Looks change as we mature and they reflect, to some degree, our experience and character. This evolution of appearance is as true for institutions as it is for individuals. As we approach our 50th anniversary year, we recognize the need for an appearance that reflects the stature, scope and uniqueness of The Graduate Center today. As a result, we have engaged in a rebranding exercise executed in collaboration with C&G Partners that has given us a new logo and accompanying visual vocabulary detailed in these Graphic Standards Guidelines.
Our new symbol, the “wordmark,” captures the essence of The Graduate Center’s place at the apex of the world’s largest public urban university, and the leadership it has achieved in research, scholarship, and doctoral education. The city skyline created by our name rising vertically from the base of the City University of New York underlines our urban character and, as it reaches upward, gives the logo a distinctly aspirational quality.
Adherence to the guidelines for all the graphic applications of our many entities—departments, centers, institutes, schools, programs, concentrations, offices, and committees—will bring greater cohesion to The Graduate Center’s visual presence, greater recognition of shared goals and values, and reinforce our membership in a large, vital, and integrated University community.
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