Visual Identity Standards

Transcription

1 Visual Identity Standards

2 The Chicago Booth identity program focuses on increasing our visibility and name recognition and differentiating ourselves from other MBA programs by visually unifying all our communications and incorporating into them the essence of Chicago Booth.

3

4 Competition among business schools is constantly increasing. To maintain our position at the top, we must make audiences (students, alumni, the business community, benefactors) ever aware of who we are and what we represent. We must be able to receive credit and recognition for all that we are and all that we do. We must always present ourselves in the best light and continuously reflect the core essence of the school in all our communications. The Chicago Booth identity program uses the name brand approach, where the whole is more powerful than the sum of the parts and each component enhances the value of the other. Every touchpoint should reference the master brand. Consistency across the organization is therefore essential, and every exception to the identification standards is a missed opportunity to build the Chicago Booth master brand. Our new program focuses on increasing our visibility and name recognition and differentiating ourselves from other MBA programs by visually unifying all our communications and incorporating into them the essence of Chicago Booth. The primary visual element of the program is the wordmark the stylized combination of the Chicago Booth name and the shield that is displayed on all communications produced by Chicago Booth including stationery, forms, collateral, advertising, publications, signage, electronic media, exhibitions, and gifts. The wordmark does not replace our official name the University of Chicago Booth School of Business but it now becomes our official informal name or nickname. It satisfies the goal of having a single, effective visual/ verbal identifier for the school. And because it is shorter, more visible, and more memorable, it acts to increase awareness of Chicago Booth and to unify all our communications by its constant, consistent, and prominent use. In addition to the wordmark, there are several other elements of the program that, when correctly applied, help create greater uniformity and harmony among our visual communications. The following pages describe each of these elements and how they are used. Every situation will not be covered in these standards, and if you have a specific question or need assistance with an identity application, contact the Chicago Booth Marketing team at branding@lists.chicagobooth.edu.

5 3 icagobooth.edu Who We Are, 4 Basic Elements, 5 Our Name, 6 The Wordmark, 7 Signatures, 9 Typography, 10 Color Palette, 12 Chicago Booth Signatures Configuration, 15 Color, 16 Background Control, 18 Variations, 19 Activating the Shield, 20 Standard Sizes, 21 Application Examples, 22 Administrative Area Signatures, 24 Academic Program Signatures Standard Versions, 25 Display Versions, 27 Research and Learning Center Signatures Standard Versions, 30 Display Versions, 31 Alignment with the University, 35 Application Examples, 36 Student and Alumni Organization Signatures and Logos, 38 The Shield, 40 Application Specifications Letterhead General, 43 Research and Learning Centers, 44 Second Sheet, 45 Personalized Executive Size, 46 Envelopes General, 47 Research and Learning Centers, 48 Notepads and Mailing Labels, 49 Business Cards, 50 Hanger Cards, 51 External Forms, 52 Custom Forms, 53 Signatures, 54 PowerPoint Templates, 55 Signage, 56 Gifts and Gear, 58

6 Who we are 4 When producing communications and marketing materials for Chicago Booth, it is important to understand the fundamentals that drive the school. The essence of these fundamentals should be incorporated into every item produced by and for Chicago Booth. We are more than a business school. We are a business force. Environment ideas People Unparalleled intellectual curiosity, honesty, exchange, and rigor ideas that fundamentally shape markets and businesses People who create lasting value Our culture is unparalleled. Drawing its strength from the generation and clash of ideas, our culture values people who are curious and contrarian, who possess a healthy sense of both skepticism and humor. It embraces multiple perspectives and is intensely egalitarian. As a result, collaboration goes far beyond the conventional definition: it is intense, exhilarating and transformative. Our ideas change the world of business, and the world in general. Grounded by a deeper understanding of the fundamentals that make business work, we examine data to uncover new facts and reveal new realities. By reframing questions and mining information in ways that often fly in the face of conventional wisdom, we crack open seemingly intractable challenges and generate surprising, enduring solutions. Booth produces people who create lasting value. The world looks different after a conversation with a Booth person. Our graduates quickly become renowned in their organizations and sectors for reframing problems to find better solutions, for making knowledge richer and more relevant. They are people who fundamentally alter the course of organizations and sectors through the power of bigger, better, and more enduring ideas.

7 Basic Elements 5 There are five elements that form the basis for the Chicago Booth visual identity program: our name, the wordmark (the stylized presentation of Chicago Booth and the shield), signatures (the combination of the wordmark with the school name and/or the names of various entities within the school), typography (our primary and alternative typefaces), and color (a limited palette of primary and complimentary hues). The name The University of Chicago Booth School of Business The wordmark Signatures Typography ABCDEFGHIJKLMNOPQRstuvwabcdefghijklmnopqrstuvw ABCDEFGHIJKLMNOPQRabcdefghijklmnoqrstuvwxyz Color

8 Basic Elements our name David G. Booth, 71, a University of Chicago trustee and life member of the Council on Chicago Booth, made the most generous contribution in the school s history. In recognition of David s generosity, the school has been renamed in his honor. One of the most important aspects of our program is how we refer to ourselves in copy and conversation. Our official name is The University of Chicago Booth School of Business ; however, our brand name the name we would most like to be known by is Chicago Booth. When referring to the school, the first name usage should always be The University of Chicago Booth School of Business. The official name needs only to be used once; from then on the school should be referred to as Chicago Booth. After the Chicago Booth name has been established it may be used interchangeably with simply Booth or Chicago. Chicago Booth is a trademark but not a legal name, and it should not replace The University of Chicago Booth School of Business on official or legal documents. 6 Our official name The University of Chicago Booth School of Business Our nickname or brand name Chicago Booth Third reference only Booth or Chicago

