Brand Identity Guidelines
Where can I find the current Brand Identity Guidelines?
The University of Chicago Brand Identity Guidelines can be found on the UChicago Creative Resources page.
Brand Identity Elements
Where can I find the University of Chicago’s brand assets?
A variety of brand elements and assets are available on Box via the UChicago Creative Resources page. These include:
- University of Chicago brand identity elements (Shield, Seal, Phoenix, UChicago Gothic Wordmark)
- the University Logo and University Logotype
- communications tools (email signatures, Word letterheads, and Powerpoint templates)
- video lower thirds and motion graphics templates
Do I need to pay for the University’s brand assets?
No. The University’s brand identity elements, University Logo and Logotype, and communications tools are available at no cost for use by all units.
Fonts
Where can I find fonts?
Primary Fonts
Gotham embodies the contemporary tone of the University. Its use is preferred in print, in websites, and for legibility of copy at smaller sizes. Licenses for the recommended package, Gotham 1, may be purchased through typography.com.
Adobe Garamond Pro embodies the traditional tone of the University. It is often used for headlines or accent copy. It is available on Adobe Fonts via Adobe Creative Cloud, or licenses may be purchased through MyFonts.com. EB Garamond is acceptable for digital use (websites, apps, etc.). It is available through Google Fonts.
Limited-Use Fonts
Gotham Narrow can be used for captions, call-outs, copy-heavy documents, and body copy where space is limited. Licenses for the recommended package, Gotham Narrow 1, may be purchased through typography.com.
Gotham Black is an exception only to be used when extra visual impact is needed. Licenses may be purchased through typography.com.
Fette Fraktur reflects the University’s Gothic architecture and provides a nostalgic link to those familiar with the University’s Hyde Park campus. It should only be used in relationship with the Gothic UChicago Wordmark or by College Admissions in recruitment communications when spelling out the name of a prospective student. It should always be set in lowercase letters only. Licenses may be purchased through linotype.com.
Do I need to pay for fonts?
Yes. There is no campus-wide license, so units are responsible for purchasing their own fonts. License information and prices may be found via the links below or on pages 37–38 of the Brand Identity Guidelines.
Photography
Where can I find photography?
PhotoStore is the University resource for photography from across various campus units. You can find more information about PhotoStore access and subscription costs on the University’s PhotoStore website.
Logo Creation
Is there a timeline for units [or entities] to adopt the new guidelines?
Due to individual unit variables and considerations, each will devise their own implementation schedule. That said, we’re anticipating that everyone will be compliant by June 30, 2023.
Is there an exemption process?
Yes. Requests for exemptions should be submitted to UChicago Creative and will be reviewed by the vice president for communications.
Do I need to get my logo approved by the University?
Yes. All logos should be reviewed by UChicago Creative for approval. If an entity would like to request an exemption from adherence to the Brand Identity Logo System, a Logo Exemption Request Form should be filled out and submitted to UChicago Creative. Exemptions are reviewed by UChicago Creative, the vice president for communications, and, when necessary as determined by the Vice President of Communications, University leadership.
How do I start a new logo project?
You may submit a new project request on the UChicago Creative portal.
What does a new logo cost?
A standard Toolkit is $770, and includes the following:
- Brand compliant visual identity
- Four files:
- Digital Logo (RGB)
- Print Logo (CMYK)
- Promotional Logo (Spot Color)
- Web Logo (SVG)
- Three color options:
- Full color
- Black
- White
- Electronic Letterhead
- Social Avatar
- Typographic Option
- Identity Guidelines
- Usage Examples
How long does it take to create my new logo?
New Brand Identity Logo Toolkits typically take two weeks to produce.
Can I get a logo just for my website?
We recommend a full toolkit. Past conversations on similar requests have revealed that most website needs are related to other collateral for which the website logo asset is not sufficient or appropriate.
Can I use the University brand identity elements in my unit logo?
We discourage the use of our brand identity elements in custom designs. To start a logo project for your unit, please submit a request on the UChicago Creative portal.
Stationery
Where do I order stationery?
Stationery items can be ordered and customized through the University’s Preferred vendor, FedEx Office by accessing their punch-out catalog in BuySite, or through the University’s on-campus printer, Graphic Arts.
Why was a change made to the stationery ordering system?
In October 2021, FedEx Office became the University’s Preferred stationery supplier through a competitive solicitation and is available to campus via buysite.uchicago.edu. Additionally, new University of Chicago Brand Identity Guidelines went into effect on October 6, 2021. Included are a new Brand Identity Logo System and updated stationery templates.
Is FedEx Office the only stationery supplier?
No. Stationery orders may also be placed with the University’s on-campus printer, Graphic Arts.
Why isn’t my unit’s logo appearing in the BuySite drop-down menu?
Only logos that align with the new University of Chicago Brand Identity Logo System (see page 38 of the brand identity guidelines) appear in the drop-down menu on BuySite.
