University of Chicago Laboratory Schools

📋 1 Guidelines

🔗 Connections

Sector

Education

Region

Usa

Guideline Year

2015

Language

English

Tags

Science

Official Websites

Brand Guidelines

2015

Brand Summary

Mission
  • The Laboratory Schools ignite and nurture an enduring spirit of scholarship, curiosity, creativity, and confidence. They value learning experientially, exhibiting kindness, and honoring diversity [^1].
Core Values
  • scholarship
  • curiosity
  • creativity
  • confidence
  • experiential learning
  • kindness
  • diversity
Target Audience
  • The youngest members of the University of Chicago’s academic community, including students, parents, faculty, staff, alumni, and others who contribute to the vibrancy of the Lab community [^2].
Personality Traits
  • child-centered
  • progressive
  • intellectual
  • creative
  • supportive
  • diverse
Visual Identity Overview
  • The visual identity is defined by consistent use of the University-approved wordmark, crest, and color palette. Typography is carefully specified for print and web, with a focus on clear, strong, and simple design elements. The color system balances traditional maroon and gray with vibrant accent colors, and photography should reflect diversity and avoid contrived situations. The overall style emphasizes clarity, consistency, and a strong connection to the University of Chicago [^3].

Categories

Brand Imagery
  • Choose simple compositions with a main focal point
  • Avoid posed or contrived situations
  • Avoid using layered images, montages, or special effects
  • Seek to reflect full diversity of the Schools— age, ethnicity, gender, etc.
Color Palette
  • Official University of Chicago colors can be augmented with six additional colors. The color system seeks to balance Chicago’s rich traditional colors with vibrant colors that reflect Lab’s dynamic character.
  • CHICAGO MAROON PANTONE 202 U CMYK: 0/100/70/50 RGB: 128/0/0 Web: #8000
  • LAB ORANGE PANTONE 143 CMYK: 2/32/92/0 RGB: 247/179/52 Web: #f1 b434
  • LAB GREEN PANTONE 576 CMYK: 58/22/91/4 RGB: 122/156/73 Web: #789d4a
  • CYAN 100% PROCESS CYAN RGB: 0/174/239 Web: #0Offff
  • CHICAGO DARK GRAY PANTONE Warm Gray 11 U CMYK: 0/15/30/70 RGB: 118/118/118 Web: #767676
  • LAB RED PANTONE 7417 CMYK: 1/74/58/.02 RGB: 236/104/97 Web: #e04e39
  • LAB BLUE PANTONE 645 CMYK: 50/29/11/0 RGB: 132/161/195 Web: #7da1c4
  • MAGENTA 100% PROCESS MAGENTA RGB: 236/0/140 Web: #ff0Off
  • CHICAGO LIGHT GRAY PANTONE COOL Gray 3 U CMYK: 0/5/10/20 RGB: 214/214/206 Web: #D6D6CE
  • LAB DARK GRAY PANTONE COOL GRAY 11 CMYK: 54/45/41/8 RGB: 124/124/129 Web: #53565a
  • YELLOW 100% PROCESS YELLOW RGB: 255/242/0 Web: FEDD00
  • One-color applications: use black, Chicago Gray, or Chicago Maroon
  • Two-color applications: use one of the above colors plus a color from the primary palette
  • For simple/shorter applications limit palette to two or three colors
  • Colors from the secondary palette may be used, sparingly, to call special attention to text
Typography
  • Adobe® Garamond and News Gothic are the recommended typeface families for Laboratory Schools’ communications. Do not use substitute fonts or create bold weights by using the “bold” feature in design programs. Please note recommended usage for each font style below font listings.
  • The Schools will work to supply these specific fonts to individuals who need them. On the rare occasion the user does not have access to these font families, the user may use the Garamond font family found standard on their computer.
  • To set words in caps/small caps and ensure that the strokes match, use an Adobe Garamond roman capital letter in conjunction with an Adobe Garamond Expert letter. To do the same in semibold, use an Adobe Garamond Semibold roman capital letter in conjunction with an Adobe Garamond Semibold Expert letter. To ensure equal weight for all letters, please do not create caps/small caps by using a “small cap” check box or “change case” feature.
  • For web usage, substitute Times New Roman for Adobe® Garamond and Helvetica for News Gothic.
  • Akzidenz Grotesk Bold or Black, 0 letterspacing
  • Upper and lower case preferred
  • General rule: for headlines 16 point or larger
  • Adobe® Garamond, normal letterspacing, or Akzidenz Grotesk Light or Bold, 0 letterspacing
