StyleVisualGuide
GUIDESTYLEVISUAL 2 This is the University of Denver’s Visual Style Guide, intended to both direct and inspire your design work. In the following pages, you will learn how to effectively use and apply DU’s fonts, colors and layouts, as well as the cornerstone of our visual brand—the logo. Use these guidelines to create impactful and appropriately branded graphic content. Consistent adoption of these visual standards will create, hone and fortify DU’s image and reputation, both for internal University audiences and the global community in which DU operates. Use this publication as your guide, and please feel free to reach out to marcomm@du.edu with any questions or support for special situations you may encounter.
6 Seal, Logo & Lockups 22 Colors 26 Fonts 32 Layouts 38 Photography 46 Videography 54 Design Examples 3 GUIDESTYLEVISUAL
Seal, Logo & Lockups 4
5 GUIDESTYLEVISUAL
GUIDESTYLEVISUAL 6 UNIVERSITY SEAL The University of Denver seal bears the words “University of Denver - Founded 1864” around the edge as well as the motto “Pro scientia et religione” inside, with an image of Mount Evans and other stylized designs in the center. Usage of the seal is reserved for formal University communications and cannot be combined with other identity elements. Contact the Division of Marketing and Communications for approval of application and usage. VISUAL ELEMENTS: Seal & Logo
7 GUIDESTYLEVISUAL
The interlocking DU is an evolution of the University identity. The imagery is strong and familiar, indicating our commitment to intellectual and personal growth since 1864. The forms are modernized and tightly locked, illustrating our gaze toward the future and strong community. This is the primary identifier of the University and should be included with the University of Denver logotype.
INTERLOCKING DU
VISUAL ELEMENTS: Logotypes
GUIDESTYLEVISUAL 8 LOGOTYPE
The University of Denver logotype is crafted to present a confident and welcoming tone. ABC Arizona Flare is used for the University of Denver wordmark. The letters of our wordmark have been set with specific spacing and weighting, which cannot be recreated by simply typing it out. Therefore, when the wordmark appears as part of the logo—either as a lockup or relationship—always use the official artwork.
9 GUIDESTYLEVISUAL SUB-BRANDS Secondary lockups for schools, business units and centers can be found on page 11. In certain instances, sub-brands have the opportunity to identify with a stand-alone logotype. However, a DU mark must always accompany this mark elsewhere on the communication. Daniels College of Business
GUIDESTYLEVISUAL 10 VISUAL ELEMENTS: Primary Logo Lockups VerticalStacked-HorizontalHorizontal
11 GUIDESTYLEVISUAL VISUAL ELEMENTS: Secondary Logo Lockups Daniels College of Business Daniels College of KnoebelBusinessInstitute for Healthy Aging School and Unit Full School and Unit Full University lockup is required when using this style of mark. Example usage on pages 14-15. Center and Institute Full University lockup is required when using this style of mark. Example usage on pages 14-15.
GUIDESTYLEVISUAL 12 Recommended Vertical lockup usage: Great for applications where there is plenty of space and identifying the University is the primary message. VISUAL ELEMENTS: Primary Logo Lockups
13 GUIDESTYLEVISUALRecommended Horizontal-Stacked lockup usage: When there is plenty of space for identification but also a need to make room for image or text as the primary messaging. Recommended Horizontal lockup usage: In instances where space is tight, use the horizontal logo to ensure “University of Denver” is legible.
GUIDESTYLEVISUAL 14 VISUAL ELEMENTS: Secondary Logo Lockups Standard Unit and DU mark combined usage: Large-scale applications where there is room to use layout to create appropriate hierarchy.
15 GUIDESTYLEVISUALUnit Full lockup usage: Instances where units are the primary identifier but space for full DU logo is not available.
Center / Institute lockup usage: Marketing materials for centers and institues need to be locked-up with the DU logomark. In instances where there is more space, the unit lockup can replace the primary lockup.
GUIDESTYLEVISUAL 16 VISUAL ELEMENTS: Logos
17 GUIDESTYLEVISUAL
Example D: use interior “U” shape to determine spacing.
The exclusion zone for all logos is based on the cap height of the logo.
VISUAL ELEMENTS: Logo Usage
GUIDESTYLEVISUAL 18 Ex. A EXCLUSION ZONE
An exclusion zone has been established to create a clear space around the logo. To ensure clarity, it is important that other elements do not enter the exclusion zone.
