York University Brand Guidelines

1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

Brand Standards SEPTEMBER 2023

Version 3

Contents

For the most up-to-date Brand Standards please visit the brand site at yorku.ca/brand.

1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

1 Brand Overview 1.1 - Brand Definition and Journey 1.2 - Our Vision, Promise and Values 1.3 - Our Brand Story 1.4 - Brand Visual Identity 1.5 - Brand Architecture 1.6 - Institutional Campaign – Right The Future™ 1.7 - Taglines

2.16 - Faculty Vertical Version – Alternate

4.11 - Typography – Secondary Fonts

2.17 - Sizing/Spacing – Faculty Example­

4.12 - Typography – Usage 4.13 - Emblems

3 Working with Logos

4.14 - Emblems – Colour Variations

3.1 - York Logo Placement

4.15 - Emblems (Wayfinding and Action Items)

3.2 - Definitions 3.3 - Partnership Representation 3.4 - Sponsorship Representation 3.5 - Student-Run Representation

1.8 - Accessibility

3.6 - Division, Unit or Campus Initiatives – Text Treatments

2 Logos 2.1 - Primary & Digital Logos 2.2 - Vertical Version – Alternate 2.3 - York U Crest 2.4 - Primary – Colour Variations 2.5 - Digital – Colour Variations

3.7 - Division, Unit or Campus Initiatives – ­Expression 3.8 - Anniversaries and Celebrations 3.9 - Design Treatments

4 Brand Elements

4.20 - Photography 4.21 - Photography Assets 4.22 - Photography – Do Not’s Examples

5 Design System 5.1 - Window of Positive Change 5.2 - Incremental Rule 5.5 - Window of Positive Change – York Logo Placement Variations

4.1 - York Colour Palette

2.7 - Reverse Logos

4.2 - York Colour Palette – Proportionality

2.8 - Sizing/Spacing

4.3 - Colour Tints and Gradients

2.9 - Incorrect Usage

4.4 - Sub-brand Palette

2.10 - Sub-brand Logos – Primary

4.5 - Sub-brand Palette – Proportionality

2.11 - Sub-brand Logos – Digital

4.6 - Faculty Accent Colours

2.12 - Sub-brand Vertical Version – Alternate

4.7 - Faculty Accent Colours – Specification & Usage

2.13 - Sizing/Spacing – Sub‑brand Example­

4.8 - Colour Usage – Buildings and Physical Spaces

2.14 - Faculty Logos – Primary

4.9 - Specific Campaign Colours – & Colour Usage

2.15 - Faculty Logos – Digital

4.10 - Typography – Primary Font

2023 – Version 3

4.19 - Brand Icons & Graphics

5.3 - Window of Positive Change – Usage and Rules

2.6 - Full-Colour Logos

York University Brand Standards

4.16 - Emblems (Embellishments)

yorku.ca/brand

5.12 - Sub-brand Accent Pillar – Examples 5.13 - Sub-brand Accent Window – Examples 5.14 - Faculty Accent Pillar – Examples 5.15 - Faculty Accent Window – Examples

6 Brand Usage 6.1 - Visual Usage Summary 6.2 - Brand Approval Process 6.3 - Designer Checklist

II

Contents

For the most up-to-date Brand Standards please visit the brand site at yorku.ca/brand.

1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

7 Design Execution

9 Hold for now

7.1 - Do’s and Don’ts — Window – Examples

9.1 - Key Messages

7.2 - Social Media Avatars

9.2 - General York Messaging Guide

7.3 - Digital Examples

9.3 - Brand Messaging Usage Summary

7.4 - Social Media Examples

9.4 - Multicampus Narrative

7.5 - Social Media Examples – Sub-brand

9.5 - Tone and Voice

7.6 - Faculty Print Examples

9.6 - Writing Style Guide

7.7 - Pull-up Banners

9.7 - Brand Strategy Elements

7.8 - PowerPoint

9.8 - Our Brand Filter

7.9 - Website

9.9 - YU Definition and Usage

7.10 - Video Bumpers

9.10 - Stationery

7.11 - Video – Lower Thirds

9.11 - E-Stationery

7.12 - Merchandise

9.12 - Using Print Letterhead

7.13 - Glossary

9.13 - Campus Advertising 9.14 - LCD Screens

8 Appendices 8.1 - Right The Future™ – Standards

9.15 - Email Headers 9.16 - Zoom Background Templates 9.17 - Email Signatures 9.18 - Social Media – Best Practices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section

III

Welcome 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

This guide is a comprehensive tool to help you understand and learn how to use York University’s brand.