  • In short documents use a single font; in longer documents both fonts may be used to differentiate and enliven discrete bodies of information
  • Use black or Chicago Gray for body copy
  • General rule: 10 point minimum for body copy, 9 point for narrow columns, 7 point for captions; 3 point leading for all sizes
  • Akzidenz Grotesk Bold, 0 letterspacing
  • Subheads may appear in medium to dark colors from the palette
  • General rule: use at same size as accompanying text
  • Do not scale text or headline type horizontally or vertically
  • Do not shade body text
  • Do not use drop caps
  • Do not use drop shadows or outline variations of type
  • Do not render body copy in all caps
  • Type including headlines and body copy should always be flush left and ragged right, not centered or justified
Logo Usage
  • The following wordmark serves as the identifier for the University of Chicago Laboratory Schools. It includes the traditional shield and the name of the institution. It can be used for print and Web communications.
  • The wordmark should always be reproduced from the digital art provided by University Publications. Downloadable wordmarks, suitable for most uses, can be found on Lab’s Publications and Communications webpage. The wordmark should not be redrawn, distorted, or altered in any way.
  • Allow at least 1/4” clear space on all sides to preserve the graphic impact and integrity of the wordmark.
  • When using Laboratory Schools’ address with the wordmark, note the alignment of the address with the “C” in Chicago. The space between the logo and the address should be equal to or greater than the height of the logo. The font used in the address is Adobe Garamond Expert for the small caps and numerals.
  • The wordmark can be reproduced in black, white, maroon, or dark gray
  • The primary purpose of these crests is for use with Schools’ spirit wear and accessories. They are also approved for use on Physical Education uniforms. These crests should never be used in print or on the web as a substitute for the University-approved wordmark. For other uses, please contact the Laboratory Schools’ Director’s Office.
  • The University of Chicago Emblem, which is part of the Schools’ wordmark, should generally not be used with the rare exception for use in school-wide, higher-order publications.
Tone And Messaging
  • When creating communications for the Schools, the mission may be reproduced in its entirety or used to help shape the ideas a writer wishes to share.
  • The Laboratory Schools are home to the youngest members of the University of Chicago’s academic community. We ignite and nurture an enduring spirit of scholarship, curiosity, creativity, and confidence. We value learning experientially, exhibiting kindness, and honoring diversity.
  • The following message points should be emphasized whenever possible across Laboratory Schools communications. The goal is to create a unified understanding among our many constituents regarding the values and benefits that the Schools, and the Lab community, bring to the education of its children.
  • Offer a best-in-class education benefiting the whole child. Lab’s is a child-centered, pre-collegiate academic program based on time-proven approaches. Rooted in progressive tradition, the Schools engage students in an age-appropriate manner that involves the students in the learning process. Lab teaches approaches to thinking, questioning, and learning that will benefit students throughout their higher education experiences and into adulthood.
  • Benefit from being the only primary and secondary schools in the greater Chicago area that are part of a university. Lab’s connection to the University of Chicago shapes everything about a child’s education from the facilities available to that child to the value families place on education, curiosity, and intellectual inquiry.
  • Hire best-in-class teachers who are highly trained and highly motivated. They bring passion, independence, and creativity into the classroom. They create an intellectual exchange that benefits their colleagues, their practice, and the learner.
  • Embrace a deep commitment to diversity—in all of its expressions—across all schools.
  • Celebrate and foster a close-knit, intimate, and supportive learning environment that exists on a foundation of people—parents, students, faculty, staff, alumni, and others—who contribute to the vibrancy of that community.
