DU Brand Book by DUMARCOMM

BookBrand

As the world of higher education continues to grow and reshape itself, so must our storied institution. The evolution of our brand allows us to look toward the horizon at new possibilities while never forgetting the difference we’ve already made.

Our brand is INNOVATIVE . We pursue bold ideas that unlock our potential as purveyors of the public good. We teach every student to greet the future with confidence and curiosity—envisioning a better future, pushing boundaries and developing the unexpected solutions that lead to real change.

Our brand captures the hearts and imaginations of those who wish to LIVE A LIFE OF PURPOSE , transforming ourselves and those around us.

This is the University of Denver.

Our brand is DETERMINED . We’re dedicated to engaging the communities we serve with perseverance, grit and focus. Here, we aren’t afraid to ask tough questions or face hard truths. We believe in our potential—and the power of a diverse and inclusive community united for causes greater than ourselves.

Our brand is INFLUENTIAL . Using our foundation of excellence and accomplishment, we strive to model ethical and intelligent leadership, understanding that this is just the beginning of what we can achieve and the change we can create when we work together.

BRANDGREATA CHANGE.DOESN’T EVOLVES.IT

The University of Denver will be a great thededicateduniversityprivatetopublicgood.VISION

In all that we do, we strive

integrityengagement,excellence,forinnovation,andinclusivity. VALUES

MISSION

creativecriticalcultivatingandthoughtandgeneratingknowledge.

Promote learning by engaging with students in advancing scholarly inquiry,

Our partnershipsactivewithlocalandglobalcommunitiescontributetoasustainablecommongood. MISSION

THEAREWE UNIVERSITY DENVEROF

And along the way, we greet every challenge as an opportunity to grow. Asking tough questions, facing hard truths and taking risks: They are all part of the DU experience for those who learn and work here. We believe in the great potential of the University of Denver—and in the power of a diverse and inclusive community to bring us together for a greater cause.

At the University of Denver (DU), we know that envisioning a better world is the first step to achieving it. That’s why we treasure not only intelligence but vision—true insight rooted in our noblest values and powered by our deep dedication. Through the 4D Experience, we empower our students to greet the future with confidence and curiosity, experimenting, innovating and building unexpected solutions.

As global citizens, we embrace a particular form of ambition, knowing our preparation for success improves the lives of those around us. Confident in our accomplishments, we know they are only the beginning of what we can achieve when we collaborate to create real solutions for the world’s great challenges. We strive to lead by example, turning our values into action, letting our determination drive us further and inspiring the world to join us in advancing the common good.

Here, we know that the greatest leaders help others shine, that true confidence knows when to listen, and that our humility and strength work hand in hand to build a brighter and more equitable world for all.

University of Denver inspires

andthroughtheeachexcellencecourageousthatfreesofustoadvancecommongoodourinsightpassion.

At the University of Denver, we embrace challenges with the determination and courage that unlock new possibilities. We champion risk-taking as we fearlessly ask the questions that push boundaries for the better.

Here, we welcome diverse and new perspectives, knowing they enrich the world around us.

Our culture of curiosity inspires our students, faculty and alumni to serve communities both at home and abroad. We strengthen our minds, build confidence and stretch our sense of what’s possible through collaborative innovation. Not just for ourselves, but to advance the public good.

VISIONARY EXPERIENTIAL TRANSFORMATIVE INTELLIGENT ESTABLISHED INFLUENTIAL POISED ENTERPRISINGIDEALISTICINQUISITIVEARE:WEDENVER,OFUNIVERSITYTHEAT

EXPERIENTIAL INNOVATIVE INTELLIGENT FORWARD-THINKING INFLUENTIAL PROMINENT INSPIRING DEDICATED RESILIENT INQUISITIVE DRIVEN ENGAGING

DU’s identity is its people—all its people. Our bright and motivated students, passionate and brilliant faculty, engaged and successful alumni, and talented and committed staff are all essential to the University. We celebrate diversity and aim to amplify voices from different cultures, perspectives and backgrounds.

Our voice is the voice of community.our

DU is a special community, built and sustained by inspired and steadfast visionaries. But how do we tell the world? Although there are a million ways DU is different, four unique value propositions (UVPs) distill and uplift our brand. These themes are already storied and supported by real outcomes, while still leaving us room for future growth. When used consistently, they will enable us to clearly tell our story and shine a light on the great perspectives, programs and future offered at the University of Denver.

DIFFERENTIATORSOUR

4D EXPERIENCE

University of Denver students—past, present and future—benefit from a transformational experience that builds a life of purpose and develops their intellectual growth, character, well-being and careers.

With both a vibrant city campus and the Kennedy Mountain Campus, located in the heart of the Rocky Mountains, the University offers multiple opportunities for networking, learning, reflection and making meaningful connections.

CAMPUS AND LOCATION

PROBLEM-SOLVINGCOLLABORATIVE

Our community collaborates on research that breaks new ground, enhances knowledge, addresses inequities and channels passions to serve the public good.

At the University of Denver, we inspire communities to think and act globally, inclusively and equitably to address our planet’s most pressing problems and advance social justice.

GLOBAL CITIZENSHIP

To learn more about proof points and read stories supporting each of these differentiators or to submit your own, please visit: du.edu/brand-proof-points.

THE

The work we do at the University of Denver is inspired, intentional, meaningful and deserving of a brand crafted with the same level of dedication. Our brand conveys DU’s impact through an engaging and honest narrative told with a unified voice. It showcases the authenticity of our people and programs and tells the stories of our community in a way that is unmistakably ours.

Our emails, letters, social media posts, flyers, brochures and more all contribute to the story of DU, so let this book inspire your communications with the outside world. As an ambassador for the University of Denver, remember that you make a difference.

