New Wordmark and Brand Identity Guide Released

Two versions of the new University of Hartford wordmark.

The University of Hartford's branding initiative has reached its next milestone. Today (Wednesday, July 31) marks the release of UHart's new brand identity system. At its core is a new wordmark (at right) that replaces all previous logos.

The Gotham sans serif font of the new wordmark provides a modern, forward-looking tone that is part of the University’s institutional identity. The anchor line that grounds the elements together is accented with a centered, directional arrow that symbolizes another facet of our identity—mentors providing direction.

Since being commissioned by GQ magazine in 2000 as a new and fresh font type, the Gotham typeface can be found in wordmarks of many well-recognized entities including Coca-Cola, the Discovery Channel, the Royal Opera House, and the city of Chicago's bid for the 2016 summer Olympic Games.

In addition to linear and stacked wordmarks, lockups have been developed for individual colleges and schools, as well as many institutional offices. Development of additional lockups is ongoing.

Use of the University seal is now restricted to diplomas, citations, certificates, and other official documents.

The brand identity guide also includes guidelines for stationery, type usage, copy tone, graphic elements, and photography. The University of Hartford will transition to the new elements during the coming year. Departments are not required to toss items with the old logo and may use up existing supplies of stationery and other materials.

"Adherence to these guidelines will ensure consistency and recognition of the brand," explains nationally recognized branding agency 160over90, which has partnered with the University throughout the branding initiative. "Recognition of the greater University brand is something that will benefit each of its schools, colleges, programs, and key segments independently moving forward."

"Brand camps" will be held on campus beginning in September to further assist those on campus who design material or write copy.

In conjunction with the release of the wordmark and brand identity guide, the Office of Marketing and Communication (OOMC) has introduced a revamped OOMC website that will keep the UHart community updated with branding-related resources and news.

Within the next month, faculty and staff will be able to download the University of Hartford wordmark directly from a password-protected section of the University website. Those who may need the wordmark in the interim should email Jason Ulm or call him at 860.768.4230.