How do I add my unit’s logo to BuySite for my stationery order?
Units should request an Identity Toolkit, which includes a brand-compliant logo from UChicago Creative. UChicago Creative typically completes Identity Toolkits for Signature Logos and UChicago Logos within 10 business days. After final logo files are delivered to units, UChicago Creative provides logos directly to FedEx Office for addition to the site. This is done on a weekly basis, with logos typically available in 5 business days. If you do not see your logo after 15 business days, please reach out to tammy.kennedy@fedex.com.
Can my unit's current logo be used for a stationery orders even if it doesn't appear in the BuySite list?
Stationery orders that need to be completed in less than 15 days, or at a time when a unit is not ready to transition to the new University of Chicago Logo System, can be accommodated. A digital EPS, print-ready, logo file is required. To submit an order with FedEx Office, contact tammy.kennedy@fedex.com. To submit an order with the University’s on-campus printer, Graphic Arts, contact graphicarts@uchicago.edu.
Please note: if your unit is considering updating its logo in the near future, order the minimal quantity necessary to help reduce overall budget expenditures.
How are logo requests fulfilled for urgent stationery printing needs?
If your unit hasn’t transitioned to the new Logo System and does not have a digital EPS art file for its current logo, the University Logo should be used.
Does Graphic Arts have access to brand-compliant logo files?
Yes. After final logo files are delivered to units, UChicago Creative provides logos directly to Graphic Arts. This is done on a weekly basis, with logos typically available on the day they are provided to Graphic Arts.
My unit has received its Identity Toolkit from UChicago Creative but our logo is not appearing in the dropdown menu on BuySite. What should we do now?
If it has been more than 5 days since you received your Identity Toolkit from UChicago Creative and your logo is not appearing on BuySite, please contact tammy.kennedy@fedex.com at FedEx Office for assistance.
My unit is ready to transition to the New Logo System. Who should I contact to request the new logo?
Submit the request for an Identity Toolkit to UChicago Creative.
The toolkit includes brand-compliant assets including:
- Horizontal logo, vertical logo, and logotype for use in print, apparel/merchandise, and digital applications; artwork created in maroon, black, and white in EPS, PNG, and SVG formats.
- Logo usage guidelines
- Social media Avatar
- Microsoft Word letterhead template
- Email signature template
Note, there is a $770 cost for the Signature Logo and UChicago Logo Toolkit. Other toolkits based on complexity and customization of unit’s identity.
How long does it take to receive my unit’s Identity Toolkit from UChicago Creative?
UChicago Creative typically completes Identity Toolkits for Signature Logos and UChicago Logos within 10 business days. After final logo files are delivered to units, UChicago Creative provides logos directly to FedEx Office for addition to BuySite. This is done on a weekly basis, with logos typically available in 5 business days.
My unit isn’t ready to transition to the new Logo System yet. Can our current unit logo be used for our stationery order?
If a legacy logo digital file is available, units may order stationery to accommodate their immediate needs by coordinating with the printers directly. For FedEx Office, contact tammy.kennedy@fedex.com to submit an order. For Graphic Arts, the University’s on-campus printer, contact graphicarts@uchicago.edu to submit an order.
Please note: if your unit is considering updating its logo in the near future, order the minimal quantity necessary to help reduce overall budget expenditures.
When does my unit’s logo need to be compliant with the University of Chicago Brand Identity Logo System?
Adherence to the Logo System is anticipated by end of FY23—June 30, 2023. If your unit will have challenges meeting this timing due to budget or other constraints, please discuss an alternative plan with UChicago Creative.
Are there any resources to help guide my unit on its transition to the new Logo System?
Yes. Please refer to the Logo Transition Considerations and Custom Mark Logo Considerations (for custom logos) for key points to consider as your unit begin the transition process.
If my unit has stationery printing questions for UChicago’s Procurement team, who should we contact?
Please contact Brendan Vamos, brendanvamos@uchicago.edu, with any stationery printing questions.
Document Accessibility/ADA Compliance
Are your templates ADA compliant?
General University Powerpoint templates have been made compliant. Users of the templates are responsible for the accessibility of their own content (for example, alt text on relevant images).
How do I make my Powerpoint presentation ADA compliant?
Resources for accessible document creation (including Word, Powerpoint, and Adobe Acrobat) can be found on the Center for Digital Accessibility website.
Are the Brand Identity Guidelines ADA compliant?
The digital PDF has been created to meet accessibility standards.
Branded Merchandise
Do I have to have my merchandise design reviewed/approved by UChicago Creative?
We encourage University units to utilize preferred vendors for branded merchandise and apparel. This ensures that the merchandise design is reviewed and ultimately approved by UChicago Creative. If you have questions about your design, please email identity@uchicago.edu.
How do I know if my design is royalty-exempt?
Branded merchandise or apparel is royalty-exempt if it is not intended for sale.