9 Basic elements the wordmark 7 The Chicago Booth wordmark is the official visual identifier for the University of Chicago Booth School of Business and all entities within the school. The wordmark should be displayed prominently on all print and electronic communications and signage. It is to be used as often as possible in full color (gray and maroon) or in two tones of a single color, always with emphasis on the word Booth. When full color is not available, black with gray or black with a screen of black is recommended. If necessary, the wordmark may be reproduced in other colors (see page 16). The wordmark may also be transparentized or ghosted (see example at the bottom of this page and on pages 20 and 22). In these cases, the word Booth should always appear to be approximately 20% stronger than the word Chicago and the shield. All elements of the wordmark, including the shield, have been custom drawn and cannot be reproduced with standard type fonts. The wordmark should never be respaced or modified in any way. All reproductions of the wordmark should be made from approved electronic files available at staff.chicagobooth.edu/marketing. Full color 430 Dark Gray with 202 Maroon One color 60% screen of black with 100% black Reversed out of color background 15% screen of black with 100% white or 428 Medium Gray with 100% white Reversed out of photography 85% transparency of white with 100% white

10

11 Basic elements signatures 9 Signatures are the combination of the Chicago Booth wordmark and the name of the school or the various parts or programs of the school. There are different types of signatures depending upon the need for organizational recognition or the degree of organizational independence. Chicago Booth Signature This is the combination of the wordmark and the complete school name. See page 15. Administrative Area Signatures These signatures are limited to use in address blocks. See page 24. Academic Program Signatures (standard) These signatures are generally used in address blocks. The name of an academic program may also be displayed in larger sizes on print and electronic communications. See page 25. Academic Program Signatures (display: highly limited uses) These signatures are limited to use on banners, walls, gifts, or apparel where it will be the only graphic element displayed, and where it is important that the program itself be identified or differentiated. See pages 26 through 29. Research and Learning Center Signatures (standard) These signatures are used primarily for address blocks on all stationery items, business cards, forms, the backs of brochures, etc. See page 30. Research and Learning Center Signatures (display) These signatures display the names of research and learning centers on brochure fronts, signs, banners, gifts, and gear. See pages 31 through 37. Student and Alumni Organization Signatures These signatures vary widely in graphic styling but each should be associated with the Chicago Booth wordmark. Standard signature styles have been created for these organizations and are recommended but are not required. See pages 38 and 39.

12 Basic Elements Typography (Primary fonts) 10 Three primary typefaces are used for Chicago Booth print and electronic materials. These are Filosofia, a classic serif font; Trade Gothic Condensed, a compact modern font; and Champion Featherweight, a bold, extremely condensed font. Each font carries with it certain visual connotations classical, efficient, aggressive and each should be used accordingly. Filosofia is the primary face used for stationery items and for text in publications. Trade Gothic Condensed is a basic identity font used on stationery and for signatures, and also can be used for headlines and text. Either font may be used as the primary face on other communications depending upon their appropriateness to the subject matter. Combining fonts on communications creates a unique graphic presentation that gives Chicago Booth a proprietary look (see pages 22 and 23). Filosofia is available from Emigre Fonts ( Trade Gothic Condensed is available from the Adobe Type Library ( Champion Featherweight is available from Hoefler & Frere-Jones ( Filosofia Regular Filosofia Italic Filosofia Bold Filosofia Small Caps Trade Gothic Light Trade Gothic Bold No. 2 Trade Gothic Condensed Regular No. 18 Trade Gothic Condensed Bold No. 20 Champion Featherweight ABCDEFGHIJKLMNOPQRSabcdefghijklmnopqrs ABCDEFGHIJKLMNOPQRSTUabcdefghijklmnopqrstu ABCDEFGHIJKLMNOPQRabcdefghijklmnopqr abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRabcdefghijklmnoqr ABCDEFGHIJKLMNOPabcdefghijklmnop ABCDEFGHIJKLMNOPQRabcdefghijklmnopqr ABCDEFGHIJKLMNOPQRabcdefghijklmnopqr ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

13 Basic elements typography (alternative fonts) 11 If the primary typefaces are not available, there are acceptable alternative type fonts that should be used. Common circumstances for substitution are web-based HTML communications, word processing and presentations using Microsoft Office, and general use for those who do not have access to the primary type fonts. Georgia may be used in substitution of Filosofia. Arial may be used in substitution of Trade Gothic. Arial Narrow may be used in substitution of Trade Gothic Condensed. Verdana may be used for HTML text only. Georgia Regular Substitute for Filosofia Regular Georgia Italic Substitute for Filosofia Italic ABCDEFGHIJKLMNOPQRabcdefghijklmnopqr ABCDEFGHIJKLMNOPQRabcdefghijklmnopqr Georgia Bold Substitute for Filosofia Bold ABCDEFGHIJKLMNOPQRabcdefghijklmnopqr Arial Regular Substitute for Trade Gothic Light Arial Bold Substitute for Trade Gothic Bold No. 2 Arial Narrow Regular Substitute for Trade Gothic Condensed No. 18 Arial Narrow Bold Substitute for Trade Gothic Condensed No. 20 Verdana Regular Substitute for web use ABCDEFGHIJKLMNOPQRabcdefghijklmnopqr ABCDEFGHIJKLMNOPQRabcdefghijklmnopqr ABCDEFGHIJKLMNOPQRabcdefghijklmno ABCDEFGHIJKLMNOPQRabcdefghijklmnopqr ABCDEFGHIJKLMNOPQRabcdefghijklmnopqr Verdana Bold Substitute for web use ABCDEFGHIJKLMNOPQRabcdefghijklmnopqr