For additional information about the DU brand, please visit www.du.edu/brandguidelines.

OFIMPORTANCE BRANDDUTHE

We use our story to speak to the dreams of prospective students, nurture relationships with our current students and alumni, and inspire thought leaders and global partners—all with the goal of strengthening our community of doers.

DIFFERENCE-MAKERSDREAMERSTURNINGINTO—FORABETTERTOMORROW.

du.edu/brandguidelines

StyleEditorialGuide

• When sharing our story, be intentional when choosing what information goes into your content.

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.

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A few things to consider when crafting content on behalf of DU:.

The University of Denver Editorial Style Guide is designed to help DU storytellers, content producers and ambassadors who support the creation of marketing and communications materials (newsletters, flyers, posters, brochures, websites and more). It empowers the DU community, enabling us to create clear and consistent messaging to accomplish our goals while remaining welcoming and useful to our audiences.

How we tell our story matters.

• Keep DU’s differentiators and unique value propositions (UVPs) available to reference, as we want to consistently highlight the positive attributes that separate us from others and matter most to our audiences.

• Consider your audience and what you want them to feel, utilizing these insights to weave in elements of DU’s distinct voice to create a lasting impression and inspire action.

18 Audiences 22 Messaging

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Key Messages & Brand Personality Guide Style & Grammar Glossary

12 Voice

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Key Messages

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TheMESSAGESImportance

Having clarity, peace of mind and confidence in who we are, what we offer and how we approach our work allows us to speak with focus, consistency and conviction every time we share DU’s story with others. With increased competition for students, unrest in our world and a 24/7 media cycle, it’s critical that our messaging break through the noise. This is how we share our thoughts, vision and perspectives to fulfill our mission and vision of serving the public good by helping the DU community pursue careers and lives for purpose.

As we work together to raise the visibility of our institution in communities around the nation and globe, weaving the essence of our mission, vision and values as well as the takeaway ideas and differentiators found in this section into all your communications ensures that we are consistently disseminating the DU brand as efficiently and effectively as possible.

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• Remain responsible global citizens who make a difference.

• Nurture a dedicated network of partners who seek to advance the public good.

Of OneDU Brand Narrative

The University of Denver will be a great private university dedicated to the public good.

DU inspires courageous excellence that invites each of us to advance the public good through our insight and passion.

To promote learning by engaging with students in advancing scholarly inquiry, cultivating critical and creative thought and generating knowledge. Our active partnerships with local and global communities contribute to a sustainable common good.

In all that we do, we strive for excellence, innovation, engagement, integrity and inclusiveness.

Our Values

Our Cause Statement

Our Mission

Keep the following elements top of mind as the underlying heartbeat of the messaging you craft on behalf of DU.

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Our Vision

We have specific qualities that set us apart from our peers and resonate with our target audiences’ motivations. We call these differentiators our “unique value propositions,” or UVPs. These UVPs can speak to an individual’s needs and motivations—as well as a group’s. They also paint a singularly compelling picture of our story and institution. Our UVPs are grounded in current proof of performance, and they create space for all of the University’s entities to find their place without diminishing or diluting our message takeaways, while also providing focus as we grow into our future. Consistently using our UVPs in all messaging ensures we stay true to our brand position and convey the best of who we are.

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OurMESSAGESDifferentiators

To learn more about proof points supporting each of these differentiators or to submit your own, please visit du.edu/brand-proof-points or email brand@du.edu.

Our community collaborates on research that breaks new ground, enhances knowledge, addresses inequities and channels passions to serve the public good.

4D Experience

At the University of Denver, we inspire communities to think and act globally, inclusively and equitably to address our planet’s most pressing problems and advance social justice.

Collaborative Problem-Solving

Global Citizenship

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Campus and Location

Messages for Use in Annual Reports, Printed and Digital Materials

Equal Opportunity Statement short form

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The University of Denver is an Equal Opportunity Institution. It is the policy of the University not to discriminate in the admission of students, in the provision of services or in employment on the basis of race, ethnicity, color, religion, sex, national origin, age, marital or veteran status, sexual orientation or disability. The University complies with all applicable federal, state and local laws, regulations and Executive Orders. Inquiries concerning allegations of discrimination based on any of the above factors may be referred to the University of Denver Office of Equal Opportunity & Title IX: du.edu/equalopportunity.

Equal Opportunity Statement long form

The University of Denver is an Equal Opportunity Institution.

Through the 4D Experience, our community members build skills, knowledge and perspective at our campuses nestled in the vibrant city of Denver and the Rocky Mountains. As globally minded citizens, we strive to make a difference in the world and create real, lasting change through collaborations and cutting-edge research designed to solve real-world challenges. For over 150 years, DU has offered a multitude of disciplines, majors and degrees designed to prepare students for lives and careers of purpose. Visit the University’s Newsroom or follow the University on Facebook, Instagram, LinkedIn, Twitter and YouTube to learn more.

About the University of Denver

Founded in 1864, the University of Denver is a private university that empowers students who want to make a difference through the 4D Experience. Recognized as one of the top research universities in the country, DU has more than 300 academic programs serving about 12,000 graduate and undergraduate students. DU students benefit from a transformational experience on two campuses—in the city and in the mountains—that channel their passions to serve the public good. Visit the University’s Newsroom or follow the University on Facebook, Instagram, LinkedIn, Twitter and YouTube.

Boilerplate informational

About the University of Denver

Boilerplate promotional

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The University of Denver is a private institution dedicated to the public good. Here, we create a better future for all.