Our brand standards define how we communicate with our current and prospective students, internal and external stakeholders, and the world. By applying the elements thoughtfully and consistently, we will strengthen our brand and tell the story of a unified York.

1 Brand Overview Brand Definition and Journey Our Vision, Promise and Values Our Brand Story Brand Visual Identity Brand Architecture Institutional Campaign – Right The Future™ Taglines Accessibility

1.0

2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

Brand Overview York University Brand Standards

2023 – Version 3

1

Overview 1 Brand Overview Brand Definition and Journey Our Vision, Promise and Values Our Brand Story Brand Visual Identity Brand Architecture Institutional Campaign – Right The Future™ Taglines Accessibility

Brand Definition and Journey

2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

What is the brand? Why is it important? Brand governance Our brand is our DNA. It’s how we act, think, speak and behave, and is our institutional culture and identity. It makes us stand for something unique and meaningful versus other universities.

It is the essence of who we are.

York University Brand Standards

2023 – Version 3

As the foundation of York’s marketing and communications, our brand allows us to tell a consistent and powerful story to the world around us. More than a logo, font and colours, our brand delivers on our promise to create positive change and a better, more meaningful future for all.

Our brand journey

Our brand stewardship policy and procedures were last approved by the Board in 2020 with the intention of protecting and upholding the image and reputation of the University by regulating the use of brand properties. This policy is designed to limit the proliferation of brand properties that detract from the University’s core positioning by diluting our distinctive image and legal right in its names and marks.

In 2019, we embarked on a journey to clearly define who we are and what we stand for.

With an evidence-based strategy created from extensive quantitative research and interviews with over 4,000 stakeholders, competitive reviews and validation research, we landed on Positive Change – a bold vision to take our brand further.

yorku.ca/brand

Section 1.0

1.1

Overview 1 Brand Overview Brand Definition and Journey Our Vision, Promise and Values Our Brand Story Brand Visual Identity Brand Architecture Institutional Campaign – Right The Future™ Taglines Accessibility

Our Vision, Promise and Values Our vision

York is committed to giving a broad demographic of

2 Logos

students access to a high-quality, research-intensive

3 Working with Logos

learning environment committed to the public good.

4 Brand Elements 5 Design System 6 Brand Usage

Our promise

7 Design Execution 8 Appendices

We are a community of changemakers. Driven by passion, we exist to create positive change for our students, our communities and the world around us.

Our values Excellence

Progressive Inclusivity & diversity Social justice & equity Sustainability

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 1.0

1.2

Overview 1 Brand Overview Brand Definition and Journey Our Vision, Promise and Values Our Brand Story Brand Visual Identity Brand Architecture Institutional Campaign – Right The Future™ Taglines Accessibility

Our Brand Story Our brand story represents who we are and what we stand for. The three versions below are approved messaging for use across a wide range of communications. Choose the one that best suits your specific needs.

2 Logos

Main Story

Long

Together, we can make things right for our communities, our planet and our future.

Home to one of the largest and most diverse student bodies in Canada, our 54,500+ students from 172 countries, 348,000+ alumni and leading professors are working with 323+ university, industry and NGO partners to tackle pressing issues. Recognized as a global leader for four consecutive years in the new Times Higher Education Impact Rankings, and number one in global joint research publications in Ontario, York is positioned to take on the challenges that matter most.

York is a leading international teaching and research university, and a driving force for positive change. Empowered by a welcoming and diverse community with a uniquely global perspective, we are preparing our students for their long-term careers and personal success.

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

Short

York is a leading international teaching and ­research university, and a driving force for ­positive change. With a diverse community and uniquely global perspective, we can make things right for our future.

For our Key Messages, Messaging Guide, Multicampus Narrative, Brand Strategy

York is a leading international teaching and research university, and a driving force for positive change. Empowered by a welcoming and diverse community with a uniquely global perspective, we are preparing our students for their long-term careers and personal success.

Across our multiple campuses locally, including the Keele and bilingual Glendon campus in Toronto, and globally in Hyderabad, India, and Costa Rica, we continue to innovate. This brings success to our students in our top-ranked Schulich School of Business and Osgoode Hall Law School as well as in the liberal arts, creative and performing arts, professional studies, health, engineering, education and sciences.