14 Basic Elements color palette 12 The primary colors for the Chicago Booth visual identity are Pantone 202 Maroon and Pantone 430 Dark Gray. These are the two colors used for the full-color wordmark. Pantone 428 Medium Gray is used for Chicago and the shield when the wordmark is reversed out of a dark background (see page 7). Also illustrated below is a palette of 18 additional complementary colors that are recommended for use on print and electronic communications. The complementary palette is made up of colors that work best with the Chicago Booth primary colors. Booth Maroon can be produced in four-color process using the following formula: C-0, M-100, Y-65, and K-47. Booth Dark Gray can be closely matched with a 65% screen of black, and Booth Medium Gray can be closely matched with a 40% screen of black. Hexidecimal and RGB equivalents (for web and on-screen applications) are also indicated on each color swatch. Primary color palette PMS 202 CMYK HEX 9B1115 RGB PMS 430 CMYK HEX 8E8E90 RGB PMS 428 CMYK HEX CED0CA RGB Complementary color palette. Note: Colors in the complementary palette may not be used to reproduce the Chicago Booth wordmark. PMS 7412 CMYK HEX E79218 RGB PMS 451 CMYK HEX AB914F RGB PMS 404 CMYK HEX RGB PMS 5487 CMYK HEX 5F846B RGB PMS 5483 CMYK HEX 2D7F70 RGB PMS 653 CMYK HEX 224D8C RGB PMS 715 CMYK HEX FC7621 RGB PMS 5845 CMYK HEX B9AE4C RGB PMS 403 CMYK HEX 9D8C66 RGB PMS 5625 CMYK HEX RGB PMS 5493 CMYK HEX RGB PMS 652 CMYK HEX 6C7493 RGB PMS 1355 CMYK HEX FCBB5D RGB PMS 458 CMYK HEX DEC547 RGB PMS 453 CMYK HEX B9AC61 RGB PMS 5645 CMYK HEX A9B084 RGB PMS 5503 CMYK HEX 6AA792 RGB PMS 644 CMYK HEX 7C98A6 RGB

15 Basic elements color palette 13 The primary and complementary palettes contain colors that can create unique and proprietary combinations. Illustrated below are random combinations of colors from the palette, though hundreds of other combinations are possible. Experimentation with various color groupings is encouraged

16

17 Chicago Booth Signatures Configuration A Chicago Booth signature is the combination of the wordmark and the complete school name The University of Chicago Booth School of Business. There are two standard signature configurations one with the school name extended slightly beyond the wordmark and one with the name justified. A split signature allows the school name to to be moved away from the wordmark as long as the name and the wordmark can be clearly viewed on the same surface, such as on letterhead and business cards. See pages 19 and 22 for additional examples of split signatures. 15 Standard Extended Signature The school name in the extended version is aligned beneath the wordmark so that it can be reproduced in two colors or tones to match the colors in the wordmark above it. Standard Justified Signature The school name in the justified version is always reproduced in a single color generally the lighter of the two values. Split Signature The school name is in a position other than below the wordmark.

18 Chicago Booth signatures color (positive) 16 Below are examples of preferred and acceptable color variations for positive reproduction of both the extended and justified signatures. Only in instances where neither Chicago Booth Maroon nor black are available can the signature be reproduced in another color. In those cases, only a single color signature may be used. Extended Preferred: 430 Gray with 202 Maroon Preferred: 430 Gray with black Preferred: 60% black with 100% black Acceptable: all 202 Maroon Acceptable: all 430 Gray Acceptable: all black Justified Preferred: 430 Gray with 202 Maroon Preferred: 430 Gray with black Preferred: 60% black with 100% black Acceptable: all 202 Maroon Acceptable: all 430 Gray Acceptable: all black

19 Chicago Booth signatures color (reverse) 17 Below are examples of preferred and acceptable color variations for reverse reproduction of the extended signatures. When reversing a justified signature, the school name must be in one color only. The signature may reverse out of any color background, photograph, or illustration that is dark enough to afford good legibility (also see page 18). If 428 Gray or a 15% screen of black is not available for Chicago and the shield, the signature should reverse out to white. Extended Preferred: 428 Gray (or 15% screen of black) with white Preferred: 428 Gray (or 15% screen of black) with white Preferred: 428 Gray (or 15% screen of black) with white Acceptable: all white Acceptable: all white Acceptable: all white Justified Preferred: 428 Gray (or 15% screen of black) with white Preferred: 428 Gray (or 15% screen of black) with white Preferred: 428 Gray (or 15% screen of black) with white Acceptable: all white Acceptable: all white Acceptable: all white

20 Chicago Booth Signatures Background control 18 The chart below illustrates wordmark color combinations that are best suited for various background shades. While these backgrounds are represented here as gray, the same recommendations hold true for tones of other colors, photography, illustrations, and material surfaces such as metal and masonry. 430 Gray with 202 Maroon 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 430 Gray with black 428 Gray with white 430 Gray Black White 202 Maroon

21 Chicago Booth Signatures Variations 19 Illustrated below are examples of various acceptable Chicago Booth signatures. A Chicago Booth signature is the combination of the Chicago Booth wordmark and the complete school name The University of Chicago Booth School of Business. A split signature allows the school name to be moved to a position other than below the wordmark as long as the school name and the wordmark can be clearly viewed on the same surface as demonstrated below (also see pages 15, 20 and 22). Standard Extended Signature (also see page 15) Split Signature (also see page 15) Split Signature with an activated shield (also see page 20) The University of Chicago Booth School of Business 1101 East 58th Street Chicago, Illinois Tel Fax The University of Chicago Booth School of Business 1101 East 58th Street Chicago, Illinois Tel Fax Stardard Justified Signature (also see page 15) Split Signature (also see page 15) Extended Signature with an activated shield (also see pages 15 and 20)