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Voice & PersonalityBrand

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GUIDESTYLEEDITORIAL 14 VOICE & BRAND PERSONALITY

Our brand voice is timeless and cumulative, embodying the many individuals who make up our community. It’s the expression of our identity and who we are as a community. Our voice is thoughtful and thought-provoking. At times, it is creative and savvy as it radiates the confidence coming from our student body and visionary community. Similarly, it remains open to new learning and perspectives even as it boldly asks the necessary questions that lead to meaningful solutions and drive transformative change.

When choosing a set of attributes to utilize in any message, consider the particulars of the story you’re telling, the tone you want to convey, the takeaways and feelings you want to elicit, and which of our brand traits might best resonate with your target audience. Leaning into one of the distillations noted on the accompanying page can help you connect and communicate with your particular audience.

When using our voice to craft a particular message or when appealing to a specific audience, it is useful to understand the key aspects of our character—the traits, values and behaviors that make us who we are as a unified community and create our personality. Distilling our brand voice into our key attributes allows for clarity and consistency in our messaging as well as authentic reflections of our community’s diversity. Just remember—we are the sum of all aspects of our personality. As you become comfortable with the voice or when you are speaking to multiple audiences simultaneously, feel free to weave multiple attributes into your messaging.

The words we use define who we are as much as our actions. And the way we say them speaks to the heart and sets us apart.

And a note: Our brand is nuanced and complex, reflecting the organization we serve. Reach out to brand@du.edu to schedule training for you and your team as needed.

Getting to Know DU’s Voice and Tone

Brilliant and transformative, driven by the true desire to create a better future for all. Delivers progress, ingenuity and radical outcomes. Values newness and experimentation. Seeks tomorrow’s answers and finds leading-edge, unprecedented solutions by asking critical questions today. Causes people to feel awe and amazement.

Accomplished and assertive, driven by beauty and excellence in all forms. Delivers stability, pride and vitality. Values balance, intentionality and accomplishment. Learns from new perspectives and catalyzes change by turning values into action. Embraces diversity and leads others for the good of the community. Causes people to feel confident and inspired

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Resilient and tenacious, driven by overcoming challenges through grit and determination. Delivers surprising strength, perseverance and toughness. Values fortitude and hard work and rises to every occasion. Willing to take risks, experiment and move boldly. Causes people to feel motivated and purposeful

Determined… Engagers

Resilient Inquisitive Enterprising

We Are

Influential Idealists

Established Prominent Inspiring

Innovative Visionaries

Intelligent Experiential Forward-thinking

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VOICE & BRAND PERSONALITY

StoriedPioneeringTraditionalIntelligentCollaborativeBeautifulEthicalProudDedicatedEstablishedForward-thinking…

FracturedAimlessStaidComplicatedExclusiveOrdinaryAloofArrogantBoringMaterialisticTrendy

OUR VOICE IS

OUR VOICE IS NOT …

Our record of excellence inspires ceaseless ambition

Our relentless determination fuels transformative growth

Connecting Our Voice to Storylines

At the University of Denver, our insight begins in diligent study, grows through life-changing learning experiences and flourishes as we discover transformative solutions to global challenges. Our culture of curiosity inspires our students to serve their communities and travel the world as innovators, strengthening their minds, building their confidence and stretching their sense of the possible until they are ready to lead with unmistakable vision.

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At the University of Denver, we embrace every challenge with the determination, passion and courage that unlocks new possibilities. We build a culture that celebrates risk-taking, fearless questioning and forging unlikely collaborations that reveal unexpected strength. We seek always to embody the inclusivity, persistence, and dedication that drive personal growth, knowledge and social change.

At the University of Denver, our record of accomplishment and global impact inspires us to serve a world that looks to us for leadership. We are constantly setting goals that we are not sure how to reach, trusting that our deepest values and noblest ideals will guide us. We treasure diverse and distinct perspectives, certain that as we strengthen the abilities of every student and learn from unique visions of the future, we enrich the world around us.

Our innovative vision illuminates a brighter world

Audiences

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The University serves many audiences daily—each with their own motivations, perspectives and connection to our brand. Below are just a few:

In some instances, additional research has yielded insight into our key audience motivators and allowed for the development of personas. Where available, this information is available for internal audiences and can be found at: du.edu/audiencemotivators

AUDIENCES

Our Audiences

• Faculty and staff

• Industry thought leaders

• Prospective and current students—online and in-person

• Legislators and government officials

• Community members—locally, nationally and globally

Students (Determined Engager)

Here are some conceptual examples of how different tones might be applied to messaging in order to create appeal for different audiences:

At the University of Denver, our record of accomplishment and global impact inspires us to serve a world that looks to us for leadership. We are constantly setting goals, trusting that our deepest values and noblest ideals will guide us. We treasure diverse and empathetic viewpoints, knowing they enrich the world around us and bring us the necessary perspective to lead change in our communities..

Alumni/Donors (Influential Idealist)

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Faculty (Innovative Visionary)

At the University of Denver, our insight begins in diligent study, grows through life-changing learning experiences in and out of the classroom, and flourishes as we discover real solutions to global challenges. Here, we strengthen students’ minds, build their confidence and stretch their sense of what’s possible until they are ready to lead with unmistakable vision.

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GuideMessaging

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Identify your target audiences, how you want them to feel and what you want them to do next.

Gather appropriate information, keywords and phrases.

MESSAGING GUIDE

In this section, you’ll find two possible approaches to help you get started if you’re new to crafting communications on behalf of the University of Denver brand.

Messaging Guide

Ask yourself a series of questions. Locate the answers and collect information one piece at a time.

Approach One: Ask and Seek

5. Start writing!

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Now that you know DU’s key messages and brand voice, it’s time to shape your story. How you craft your communication depends on a range of variables—from the spirit of the story you’re sharing to the product you’re promoting and from your delivery mode to your wordcount parameters.

