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Office of Admissions Rebranding Creative Concepts

NEW CAMPAIGN PREMISE

The bold “at FIU” premise represents an evolution of our brand. It both exudes and instills confidence while placing FIU at the center of action. It recognizes the maturation of our messaging, and the university, through a clean, simple and authentic visual that lends itself to pairing with clean, simple and authentic language and imagery. This approach works particularly well for a target audience of prospective students who find themselves bombarded with information.

Used in recruitment materials, the tag emphasizes what prospective students can do or become on our campuses and through our programming. The premise claims ownership of physical space and an academic environment that allow students to explore, learn and thrive. It invites consideration of the university by encouraging readers to literally “see” themselves “at FIU.”

The new design system can work in a variety of ways to coherently connect collegewide and unit recruitment, admissions activities, affinity/awareness campaigns and even event promotion. It works equally well in print, digital, video and even audio formats.

COLOR PALETTE

As part of the new campaign we are proposing expanding the color palette to better serve the modular design system as an accent element while representing the fresh and vibrant South Florida environment as an integral component of the brand message.

INSTITUTIONAL COLORS

* This expanded color palette is only to be used as accent colors for Admissions pieces.

REAL COLORS

EXPANDED COLOR PALETTE*

PRIMARY TYPEFACE

We strongly reccommend the adoption of the Avenir font. The name Avenir means “Future” in French, and it is a minimal and modular sans-serif font, most suited for futuristic feeling. It resembles minimal, futuristic content, and creates a clean look and high readiblity in print and digital media as well. It offers a complete and robust family of type styles, making it very versatile.

TYPOGRAPHY AVENIR

ABCDEFGHIJKLMNOPQRSTUVWXYZ

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

TYPOGRAPHY

SECONDARY TYPEFACE

A loose, slightly irregular but very legible handwriting style. The funtion of this font is to give a relatable, personal and emotional touch to the messaging of the campaign while adding a visual accent to the design.

The use of this font is limited to one to three words per title or statement.

This secondary typeface is only to be used as an accent font for Admissions prospective/undergraduate recruitment pieces.

REGULAR

ICONOGRAPHY

We propose a set of clean, simplified outlined icons to illustrate and/or emphasize facts and call outs by adding a playful visual layer to the design.

Discipline specific set of icons to be used on informational pieces.

PHOTOGRAPHY

PEOPLE PHOTOGRAPHY should generate an emotional connection to the subject matter and be powerful and authentic. It needs to capture genuine expressions, a moment in time, have an intimate quality, communicate emotion and engagement.

“Individual portraits” are encouraged. Candid and real-life action photos will tell the story in a more effective and compelling way. This will communicate a real-world perception while giving the opportunity to showcase research, student and hands on activities in our community.

Portraits should be straight on and expressive. Outside of portraiture people should be shown in action, doing the real things which make them part of the FIU family.