Design Elements

Our brand has simple graphic tools that work together to distinguish us from our peers and create a look that is instantly recognizable. When they are used consistently, these elements create continuity within our family of materials, across a variety of media.

Design Elements: Tagline

Download (web): Taglines (zip file)

Download (print): Taglines (zip file)

Multiple tagline designs, all include the words "Driven by Curiosity. Inspired by Chapman".
Click above image to enlarge
Tagline fonts and colors. Driven by is in Futura Light Condensed and Pillar. Curiosity is in Futura Bold and Chapman Red


Examples of tagline in use centered on a red background , vertical on a white background, and at an angle around an image of a panther statue in a triangle.

Headline Triangles

Download (web): Headline Triangles (zip file)

Download (print): Headline Triangles (zip file)

Example headline in different colors in shade of Pillar, Pacific and Grove


Examples of using triangles behind headlines. Examples include a digital ad, brochure page and an envelope. The triangle is used in blue and in gray.
window graphic


chapman window example

Window inside Triangle

Downloads (web):  Window inside Triangle (zip file)

Downloads (print):  Window inside Triangle (zip file)

Five small triangle of various colors with a window inside; one large red triangle with a window inside.


Examples showing a window inside a triangle. Examples are a white logo on a red t-shirt, and a red logo on a white hat.

Chapman Pattern

  • Can be applied to our red, pacific and grove colors
  • If text or logo is on top of the pattern, use white font colors and logo variant

Downloads (web):   Patterns – all color variations (zip file)

Downloads (print):   Patterns – all color vatiations (zip file)

Chapman Pattern


Chapman pattern examples

Gray Lines

grey line samples

Photo Framing: Window Cutout

  • Can be used with a single triangle and the Chapman window
  • Work with SMC for photo cutouts and triangle overlapping

See all window cutout images on

Chapman Window Cutout


Window Cutout Examples

Photo Framing: Triangle Cutout

  • Can be used with a single triangle and the Chapman window
  • Work with SMC for photo cutouts and triangle overlapping

See all triangle cutout images on

Panther statue looks to the right. It mostly sits inside of a green triangle; its nose and ear stick out behind the triangle.


Examples of using triangle cutout images. Examples include an email layout with a Panther statue in a green triangle, a banner with a painter, and a digital ad with two dancers.

Photo Framing: Rectangles and Trapezoids

Search for images on

layout pattern


layout samples

Chapman URL Design

  1. When used within a sentence, all words in the url should be set in lowercase.
    • ex: Visit
  2. When the url stands alone, the “C” of Chapman should be capitalized.
    • ex:
  3. All additional words should be set in lowercase
    • ex:

PLEASE NOTE: We do not allow subdomains for standard Chapman website section urls unless a special circumstance and approved by SMC. Subdomains are designated for specific web environments, often required due to technical limitations.  (ex:,,, etc.)