We value collaboration, diversity and inclusivity.

Together, we can make things right for ourselves, our communities, our planet and our future.

Through our leading programs and 16,900+ diverse experiential education opportunities including internships, community placements, co-ops and capstone projects, we are preparing our students for meaningful careers, long-term success, and the critical knowledge to work toward a better future.

Elements, Brand Filter, and Tone and Voice, please see Using the Brand section of the Brand website.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 1.0

1.3

Overview 1 Brand Overview Brand Definition and Journey Our Vision, Promise and Values Our Brand Story Brand Visual Identity Brand Architecture Institutional Campaign – Right The Future™ Taglines Accessibility

The brand elements below form the visual identity of the York University brand system. Together, they support our unique brand expression and our positioning of positive change. Each aspect of the system helps you communicate your

Brand Visual Identity

ideas in various forms of media, from print to digital, including motion graphics and video. This document will outline how to make effective use of the York brand visual identity.

2 Logos 3 Working with Logos

Logos

Colour

Typography

AaBbCc123

4 Brand Elements 5 Design System

IBM Plex Sans IBM Plex Serif IBM Plex Mono IBM Plex Sans Condensed

6 Brand Usage 7 Design Execution 8 Appendices

Window of Positive Change

York University Brand Standards

2023 – Version 3

Emblems

Imagery

yorku.ca/brand

Section 1.0

1.4

Overview 1 Brand Overview Brand Definition and Journey Our Vision, Promise and Values Our Brand Story Brand Visual Identity Brand Architecture Institutional Campaign – Right The Future™ Taglines Accessibility

2 Logos

Brand Architecture The York University brand architecture reflects a master brand strategy. The brand architecture defines the organizational structure and visual relationships between the University’s various entities. It tells us how they relate to one another and to the larger institution.

3 Working with Logos 4 Brand Elements

Sub-brands

Faculties

5 Design System 6 Brand Usage

Divisions and Units*

Campuses*

President’s Office

Keele Campus

Provost Office

Glendon Campus

VP Advancement

Markham Campus

VP Finance and Administration

7 Design Execution

VP Equity, People and Culture

8 Appendices

VP Research and Innovation VP Students

Athletics & Recreation Mark

Spirit Mark

* Please note that divisions, units and campuses do not have locked logos. Glendon is an exception as it is both a sub-brand and a campus and therefore has maintained its own locked logo. See pgs. 3.6-3.7 to see how these divisions, units and campuses are expressed.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 1.0

1.5

Overview 1 Brand Overview Brand Definition and Journey Our Vision, Promise and Values Our Brand Story Brand Visual Identity Brand Architecture Institutional Campaign – Right The Future™ Taglines Accessibility

2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

Institutional Campaign Right The Future™ This is the creative and consumer-facing expression of York’s vision for the future (i.e. building a more innovative, just and sustainable world). This is both our platform and a tagline, and is to be consistent across high-level advertising campaigns, communications and campaigns (i.e. tone, feel and headline that resolves with Right the Future).

It can be used either in conjunction with these brand standards, in cases like a simple banner, or as a tagline at the end of lengthy communications, such as a full-page ad. “Creating positive change” should be used as a guiding theme for our headlines, not as a headline in our advertising and creative. Right the Future is a trademark of York University, and is therefore governed by specific usage and implementation rules. See the Right the Future branding standards in Section 8 for more information.

Join us in creating positive change for the planet.

Join us in creating positive change for a more inclusive future.

yorku.ca/rightthefuture

yorku.ca/rightthefuture

The Right the Future advertising campaign launched in fall 2020 and was recognized with two awards on a global stage for creative excellence in the CASE Circle of Excellence Awards competing against 530 institutions from 27 countries. To find out more about the campaign, visit yorku.ca/rightthefuture.

Amazing things happen when diverse communities work together to tackle world issues. When our students apply their knowledge, they have the power to make things right.

Join us in creating positive change.

yorku.ca/rightthefuture

VERSION: PROOF #5 — Page 1 FILE: 21140_JELLY_RTF_AD_YorkMagazine.indd SPECS: YorkUniversity Magazine BRAND Filler AD – 8.125” X 10.75” FORMAT: CMYK

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 1.0

1.6

Overview 1 Brand Overview Brand Definition and Journey Our Vision, Promise and Values Our Brand Story Brand Visual Identity Brand Architecture Institutional Campaign – Right The Future™ Taglines Accessibility

2 Logos 3 Working with Logos 4 Brand Elements

Taglines A tagline is a sign-off that is separate from the main message. York University has one tagline – Right The Future – which has its own usage rules.