19 GUIDESTYLEVISUAL OF DENVER UNIVERSI TY D DENVER UNIVERSITY OF R Ex. B Ex. C Ex. D
GUIDESTYLEVISUAL 20 KEEP IT CLEAN The University endeavors to create knowledge and clarity. To maintain a strong brand image, it is important that the logos are applied consistently and never manipulated or distorted. VISUAL ELEMENTS: Logo Usage
21 GUIDESTYLEVISUAL Don’t invert colors Don’t “duotone” Don’t rotate Don’t stretch or distort C’mon now Don’t use secondary colors Don’t block important items No busy backgrounds Don’t change the 2-color logo
Colors GUIDESTYLEVISUAL 22
23 GUIDESTYLEVISUAL
GUIDESTYLEVISUAL 24 PRIMARY COLORS Crimson and gold have served DU throughout much of our vibrant history. Crimson shares DU’s passion and determination to succeed, while gold signifies the bright future we see on the horizon. A primary color must be present in every visual communication. COLOR REPRODUCTION It’s critical to set up production files in the correct color space. Failure to do so will result in inconsistent color reproduction and incorrect brand application and representation. CMYK Color Space: U.S. Web Coated (SWOP) v2 RGB Color Space: sRGB IEC61966-2.1 PMS 200 R: 186 G: 12 B: 47 C: Hex:K:Y:M:10037012#BA0C2F PMS 7503 R: 168 G: 153 B: 104 C: Hex:K:Y:M:15105029#A89968 DU CRIMSON DU GOLD VISUAL ELEMENTS: Color Standards
25 GUIDESTYLEVISUALPMS HEXRGBCMYK7527-3,4,14,8-214,210,196-#D6D2C4 PMS HEXRGBCMYKPMSHEXRGBCMYK523-15,33,0,0-201,177,208-#C9B1D0032-0,86,63,0-239,51,64-#EF3340 PMS Cool Grey 11 CMYK - 44,34,22,77 RGB - 83,86,90 HEX - #53565A CMYKBLACK- 0,0,0,100 RGB - 0,0,0 HEX - #000000 PMS HEXRGBCMYKPMSHEXRGBCMYK605-0,2,100,9-255,205,0-#E1CD00385-24,14,94,55-120,113,33-#787121 PMS HEXRGBCMYKPMSHEXRGBCMYK7505-17,44,62,49-129,96,64-#8160401955-9,100,54,43-138,21,56-#8A1538 PMS HEXRGBCMYK5463-100,45,38,90-7,39,45-#07272D SECONDARY COLORS Secondary colors support the primary brand colors, creating depth, range and visual interest. These colors are especially useful when used to elevate the primary colors in communications to external audiences. BrightsShades Neutrals PMS HEXRGBCMYK3285-98,0,59,0-0,150,129-#009681
Fonts GUIDESTYLEVISUAL 26
27 GUIDESTYLEVISUAL
GUIDESTYLEVISUAL 28 INSTITUTIONAL FONT DU’s institutional fonts are a core piece of the brand. Use these when identifying the University and its divisions.
Neue Haas Unica DU’s primary font, Neue Haas Unica, should be used as the foundational font in all communications and marketing materials. Available in a variety of font weights and offering flexibility, it should be used convey the University’s confidence and focus on creating a better future today. When Neue Haas Unica is unavailable, Neue Haas Grotesk Text Pro is an acceptable system-standard alternate.
VISUAL ELEMENTS: Font Standards
29 GUIDESTYLEVISUAL Neue Haas HeavyUnica Bold Regular Light Neue Haas Grotesk Text Pro Bold Medium Roman
GUIDESTYLEVISUAL 30 PERSONALITY FONTS The University of Denver offers a suite of secondary personality fonts that you are encouraged to use as appropriate in your communications, particularly in headlines. When choosing, ask yourself the following questions and be confident in your rationale: Does this font provide the right feeling for the content of this communication? Is this font being used in a way that speaks to the personality of my audience? VISUAL ELEMENTS: Font Standards
31 GUIDESTYLEVISUAL Nocturne Manuka DU Bois Diatype
Layouts GUIDESTYLEVISUAL 32
33 GUIDESTYLEVISUAL
GUIDESTYLEVISUAL 34 To create your layout, create a grid, choose content zones and then apply the Layout Checklist. GRIDS Choose the number of columns and rows that will appropriately fit your content. Generally, the more content you have, the more grid lines you will need. Note: The grid system does not limit creativity to hard lines or straight edges. Rather, it allows for flexibility while still creating unity through the consistent organization of DU’s content. CONTENT ZONES Using the zone system is an essential step to visualizing all content elements. IDENTIFICATION MESSAGING DETAILS Must include DU lockup in its primary or secondary form. Should take up the bulk of the space. It could be a headline, event or image. Any snappyeventinformation,supplementalincludingdetailsorcalltoaction. VISUAL ELEMENTS: Layouts
35 GUIDESTYLEVISUAL LAYOUT CHECKLIST Use this checklist as you create your layout. 1. Set an appropriate grid system. 2. Identify content zones. 3. Does the logo have enough clear space around it? 4. Is the text readable? 5. Do the header, subhead and body copy typesetting create an hierarchy?informational 6. Does the complementimageryorenhance the content? 7. Do type, copy, logo and graphics interact in an engaging, clear comprehensibleandway?