4. What takeaway feeling do you want to evoke?

3. Who are you talking to?

Is this story and audience best suited to the Innovative Visionary, Influential Idealist or Determined Engager portion of our identity? Pick your voice and review the corresponding personality traits.

Keep story details, audience needs, desired takeaways and persona voice in mind throughout your process.

2. What UVP concept are you reinforcing? Use specific examples and evidence to illustrate your message.

1. What story are you telling?

Integrate the attributes and essence of your selected voice.

Start by utilizing the main storyline.

1. Evidence

1. Storyline

2. Voice

Down The Ladder

3. Storyline

Approach Two: Laddering

2. Voice

Start by listing your evidence: UVP proof points and facts.

3. Evidence

Finish by listing your evidence: UVP proof points and facts.

Finish by connecting to the main storyline.

Integrate the attributes and essence of your selected voice.

While desired takeaway, product type and content volume will ultimately determine your final approach to message construction, laddering is an effective technique to provide scaffolding. With this technique, you can build the basic framework of your message using one of the following sequences.

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Up The Ladder

Style GlossaryGrammar&

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If you have questions about DU style, please reach out to marcomm@du.edu

In addition to ensuring consistency, the style and glossary section of our editorial style guide serves as a practical reference guide to some common spellings, abbreviations and punctuation. On some issues, in accordance with an academic culture, it differs from AP.

In writing and editing materials for publication, the Division of Marketing and Communications relies upon the Associated Press Stylebook, the preferred editing reference for materials directed at general audiences.

If an item is not listed here, defer to the Associated Press Stylebook or the Merriam-Webster Collegiate Dictionary.

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SECTION 1. STYLE

STYLE & GRAMMAR GLOSSARY

Introduction

alumnus, alumni, alumna, alumnae

Capitalize the formal name of campus buildings and facilities on first reference in all documents.

Exceptions: the Ritchie Center, the Chambers Center, Nelson Hall and the Newman Center are acceptable on first reference when the publication audience is familiar with the DU campus.

• alumnae: women (plural)

Capitalize references to the University of Denver Annual Fund; lowercase annual fund when used without the official title designation. awards

• Ruth Murray Underhill Teaching Award

• amici: men and women (plural)

amicus, amica, amici

• alumnus: man (singular)

For numbered addresses, always use figures. Abbreviate Ave., Blvd. and St. and directional cues when used with a numbered address.

• The meeting is scheduled for the Sie Complex.

• United Methodist Church Scholar/Teacher of the Year Award (Teacher of the Year on second reference)

A advisor

Not adviser addresses

Use these terms to refer to former employees of the University who have earned this honorary •distinction.amicus:man (singular)

• Exceptions can be made in marketing materials to complement visual personality and tone.

•references)AmmiHyde Building

Boettcher Scholars buildings, facilities, gardens and greens

annual fund

• Anderson Academic Commons, the Academic Commons, the library

Use these terms to refer to former students of the University. Students need not have earned a degree to be considered alumni.

Note: In University of Denver Magazine and DU Newsroom articles, first references to alumni often include the degree(s) they earned and the year(s) in which degrees were awarded. Set off this information with parentheses:

• University Lecturer (sponsored by the provost’s office)

ampersand

• amica: woman (singular)

Use the full formal name for the following annual faculty awards:

This building, which opened in spring 2013, houses the University of Denver Library, including the Penrose Collection, and a number of services focused on teaching and learning. On subsequent references, refer to it as the Academic Commons or the library.

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On subsequent references, some building names may be shortened. Capitalization should be retained when the proper noun is used.

• Distinguished Scholar Award

Anderson Academic Commons

• alumna: woman (singular)

• Faculty Service Award

• Distinguished University Professor

• Distinguished Teaching Award

• Students love the complex for its many inviting spaces.

• alumni: men; and a group of men and women

• The Daniel L. Ritchie Center for Sports & Wellness.

Capitalize Board of Trustees when it refers to the DU governing organization, but lowercase board when it stands alone.

See Trustees entry for information on use when referring to members.

• Sally Smith (BS ’96); Bob Jones (BA ’98, MBA ’99); John Johnson (attd. 1993–95); Frank Albright (Hon. PhD ’01)

Board of Trustees

University Park buildings and facilities (first and second

Do not use in place of the conjunction unless it is part of an entity’s official name or used in a headline where space and tone considerations are applicable.

• Harper Humanities Gardens

El Pomar Natatorium Gates Field House Hamilton Gymnasium Joy Burns Arena

• International House

• University Technology Services Building

• Joy Burns Center

• Williams Recital Salon

• Campus Green (between Sturm Hall and the Frank H. Ricketson Jr. Law Building)

• Facilities Service Center

• Chamberlin Observatory (see separate entry)

• King Lee and Shirley Nelson Residence Hall, Nelson Hall

• CIBER Field at the University of Denver Soccer Stadium (CIBER Field on subsequent references)

• Robert and Judi Newman Center for the Performing Arts, the Newman Center

• Centennial Towers, Towers

• Margery Reed Hall, Margery Reed

• Daniel L. Ritchie Center for Sports & Wellness, the Ritchie

• Daniels College of Business, the Daniels College, Daniels (Do not use DCB.)

• The Cable Center

• Elizabeth Eriksen Byron Theatre, the Byron Theatre

Off-campus buildings

• Frederic C. Hamilton Family Recital Hall, Hamilton Recital Hall

• Fisher Early Learning Center

• Physical Education Building

• Chester M Alter Arboretum, Alter Arboretum

• Margaret Rogers Phipps House, Phipps House (not Phipps •Mansion)TheUniversity sold this facility in 2010.