See pg. 1.6. ​ ​ Additional Faculty, sub-brand, unit, campus, divisions and initiatives are not permitted to have their own taglines. This includes any stand-alone statements that compete with the University logo or tagline. ​

York University’s Marham Campus Open House

The Future of learning is coming to York Region

is May 20.

The future of learning is coming

Our Markham Campus opens Spring 2024

to York Region.

Don’t miss it!

Join us in creating positive change at yorku.ca/Markham

5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

DO NOT use a tagline York University’s Marham Campus Open House is May 20.

The future of learning is coming to York Region.

Don’t miss it!

The Future of learning is coming to York Region

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 1.0

1.7

Overview 1 Brand Overview Brand Definition and Journey Our Vision, Promise and Values Our Brand Story Brand Visual Identity Brand Architecture Institutional Campaign – Right The Future™ Taglines Accessibility

2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

Accessibility York University is committed to principles of respect, inclusion and equality of all persons with disabilities across campus. The Accessibility for Ontarians with Disabilities Act (AODA) issued by the Ontario government aims to make Ontario fully accessible to persons with disabilities by 2025.

It is the responsibility of the area to ensure the document is AODA compliant before handing over to a designer. This can be achieved through familiarizing yourselves with the tools and resources listed here.

For example, this includes alt tagging images and charts to explain context. The document should have a logical heading structure and order so it can be read by a screen reader. (i.e. good example - H1, H2, H3)

Designing for Accessibility

A key component of York’s AODA compliance is for community members to follow design standards to ensure the same experience for someone with a disability as someone without.

To design for accessibility means to effectively communicate to people of varying abilities and impairments. Considerations need to be made for all media, from printed posters to social media posts and even environmental designs.

Fundamentals of Design: • Sensory (eyesight; hearing; cognitive; ­semantically structured information) • Language Usage (cognitive load – short and literal; avoid jargon; scannable; semantically structured text) • Colour (contrast is affected by hue, saturation and tonal value) • Text (size; tracking; line, paragraph and column spacing; line length; column length; justification; glyphs)

• Digital Media (assistive technology ­compatibility; semantic structure; non-text content) ° Alt Text (function; length; redundancy; unnecessary words (e.g. image of, picture of); close tag (period) ° Video (captioning; transcripts; background sounds) • Physical Media (e.g. sign design) Can the user read it/access it on a digital device or do they have to rely on another person? Are you creating signage that has regulations set by the Government of Ontario (e.g. elevator or stairs, room identification etc.)?

TOOLS AND RESOURCES • Tips for Creating Accessible PDFs • Tips for Creating Accessible PowerPoint Presentations • Tips for Creating Accessible Word Documents • Adobe Accessibility

AODA Compliant Websites

Although the York’s 2020 website template was created in accordance with AODA’s January 2021 compliance deadline, there are still ongoing actions required by the University to avoid fines.

Principals of Web Design: • Web content accessibility guidelines for WCAG 2.1 w3.org/tr/wcag21/ as well as Web Accessibility in Mind (WebAIM) webaim.org and the W3C Web Accessibility Initiative w3.org/wai • Text should be presented in a perceivable way (i.e. semantic text, no content should be delivered through sound or visuals alone) • User should feel in control and be able to operate the interface regardless of abilities • Information needs to be understood by people with different cognitive abilities and with diverse education, linguistic and cultural differences • Consider users who may rely on a wide range of displays, browsers, devices and assistive technologies WEBSITE TOOLS AND RESOURCES Within York’s Digital Experience Hub, you will find valuable tools and resources such as: Web Accessibility Guidelines, Web Editor/Owner Responsibilities and an Evaluation Checklist.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 1.0

1.8

1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

3 Working with Logos 4 Brand Elements

2.0 Logos

5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

2

Logos 1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

Primary & Digital Logos Primary Logo

Typographic Signature

York U Square

As a leading university York University has a logo that is recognized around the world. Throughout all our touch points, our logo represents our brand and signals our collective desire to create positive change.

The York logo is composed of two parts: the typographic signature and the York U square.

