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Identity & Messaging Toolkit IDENTITY & MESSAGING TOOLKIT BACKGROUND Quick Reference 1 VISUAL IDENTITY Graphic Mark 2 Co-Branding 4 Photography 5 Color Palette 6 MESSAGING Name and Tagline 7 Guidelines 8 Key Messages 9 SOCIAL MEDIA Best Practices 10 Sample Posts 11 Quick Reference Background The following approved text can be used in full or in part NAME for your communications. Nuclear Reactions Seventy-five years ago, scientists at the University of Chicago achieved the first controlled, self-sustaining nuclear chain reaction, TAGLINE ushering in the Atomic Age. Recognizing the historic significance 1942: A Historic Breakthrough, of this development, the University is organizing a series of public an Uncertain Future events to commemorate, discuss, and debate the complex legacy of what transpired on December 2, 1942. The events will explore questions around the experiment’s long-term impact on nuclear WEBSITE physics and engineering, subsequent applications in medicine and nuclearreactions.uchicago.edu nuclear energy, and the difficult issue of the experiment’s integral role in the first development of nuclear fission weapons. SHORT URL The series will examine these challenging subjects from a wide range uchic.ag/nuclear of perspectives and academic fields, using the 1942 experiment and its historical context as a basis for insights into the future of energy, national security, and efforts to bring about a more peaceful HASHTAG world. The anniversary presents an unusual opportunity for the #Nuclear75 engagement of scientists, artists, policymakers, and others around a set of issues that continue to change our world in profound ways. EMAIL [email protected] VISUAL IDENTITY Graphic Mark PREFERRED USAG E The preferred graphic mark should always be used in conjunction with the University of Chicago logo. Name Background Mark Tagline GRAPHIC VIOLATIONS Do not reproduce the mark in colors other than black or reverse (white). REVERSE SIZING Do not distort the shape of the graphic mark. Minimum 1.5" width 2 THE UNIVERSITY OF CHICAGO VISUAL IDENTITY Graphic Mark SECONDARY USAG E The secondary graphic mark should only be used as a co-branding mark. See page 4 for co-branding guidelines. GRAPHIC VIOLATIONS Name Do not reproduce the mark in colors Background other than black or reverse (white). Mark Do not distort the shape of the graphic mark. REVERSE SIZING Minimum 1" width 3 THE UNIVERSITY OF CHICAGO VISUAL IDENTITY Co-Branding When branding a Nuclear Reactions piece with the University When branding with more than two additional of Chicago logo, use the Nuclear Reactions secondary mark. departments or organizations, use the University of The logo and mark should have significant space between them. Chicago logo, list of sponsors, and the secondary mark. The list of sponsors should be 9 pt. font size and appear between the UChicago logo and the secondary mark. Secondary mark University logo When branding with the University of Chicago Sponsored by: Secondary logo and a department or organization logo, place Division of the Humanities Office of the President the secondary mark at the right. University Communications mark University Sponsors logo list Secondary mark Other logos 4 THE UNIVERSITY OF CHICAGO VISUAL IDENTITY Photography A B C D The following selected photographs, for use in Nuclear Reactions–related communications, are available at https://uchicago.box.com/s/ xlllqy43udi48qu2jx8kwexaau514stb. Use accompanying captions and credit information Filename: apf1-06023 Filename: apf2-00502 Filename: Argonne_1-72121 Filename: apf2-07747 where possible to enhance your story. When Info: UChicago professor Info: Photograph taken Info: The unveiling of a plaque Info: A plaque mounted using photos on social media, utilize the comment Enrico Fermi, winner of in November 1942 during commemorating the first on the west stands of the 1938 Nobel Prize construction of the first controlled, self-sustaining Stagg Field, now the site of section on the post to caption or credit the for Physics. nuclear reactor as the nuclear chain reaction at the Mansueto Library, marked 19th layer of graphite CP-1 reactor. where the first controlled, photos. Credit: Special Collections was being added. self-sustaining nuclear chain Research Center, University Credit: Argonne National reaction was achieved. of Chicago Library Credit: Special Collections Laboratory Research Center, University Credit: Special Collections ADDITIONAL RESOURCES of Chicago Library Research Center, University of Chicago Library These online resources give more information and photo options. Permissions information can be found E F G within each website. • The University of Chicago Photographic Archive documents the history of the University of Chicago. The following search strings