Brand Values
  • When creating communications for the Schools, the mission may be reproduced in its entirety or used to help shape the ideas a writer wishes to share.
  • The Laboratory Schools are home to the youngest members of the University of Chicago’s academic community. We ignite and nurture an enduring spirit of scholarship, curiosity, creativity, and confidence. We value learning experientially, exhibiting kindness, and honoring diversity.
  • The following message points should be emphasized whenever possible across Laboratory Schools communications. The goal is to create a unified understanding among our many constituents regarding the values and benefits that the Schools, and the Lab community, bring to the education of its children.
  • The Laboratory Schools: > Offer a best-in-class education benefiting the whole child. Lab’s is a child-centered, pre-collegiate academic program based on time-proven approaches. Rooted in progressive tradition, the Schools engage students in an age-appropriate manner that involves the students in the learning process. Lab teaches approaches to thinking, questioning, and learning that will benefit students throughout their higher education experiences and into adulthood. > Benefit from being the only primary and secondary schools in the greater Chicago area that are part of a university. Lab’s connection to the University of Chicago shapes everything about a child’s education from the facilities available to that child to the value families place on education, curiosity, and intellectual inquiry. > Hire best-in-class teachers who are highly trained and highly motivated. They bring passion, independence, and creativity into the classroom. They create an intellectual exchange that benefits their colleagues, their practice, and the learner. > Embrace a deep commitment to diversity—in all of its expressions—across all schools. > Celebrate and foster a close-knit, intimate, and supportive learning environment that exists on a foundation of people—parents, students, faculty, staff, alumni, and others—who contribute to the vibrancy of that community.
Visual Style
  • The wordmark should always be reproduced from the digital art provided by University Publications. Downloadable wordmarks, suitable for most uses, can be found on Lab’s Publications and Communications webpage. The wordmark should not be redrawn, distorted, or altered in any way.
  • Allow at least 1/4” clear space on all sides to preserve the graphic impact and integrity of the wordmark.
  • When using Laboratory Schools’ address with the wordmark, note the alignment of the address with the “C” in Chicago. The space between the logo and the address should be equal to or greater than the height of the logo. The font used in the address is Adobe Garamond Expert for the small caps and numerals.
  • The wordmark can be reproduced in black, white, maroon, or dark gray
  • The primary purpose of these crests is for use with Schools’ spirit wear and accessories. They are also approved for use on Physical Education uniforms. These crests should never be used in print or on the web as a substitute for the University-approved wordmark. For other uses, please contact the Laboratory Schools’ Director’s Office.
  • The University of Chicago Emblem, which is part of the Schools’ wordmark, should generally not be used with the rare exception for use in school-wide, higher-order publications.
  • Official University of Chicago colors can be augmented with six additional colors. The color system seeks to balance Chicago’s rich traditional colors with vibrant colors that reflect Lab’s dynamic character.
  • CHICAGO MAROON PANTONE 202 U CMYK: 0/100/70/50 RGB: 128/0/0 Web: #8000
  • LAB ORANGE PANTONE 143 CMYK: 2/32/92/0 RGB: 247/179/52 Web: #f1 b434
  • LAB GREEN PANTONE 576 CMYK: 58/22/91/4 RGB: 122/156/73 Web: #789d4a
  • CYAN 100% PROCESS CYAN RGB: 0/174/239 Web: #0Offff
  • CHICAGO DARK GRAY PANTONE Warm Gray 11 U CMYK: 0/15/30/70 RGB: 118/118/118 Web: #767676
  • LAB RED PANTONE 7417 CMYK: 1/74/58/.02 RGB: 236/104/97 Web: #e04e39
  • LAB BLUE PANTONE 645 CMYK: 50/29/11/0 RGB: 132/161/195 Web: #7da1c4
  • MAGENTA 100% PROCESS MAGENTA RGB: 236/0/140 Web: #ff0Off