They must always be used together and should not be altered in any way.

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

Digital Logo

The digital version of the logo is a simplified variation of our main logo and is designed to ensure optimum legibility and reproduction in digital media. This version should be used for social channels, digital ads, PowerPoint ­presentations, screens (for example, LCD and LED) or any media where it will be rendered in pixels.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 2.0

2.1

Logos 1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

Vertical Version Alternate The vertical version of the logo is to be used only when there is not adequate space for the horizontal logo (i.e. narrow web ads or small merchandise such as tennis or golf balls, pens, notebooks, apparel etc.).

Alternate Primary Logo

Alternate Digital Logo

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices The digital favicon logo is for limited use only and requires approval. It is used primarily for website tabs/bookmarks or as a decorative/functional component to interior campus spaces.

York University Brand Standards

2023 – Version 3

Digital “Favicon” Logo

yorku.ca/brand

Section 2.0

2.2

Logos 1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

York U Crest The York U crest is the most formal expression of our brand and should only be used in official, scholarly and ceremonial applications.

Please contact University Brand & Marketing if you wish to use the crest: cpabrandmar@yorku.ca.

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 2.0

2.3

Logos 1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

Primary Colour Variations

A reverse version of our logo has been created, to make it easier to use in a variety of applications.

For example, it can be used on a solid York Red background or full-colour photograph where it will be clearly legible.

Our York Red (PMS 186; Hex E31837) plays a critical part in helping our stakeholders, peers and prospects recognize the brand in the marketplace.

Red emphasizes our Canadian heritage and speaks to our energy and passion.

yorku.ca/brand

Section 2.0

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

York University Brand Standards

2023 – Version 3

2.4

Logos 1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

Digital Colour Variations

A digital version of the logo has been created to maximize legibility on screens and in media where the logo will be rendered in pixels. To maintain the strength and clarity of the logo, choose the option most appropriate for the corresponding background colour or image.

The reverse logo should only be used on solid backgrounds or on photographs where it will be clearly legible.

yorku.ca/brand

Section 2.0

Visit yorku.ca/brand to download York U’s primary and digital logos.

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

York University Brand Standards

2023 – Version 3

2.5

Logos 1 Brand Overview 2 Logos

The full-colour logo may be used on white backgrounds, light-coloured backgrounds and photographs with clean space where it will be clearly legible.

Full-Colour Logos

Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

DO NOT use logo on dark images

York University Brand Standards

DO NOT change opacity of logo

2023 – Version 3

DO NOT use logo on dark background

DO NOT place the logo over “busy” imagery

yorku.ca/brand

Section 2.0

2.6

Logos 1 Brand Overview 2 Logos

Reverse Logos

The reverse logo may be used on photographs where it will be clearly legible. It may also be used on certain solid backgrounds, like York Red and the darker hues of our primary and secondary palettes.

It may be knocked out of Faculty accent colours only if legible. Remember, the logo must have enough contrast between the foreground and background to comply with Accessibility for Ontarians with Disabilities Act (AODA) standards.

For AODA guidelines, please refer to the ­Accessibility Hub at https://www.yorku.ca/accessibilityhub/.

DO NOT change opacity of logo

DO NOT use reverse logo on light background

yorku.ca/brand

Section 2.0

Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

DO NOT change opacity of logo

York University Brand Standards

DO NOT change opacity of logo

2023 – Version 3

2.7

Logos 1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

Sizing/Spacing

Horizontal Minimum Size

Vertical Minimum Size

0.35"

20 pixels

The logo is protected by an invisible safety zone where no graphic material – other than the background – should appear. This ensures the logo remains free from visual interference and stands out clearly.

The safety space is defined by “X”, which is the height of the York U square.

40 pixels

0.75"

Using the logo correctly supports brand ­recognition, and maintains its legibility and impact.

Safety Zone

See the visuals to your right for minimum size and safety space standards.

0.5x

3 Working with Logos x

4 Brand Elements

0.5x

5 Design System 6 Brand Usage 7 Design Execution 0.5x

8 Appendices

x

York University Brand Standards

2023 – Version 3

yorku.ca/brand

0.5x

Section 2.0

2.8

Logos 1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

Incorrect Usage

The logo is the most important asset of our brand.

While the brand provides many opportunities for creative expression, the logo must not be altered in any way.

