Brand Guidelines
Visual Style Guide
Brand Marks
Loomis Chaffee Coat of Arms and Wordmark
Loomis Chaffee Wordmark
Loomis Chaffee Coat of Arms
Color
Primary Colors
LC Red
- Pantone 7622c
- C=26 M=96 Y=86 K=24
- R=152 G=37 B=43
- HEX #98252b
For professional printing on uncoated paper stock, please use Pantone 1807u.
LC Gray
- Pantone 432c
- C=65 M=43 Y=26 K=78
- R=51 G=62 B=72
- HEX #323E48
Secondary Colors
Cupola
- Pantone 2232c
- C=61 M=7 Y=31 K=0
- R=95 G=184 B=182
- HEX #5CB8B7
Pelican
- Pantone 7535c
- C=10 M=11 Y=23 K=19
- R=190 G=183 B=166
- HEX #B6B09C
Meadow
- Pantone 134c
- C=0 M=12 Y=60 K=0
- R=255 G=221 B=127
- HEX #FED16D
Accent Colors
Brick
- Pantone 7580c
- C=18 M=80 Y=91 K=7
- R=193 G=82 B=49
- HEX #C25131
River
- Pantone 5405c
- C=65 M=35 Y=17 K=40
- R=64 G=97 B=122
- HEX #4E738A
Fonts
Print Use
The primary fonts for Loomis Chaffee print collateral and communications are Adobe Caslon Pro and Gotham Narrow. Generally, the following styles should be followed:
- Headlines: Adobe Caslon Pro Regular
- Subheads: Gotham Narrow Bold
- Body copy: Adobe Caslon Pro Regular
- Secondary copy: Gotham Narrow Book
Adobe Creative Cloud users can find Adobe Caslon Pro in Adobe Fonts. Gotham Narrow is available for purchase on Typography.com.
Web Use
Our primary fonts may not be available for emails and digital presentations. When Adobe Caslon Pro (a serif font) and Gotham Narrow (a sans-serif font) are not available, acceptable fallbacks include Georgia, or Times for serif fonts, and Helvetica, or Arial for sans-serif fonts.
Editorial Style Guide
Generally, we follow AP Style in our print and digital publications. Items particular to Loomis Chaffee, exceptions to our use of AP Style, and guidelines warranting extra clarification are detailed in the following editorial style guide.
Editorial Style Guide (PDF)