Creative assets that successfully include the brand elements of a client can lead to improved overall success. Within higher education, a simple logo can be used on everything from print collateral to football jerseys. A graphic is much more impressionable than plain text and can be used in various sizes and transparencies. Brand elements from the general logo can help market a school without having to repeat the name and serve as a key component in the story.
How to Retrieve Brand Elements
Most schools have what is called either a “style guide” or “brand guidelines.” Usually a guide can be found under the keywords “marketing materials,” but if that is not easily found then searching “[School Name]’s style guide” on a search engine can also help. Some guides are more refined and thorough than others, but they should include the same basic materials in order to keep their marketing consistent whether the creative is coming from someone working for the university or an outside company.
The creative guide should include:
- Logo variations (color, stacked, text-only, etc)
- Font choices (main text, subtext, and/or paragraph text)
- Color choices (color codes, primary colors, secondary colors)
- Photography style
- Example of print collateral
Follow the Brand Guidelines
This style guide offers a broken up version of their shield logo for use in marketing. They also include restrictions that they have on the graphic element so that they can keep control of the appearance.
I created a landing page for this client and included the broken up shield in white with a low transparency. This added interest into the page without distracting too much from the image, and because it was on brand, there was no need to receive approval for the styling.
Some schools can be very strict with their logo use and how they like their graphic elements to look. Always discuss with your contact at the school if it’s okay to alter the element’s color, size, or shape.
Don’t Overdo it
If you overuse the brand element, it may distract from the logo and overload the viewer with the school’s branding. It’s best to keep the graphic simple and something the viewer might only see subconsciously. It can also be useful to experiment with abstraction. You don’t need to show the entire brand element to communicate the brand especially if the logo is also being used.
An image I created for a program here uses just the outline of the shield graphic. For someone who has seen the graphics many times before, this does not come off as overpowering but serves as a reminder. For someone who has never seen the graphics or does not know of the university, this is something they will remember for its unique shape. When this viewer comes across the logo or other marketing ads, they will feel a sense of familiarity.
Try to keep a contrast in size between the logo and the brand element. They should not compete for attention. In my skyscraper ads for the client I included the complete shield icon in large scale while keeping the logo (which included the icon) in a small scale. This works best for ads of this shape since the bold, loud graphic should catch people’s attention.
In order to keep your design concise you should make sure the brand element is not distracting and doesn’t move your eye to an area of the design that is least important to the hierarchy. In other words, try out transparencies and cutting the graphic off from the edge so that it gives only a hint of the branding. Play around with the different graphics at your disposal instead of simply just placing it in a corner (which might not look bad either). It’s better to play around with the different ways to use it than to place it in one spot for every ad or landing page. Consistency is good, but spontaneity with the graphic can keep things interesting.
Gabrielle Brambila is a graphic designer for Circa Interactive. She is a recent graduate from San Diego State University with experience working as a designer for an on-campus entrepreneurship organization. Her passion for illustration and photography inspire her to create something new and unique every day.