Please do not create any special event or anniversary versions of the logo. Contact University Brand & Marketing if you have any questions or special requests: cpabrandmar@yorku.ca.

DO NOT condense or expand logo

DO NOT rotate or change colours

DO NOT add special effects

DO NOT outline logo

DO NOT alter the proportions

DO NOT add additional elements

DO NOT place logo over “busy” imagery

DO NOT use digital-only logo in print

DO NOT change logo’s lock-up

DO NOT create an anniversary logo

3 Working with Logos 4 Brand Elements 5 Design System

Your Name Goes Here

6 Brand Usage 7 Design Execution 8 Appendices DO NOT place reverse logo over light background

DO NOT use logo portions independently

50 YEAR S

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 2.0

2.9

Logos 1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

3 Working with Logos

Sub-brand Logos Primary At York, we are proud of our affiliated schools and our bilingual Glendon campus for their excellence and contributions to the University’s reputation.

The typographic lock-up system was designed to promote the sub-brands first, while retaining the connection to the York master brand. Do not split up these locked logos, as this dilutes our overall messaging. We are stronger together.

These locked-up versions are for use in print applications.

Official logos are available for each sub‑brand by contacting the sub-brand’s communications department or University Brand & Marketing: cpabrandmar@yorku.ca.

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

Refer to page 2.13 for minimum size and safety space around logos.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 2.0

2.10

Logos 1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

Sub-brand Logos Digital These locked-up versions are for use in digital applications like social media, PowerPoint presentations, digital ads or whenever the logo is rendered in pixels.

The reverse version of the logo may be used on a photograph or solid background, but only if clearly legible. For more examples, please see pgs. 2.6-2.7.

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

Refer to page 2.13 for minimum size and safety space around logos.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 2.0

2.11

Logos 1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

Sub-brand Vertical Version Alternate The vertical version of the logo is considered a secondary use and is to be used only when there is not adequate space for the horizontal logo. (i.e. narrow web ads or small merchandise such as tennis or golf balls, pens, notebooks, apparel etc.)

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

Refer to page 2.13 for minimum size and safety space around logos.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 2.0

2.12

Logos 1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

Sizing/Spacing Sub‑brand Example­

Minimum Size

0.35"

Using the logo correctly supports brand ­recognition, and maintains its legibility and impact.

The logo is protected by an invisible safety zone where no graphic material – other than the background – should appear. This ensures the logo remains free from visual interference and stands out clearly.

20 pixels

Vertical Logos Minimum Size

The safety space is defined by “X”, which is the height of the York U square.

40 pixels

0.75"

See the visuals to your right for minimum size and safety space standards.

3 Working with Logos 4 Brand Elements Safety Zone

5 Design System

0.5x

6 Brand Usage x

7 Design Execution

0.5x

8 Appendices

0.5x

x

York University Brand Standards

2023 – Version 3

0.5x

yorku.ca/brand

Section 2.0

2.13

Logos 1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

Faculty Logos Primary Like our sub-brands, the Faculties take a prominent position adjacent to York’s master brand. These locked-up versions are for use in print applications in either full colour, black-and-white or reverse.

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

Refer to page 2.17 for minimum size and safety space around the logos.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 2.0

2.14

Logos 1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

Faculty Logos Digital These locked-up versions are for use in digital applications like social media, PowerPoint presentations, digital ads or whenever the logo will be rendered in pixels.

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

Refer to page 2.17 for minimum size and safety space around the logos.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 2.0

2.15

Logos 1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

Faculty Vertical Version Alternate

Alternate Primary Logos

Alternate Digital Logos

yorku.ca/brand

Section 2.0

The vertical version of the logo is considered a secondary use and is to be used only when there is not adequate space for the horizontal logo. (i.e. narrow web ads or small merchandise such as tennis or golf balls, pens, notebooks, apparel etc.)

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

Refer to page 2.17 for minimum size and safety space around the logos.

York University Brand Standards

2023 – Version 3

2.16

Logos 1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example­ Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example­

Sizing/Spacing Faculty Example­

Minimum Size

0.35"

Using the logo correctly supports brand ­recognition, and maintains its legibility and impact.

The logo is protected by an invisible safety zone where no graphic material – other than the background – should appear. This ensures the logo remains free from visual interference and stands out clearly.

20 pixels

Vertical Logos Minimum Size

The safety space is defined by “X”, which is the height of the York U square.

