the designer flexibility and creativity.
- We have created a one square base grid for all applications. The following pages show the way the different design elements can be applied to the template.
- The 1/1 ratio allows you to use any size format with the same grid.
- This grid and its elements allow for the simplest and most complex layout to have equal impact, visibility and visual harmony.
- “Logan” shapes come from the structure of our logotype. They The be employed to add color, or to call attention to special news, can dates, or important information on the layout.
- They can also be used in conjunction with our logotype, when placing the logo over photography, colors, etc. Please refer to the following pages for samples of this.
- The sizes and colors of these shapes is left for the designer to choose. They are made to float freely within the grid and add another dynamic element to your design.
- The Logan logotype must be placed on the top right corner of the layout. The square template allows for square text boxes to be randomly placed throughout the layout. The size of the text and text boxes may vary in size. Logo must be placed at a minimum size of 6x6. L symbol = 4x4
- Additional shapes and color can be added to the layout at the discretion of the designer.
- When possible anker the logo to one of the 4 corners on the layout with the necessary minimum safe area around it. When possible and if applicable use a “Logan” shape for background.
- If the Logan logo is acting as a supporter along other logotypes, try and group these together following the guide for safe space on pages 7-8.
- We would also suggest defining a footer or header space for all supporters/sponsors logos.
Emails
- Email header+ HTML email The same guidelines must be followed when creating email headers or email images.
- When using color type on the header, choose colors consistent with your layout.
- Logo on solid color
- Logo on photography
- Word mark on color screen
- Word mark on photography
- Email embeded image The same guidelines must be followed when creating email headers or email images.