22 Chicago Booth Signatures activating the shield 20 While the shield is generally positioned at the right end of the wordmark, it also may be enlarged, repositioned, or used as a decorative element. A requirement in these cases is that the right end of the wordmark touch or overlap the left side of the shield at some point. The wordmark may not sit within the shield, be centered over the shield, or be located to the right of the shield. Also see page 19. There are no color constraints on the shield when it is used as a graphic. However, the resulting effect should always be that of a ghosted or watermarked image equal to no more than half the strength of the word Chicago. The entire shield or merely a section may be used alone. It may be printed, hot stamped, or embossed to add texture and visual interest to backgrounds. Examples of signatures with activated shields

23 Chicago Booth Signatures Standard sizes 21 Recommended sizes of wordmarks for standard sheet sizes are shown below. The wordmark may be positioned anywhere in a layout; however, the larger versions should generally be placed at or near the bottom of the page. See pages 22 and 23 for examples of how the large wordmark can be applied to print communications. Note the minimum recommended distances from the outer edges of the page to the wordmarks. 5½" x 8½" 8½" x 11" 3 5 8" x 8½" 20pt equal equal 24pt equal equal 18pt equal equal 24pt 10 picas 24pt 30pt 11½ picas 30pt 22pt 9 picas 22pt The University of Chicago Booth School of Business equal equal The University of Chicago Booth School of Business equal equal 24pt center 22pt center The University of Chicago Booth School of Business equal equal 30pt center

24 Chicago Booth Signatures application Examples 22 The communications shown here demonstrate a variety of visual solutions while still consistently applying the Chicago Booth signature and other basic elements of the visual identity. Employment Report 2009

25 Chicago Booth Signatures application Examples 23

26 Administrative area Signatures Administrative areas include the staff offices and functions of the school. When used, the names of departments and facilities precede The University of Chicago Booth School of Business name. Both are typeset in the same size and font. These signatures (the combination of the wordmark and administrative area name) may be used only in address blocks on stationery, business cards, business forms, brochures, etc. 24 Examples of Administrative Area Names Academic Services Accounting and Budget Admissions Alumni Affairs and Development Career Resource Center Career Services Computing Services Communications Diversity Affairs Facilities and Operations Faculty and Educational Services Financial Aid Human Resources Marketing Student Programs and Events Student Services Examples of Administrative Area Signatures Career services the university of Chicago Booth school of Business Alumni Affairs and Development the university of Chicago Booth school of Business 5807 south woodlawn Avenue Chicago, Illinois student Programs and Events the university of Chicago Booth school of Business 5807 south woodlawn Avenue Chicago, Illinois tel Fax

27 ACAdemic program Signatures standard versions 25 Academic programs refer to the various educational offerings of the school. In address blocks, academic program names precede The University of Chicago Booth School of Business name and are set in Trade Gothic Bold Condensed. They also may be displayed in larger sizes on print and electronic communications and emphasized with increased type size or weight. Academic program names are generally used in address blocks or near the Chicago Booth wordmark and are not formally locked up with the wordmark. There are some instances, however, where these names may be used in a fixed arrangement with the wordmark (see pages 27 through 29). Examples of Academic Program names Evening MBA Program Executive MBA Program North America Leadership Development Executive Education Full-Time MBA Program PhD Program Executive MBA Program Asia International Programs Weekend MBA Program Executive MBA Program Europe Joint Degree Program Examples of Academic Program Signatures Weekend mba program s The University of Chicago Booth School of Business executive education the university of Chicago Booth school of Business 450 North Cityfront Plaza Drive Chicago, Illinois Summer Business Scholars Program Executive MBA Program Europe the university of Chicago Booth school of Business

28 ACAdemic program Signatures standard versions 26 Academic program names may be used on Chicago Booth print and electronic communications as information only and may not be combined with the wordmark to create a separate visual identity. Display versions of academic program signatures may not be used to replace the Chicago Booth signature. Acceptable: Chicago Booth Executive Education used as information Chicago Booth Executive Education New Product Innovation, Development, and Implementation Strategies April 20 24, 2009 October 5 9, 2009 Learn to create or modify your organization s new product development process and position your firm for a strategic competitive advantage. Unacceptable: Executive Education used as identification X New Product Innovation, Development, and Implementation Strategies April 20 24, 2009 October 5 9, 2009 Learn to create or modify your organization s new product development process and position your firm for a strategic competitive advantage. XExecutive Education New Product Innovation, Development, and Implementation Strategies April 20 24, 2009 October 5 9, 2009 Learn to create or modify your organization s new product development process and position your firm for a strategic competitive advantage. Academic program names may be featured independent of the wordmark on print and electronic communications. The display signature may not be used to replace the Chicago Booth signature on print and electronic communications. The academic program name may not be combined with the wordmark in any manner on print and electronic communications.

29 Academic Program signatures Display versions 27 A special fixed signature is available for limited use on items that must display only an academic program name and the wordmark. These signatures are specifically for banners, displays, and gear, and should never be used on printed and electronic communications to replace standard signatures. These signatures may not be modified in any way.

30 Academic Program signatures display versions (color) 28 Below are examples of acceptable color variations for positive and negative reproduction of the academic program signatures. Only in instances where neither Chicago Booth Maroon nor black are available can the signature be reproduced in another color. In those cases, only a single color signature may be used. The signature may reverse out of any color background, photograph, or illustration that is dark enough to afford good legibility (also see page 18). If 428 Gray or a 15% screen of black is not available for Chicago and the shield, the signature should reverse out to white. Full color 430 Dark Gray with 202 Maroon One color 60% screen of black with 100% black One color all 202 Maroon Two color 428 Medium Gray with 100% white One color 15% screen of black with 100% white One color all white

31 Academic Program Signatures Display versions (application examples) 29 Display signatures for academic programs are limited to use on banners, displays, gear, and other items where it is necessary to display only the wordmark and the academic program name.