GUIDESTYLEVISUAL 36 LAYOUT IN PRACTICE Here are some examples of grids and zones working together to create impactful designs. Large-scale out-of-home marketing allows for the maximum messaging and identification system, including a call to action and tagline. VISUAL ELEMENTS: Layouts
37 GUIDESTYLEVISUAL Extended collateral materials allow for the most flexibility. These materials allow for the most robust University and unit identification as well as conceptual design. Small-scale marketing materials require clear prioritization of zones and focused content to ensure the needs of the audiences are met without being overwhelming. DISCOVERY FOR THE DIFFERENCE
Photography GUIDESTYLEVISUAL 38
39 GUIDESTYLEVISUAL
Portrait photography highlights the ethical, intelligent and creative leadership of DU students, alumni and community members. Portraiture shines a light on those who are driving change, building their talents, embracing curiosity and learning from new perspectives to become critical thinkers and difference makers.
GUIDESTYLEVISUAL 40
Photography plays an increasingly vital role in storytelling. Images should convey energy and authenticity by documenting engaging glimpses of the University of Denver experience and community. Coloring should feel both natural and vivid.
PORTRAITURE
VISUAL ELEMENTS: Photography
Innovative Visionaries
Innovative visionaries are exemplified by bright, precise lighting and environments where daring dreams turn into reality. Subjects are busy creating a better future, but have paused to interact with the viewer and offer a glimpse into their work and vision.
Determined Engager These portraits give the impression that the subject is caught mid-act as they pursue their goals. Camera angles are asymmetrical and are low and high angle, creating a candid, almost manner.photo-journalistic
Influential Idealist These subjects are here to affect the world for the better. They confidently look from within their image, out to their vision for a better world. These photos are often symmetrical in composition and precise in their lighting. It’s helpful to give subjects lots of head room for their grand ideas.
41
42 CONCEPT/AREA OF STUDY Photography focused on abstract ideas illustrates the limitless potential, ingenuity and academic excellence of the DU community. Through patterns, textures and color, this photographic style represents curiosity, forward-thinking, openness, optimism, inclusivity and experimentation. VISUAL ELEMENTS: Photography
Innovative Visionaries
These photos show the advancement and growth within fields of study, spurred by enterprising visionaries who aim to create a better future for all. Bright lighting and a clear subject highlight the human face, spaces or the progress being made.
43 GUIDESTYLEVISUAL
Determined Engager This is the grind. Determined engagers show up with resolve to do the hard work that leads to real change. Photos of them and their workspaces will always be documentationelevatedoftheir work and chosen field of study. Crops will be tight, focusing on the action, and lighting will be dramatic and often low-key. Influential Idealist These subjects make connections, build community and collaborate for the greater good. We show this by capturing individuals actively interacting with their surroundings and peers. Lighting is bright and optimistic, without appearing forced or extreme.
GUIDESTYLEVISUAL 44 ACTION/EVENT
Action photography puts the spotlight on moments that depict people seizing opportunities and overcoming challenges through hard work and dedication as well as celebrating the milestones and moments of community along the way. The colors and patterns of action-oriented imagery speak to the bold, active, confident, hands-on nature of DU. This style showcases DU’s commitment to supporting local communities and the public good through diverse partnerships, connection and collaboration.
