LABORATORY SCHOOLS IDENTITY GUIDELINES
THE UNIVERSITY OF CHICAGO LABORATORY SCHOOLS IDENTITY GUIDELINES 1
This resource guide offers members of the University of Chicago Laboratory Schools community the tools for presenting a consistent graphic identity in printed materials, on the Web, and in other media.
On the following pages you will find:
2 Laboratory Schools Mission & Values3 Laboratory Schools Wordmark4 Laboratory Schools Wordmark Color5 Laboratory Schools Crest6 Laboratory Schools Color System7 Laboratory Schools Typography: Print8 Laboratory Schools Typography: Web9 Laboratory Schools Design Guidelines10 Laboratory Schools Editorial Style
Please contact University Publications to obtain digital files of University emblems and wordmarks, or for additional information about the University of Chicago graphic identity.
University Publications5710 South Woodlawn AvenueChicago, Illinois 60637Phone 773.702.8159Fax [email protected]
To download wordmark go to:http://graphicidentity.uchicago.edu/gen/custom.shtml
LABORATORY SCHOOLS MISSION & VALUES
THE UNIVERSITY OF CHICAGO LABORATORY SCHOOLS IDENTITY GUIDELINES 2
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.
Mission Statement
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.
Additional Concepts that Manifest Laboratory
Schools’ Values
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.
LABORATORY SCHOOLS WORDMARK
THE UNIVERSITY OF CHICAGO LABORATORY SCHOOLS IDENTITY GUIDELINES 3
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.
1362 East 59th Street
Chicago, Illinois 60637
Black
LABORATORY SCHOOLS WORDMARK COLOR
THE UNIVERSITY OF CHICAGO LABORATORY SCHOOLS IDENTITY GUIDELINES 4
The wordmark can be reproduced in black, white, maroon, or dark gray
Chicago Maroon
Chicago Dark Gray
LABORATORY SCHOOLS CREST
THE UNIVERSITY OF CHICAGO LABORATORY SCHOOLS IDENTITY GUIDELINES 5
> 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.
LABORATORY SCHOOLS COLOR SYSTEM
THE UNIVERSITY OF CHICAGO LABORATORY SCHOOLS IDENTITY GUIDELINES 6
U of C Palette
Primary Palette
Secondary Palette
CHICAGO MAROONPANTONE 202 UCMYK: 0/100/70/50RGB: 128/0/0Web: #8000
CHICAGO DARK GRAYPANTONE Warm Gray 11 UCMYK: 0/15/30/70RGB: 118/118/118Web: #767676
CHICAGO LIGHT GRAYPANTONE COOL Gray 3 UCMYK: 0/5/10/20RGB: 214/214/206Web: #D6D6CE
CYAN100% PROCESS CYANRGB: 0/174/239Web: #00ffff
MAGENTA100% PROCESS MAGENTARGB: 236/0/140Web: #ff00ff
YELLOW100% PROCESS YELLOWRGB: 255/242/0Web: FEDD00
LAB GREENPANTONE 576 CMYK: 58/22/91/4RGB: 122/156/73Web: #789d4a
LAB BLUEPANTONE 645CMYK: 50/29/11/0RGB: 132/161/195Web: #7da1c4
LAB DARK GRAYPANTONE COOL GRAY 11CMYK: 54/45/41/8RGB: 124/124/129Web: #53565a
LAB ORANGEPANTONE 143CMYK: 2/32/92/0RGB: 247/179/52Web: #f1b434
LAB REDPANTONE 7417CMYK: 1/74/58/.02RGB: 236/104/97Web: #e04e39
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.
LABORATORY SCHOOLS TYPOGRAPHY
THE UNIVERSITY OF CHICAGO LABORATORY SCHOOLS IDENTITY GUIDELINES 7
Adobe® Garamond
Adobe® Garamond Italic
Adobe® Garamond Expert
Akzidenz Grotesk
Light
Akzidenz Grotesk
Bold
Akzidenz Grotesk
Black
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.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzRECOMMENDED USAGE: TEXT
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzRECOMMENDED USAGE: TEXT
1234567890abcdefghijklmnopqrstuvwxyzRECOMMENDED USAGE: TRUE SMALL CAPS AND NON-ALIGNING OLD STYLE FIGURES
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzRECOMMENDED USAGE: TEXT; RECOMMENDED TRACKING: 0
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzRECOMMENDED USAGE: BOLD TEXT, HEADLINES; RECOMMENDED TRACKING: 0
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzRECOMMENDED USAGE: HEADLINES
LABORATORY SCHOOLS TYPOGRAPHY: WEB
THE UNIVERSITY OF CHICAGO LABORATORY SCHOOLS IDENTITY GUIDELINES 8
Times New Roman
Times New Roman Italic
Helvetica
Helvetica Bold
For web usage, substitute Times New Roman for Adobe® Garamond and Helvetica for News Gothic.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzRECOMMENDED USAGE: TEXT
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzRECOMMENDED USAGE: TEXT
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzRECOMMENDED USAGE: TEXT
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzRECOMMENDED USAGE: BOLD TEXT
LABORATORY SCHOOLS DESIGN GUIDELINES
THE UNIVERSITY OF CHICAGO LABORATORY SCHOOLS IDENTITY GUIDELINES 9
When creating communications for the Schools, the following basic guidelines should be followed to promote a strong and consistent graphic identity.