32 research and learning center signatures standard versions 30 These signatures are for all research and learning centers that are supported by or connected to Chicago Booth. Research and learning center names are set in Trade Gothic Bold Condensed and precede The University of Chicago Booth School of Business name. These standard signature arrangements are used primarily in address blocks on stationery, business cards, business forms, and brochures. Examples of research and learning center formal names James M. Kilts Center for Marketing George J. Stigler Center for the Study of the Economy and the State Michael P. Polsky Center for Entrepreneurship The Becker Center on Chicago Price Theory Center for Population Economics Center for Research in Security Prices Center for Decision Research Accounting Research Center The Initiative on Global Markets Examples of research and learning center signatures the university of Chicago Booth school of Business george J. stigler center for the study of the economy and the state the university of Chicago Booth school of Business 5807 south woodlawn Avenue Chicago, Illinois tel Fax center for population economics the university of Chicago Booth school of Business 5807 south woodlawn Avenue Chicago, Illinois 60637

33 research and learning center signatures display versions 31 In addition to the standard signatures that are used by research and learning centers in address blocks on stationery and brochures, display signatures that can be featured on reports, brochure fronts, and in electronic media have been developed. For this format, the names of some centers have been shortened to their commonuse name. There are horizontal and stacked formats for each signature. Shown below are the horizontal formats for each display signature. Kilts Center for Marketing Stigler Center for the Study of the Economy and the State PolskyCenter for Entrepreneurship Becker Center on Chicago Price Theory Founded by Richard O. Ryan, MBA 66 Center for Population Economics Center for Decision Research Accounting Research Center Initiative on Global Markets crsp Center for Research in Security Prices

34 research and learning center signatures display versions 32 Shown below are the stacked formats for each display signature. Kilts Center for Marketing Center for Population Economics Center for Population Economics Stigler Center for the Study of the Economy and the State Center for Decision Research Center for Decision Research Polsky Center for Entrepreneurship Accounting Research Center Accounting Research Center Becker Center on Chicago Price Theory Founded by Richard O. Ryan, MBA 66 Initiative onglobal Markets Initiative on Global Markets crsp Center for Research in Security Prices crsp Center for Research in Security Prices

35 research and learning center signatures display versions 33 Acceptable color combinations for display signatures are illustrated below. Full color 430 Dark Gray with 202 Maroon and black One color 60% screen of black with 100% black One color all 202 Maroon Reversed out of color background 428 Medium Gray with 100% white Reversed out of color background 15% screen of black with 100% white Reversed out of color background all white

36 research and learning center signatures display versions (alternative) 34 For the named centers only, an alternative color combination has been developed for situations where it is desirable to emphasize the benefactor name within the signature. Note that this version is not recommended for situations where the signature is reproduced on a textured background (such as a photograph or pattern) or on medium-toned backgrounds where the gray copy may not be legible. Kilts Center for Marketing Stigler Center for the Study of the Economy and the State PolskyCenter for Entrepreneurship Becker Center on Chicago Price Theory Founded by Richard O. Ryan, MBA 66 Kilts Center for Marketing Stigler Center for the Study of the Economy and the State PolskyCenter for Entrepreneurship Becker Center on Chicago Price Theory Founded by Richard O. Ryan, MBA 66

37 research and learning center signatures Alignment with the university 35 The Becker Center and Stigler Center are identified with Chicago Booth on stationery but also are associated with the university on marketing materials. A flexible, vertical alignment has been developed for using both the university logo and the Booth wordmark on the same cover. The university logo is the same width as the Booth wordmark and sits below it at a distance that is appropriate for the individual piece. This relationship strengthens the Chicago Booth brand while reinforcing the center s relationship with the university. Stigler Center George J. Stigler Center for the Study of the Economy and the State Becker Center The Becker Center on Chicago Price Theory Founded by Richard O. Ryan, MBA 66 Becker Center The Becker Center on Chicago Price Theory Annual Report

38 research and learning center signatures application examples 36 Kilts Center for Marketing George J. Stigler Center for the Study of the Economy and the State The University of Chicago Booth School of Business 5807 South Woodlawn Avenue Chicago, Illinois Stigler Center for the Study of the Economy and the State Marketing at Chicago Polsky Center for Entrepreneurship Annual Report Annual Report Becker Center on Chicago Price Theory Founded by Richard O. Ryan, MBA Annual Report Annual Report Center for Decision Research

