The FuTUre is HereHands on with the new

Towson University visual identity

Rick Pallansch · January 16, 2019

The Secret Originof the Brand Mark

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:

Secret Origin of the Brand Mark

Rounds one, two and three: Lipman-Hearne from Chicago

Secret Origin of the Brand Mark

If at first you don’t succeed…

Secret Origin of the Brand Mark

FINALLY, a breakthrough

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.

Secret Origin of the Brand Mark

• Bold• Approachable • Creating

Opportunity• Rigorous• Established/

Respected• Warm/

Welcoming

• Innovation• Modern/

Contemporary• Connected/

Community• Momentum

Secret Origin of the Brand Mark

It’s All inthe Details

It’s All in the Details

The basic mark

It’s All in the Details

Keep the mark together

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

Brand Mark Signatures

Standard

Compact

Brand Mark Signatures

Internal Use Apparel Use

Look at Allof the Colors!

Color Use

Full Color

One Color

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

It’s Not What You Say, it’s the Font You Use

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.

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.

TIGERTOOTH

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

TIGERTOOTH

TIGERTOOTH

TIGERTOOTH

It’s All OnlineFind it all at towson.edu/brand