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The FuTUre is HereHands on with the new
Towson University visual identity
Rick Pallansch · January 16, 2019
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The Secret Originof the Brand Mark
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Secret Origin of the Brand Mark
• Bold• Approachable • Modern/Contemporary• Established/Respected• Creating Opportunity
• Momentum• Warm/Welcoming• Innovation• Rigorous• Connected/Community
Desired attributes of the new brand mark:
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Secret Origin of the Brand Mark
Rounds one, two and three: Lipman-Hearne from Chicago
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Secret Origin of the Brand Mark
If at first you don’t succeed…
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Secret Origin of the Brand Mark
FINALLY, a breakthrough
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Secret Origin of the Brand Mark
We are opportunity creatorsAt Towson University, our connections are solid and bold. We work harmoniously, our varied communities coming together in alignment around a simple idea that our education will lead to better. Here, our individual voices become clear and our collective vision powerful.
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Secret Origin of the Brand Mark
• Bold• Approachable • Creating
Opportunity• Rigorous• Established/
Respected• Warm/
Welcoming
• Innovation• Modern/
Contemporary• Connected/
Community• Momentum
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Secret Origin of the Brand Mark
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It’s All inthe Details
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It’s All in the Details
The basic mark
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It’s All in the Details
Keep the mark together
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It’s All in the Details
Primary? Secondary? It’s your choice.
=
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It’s All in the Details
Primary version vs internal use
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Brand Mark Signatures
Standard
Compact
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Brand Mark Signatures
Internal Use Apparel Use
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Look at Allof the Colors!
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Color Use
Full Color
One Color
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Colors!
TU Gold
PMS 1235 C / 116 UCMYK 0 26 100 00RGB 255 187 00HEX #FFBB00
Graphite
PMS 447CMYK 30 25 30 80RGB 60 60 60HEX #3C3C3C
White
CMYK 0 0 0 0RGB 255 255 255HEX #FFFFFF
Old (Line) Gold
PMS 1245 C / 110 UCMYK 00 35 100 15RGB 204 193 00HEX #CC9900
TU Black
PMS Black 3CMYK 60 45 70 90RGB 33 33 00HEX #151500
Glen Mist
CMYK 0 0 0 17RGB 210 210 210HEX #DDDDDD
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It’s Not What You Say, it’s the Font You Use
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Fonts
Proxima Nova (2005) bridges the gap between typefaces like Futura and Akzidenz Grotesk. The result is a hybrid that combines modern proportions with a geometric appearance.Proxima Nova is incredibly versatile, with many weights and styles. Excellent for text as well as headlines.
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Fonts
Kandal (1994) is a wedge serif design with some old style characteristics. The italic follows a modern cursive style of construction. Kandal is a highly-readable text typeface with character.
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TIGERTOOTH
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TIGERTOOTH
• A new set of branding elements• Inspired by the Maryland State Flag• Versatile • Use it large or small• Use it as a texture or pattern• Use it as a layout device• Available in all brand colors• Available in two patterns
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TIGERTOOTH
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TIGERTOOTH
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TIGERTOOTH
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It’s All OnlineFind it all at towson.edu/brand