39 research and learning center signatures Application examples 37 Editors Ray Ball, University of Chicago Philip G. Berger, University of Chicago Merle Erickson, University of Chicago Richard Leftwich, University of Chicago CRSP Center for Research in Security Prices The University of Chicago Booth School of Business 105 West Adams Street, Suite 1700 Chicago, Illinois Douglas J. Skinner, University of Chicago Abbie Smith, University of Chicago Managing Editor Lisa M. Johnson, University of Chicago CRSP Center for Research in Security Prices Consulting Editor Nicholas Dopuch, Washington University Editorial Board Mary Barth, Stanford University Sudipta Basu, Emory University Daniel A. Bens, University of Arizona Center for Population Economics Programmer s Guide Robert Bloomfield, Cornell University Kilts Center for Marketing Mark T. Bradshaw, Harvard Business School Robert M. Bushman, University of North Carolina Brian J. Bushee, University of Pennsylvania Gregory Clinch, University of Technology, Sydney Journal of Accounting Research John Core, University of Pennsylvania Mark DeFond, University of Southern California CRSP US Stock Databases and CRSP US Indices Database Ronald A. Dye, Northwestern University Peter D. Easton, Notre Dame University Jennifer Francis, Duke University Frank B. Gigler, University of Minnesota Wayne R. Guay, University of Pennsylvania Rachel M. Hayes, University of Utah Thomas Hemmer, University of Houston Raffi J. Indjejikian, University of Michigan Chandra Kanodia, University of Minnesota Mark H. Lang, University of North Carolina David F. Larcker, Stanford University Christian Leuz, University of Pennsylvania Gregory S. Miller, Harvard University Patricia O'Brien, University of Waterloo Steven Monahan, INSEAD Joseph D. Piotroski, University of Chicago Darren Roulstone, University of Chicago Haresh Sapra, University of Chicago Catherine M. Schrand, University of Pennsylvania Terry Shevlin, University of Washington Hyun Song Shin, Princeton University Lakshmanan Shivakumar, London Business School Robert E. Verrecchia, University of Pennsylvania Gregory B. Waymire, Emory University Joseph Weber, Massachusetts Institute of Technology Founding Editors Sidney Davidson, University of Chicago David Green, City University of New York Center for Decision Research Understanding Human Nature to Harness Human Potential Initiative on Global Markets Measuring Media Slant How Market Forces Influence Newspaper Content

40 Student and alumni organization Signatures and logos 38 Because student and alumni organizations are allowed to use the Chicago Booth wordmark along with their own visual identifiers, these presentations must reflect well on the reputation of the school. The demonstrations below use web headers to illustrate acceptable and preferred ways to combine current student and alumni group logos with the Chicago Booth wordmark and signature. In the preferred format, the student or alumni group name is set in Trade Gothic Condensed and the Chicago Booth wordmark is 95% of the height of the capital letters. Acceptable Chicago Booth signature isolated from the organization logo Preferred (Note: the Chicago Booth wordmark is 95% of the height of the capital letters in the group name) Chicago Booth signature combined with the organization logo African American MBA Association Armed Forces Group European Business Group Acceptable Chicago Booth signature isolated from the organization logo Preferred (Note: the Chicago Booth wordmark is 95% of the height of the capital letters in the group name) Chicago Booth signature combined with the organization logo Philippine Alumni Philippine Alumni Texas alumni Texas Alumni

41 Student and Alumni organization Signatures and logos 39 The Chicago Booth wordmark should be associated with the student and alumni organization logos, but never integrated into them. Newly created student or alumni group logos should be approved by the school s Marketing team. Submit logos to branding@lists.chicagobooth.edu. It is preferred that these logos be created using the Chicago Booth primary type fonts (see page 10). The Chicago Booth wordmark should always follow, not precede, student and alumni organization logos. Preferred (uses Chicago Booth typographic style) GolfGroup GolfGroup Acceptable (associated) Golf Group Golf Group Not Acceptable (integrated) Golf Group Golf Group Preferred (uses Chicago Booth typographic style) Philippine Alumni Acceptable (associated) philippine alumni Not Acceptable (integrated) philippine alumni Philippine Alumni philippine alumni philippine alumni

42 The Shield The Booth shield is a specially modified and simplified version of the official University of Chicago shield. The upper section has been strengthened through the use of bold, vertical bars, and the phoenix has been redrawn with cleaner, heavier lines. There are three versions of the shield that are optimized for various methods of reproduction. In addition to the highly detailed standard version, there are simplified shields for embroidery, engraving, etching, silk-screening, and imprinting. These simplified versions may be used only in instances where the standard shield cannot be clearly reproduced. 40 Standard version Simplified version Very simplified version For general reproduction where holding detail is not problematic. For instance, lithography, large silk-screening, signs, banners, gear, etc. For use when detail in the standard version will not reproduce well. For instance, large embroidery, imprinting and stamping, crystal etching, silk-screening, engraving, etc. For use at extremely small sizes or when an imprecise reproduction process is used. For instance, small embroidery or silk-screening, very small imprinting, etching, and engraving.

43 Application specifications The following pages illustrate the applications of the wordmark, type, colors, and signatures to specific items including stationery, forms, signage, premiums, and gifts. While some examples such as stationery are very specific, others, such as signage, are more conceptual and demonstrate principles rather than a prescribed application. For assistance with any identity application, contact the Chicago Booth Marketing team at branding@lists.chicagobooth.edu.