• Carnegie Green

• Denver Tennis Park (a partnership with Denver Public Schools and Denver Tennis Park Inc.)

• Benjamin F. Stapleton Jr. Tennis Pavilion, Stapleton Tennis Pavilion

• Williams Tower

• Dimond Family Residential Village /dim-ond

• Mass Communications Building

• Frank H. Ricketson Jr. Law Building

• Nagel Hall

• Community Commons

• John Moye Hall

• Burwell Center for Career Achievement, the Burwell Center

• Clarence M. Knudson Hall, Knudson Hall

• Evans Memorial Chapel

• Johnson-McFarlane Hall, J-MAC

STYLE & GRAMMAR GLOSSARY

• Anna and John J. Sie International Relations Complex, the Sie

• Sturm Hall

• Mary Reed Building, Mary Reed

• Buchtel Memorial Tower

• Centennial Halls, Halls

• Craig Hall

• F.W. Olin Hall, Olin Hall

• June Swaner Gates Concert Hall

• Shwayder Art Building

• Chamberlin Observatory

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•ComplexSiéChéou-Kang Center for International Security and Diplomacy, the Sié Center

Coors Fitness Center Diane Wendt Sports Fields

• Frontier Hall

Pat Bowlen Training Center

• Joy Burns Plaza

• Trevorrow Hall

• University Hall (formerly Old Main)

• Boettcher Center /BECH-ər/

• Katherine A. Ruffatto Hall, Ruffatto Hall

• Nagel Art Studios

• Meyer-Womble Observatory

• Merle Catherine Chambers Center for the Advancement of Women, the Chambers Center

• Buchtel Bungalow /BUCK-tel/

Magness Arena

• Iliff School of Theology

•CenterBarton Lacrosse Stadium

• Columbine Hall

After 130 years as an institution of higher education, Colorado Women’s College ceased operations in spring of 2021 due to insurmountable budgetary challenges that pre-dated COVID-19 but were exacerbated by the pandemic. The CWC Leadership Scholarship Program and Equity Labs, the current hallmark programs of the CWC, remain fully maintained and housed by other DU organizational structures to ensure that they continue to fulfill CWC’s

mission beyond the immediate transition. The HerDU event series is now maintained by ODEI.

Chamberlin Observatory

campuses

Use chair and vice chair instead of chairman, chairwoman.chairperson,

co-curricular Not cocurricular.

When referring to alumni and faculty of the college, acknowledge the institution’s name during the period in question.

commencement

• He gave the commencement address at Harvard.

committee names

Lowercase generic committee

•names:buildings and grounds committee, budget committee, search Capitalizecommitteeonlythose committees

Established in 2002, the Cherrington Global Scholars program is a for-credit initiative designed to send every eligible junior and senior abroad for at least one quarter of study. Participants in the program are referred to as Cherrington Scholars or Cherrington Global Scholars.

Capitalize when referring to DU’s fall Lowercaseceremonies.other references.

classes

Chester M Alter Arboretum

College of CollegeColoradoMathematicsSciencesCollegeSciencesHumanitiesArts,&Social(CAHSS)ofNatural&(NSM)Women’s

Capitalize when referring to DU’s Lowercaseceremonies.when referring to ceremonies at other universities.

Class of 2019, but the classes of ’90–’99.

• Smith is an enthusiastic alumna of the Colorado Women’s College, having earned her degree in 1969, when it was known as the Temple Buell College.

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with distinctive formal names:

Note that the middle initial is not punctuated.

Cherrington Global Scholars program

• the Colorado Committee on Higher Education Reform

chaircampuswideandvice chair

City Campus: The University of Denver is housed on a 125acre site in the University Park Mountainneighborhood.Campus: The James C. Kennedy Mountain Campus is situated on 720 acres of pristine wilderness in the Colorado Rockies.

convocation

Until 1967, this institution was known as the Colorado Woman’s College. From 1968–72, it was named the Temple Buell College after a donor. In 1973, the name became the Colorado Women’s College. When DU acquired the school in 1983, it was renamed the Weekend College. It was named the Women’s College in 1993. A decade later, it became the Colorado Women’s College once again. The college was reorganized in 2020 and its remaining programs were blended into other University of Denver units.

DU owns and operates the Chamberlin Observatory, located just a few blocks from campus at Observatory Park. Established in 1890, the observatory and its 20-inch refracting telescope are managed and cared for by the Department of Physics and Astronomy.

When listing degrees by their initials, do not use periods.

cumcourseworklaude,magna cum laude, summa cum laude Always lowercase.

• The program began in January 2016 with plans for rapid expansion.

On second reference, use the Ritchie School.

• The lecture is scheduled for Tuesday, Oct. 4, in the Anderson Academic Commons.

Capitalize the department or office when used as a formal name.

• Department of Biological Sciences, Office of the Provost Lowercase informal references.

• The hockey team will play an exhibition match on Feb. 15 at Magness Arena.

• The English department met to discuss curriculum.

• bachelor of science, bachelor of arts, master of business administration, doctor of philosophy, etc.

Daniel Felix Ritchie School of Engineering & Computer Science

• Sally Smith, PhD, addressed the class on Tuesday.

• He has a bachelor’s degree, but his sister has a master’s degree.

When including a day of the week with the date, use a comma after the day and after the date.

• John Smith (attd. 1972–73).

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departments and offices

When referring to just the month and year, do not use a comma and do not abbreviate the month.

• She earned a bachelor of fine arts and a master of social work from the University of Denver.

• BA, JD, MFA, PhD

STYLE & GRAMMAR GLOSSARY

When writing about University of Denver alumni, list their degrees and the years they were awarded after the first reference, if possible.