  • CHICAGO LIGHT GRAY PANTONE COOL Gray 3 U CMYK: 0/5/10/20 RGB: 214/214/206 Web: #D6D6CE
  • LAB DARK GRAY PANTONE COOL GRAY 11 CMYK: 54/45/41/8 RGB: 124/124/129 Web: #53565a
  • YELLOW 100% PROCESS YELLOW RGB: 255/242/0 Web: FEDD00
  • Adobe® Garamond and News Gothic are the recommended typeface families for Laboratory Schools’ communications. Do not use substitute fonts or create bold weights by using the “bold” feature in design programs. Please note recommended usage for each font style below font listings.
  • The Schools will work to supply these specific fonts to individuals who need them. On the rare occasion the user does not have access to these font families, the user may use the Garamond font family found standard on their computer.
  • To set words in caps/small caps and ensure that the strokes match, use an Adobe Garamond roman capital letter in conjunction with an Adobe Garamond Expert letter. To do the same in semibold, use an Adobe Garamond Semibold roman capital letter in conjunction with an Adobe Garamond Semibold Expert letter. To ensure equal weight for all letters, please do not create caps/small caps by using a “small cap” check box or “change case” feature.
  • For web usage, substitute Times New Roman for Adobe® Garamond and Helvetica for News Gothic.
  • When creating communications for the Schools, the following basic guidelines should be followed to promote a strong and consistent graphic identity.
  • Akzidenz Grotesk Bold or Black, 0 letterspacing
  • Upper and lower case preferred
  • General rule: for headlines 16 point or larger
  • Adobe® Garamond, normal letterspacing, or Akzidenz Grotesk Light or Bold, 0 letterspacing
  • In short documents use a single font; in longer documents both fonts may be used to differentiate and enliven discrete bodies of information
  • Use black or Chicago Gray for body copy
  • General rule: 10 point minimum for body copy, 9 point for narrow columns, 7 point for captions; 3 point leading for all sizes
  • Akzidenz Grotesk Bold, 0 letterspacing
  • Subheads may appear in medium to dark colors from the palette
  • General rule: use at same size as accompanying text
  • Do not scale text or headline type horizontally or vertically
  • Do not shade body text
  • Do not use drop caps
  • Do not use drop shadows or outline variations of type
  • Do not render body copy in all caps
  • Type including headlines and body copy should always be flush left and ragged right, not centered or justified
  • Choose simple compositions with a main focal point
  • Avoid posed or contrived situations
  • Avoid using layered images, montages, or special effects
  • Seek to reflect full diversity of the Schools— age, ethnicity, gender, etc.
  • One-color applications: use black, Chicago Gray, or Chicago Maroon
  • Two-color applications: use one of the above colors plus a color from the primary palette
  • For simple/shorter applications limit palette to two or three colors
  • Colors from the secondary palette may be used, sparingly, to call special attention to text
  • In general, avoid introducing other visual elements (other than charts or tables) such as shapes, symbols, icons, etc.
  • Focus on simple, clear typography, strong color, and powerful photographs
Layout And Composition
  • Allow at least 1/4” clear space on all sides to preserve the graphic impact and integrity of the wordmark.
  • When using Laboratory Schools’ address with the wordmark, note the alignment of the address with the “C” in Chicago. The space between the logo and the address should be equal to or greater than the height of the logo. The font used in the address is Adobe Garamond Expert for the small caps and numerals.
  • When creating communications for the Schools, the following basic guidelines should be followed to promote a strong and consistent graphic identity.
  • Do not scale text or headline type horizontally or vertically
  • Type including headlines and body copy should always be flush left and ragged right, not centered or justified
  • In short documents use a single font; in longer documents both fonts may be used to differentiate and enliven discrete bodies of information
  • General rule: for headlines 16 point or larger
  • General rule: 10 point minimum for body copy, 9 point for narrow columns, 7 point for captions; 3 point leading for all sizes
🐛 Report