Because our visual identity represents the University at the highest level, it is vitally important to our brand. It acts as a signature, an identifier and a stamp of quality. It is, and should always be, the most consistent component in our communications. To maintain this consistency, a few simple guidelines should be followed.
- Chapman University Master Brand – The master brand is the core visual representation of the brand and should be handled with respect and be in line with the brand consistency.
- Photography – Photography is a compelling tool for portraying the diverse and dynamic nature of our community.
- Color Palette – Beyond our master brand, color is the most recognizable aspect of our brand identity. Using color appropriately is one of the easiest ways to make sure our materials reflect a cohesive brand.
- Primary Typefaces – When it is used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what we communicate.