Daniels College of Business

Note: Deviations from this list should be verified with the Office of the Registrar.

Do not capitalize formal names of academic degrees in general text.

• She will graduate on June 6, 2022, with a degree in engineering.

Casual references to degrees require an apostrophe.

When a phrase refers to a date but not a year, do not use a comma with the date.

Use Arabic figures, without st, nd, rd or Whenth.a

When referring to such departments whose formal names also describe the subject matter—such as Asian Studies and Judaic Studies—use uppercase for references to the department itself and lowercase for references to the subject matter.

Capitalize the full, formal title of a course.

• geography department, provost’s office

dates

courseco-requisitetitles

• He loved his air pollution class but really disliked photography.

Do not place titles in quotation Lowercasemarks. casual references to classes.

Note: An exception is made for proper nouns.

• Sally Smith (BA ’89, MA ’91, PhD ’94)

When a degree is used as part of a person’s descriptive identity, it should follow their name and be offset by commas.

degrees

When referring to specific degrees, use formal titles.

On second reference, use Daniels College or Daniels.

curriculum, curricula

phrase refers to a month, day and year, commas are required before and after the year.

If writing about an alumnus who did not earn a degree, list the years of attendance only.

SECTION 1. STYLE

Use male or female only when referring to the sex of an individual or Hanimal.

• The law school faculty embodies the University’s emphasis on the public good.

Use a plural verb if emphasizing faculty members individually.

• She recently joined the Judaic Studies faculty.

• Ved Nanda holds the Thompson G. Marsh Professorship.

•instead.They or the student, instead of he or she.

endowed chairs and professorships

Homecoming

Modified usages incorporating a lowercase chair or professorship are acceptable on second

Use the Burns School on second reference.

Use with a singular verb if emphasizing action as a unit.

Capitalize Honors when used to describe students in the University Honors Program.

In most cases, this term is preferred over “freshman.”

At DU, students receive a multidimensional, adventure-driven education that prepares them to make a difference and thrive in a dynamic world. It’s called the 4D Experience. The four integrated dimensions are: advancing intellectual growth, exploring character, promoting well-being and pursuing lives of purpose.

Only lowercase four-dimensional when it is not paired with the word experiences. In all other instances, all elements should be capitalized.

first-yearfieldwork student

Fritz Knoebel School of Hospitality Management

gender-specific language

Founders 4DExperience/Four-DimensionalFounders’DayFellowsExperience

Capitalize the full name of the chair or professorship.

Use the Knoebel School on second Greference.

• Faculty from the political science department are quoted in recent news reports about the election.

Avoid gender-specific language whenever possible.

Lowercase cum laude, magna cum laude and summa cum laude.

33 GUIDESTYLEEDITORIAL

Forreference.verifying formal names of departments and offices, please consult the Departments A-Z Directory at du.edu

• Office of EAdmissionUndergraduate(notAdmissions)

•references.TheMarsh professorship is a great honor.

Opt for neutral nouns and pronouns

Honors/honors

F faculty

The word “faculty” is a collective noun, singular in form but referencing a group of individuals.

• Department of Languages, Literatures and Cultures

• But: She is interested in Judaic studies. That course is offered by Asian Studies. After two years as an undeclared major, Fred has decided to concentrate on Asian Whenstudies.referring to centers and institutes, use the full name on first reference and subsequently a lowercase “center” or “institute” as •appropriate.TheEnvironmental Institute becomes the institute on second

Franklin L. Burns School of Real Estate & ManagementConstruction

Capitalize when referring to DU’s fall event.

• We promote on-campus events.

• He called 1-800-999-9999 to report the problem.

• Sarah Hamm earned honors in biology.

living and communitieslearning

On subsequent references, it’s acceptable to use the Korbel

pow wow Q

GUIDESTYLEEDITORIAL 34

Formerly named the Graduate School of International Studies, the school was renamed in May 2008 after its founder and one of its most famous scholars.

Use numerals to express quarter •hours.Students traveling to Mexico will earn 2 quarter hours of credit.

KSchool.

Use on-campus as an adjective.

on-campus, on campus

On business cards and in stacked addresses, use periods to separate the area code and exchange..

quarters, quarter hours

Morgridge College of Education

Lowercase fall, winter and spring quarters, summer session and interterm in general copy.

Use single quotation marks in news headlines and for quotes within

On second reference, use Josef Korbel School.

onstage

Words beginning with this prefix are usually closed, with no hyphen, unless the root word is a proper •noun.postdoctoral, postmodern, post-Obama.

• Sally, who is an Honors student, takes a demanding course load each Capitalizequarter.Honors when used to describe projects prepared for the program and classes offered under the Lowercaseprogram.honors when it refers to departmental achievements.

“Smart”quotes. quotes, not “straight” quotes, should be Semicolonsused.and colons go outside quotation marks.

Periods and commas go inside the closing quotation mark.

Use quotation marks for book,

• 303.871.2000

The University’s official moniker. Usage should be determined on a case-by-case basis.

quotation marks

Josef Korbel School of International Studies

In narrative text, use hyphens.

Partners in Scholarship phone(PinS) numbers

Use on campus as a prepositional •phrase.Wepromote events on campus.

GLOSSARY

post

Use the Morgridge College on second and subsequent references.

Pioneers

The acronym LLC is acceptable on second reference.

Knoebel Institute for Healthy Aging (KIHA)

Let context dictate usage.

dissertation and thesis titles, as well as articles, poems, short stories, book chapters, essays, individual lectures, blog entries, podcasts, and TV and radio programs.

University College

No quotation marks or italics are needed for academic course titles, apps, awards, websites, political documents (such as the Constitution), scriptural works (the Bible, the Koran, the Talmud), or musical compositions whose names contain a musical form (such as concerto, symphony).

