The new logo should be sophisticated, bold and clean, with primary focus on the words of the new department name, but may also include a SIMPLE graphical component (line or shape based, iconic, etc), that reflect the focus of the department's history, academics and field of study (urban policy, urban planning). We would like a logo that is scalable, to use in both small and large contextual environments. It will be used on the website, social media, and print material produced for marketing purposes, both to attract new students to enroll in this program, and to highlight research and other work going on in the department. We are slightly partial to a more modern look, but a more classic feel, that brings about an association with early 20th century roots of the field of urban planning may also be appropriate. FInally, the logo is for an ACADEMIC department at a university, so it would be nice if the logo brought about a reputable, professional connotation.
Important: Although the former/old brand relied heavily on the acronym of its former name ("UAP" as a shortened version of Urban Affairs and Planning), we would like to make sure the new logo does NOT emphasize the shortened acronym of the NEW name, which is the "Department of Urban Policy and Planning."
Said another way, please do NOT produce designs that utilize "UPP" as the foundation of the logo. Also, although cities are we what teach and study, we prefer that the logo does NOT utilize a typical skyline silhouette as a graphical component of the logo.
The logo should place primary emphasis on the words: "Urban Policy and Planning."
Secondary emphasis should be placed on the words: "Hunter College" -- as this is the larger academic institution in which the department resides. Please also feel free to utilize the existing Hunter College logo as part of the design. This helps connect the department to Hunter College.
Finally, the words "Department of" (while technically part of the name) can have the least emphasis or be eliminated altogether, at least preliminarily.
Fonts used should be clean, bold and easy to read. We prefer you not use scripted fonts or those that may be difficult to comprehend.
As noted, we have a slight preference towards a more neutral palette but we are open to a logo that leverages the Hunter College style guidelines which denote purples, but also includes golds and yellows. See below.
Light Purple: Hex (663399) R/G/B (102/51/153) H/S/V (270/67/60)
Dark Purple: Hex (330066) R/G/B (51/0/102) H/S/V (270/100/40)
Orange: Hex (FFCC33) R/G/B (255/204/51) H/S/V (45/80/100)
Gold: Hex (CB9902) R/G/B (203/153/2) H/S/V (45/99/80}
Yellow: Hex (E1C849) R/G/B (225/200/73) H/S/V (50/68/88).
Please view our existing brand at our current website URL, http://hunteruap.org/.