Visual Elements

Visual Elements

Theinhardt is the signature font of UIC, evoking a strong connection to the university’s progressive, modernist roots. The typeface closely resembles the Helvetica previously used by the university, replacing it with a more individuated and distinctive font.

Theinhardt serves as the primary typeface for all visual communication, including signage, print materials, stationery, web communications and ephemera. Because it is such a broad family, it can be employed as both display and body copy.

The Theinhardt family includes eight different weights: we use the bold and black weights for most designed communications, and the medium weight for letters. Helvetica and Arial can serve as substitutes in ordinary correspondence.

Helvetica and Arial can serve as substitutes in ordinary correspondence.

To obtain university licensed copies of Theinhardt for Mac or PC, contact the Marketing and Brand Management at

On the following pages we provide examples for using the typeface family, demonstrating its confident voice. Use these models as inspiration, rather than restrictive templates; the exact type size and leading is up to you. Used consistently, this typographic vocabulary serves as the foundation for a successful identity system, communicating as much about the institution as the words used to describe it.

Theinhardt is a classic Grotesque typeface named after Ferdinand Theinhardt, a Berlin-based punchcutter and type designer (1820–1906), whose radical design approach helped generate the development of contemporary modern sans serifs such as Helvetica and Akzidenz Grotesk.

Type designer François Rappo based the contemporary Theinhardt on late 19th century sans serif types. The result is an optically optimized, contemporary font family organized in a wide range of weights.

Georgia can be substituted if a serif is required. Use the display version for letters larger than 36 points (about .25 inches). Other weights and display versions are available.

The uppercase display voice is used for names and prominent titles. Use the titling voice for typography larger than 36 points (about .25 inches).

Unlike the horizontal display voice, we recommend positioning vertical titles asymmetrically along a baseline, away from right, left, and top borders, and just inside the bottom border.

Use the width of the capital ‘I’ to determine the line spacing of vertical titles.

Primary Colors

Red and blue are UIC’s primary identifying colors. Use the energetic red, the bright Pantone 306 blue, or the quieter Pantone 2758 blue when color is a critical element in identifying the university.

Secondary Colors

The palette includes secondary colors that provide versatility and variegation. Use these colors in combination to reflect the energy inherent in Chicago and the breadth of UIC’s community Pantone swatches have been specifically selected for both uncoated and coated paper, and Hex numbers have been selected for screen use. Please check with your printer to ensure you are using the appropriate ink color forumula.


Use Pantones for all printing and RGB or Hex codes for all digital work.

Use color energetically and boldly in type and imagery. Apply overall color to photography, or as a gradient behind white text. Subject matter and photography provide inspiration for colored type.

Steer clear of the use of orange and purple on their own to avoid creating confusion with the University of Illinois at Urbana-Champaign and Northwestern.

Check two-color combinations online to ensure legibility for those whose sight is impaired:

Primary Colors

Pantone 199 C
Pantone 199 U
CMYK 10, 100, 86, 2
RGB 213, 0, 50
Hex #D50032

Pantone 306 C
Pantone 306 U
CMYK 71, 6, 4, 0
RGB 0, 181, 226
Hex #00B5E2

Pantone 2758 C
Pantone 2758 U
CMYK 100, 94, 30, 28
RGB 0, 30, 98
Hex #001E62

Secondary Colors

Pantone 123 C
Pantone 123 U
CMYK 0, 22, 91, 0
RGB 255, 199, 44
Hex #FFC72C

Pantone 247 C
Pantone 246 U
CMYK 32, 94, 0, 0
RGB 187, 22, 163
Hex #BB16A3

Pantone 3125 C
Pantone 3125 U
CMYK 75, 9, 19, 0
RGB 0, 174, 199
Hex #00AEC7

Pantone 1505 C
Pantone 1505 U
CMYK 0, 67, 100, 0
RGB 255, 117, 0
Hex #FF7500

Pantone 072 C
Pantone 072 U
CMYK 100, 99, 2, 3
RGB 16, 6, 159
Hex #10069F

Pantone 1915 C
Pantone 213 U
CMYK 0, 86, 22, 0
RGB 239, 74, 129
Hex #EF4A81

Pantone 3255 C
Pantone 3255 U
CMYK 63, 0, 33, 0
RGB 44, 213, 196
Hex #2CD5C4

Pantone 249 C
Pantone 249 U
CMYK 54, 99, 27, 10
RGB 128, 39, 108
Hex #80276C

Pantone 395 C
Pantone 396 U
CMYK 15, 1, 100, 0
RGB 225, 224, 0
Hex #E1E000

Color use: primary gradients

Use gradients — from one primary color to another, or from a primary to a secondary color — as flat fields behind or within text.

visual gradient from #D50032 to #001E62

Color use: secondary gradients

visual gradient using secondary color choices