Brand Style Guidelines

ATEC Mission Statement

The School of Arts, Technology, and Emerging Communication (ATEC) is a recognized multidisciplinary academic research school with leading-edge programs that builds upon the creative disciplines of science, technology, art, engineering, and management (STEAM).

ATEC Tagline – Intentional Future-Making

ATEC students and faculty collaborate on Intentional Future-Making every day by exploring the possibilities of the future and the way those possibilities emerge from the present. We create the future in our imagination, research, and creative practice.

Key Messaging – our Elevator Pitch

  • ATEC delivers innovative STEAM education that builds upon the creative disciplines of science, technology, art, engineering, and management.
  • Students, faculty, and researchers collaborate on Intentional Future-Making by exploring the possibilities of the future and the way those possibilities emerge from the present
  • All ATEC participants teach, all ATEC participants learn. Collectively, we cultivate the technological imagination.
  • Our vibrant lab and studio culture fosters collaboration across disciplines.
  • ATEC cultivates creative scholars, scholarly practitioners, and interdisciplinary researchers who identify new horizons of research and creative practice.
  • ATEC is a community of scholars who ask difficult questions and produce incisive knowledge on topics relating creativity and emergence.
Library diorama
Library diorama

Descriptive Words

STEAM

The newest school at UT Dallas, The School of Arts, Technology, and Emerging Communication, provides innovative curriculum and research at the intersection of science, technology, engineering, arts, and management (STEAM).

Collaborative

Faculty and students collaborate in formal courses and in co-curricular settings such as studios and labs to create, design, and experiment through the production of engaging animated stories, new digital applications, and new art experiences

Emergence

Faculty and researchers identify signals in the present that point to impactful changes in human experience, social engagement, and cultural meaning.

Maker-Culture

ATEC students and faculty are makers who learn through doing. We believe that making is a method, a process, a way of thinking, and a way of doing. The ATEC maker-culture blends art, technology, the humanities, science, robotics, and programming to design Future-Making projects and technological experiences that transform how people work, live, and play.

Translational Humanities

ATEC animation, games, emerging media art, and critical media studies programs are innovative examples of “Translational Humanities”, the “next iteration of applied humanities.”

ATEC Branding

The ATEC brand is designed in alignment with the guiding principles of the University of Texas at Dallas. It works in concert under the overall University visual identity and lives under the umbrella of the university brand standards.

ATEC Typography

ATEC’s official font is Proxima Nova, used at various weights for different purposes. Proxima Nova can be found in the ATEC brand toolkit.

ATEC Wordmark

When using the ATEC wordmark please maintain the proportion and integrity of the mark. Below are examples of attempts to change or adjust the wordmark.

ATEC wordmark
UTD logo next to ATEC wordmark

ATEC Wordmark

ATEC brand toolkit

UTD logo / ATEC wordmark spread

ATEC brand toolkit

Ways not to use logo

ATEC Color Palette

Any of the below shades of gray, plus black or white, are acceptable colors for the ATEC wordmark. Log in to find the ATEC brand toolkit

Black Alternate

#0c0d12

Black alternative.

Dark Gray

#51575b

Dark gray.

Gray

#bfbfbf

Gray.

Light Gray

#d0d3d7

Light Gray.

ATEC Secondary Color Palette

The following colors are found across the ATEC site. They are used to identify sections and categories of the site e.g. Degrees, Future-Making, Labs and Studios, People, About ATEC, News and Events, etc. Color identifiers can be found in the headers, tabs, or color markers in images.

These colors may not be used to alter the ATEC wordmark and/or the UT Dallas logo.

Black Alternate

#0597FF

Degrees section accent color

Dark Gray

#b319c5

Future-Making (Projects) section accent color

Gray

#2357ff

Labs & Studios section accent color

Light Gray

#d0d3d7

People section accent color

Light Gray

#f9810c

About ATEC section accent color

Additional colors are often used for print collateral pieces i.e. brochures, flyers, card inserts, etc. These colors may not be used to alter the ATEC wordmark and/or the UT Dallas logo.

Light Gray

151 PANTONE
0-60-100-0 CMYK
255-130-0 RGB
FF8200 WEB

Light Gray

368 PANTONE
57-0-100-0 CMYK
105-190-40 RGB
69BE28 WEB

Light Gray

299 PANTONE
85-19-0-0 CMYK
0-161-222 RGB
00A1DE WEB

Light Gray

286 PANTONE
100-66-0-2 CMYK
0-57-166 RGB
0039A6 WEB

Got Questions? We can help.

For questions about the ATEC brand or use of the wordmark reach out to ATEC Creative Communications at [email protected].