TYPOGRAPHY
Headlines: > Akzidenz Grotesk Bold or Black, 0 letterspacing> Upper and lower case preferred> General rule: for headlines 16 point or larger
Body copy: > 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
Bold subheads: > 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
General notes on typography:> 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
PHOTOGRAPHY
> 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
> 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
OTHER VISUAL ELEMENTS
> 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
LABORATORY SCHOOLS TOP 10 STYLE ISSUES
THE UNIVERSITY OF CHICAGO LABORATORY SCHOOLS IDENTITY GUIDELINES 10
The Laboratory Schools, in keeping with the University of Chicago, follow the Chicago Manual Of Style (CMS). These key style elements address the most commonly confronted style issues: 1. WHAT WE CALL OUR SCHOOLS
> University of Chicago Laboratory Schools (use plural verb), the Laboratory Schools (plural), or Lab (singular). Do not use Lab Schools.> Nursery/Kindergarten, Primary School, Lower School, Middle School, University High School, or U-High.> Earl Shapiro Hall. Upon second reference or for heavily space restricted headers (as in enews or an email subject line) acronym, ESH. Do not use Shapiro Hall. > Gordon Parks Arts Hall. Upon second reference, or for heavily space-restricted headers (as in enews or an email subject line) Parks Hall. Do not use acronym GPAH. Other: Gordon Parks Assembly Hall.> To differentiate between campuses use Historic Campus (capped) and Early Childhood Campus.
2. COMMAS
> Preferred style is heavy on commas: > Always use the serial comma: apples, bananas, and plums [NOT apples, bananas and plums] > Set off class, state (or country), and year with commas: e.g., John Jones, ’75, visited Albany, New York, on July 30, 2004, to attend a seminar on astrophysics. [NOT John Jones, ’75 visited Albany, New York on July 30, 2004 to attend a seminar on astrophysics.]
3. NUMBERS
> Area codes are now part of every telephone number and should be formatted using only hyphens: 773-702-3236> All numbers, up to and including ten, are spelled out > three years > 50th anniversary > 75 percent [spell out percent]> EXCEPT when describing age ranges or ages in parentheses: > e.g., Nursery/Kindergarten (ages 3–5) or Gina (14) and Mitchell (10)
> Spell out numbers when beginning a sentence: > e.g., Thirty-five percent of Lab students identify as students of color.> eighth grade, but note: eighth-grade student, third-grade teacher, tenth-grade textbook> ten-year-old children, ten-year-olds
4. HYPHENS, DASHES (EN AND EM DASHES)
> Hyphens: U-High, 773-702-9451> En dash: to connect numbers (meaning through): e.g., 1997–1998 or First period runs 8–8:40 a.m. Also to connect a university to its city as in University of Wisconsin–Madison > Em dash: Used to amplify or explain: My friends— my former friends—ganged up on me. [Note: No spaces on either side of the en or em dash]
5. TITLES
> Italicize title of a play, book, magazine, newspaper, and other freestanding works. Titles of articles, chapters and other short works are enclosed in quotations: War and Peace, LabLife, Lab E-News, U-Highlights, and “In the Halls.”
6. HOW TO REPRESENT TIME
> 8 p.m. or 9:30 a.m. [Note: not 8:00 a.m. We recognize this deviates from The Chicago Manual of Style.]
7. CITY, STATE
> Chicago, Illinois, or Chicago, IL, [be consistent within a document in writing out state names or two-letter postal codes]
8. DEGREES
> Do not use periods: BA (bachelor’s degree or bachelor of arts), MA (master’s degree or master of arts). [No space between a degree and graduation year: AB’67]
LABORATORY SCHOOLS TOP 10 STYLE ISSUES
THE UNIVERSITY OF CHICAGO LABORATORY SCHOOLS IDENTITY GUIDELINES 11
9. DATES AND YEARS
> April 2003 [not “April of 2003”] [spell out all months]> 1960–1997 preferred, but 1960–97 is acceptable in a title> 60s, 70s etc. [when referring to decades or a person’s age], the anti-war protests of the early 70s, and Louise Tibbetts is in her 90s.> When specific dates are expressed, use cardinal numbers, e.g., Friday, February 15, 2008. [NOT February 15th.] When a day is mentioned without the month or year, the number, an ordinal, is usually spelled out (By the fifteenth, most of his supporters left him.)
10. NAMES > Lab faculty are referred to by their full name on first reference, then by title and name : Amy Landry, Ms. Landry, or Michael Moses or Coach Michael Moses or Mr. Moses> Richard Tomlinson III, ’09 [Current students at Lab should be referred to by their full name in the first reference, and by first name in subsequent refer ences. Current students should not have a graduation year following their name.]> Alphabetize by standalone surname [not maiden name, unless it forms the first half of a hyphenated surname]. So, the following guest list [to a very questionable party] is correctly alphabetized: Carlos Hernandez Gomez Dorothy Hamill Demi Moore Kutcher Anne Maiden-Married Farrah Fawcett Majors John Malkovitch Tavis Smiley Jane Jones Smith Martha Stewart-Jailbird> Mrs. John F. (Agatha Tvedte) Jacobsen, ’26 [given name and maiden name in parentheses for a female alum who prefers to be styled by her husband’s name]> Mr. and Mrs. Clayton (Joan Jacobsen, ’55) Lehman, ’53> David, ’63, and Deborah Stalvey Epstein [when couple does not prefer a “Mr. and Mrs. Epstein” format for names]
> Heather Belcher, ’04 [this designation is used for both Class of 2004 and Class of 1904, etc.]> If the alumni have a University of Chicago degree, the Lab degree comes first, then the Chicago degree, e.g., Jane Doe, ’81, BA’85, JD’99> Alphabetizing names: use ordinary order of letters, ignoring spaces, punctuation, and special caps: Drake, Andrew DuBose, Alice Harden du Buclet, Kimberly (Neely, ’83) Duke, Earl
Sources: The Chicago Manual of Style, 16th Edition (2010) and
University of Chicago Magazine.