VISUAL ELEMENTS: Photography
45 GUIDESTYLEVISUAL Determined Engager Determined Engagers are resilient and committed to their cause. Action photography showcases their focus and determination with shots captured with high shutter speeds and wide aperture. Influential Idealist Action photos of Influential Idealists showcase peer-topeer communication with long exposures to light trails and panning techniques to showcase expression and response. Innovative Visionaries With a drive for discovery and thirst for improvement, Innovative Visionaries are future-focused and immersed in action. Their activity remains the primary emphasis of the camera with frequent singlepoint focusing and white balance adjustments.
GUIDESTYLEVISUAL 46 Videography
47 GUIDESTYLEVISUAL
GUIDESTYLEVISUAL 48 INFLUENTIAL IDEALIST Influential Idealist videos aim to capture a dreamy and thought-provoking aesthetic, alluding to the beauty of ideas grounded in real experience. Camera shots incorporate slow motion and long, sweeping push-ins using a gimbal. Lighting style is soft and utilizes as much natural light as possible. Post-production editing is slow motion with L-cuts and cross fades. Audio from preceding scenes lingers into the next. This color grade accentuates soft, true colors. To elicit emotions of confidence and inspiration, the storytelling strategy specifically focuses on the story of the subject. Hopeful, ambient and ethereal music helps to bring about a feeling of encouragement. INFLUENTIAL IDEALIST CHECKLIST 1. Subject-driven story 2. Slow motion 3. Sweeping movement 4. Natural light 5. Hopeful, ambient, ethereal soundtrack 6. Soft textures 7. L-Cuts and cross-fades 8. Color grade accentuates soft, true colors VISUAL ELEMENTS: Videography
49 GUIDESTYLEVISUAL
GUIDESTYLEVISUAL 50 DETERMINED ENGAGER Determined Engager videos show DU community members at work, filled with purpose and willingness to consistently put in the effort that leads to meaningful change. Scenes can be captured with a handheld camera and move rapidly, possibly using whips, while shots are tightly framed. Lighting should be dramatic, making use of intense sun and shadows. When editing, make use of quick cuts and darker colors, including crushed blacks and lower saturation. These stories highlight the unbreakable focus of the subjects, who can be underscored by sound design and driving, confident music with edgy beats. DETERMINED ENGAGER CHECKLIST 1. Outcome and subject-driven story 2. Fast motion 3. Dramatic light and shadows 4. Whips 5. Quick cuts 6. Low color saturation 7. Confident, edgy music 8. Sound design VISUAL ELEMENTS: Videography
51 GUIDESTYLEVISUAL
GUIDESTYLEVISUAL 52 INNOVATIVE VISIONARIES Innovative Visionary videos highlight the important, creative work being done at DU by individuals who dare to imagine a better tomorrow. Wide shots, captured with a mix of handheld and gimbal cameras, demonstrate the symmetry of environment and showcase unique angles found in technical situations. Transitions have strong motion. Bright lighting accompanies saturated colors and cool whites in editing. Whimsical music with staccato beats and a technological feel makes the audience think about the ingenuity and vision being utilized to reinvent tomorrow’s possibilities. Sample video reels are available for reference at du.edu/brandguidelines INNOVATIVE VISIONARIES CHECKLIST 1. Focused on the work, envisioned outcomes and creativity of the individuals and partnerships 2. Wide shots 3. Symmetrical environments 4. Unique angles 5. Transitions with motion 6. Bright lighting 7. Saturated colors 8. Whimsical, staccato music VISUAL ELEMENTS: Videography
53 GUIDESTYLEVISUAL
ExamplesDesign 54
55 GUIDESTYLEVISUAL
As we begin to intentionally introduce our brand in different markets over the next few years, it is critical that the interlocking DU always be paired with the University of Denver logotype when outside a branded environment.
VISUAL ELEMENTS: Design Examples This page: Lightpole Banner Opposite page: Business Cards
57
58 VISUAL ELEMENTS: Design Examples
59 College/School Viewbook Covers
60 VISUAL ELEMENTS: Design Examples This page: Social Media Advertising Opposite page: Event Promotional Poster
61
GUIDESTYLEVISUAL 62 VISUAL ELEMENTS: Design Examples This page: Water Bottle Opposite page: Print Advertising
63
64 VISUAL ELEMENTS: Design Examples This page: Mobile and Desktop Website Opposite page: Social Media Profile
65 GUIDESTYLEVISUAL
66 VISUAL ELEMENTS: Design Examples This page: Athletics Jersey Opposite page: Athletics Promotion
67
du.edu/brandguidelines