40 pixels

0.75"

See the visuals to your right for minimum size and safety space standards.

3 Working with Logos 4 Brand Elements Safety Zone

5 Design System

0.5x

6 Brand Usage x

7 Design Execution

0.5x

8 Appendices

0.5x

x

York University Brand Standards

2023 – Version 3

0.5x

yorku.ca/brand

Section 2.0

2.17

1 Brand Overview 2 Logos 3 Working with Logos York Logo Placement Definitions Partnership Representation Sponsorship Representation Student-Run Representation Division, Unit or Campus Initiatives – Text Treatments Division, Unit or Campus Initiatives – ­Expression Anniversaries and Celebrations Design Treatments

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

3.0 Working with Logos York University Brand Standards

2023 – Version 3

yorku.ca/brand

3

Working with Logos 1 Brand Overview 2 Logos

York Logo Placement

3 Working with Logos York Logo Placement Definitions Partnership Representation Sponsorship Representation Student-Run Representation Division, Unit or Campus Initiatives – Text Treatments Division, Unit or Campus Initiatives – ­Expression Anniversaries and Celebrations Design Treatments

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

For consistency across all communications, the preferred placement for the York U logo is the bottom-right corner.

This rule applies to the primary, sub-brand and Faculty logos. The sub-brand and Faculty lock-ups are designed with a flush-right typographic setting to always work better on the right-hand side of your design.

In instances where it is illegible on a photograph or background, or to create a more pleasing layout, the York U logo may be placed in one of the other corners of your document or media file.

For example, the logo works better in the top left for e-communications.

The logo should never be centred in your design.

Please note these are NOT the full rules regarding logo placement. Please visit the Design System in Section 5.0 for more details.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 3.0

3.1

Working with Logos 1 Brand Overview 2 Logos

Definitions

3 Working with Logos York Logo Placement Definitions Partnership Representation Sponsorship Representation Student-Run Representation Division, Unit or Campus Initiatives – Text Treatments Division, Unit or Campus Initiatives – ­Expression Anniversaries and Celebrations Design Treatments

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

LOGO Text combined with a graphic mark, emblem or symbol used to aid and promote public ­identification and brand recognition. For example, the York University logo.

LOCKED (OR LOCKED-UP) LOGO A combination of a primary logo with a text treatment or other logo. For example, a Faculty name or sub-brand logo next to the York logo with a grey dividing line.

LOGOMARK/BRANDMARK A logomark generally does not contain the name of the company and instead more abstractly represents it using a symbol or mark (e.g. apple icon used by Apple). Brandmarks are commonly accompanied by a logotype, but not always. For example, the York Lions mark.

EMBLEM An object or picture used to suggest a concept or an idea. A suite of unique emblems has been developed for use by the York community.

Logo example

ICON A series of pictorial images relating to or illustrating a variety of content or messages. They are designed to rapidly convey intention in a variety of mediums including social media, websites, print publications and more.

Locked Logo example

TAGLINE A short, easily recognizable phrase used in advertisements, especially on television or online.

Brandmark example

TEXT TREATMENT Text typed in the primary font to define a division, campus or initiative – and never in close proximity to the graphic, emblem, icon or York logo.

Text Treatment example

DESIGN TREATMENT A graphic or type treatment using complementary pictorial mark(s), typography or photography that follows brand guidelines (i.e. colour, font, photography style).

Design Treatment example

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 3.0

3.2

Working with Logos 1 Brand Overview 2 Logos

Partnership Representation

3 Working with Logos York Logo Placement Definitions Partnership Representation Sponsorship Representation Student-Run Representation Division, Unit or Campus Initiatives – Text Treatments Division, Unit or Campus Initiatives – ­Expression Anniversaries and Celebrations Design Treatments

4 Brand Elements 5 Design System

York’s many Faculties, divisions and units may partner with external companies and institutions on a regular basis. The following are items to consider when engaging in these partnerships.

USING THE YORK LOGO When an official partnership with an external company, institution or organization includes a signed contract/agreement sanctioned by your Executive Lead: • A line cannot be placed between the York logo and partner logo • The minimum space is required between the York logo and partner logo is double the York U square (i.e. “X”) in a horizontal lock-up.