• Theater majors use the Byron Flexible Theatre as a laboratory for developing their skills.

Trustees

Before 1987, University College was known as the New College.

University Honors Program

DU is acceptable on second reference.

35 GUIDESTYLEEDITORIAL

Use Honors Program on second Casualreference.references should capitalize •Honors.Sallyis an Honors student.

TLaw.

Not transgendered.

Theater/theatre

• Trustee Allan Phipps Lowercase when used as a descriptor in sentence.

Either 1946 or ’46 may be Whenappropriate.discussing a span of years, it is acceptable to use the shortened version for years in the same •century.1946–52; 1998–2003.

Use the British spelling when referring to the University’s

Reiman School of residenceFinance hall

Capitalize second references to the University when the University of Denver is implied.

W work-study Y years

Capitalize University of Denver.

On second reference, use Denver

University of Denver

• As a trustee, Allan Phipps served the University Board of Trustees

School of Art & Art SturmHistoryCollege of Law

Uwell.

Not dorm or dormitory.

In other references, it is preferable to use theater.

Department of Theatre.

transgenderT-shirts

Capitalize trustee as a title before the name:

Always capitalize the full formal name.

Use either full sentences with punctuation or phrases without punctuation; avoid mixing the two if possible.

The new program has the following goals:

In group shots, identify people from left to right and according to rows.

Do not capitalize the first word of sentence fragments appearing in bulleted lists.

Be consistent in caption style throughout a document or publication.

Bulleting

STYLE & GRAMMAR GLOSSARY

Captions

When a list consists of complete sentences, punctuate each sentence as though it stands alone. When a list consists of sentence fragments or phrases, do not use a period or semicolon at the end of each entry, including the concluding entry.

Headings sizes and styles must be consistent throughout your document or publication.

• to match students with faculty mentors

GUIDESTYLEEDITORIAL 36

• to help students find financial aid

SECTION 2. GRAMMAR AND PRESENTATION

Do not capitalize single words in bulleted lists.

• to ensure that students have a rewarding educational experience

Headings & Subheads

37 GUIDESTYLEEDITORIAL

du.edu/brandguidelines

StyleVisualGuide

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.

GUIDESTYLEVISUAL 2

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

5 GUIDESTYLEVISUAL

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.

UNIVERSITY SEAL

GUIDESTYLEVISUAL 6

VISUAL ELEMENTS: Seal & Logo

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.

7 GUIDESTYLEVISUAL

This is the primary identifier of the University and should be included with the University of Denver logotype.

INTERLOCKING DU

The University of Denver logotype is crafted to present a confident and welcoming tone.

GUIDESTYLEVISUAL 8

VISUAL ELEMENTS: Logotypes

LOGOTYPE

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.

SUB-BRANDS

Daniels College of Business

9 GUIDESTYLEVISUAL

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.

VerticalStacked-HorizontalHorizontal

GUIDESTYLEVISUAL 10

VISUAL ELEMENTS: Primary Logo Lockups

Daniels College of Business

Daniels College of KnoebelBusinessInstitute for Healthy Aging

School and Unit Full

11 GUIDESTYLEVISUAL

School and Unit

Full University lockup is required when using this style of mark. Example usage on pages 14-15.

VISUAL ELEMENTS: Secondary Logo Lockups

Center and Institute

Full University lockup is required when using this style of mark. Example usage on pages 14-15.

VISUAL ELEMENTS: Primary Logo Lockups

GUIDESTYLEVISUAL 12

Recommended Vertical lockup usage: Great for applications where there is plenty of space and identifying the University is the primary message.

Recommended 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.

13 GUIDESTYLEVISUAL

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.

In instances where there is more space, the unit lockup can replace the primary lockup.

Center / Institute lockup usage: Marketing materials for centers and institues need to be locked-up with the DU logomark.

15 GUIDESTYLEVISUAL

Unit Full lockup usage: Instances where units are the primary identifier but space for full DU logo is not available.

GUIDESTYLEVISUAL 16

VISUAL ELEMENTS: Logos

17 GUIDESTYLEVISUAL

EXCLUSION ZONE

The exclusion zone for all logos is based on the cap height of the logo.

Example D: use interior “U” shape to determine spacing.

VISUAL ELEMENTS: Logo Usage

GUIDESTYLEVISUAL 18 Ex. A

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

DENVER UNIVERSITY OF R

OF DENVER UNIVERSI TY D

Ex. B Ex. C Ex. D

GUIDESTYLEVISUAL 20

KEEP IT CLEAN

VISUAL ELEMENTS: Logo Usage

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.

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

21 GUIDESTYLEVISUAL

Don’t

Colors GUIDESTYLEVISUAL 22

23 GUIDESTYLEVISUAL

application

color space.

inconsistent color reproduction and incorrect

GUIDESTYLEVISUAL 24

critical

Crimson and gold have served DU throughout much of our vibrant history.

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

set up production files

Crimson shares DU’s passion and determination to succeed, while gold signifies the bright future we see on the horizon.

COLOR REPRODUCTION

It’s to in the correct Failure to do so will result in brand and

A primary color must be present in every visual communication.

PRIMARY COLORS

HEXRGBCMYKPMSHEXRGBCMYK523-15,33,0,0-201,177,208-#C9B1D0032-0,86,63,0-239,51,64-#EF3340

CMYKBLACK- 0,0,0,100 RGB - 0,0,0 HEX - #000000

PMS

BrightsShades

HEXRGBCMYKPMSHEXRGBCMYK7505-17,44,62,49-129,96,64-#8160401955-9,100,54,43-138,21,56-#8A1538

PMS Cool Grey 11

Neutrals

25 GUIDESTYLEVISUAL

CMYK - 44,34,22,77 RGB - 83,86,90 HEX - #53565A

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.

