The logo collection.

Choose the mark that fits the space.

Primary wordmark

For website headers, narrow placements and smaller applications.

Wordmark + Chicago

For introductions, print materials and placements where the location should be clear.

Circular logo

For social profiles, square layouts and standalone brand placements.

Need another version? The full kit includes transparent, light, dark and single-color PNGs, plus web and social exports.

The palette.

Click a hex code to copy it.

Ink

Primary text and light-background logos.

Ivory

Warm surfaces and reversed logos.

Bronze

Stars, buttons and restrained accents.

Footer Black

Deep backgrounds and footer surfaces.

White

Clean surfaces and single-color reversals.

Keep body copy in Ink on light surfaces or Ivory on dark surfaces. Bronze works best as an accent; check contrast before using it for small text.

Typography.

The font families currently used on the website.

Headings · Medium 500

New Spirit

Thoughtfully cultivated.

Use for page titles and editorial headings.

Homepage + navigation · Regular 400

Montserrat

Personalized care. Clear guidance.

Used in homepage copy and navigation.

Theme body + footer · Regular 400

Be Vietnam Pro

Your next step starts here.

Used in theme body styles and the footer.

Logo lettering is approved artwork. Do not recreate it using a website font. Font files are not included in the asset kit.

Keep it consistent.

A few practical rules for using the assets.

Logo placement & clear space

Preserve the original proportions. Leave at least one star-width of space around the visible artwork. Use the supplied light or dark version so the lettering stays clear against its background.

For smaller placements, use the primary wordmark if “Chicago” becomes difficult to read. Avoid stretching, cropping letters, adding shadows or changing the relationship between the wordmark and stars.

Which file should I use?

Transparent PNG

For placing a logo over an existing background.

Solid-background PNG

For a complete light, dark or bronze logo composition.

Web export

For everyday website and digital use.

1080 × 1080 export

For square social placements and profile images.

High-resolution PNG

For larger digital placements and appropriately sized print.

Print & production

These assets are RGB raster PNGs. For print, allow 300 pixels per inch at the final placement size and ask your printer for a color-managed proof. Increasing the file size or DPI setting does not add detail.

Large signage requires a vector master. Bronze is a flat brand color; metallic foil or specialty ink requires a separate production specification.

Fonts & licensing

Use appropriately licensed fonts for each application. Website font availability does not automatically grant a desktop font license. The new “Chicago” line in the wordmark uses Arial Regular with added letter spacing; keep the supplied logo artwork intact.

The brand library.