will pull up materials related to the Manhattan Project, Stagg Field, and Enrico Fermi: + http://photoarchive.lib.uchicago.edu/ Filename: apf3-00234 Filename: PS-20150908_ Filename: PS-Interventional_ db.xqy?keywords=manhattan+project WERC-HenryMoore Radiology_IT_L5 Info: Atomic scientists + http://photoarchive.lib.uchicago.edu/ attend a reunion on the tenth Info: A view of the sculpture Info: The dawn of the Atomic Anniversary (1952) of the first “Nuclear Energy” by Henry Age meant progress for db.xqy?keywords=stagg+field+%28old%29 controlled, self-sustaining Moore, with the University medicine. Today, radiologists + http://photoarchive.lib.uchicago.edu/ nuclear chain reaction. of Chicago William Eckhardt at the University of Chicago Research Center in the Medicine monitor patient Credit: Special Collections db.xqy?keywords=enrico+fermi background. responses to cancer treatment Research Center, University with the full spectrum of of Chicago Library Credit: Photo by The • Argonne National Laboratory: CP-1 Flickr gallery general nuclear and molecular University of Chicago / Tom imaging exams. Rossiter Credit: Photo by The University of Chicago / Tom Rossiter 5 THE UNIVERSITY OF CHICAGO VISUAL IDENTITY Color Palette Applied Example These colors can be used to accompany the graphic mark and related communications. Primary mark PRIMARY c10 m40 y100 k30 c100 m0 y0 k15 c0 m5 y10 k60 r170 g121 b43 r0 g152 b209 r129 g123 b117 #AA792B #0098D1 #807A75 Primary colors SECONDARY c0 m100 y70 k50 c0 m0 y0 k100 University logo r128 g0 b0 r0 g0 b0 #800000 #000000 6 THE UNIVERSITY OF CHICAGO MESSAGING Name and Tagline DO NOT • First reference in running text • Use the construction “UChicago’s Nuclear Use the full name with an em dash: Reactions” or “the University of Chicago’s With Nuclear Reactions—1942: A Historic Breakthrough, Nuclear Reactions”: an Uncertain Future, the University of Chicago presents UChicago’s Nuclear Reactions will a series of public events to commemorate and discuss commemorate what transpired on the complex legacy of what transpired on December 2, 1942. December 2, 1942. • Second or following references • Omit the em dash: Short name can be used, often in combination with “commemoration”: With Nuclear Reactions 1942: A Historic Breakthrough, an Uncertain Future, the The Nuclear Reactions commemoration presents an University of Chicago presents a series of opportunity to engage scientists, artists, policymakers, public events. and others around a set of issues that continue to change our world in profound ways. • Replace the em dash: The Nuclear Reactions event series will commemorate, With Nuclear Reactions/1942: A Historic discuss, and debate the complex legacy of what transpired Breakthrough, an Uncertain Future, the on December 2, 1942. University of Chicago presents a series of public events. • Website Use the simple URL, nuclearreactions.uchicago.edu. It redirects to www.uchicago.edu/research/nuclear-reactions. Use the short URL, uchic.ag/nuclear, on social media. 7 THE UNIVERSITY OF CHICAGO MESSAGING Guidelines The full name, Nuclear Reactions—1942: A Historic Breakthrough, • Highlight people’s, science’s, and the world’s reactions; an Uncertain Future, was unanimously approved by a faculty these are as important as the breakthrough itself. committee. Use of the name and associated communications • Take credit for the University of Chicago: connect Nuclear should express an appropriate tone and meet the following Reactions and Fermi’s experiment to science at the criteria: University. • Avoid an overtly celebratory tone: this is a commemoration, • Incorporate “University of Chicago” or “UChicago” in not a celebration. headlines or subheads as frequently as possible. It may • Address a general audience, both internal and external seem redundant to internal communicators, but it is not to our external audiences. • Internal Students, faculty, and staff • Claim “UChicago scientists” up front, in the first or second paragraph of a story. Laboratory partners, particularly Argonne National Laboratory • Use “UChicago” or “UChicago-affiliated” in the initial • External reference of an affiliated lab (e.g., UChicago-managed Prospective students, researchers, and faculty Argonne). Prospective partners • Incorporate approved messaging (page 1) within or at the General public end of communications. Press and media • Favor “scientist” over “researcher,” providing a term • Discuss what the experiment has meant for the average more relatable and exciting to lay audiences, giving more reader, next-generation technology, etc. specificity to subject matter, and communicating the combined impact of UChicago scientists. • Connect research to current or potential human impact, evoking the significance of the historic breakthrough
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