PMS

PMS HEXRGBCMYKPMSHEXRGBCMYK605-0,2,100,9-255,205,0-#E1CD00385-24,14,94,55-120,113,33-#787121

PMS HEXRGBCMYK5463-100,45,38,90-7,39,45-#07272D

PMS HEXRGBCMYK7527-3,4,14,8-214,210,196-#D6D2C4

SECONDARY COLORS

PMS HEXRGBCMYK3285-98,0,59,0-0,150,129-#009681

Fonts

GUIDESTYLEVISUAL 26

27 GUIDESTYLEVISUAL

DU’s institutional fonts are a core piece of the brand. Use these when identifying the University and its divisions.

Neue Haas Unica

INSTITUTIONAL FONT

VISUAL ELEMENTS: Font Standards

GUIDESTYLEVISUAL 28

When Neue Haas Unica is unavailable, Neue Haas Grotesk Text Pro is an acceptable system-standard alternate.

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.

Neue Haas

HeavyUnica Bold Regular Light

29 GUIDESTYLEVISUAL

Neue Haas Grotesk Text Pro

Bold Medium Roman

Is this font being used in a way that speaks to the personality of my audience?

VISUAL ELEMENTS: Font Standards

GUIDESTYLEVISUAL 30

Does this font provide the right feeling for the content of this communication?

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:

31 GUIDESTYLEVISUAL

Nocturne Manuka DU Bois Diatype

GUIDESTYLEVISUAL 32

Layouts

33 GUIDESTYLEVISUAL

Using the zone system is an essential step to visualizing all content elements.

GUIDESTYLEVISUAL 34

CONTENT ZONES

GRIDS

IDENTIFICATION MESSAGING DETAILS

Must include DU lockup in its primary or secondary form.

To create your layout, create a grid, choose content zones and then apply the Layout Checklist.

Should take up the bulk of the space. It could be a headline, event or image.

Any snappyeventinformation,supplementalincludingdetailsorcalltoaction.

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.

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.

VISUAL ELEMENTS: Layouts

Use this checklist as you create your layout.

4. Is the text readable?

1. Set an appropriate grid system.

3. Does the logo have enough clear space around it?

5. Do the header, subhead and body copy typesetting create an hierarchy?informational

35 GUIDESTYLEVISUAL

6. Does the complementimageryorenhance the content?

7. Do type, copy, logo and graphics interact in an engaging, clear comprehensibleandway?

LAYOUT CHECKLIST

2. Identify content zones.

GUIDESTYLEVISUAL 36

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

LAYOUT IN PRACTICE

Extended collateral materials allow for the most flexibility. These materials allow for the most robust University and unit identification as well as conceptual design.

37 GUIDESTYLEVISUAL

DISCOVERY FOR THE DIFFERENCE

Small-scale marketing materials require clear prioritization of zones and focused content to ensure the needs of the audiences are met without being overwhelming.

Photography GUIDESTYLEVISUAL 38

39 GUIDESTYLEVISUAL

GUIDESTYLEVISUAL 40

PORTRAITURE

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.

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.

VISUAL ELEMENTS: Photography

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.

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

VISUAL ELEMENTS: Photography

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.

CONCEPT/AREA OF STUDY

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.

Innovative Visionaries

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.

43 GUIDESTYLEVISUAL

Influential Idealist

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.

Determined Engager

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

ACTION/EVENT

GUIDESTYLEVISUAL 44

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.

Influential Idealist

Determined Engager

Action photos of Influential Idealists showcase peer-topeer communication with long exposures to light trails and panning techniques to showcase expression and response.

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.

45 GUIDESTYLEVISUAL

GUIDESTYLEVISUAL 46

Videography

47 GUIDESTYLEVISUAL

INFLUENTIAL IDEALIST CHECKLIST

1. Subject-driven story

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.

3. Sweeping movement

7. L-Cuts and cross-fades

4. Natural light

5. Hopeful, ambient, ethereal soundtrack Soft textures

8. Color grade accentuates soft, true colors

2. Slow motion

VISUAL ELEMENTS: Videography

INFLUENTIAL IDEALIST

Influential Idealist videos aim to capture a dreamy and thought-provoking aesthetic, alluding to the beauty of ideas grounded in real experience.

GUIDESTYLEVISUAL 48

49 GUIDESTYLEVISUAL

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

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

VISUAL ELEMENTS: Videography

DETERMINED ENGAGER

GUIDESTYLEVISUAL 50

51 GUIDESTYLEVISUAL

Innovative Visionary videos highlight the important, creative work being done at DU by individuals who dare to imagine a better tomorrow.

INNOVATIVE VISIONARIES on the work, envisioned outcomes and creativity of the individuals and partnerships with staccato music

VISUAL ELEMENTS: Videography

GUIDESTYLEVISUAL 52

INNOVATIVE VISIONARIES

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

motion 6. Bright lighting 7. Saturated colors 8. Whimsical,

CHECKLIST 1. Focused

2. Wide shots 3. Symmetrical environments 4. Unique angles 5. Transitions

53 GUIDESTYLEVISUAL

ExamplesDesign

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

VISUAL ELEMENTS: Design Examples

College/School Viewbook Covers

This page: Social Media Advertising Opposite page: Event Promotional Poster

VISUAL ELEMENTS: Design Examples

GUIDESTYLEVISUAL 62

This

page: Water Bottle Opposite page: Print Advertising

VISUAL ELEMENTS: Design Examples

This page: Mobile and Desktop Website Opposite page: Social Media Profile

65 GUIDESTYLEVISUAL

du.edu/brandguidelines