44

45 Na con scient tihossaggl factar tum neirbo nitsuj poen legum odioque civiud neque pecun modut est nonor et imper ned soluta nobis eligent optio congue nihil est impedit religuard ret sam cupiditat, quas mulla praid om umd ant. O potius inflamm ut corecend magist et dodec nivitar igitur vera bene sanos as iustitiam. Lorem nala letterhead General 43 The general letterhead format is used by administrative areas and academic programs of the school. Size: 8.5" x 11" Stock: Neenah Classic Crest, Avon Brilliant White, 24# writing Text: 9.5/11.5* Filosofia Regular, litho in high-density black Wordmark: 11.5 picas wide, litho in Pantone 202 and 430 Letter Copy: 11/13 Times Roman, set in block style, laser printed Note: When an administrative area or academic program name is used, it is the first line of the address block. *This is typographer s shorthand for 9.5 point type with 11.5 point line spacing. This abbreviation is used throughout these standards for text specifications. Shown at 75% of actual size 2 picas 1.29" (7 picas 9 pts) 1" (6 picas) October 31, 2009 Name O. Person The Business Corporation 1234 Main Boulevard, Suite 1000 Anytown, IL Dear Ms. Person: 14 picas The University of Chicago Booth School of Business 5807 South Woodlawn Avenue Chicago, Illinois Tel Fax iman.educator@chicagobooth.edu Iman Educator Dean Edward Eagle Brown Distinguished Service Professor of Finance Lorem ipsum ut enim nala ad minim veniam, quis nostrud exerci tatio laboris nisi ut aliquip ex ea com modo consequat. Dolor ni reprehenderit ni volup tate velit esse eu fugiat hossaggl nulla pariatur. Ab vero eos et qui blan dit praesent luptatum de lenit a molestus esce pteur sint occaecat cupi datat. Na con scient tihossaggl factar tum neirbo nitsuj poen legum odioque civiud neque pecun modut est nonor et imper ned soluta nobis eligent optio congue nihil est impedit religuard ret sam cupiditat, quas Career mulla Services praid om umd ant. O potius inflamm ut corecend magist et dodec nivitar igitur vera bene sanos as iustitiam. The University Lorem of nala Chicago October 31, 2009 Booth School of Business hossaggl retsam ipsum dolor sit amet, consectetur adip scing eismond tompor niciduntut labore et dolore magna. Sincerely, Name O. Person The Business Corporation 1234 Main Boulevard, Suite 1000 Iman Educator Anytown, IL cc: Jane Q. Doe Carlos T. Candidate Dear Ms. Person: 5807 South Woodlawn Avenue Chicago, Illinois Tel Fax iman.educator@chicagobooth.edu Iman Educator Dean Edward Eagle Brown Distinguished Service Professor of Finance Lorem ipsum ut enim nala ad minim veniam, quis nostrud exerci tatio laboris nisi ut aliquip ex ea com modo consequat. Dolor ni reprehenderit ni volup tate velit esse eu fugiat hossaggl nulla pariatur. Ab vero eos et qui blan dit praesent luptatum de lenit a molestus esce pteur sint occaecat cupi datat. 6 picas 2 picas

46 Letterhead research and learning centers 44 Other than the administrative areas and academic programs, research and learning centers are the only other entities that require Chicago Booth letterhead. The specifications for constructing these letterheads are identical to those for standard letterhead, with the addition of the research or learning center name, which is set in 9.5/11.5 Trade Gothic Bold Condensed. Shown at 75% of actual size Size: 8.5" x 11" Stock: Neenah Classic Crest, Avon Brilliant White, 24# writing Text: 9.5/11.5 Filosofia Regular, litho in high-density black Research or Learning Center Name: 9.5/11.5 Trade Gothic Bold Condensed No. 20, litho in high-density black Wordmark: 11.5 picas wide, litho in Pantone 202 and 430 Letter Copy: 11/13 Times Roman, set in block style, laser printed 2 picas 1.29" (7 picas 9 pts) 1" (6picas) October 31, 2009 Name O. Person The Business Corporation 1234 Main Boulevard, Suite 1000 Anytown, IL Dear Ms. Person: James M. Kilts Center for Marketing The University of Chicago Booth School of Business 5807 South Woodlawn Avenue Chicago, Illinois Tel Fax Iman Educator Dean Edward Eagle Brown Distinguished Service Professor of Finance 14 picas 6 picas 2 picas 2 picas 14 picas Lorem ipsum ut enim nala ad minim veniam, quis nostrud exerci tatio laboris nisi ut aliquip ex ea com modo consequat. Dolor ni reprehenderit ni volup tate velit esse eu fugiat hossaggl nulla pariatur. Ab vero eos et qui blan dit praesent luptatum de lenit a molestus esce pteur sint occaecat cupi datat. 6 picas Na con scient tihossaggl factar tum neirbo nitsuj poen legum odioque civiud neque pecun modut est nonor et imper ned soluta nobis eligent optio congue nihil est impedit religuard ret sam cupiditat, quas mulla praid om umd ant. O potius inflamm ut corecend magist et dodec nivitar igitur CRSP vera bene Center sanos for Research as iustitiam. Lorem nala hossaggl retsam ipsum dolor sit amet, consectetur adip scing eismond in tompor Security Prices niciduntut labore et dolore magna. The University of Chicago Booth School of Business 725 South Wells Street Suite 800 Chicago, Illinois Tel Fax

47 letterhead Second sheet 45 Only the wordmark is printed on second sheets. Second sheets are identical for all organizational entities. Size: 8.5" x 11" Stock: Neenah Classic Crest, Avon Brilliant White, 24# writing Wordmark: 11.5 picas wide, litho in Pantone 202 and 430 Letter Copy: 11/13 Times Roman, set in block style, laser printed Shown at 75% of actual size 2 picas 1.29" (7 picas 9 pts) 1" (6 picas) October 31, 2009 Name O. Person page 2 14 picas Lorem ipsum ut enim nala ad minim veniam, quis nostrud exerci tatio laboris nisi ut aliquip ex ea com modo consequat. Dolor ni reprehenderit ni volup tate velit esse eu fugiat hossaggl nulla pariatur. Ab vero eos et qui blan dit praesent luptatum de lenit a molestus esce pteur sint occaecat cupi datat. Sunt ni culpa qui officia deserunt mollit anim id est. Et harumd dereud facilis est er expedit disict. Na con scient no bis eligent optio congue nihil est impedic religuard ret sam cupidicit, quas mulla praid om umd ant. O potius inflamm ut corecend magist et dodec nivitar igitur vera bene sanos as iustitiam. Lorem nala hossaggl retsam ipsum dolor sit amet, consectetur adip scing eismond tompor niciduntut labore et dolore magna. Ut enim nala ad minim veniam, quis nostrud execi taatio laboris nisi ut aliquip ex ea com modo. Na con scient tihossaggl factar tum neirbo nitsuj poen legum odioque civiud neque pecun modut est nonor et umd ant. O potius inflamm ut corecend magist et dodec nivitar igitur vera bene sanos as iustitiam. Lorem nala hossaggl retsam ipsum dolor sit amet, consectetur adip scing eismond tompor niciduntut labore et dolore magna. Sincerely, Iman Educator cc: Jane Q. Doe Carlos T. Candidate

48 letterhead personalized executive size 46 Shown at 75% of actual size Size: 7.25" x 10.5" Stock: Neenah Classic Crest, Avon Brilliant White, 24# writing Text: 9/11 Filosofia Regular, litho in high-density black Chair Name: Named professorships are typeset in Filosofia Italic Wordmark: 10 picas wide, litho in Pantone 202 and 430 Letter Copy: 11/13 Times Roman, set in block style, laser printed Second Sheet: Unprinted matching stock 2 picas 1.29" (7 picas 9 pts) 1" (6 picas) October 31, 2009 Name O. Person The Business Corporation 1234 Main Boulevard, Suite 1000 Anytown, IL Dear Ms. Person: 13 picas 6 pts The University of Chicago Booth School of Business 5807 South Woodlawn Avenue Chicago, Illinois Tel Fax iman.educator@chicagobooth.edu Iman Educator Dean Edward Eagle Brown Distinguished Service Professor of Finance 6 picas 1 pica 10 pts Lorem ipsum ut enim nala ad minim veniam, quis nostrud exerci tatio laboris nisi ut aliquip ex ea com modo consequat. Dolor ni reprehenderit ni volup tate velit esse eu fugiat hoss aggl nulla pariatur. Ab vero eos et qui blan dit praesent luptatum de lenit a molestus escept. Na con scient tihossaggl factar tum neirbo nitsuj poen legum odioque civiud neque pecun modut est nonor etimper ned soluta nobis eligent optio congue nihil est impedit religuard ret sam cupiditat, quas mulla praid omumd ant. O potius inflamm ut corecend magist et dodec nivitar igitur vera bene sanos as iustitiam. Lorem nala hossaggl retsam ipsum magna. Sincerely, Iman Educator cc: Jane Q. Doe Carlos T. Candidate

49 Envelopes General 47 Note that the wordmark size and position, and the size and position of address blocks, are the same for all envelopes smaller than 9" x 12". 9" x 12" Envelope (or larger) Stock: White Kraft Text: 10/12 Filosofia Regular, litho in high-density black Wordmark: 11.5 picas wide, litho in high-density black No. 10 Envelope (9.5" x 4.125") Stock: Neenah Classic Crest, Avon Brilliant White, 24# writing Text: 9/11 Filosofia Regular, litho in high-density black Wordmark: 10 picas wide, litho in Pantone 202 and 430 Executive Envelope (7.5" x 3.875") Stock: Neenah Classic Crest, Avon Brilliant White, 24# writing Text: 9/11 Filosofia Regular, litho in high-density black Wordmark: 10 picas wide, litho in Pantone 202 and 430 Shown at 75% of actual size 2 picas 2 picas 1 pica 8 pts X X 2 picas 9" x 12" or larger envelope 1 pica 8 pts The University of Chicago Booth School of Business 5807 South Woodlawn Avenue Chicago, Illinois Career Services The University of Chicago Booth School of Business 5807 South Woodlawn Avenue Chicago, Illinois X 1 pica 8 pts 1 pica 8 pts Gleacher Center The University of Chicago Booth School of Business 450 North Cityfront Plaza Drive Chicago, Illinois No. 10 Envelope No. 10 Envelope Executive Envelope All Envelopes Addressee: 11/13 Times Roman, laser printed X The University of Chicago Booth School of Business 5807 South Woodlawn Avenue Chicago, Illinois 60637

50 Envelopes Research and learning centers 48 Other than the administrative areas of the school, research and learning centers are the only entities that require Chicago Booth stationery. The specifications for constructing envelopes are identical to those for standard envelopes, with the addition of the research or learning center name which is set in 9.5/11.5 Trade Gothic Bold Condensed. Note that the wordmark size and position, and the size and position of address blocks, are the same for all envelopes smaller than 9" x 12". 9" x 12" Envelope (or larger) Stock: White Kraft Text: 10/12 Filosofia Regular, litho in high-density black Wordmark: 11.5 picas wide, litho in high-density black No. 10 Envelope (9.5" x 4.125") Stock: Neenah Classic Crest, Avon Brilliant White, 24# writing Text: 9/11 Filosofia Regular, litho in high-density black Wordmark: 10 picas wide, litho in Pantone 202 and 430 Executive Envelope (7.5" x 3.875") Stock: Neenah Classic Crest, Avon Brilliant White, 24# writing Text: 9/11 Filosofia Regular, litho in high-density black Wordmark: 10 picas wide, litho in Pantone 202 and 430 All Envelopes Research or Learning Center Name: 9.5/11.5 Trade Gothic Bold Condensed No. 20, litho in high-density black Addressee: 11/13 Times Roman, laser printed Shown at 75% of actual size 2 picas 2 picas 1 pica 8 pts X X 2 picas 1 pica 8 pts Accounting Research Center The University of Chicago Booth School of Business 5807 South Woodlawn Avenue Chicago, Illinois George J. Stigler Center for the Study of the Economy and the State The University of Chicago Booth School of Business 5807 South Woodlawn Avenue Chicago, Illinois X X 1 pica 8 pts 1 pica 8 pts 9" x 12" or larger envelope No. 10 Envelope Executive Envelope James M. Kilts Center for Marketing The University of Chicago Booth School of Business 5807 South Woodlawn Avenue Chicago, Illinois 60637