6 Brand Usage

York University Partnership Lock-up Logo Preferred – Horizontal

1x

x

1x

York University Partnership Lock-up Logo Alternate – Vertical

1x

1x

7 Design Execution York University Multiple Partnership Lock-up Logo

8 Appendices

1x

1x

DO NOT lock-up York Logo with another institution or company logo

York University Brand Standards

2023 – Version 3

yorku.ca/brand

1x

1x

x

DO NOT lock-up own logo/wordmark with York Logo

Section 3.0

3.3

Working with Logos 1 Brand Overview 2 Logos

Sponsorship Representation

3 Working with Logos York Logo Placement Definitions Partnership Representation Sponsorship Representation Student-Run Representation Division, Unit or Campus Initiatives – Text Treatments Division, Unit or Campus Initiatives – ­Expression Anniversaries and Celebrations Design Treatments

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

EXTERNAL SPONSORSHIP The York primary logo should be used unless illegible (i.e. will not meet AODA standards).

MULTIPLE SUB-BRAND/FACULTY REPRESENTATION To represent a professional image, only one Faculty or sub-brand logo can be locked to the primary York logo. When the Faculty/sub-brands have multiple sponsors within the University, use the primary horizontal York logo, and these Faculties/sub-brands can be referenced through text within the creative space.

INTERNAL/ON-CAMPUS SPONSORSHIP Use your locked logo if you have one. If you are a division, unit or initiative and do not have a locked logo, use the primary horizontal or digital York logo only – your division or unit will appear as text only in the creative space.

DO USE York Logo and have multiple sub‑brands/Faculties appear in text within creative space

DO NOT create or alter logos

DO NOT use multiple York logos together

DO NOT lock-up multiple logos or wordmarks with York logo

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 3.0

3.4

within your Sub-brand/Faculty you can do so using graphical elements or a wordmark in the creative space as seen to the right with the Faculty of Science and Osgoode examples. For further examples please see Visual Representation on page 25.

Xfaculty name 1

9

6

7

-

2

0

1

7

CORRECT

50

Graphical element as part of design

CORRECT

e– t a d p U Student-Run Representation FPO WorkingPlease with Logos contact Marketing & Creative Services for more information.

1 Brand Overview 2 Logos

Wordmark (using York approved font)

CELEBRATING 50 YEARS

YORK UNIVERSITY FACULTY OF SCIENCE

3 Working with Logos

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

Clubs, organizations and student-run initiatives are not permitted to use any element of the York brandSTUDENT (such asLOGOS the fonts, colours, logos or design system), as they officially Student groups atare Yorknot U are not permitted sanctionedtoUniversity properties. use the York U logo or follow the York U YORK UNIVERSITY VISUAL STANDARDS | 02.2019

York Logo Placement Definitions Partnership Representation Sponsorship Representation Student-Run Representation Division, Unit or Campus Initiatives – Text Treatments Division, Unit or Campus Initiatives – ­Expression Anniversaries and Celebrations Design Treatments

DO design own logo as long as it does not include any York logos or marks 44929 YorkU Science50.indd 1

CORRECT

2014-10-14 8:30 PM

Examples:

branding guidelines (logos, colours, fonts, etc). Student groups are allowed to design

The only exceptions are: if the initiative is their own logo, but there should be no partnership approved, via unless contract connection tosanctioned the York brand, in text only.by your Executive Lead. or sanctioned Please check your Executive Lead.

If it falls For with any remaining questions on logo please contact Marketing & Creative under one use, of the three e ­ xceptions outlined above, Services. please contact University Brand & Marketing.

21

DO NOT use York logos or parts thereof

DO NOT use York colour palettes

DO NOT use brand elements (e.g. emblems)

DO NOT use font IBM Plex

IBM Plex IBM Plex Sans IBM Plex Serif IBM Plex Sans Condensed IBM Plex Mono

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 3.0

3.5

Working with Logos 1 Brand Overview 2 Logos 3 Working with Logos York Logo Placement Definitions Partnership Representation Sponsorship Representation Student-Run Representation Division, Unit or Campus Initiatives – Text Treatments Division, Unit or Campus Initiatives – ­Expression Anniversaries and Celebrations Design Treatments

4 Brand Elements

Division, Unit or Campus Initiatives Text Treatments Our divisions, units, campuses and university initiatives all benefit from a consistent brand expression. Here are some simple rules to guide you as you develop your materials.

TEXT TREATMENTS: • Use the primary IBM Plex Sans font in the body of the creative space away from the York logo and any other design elements.

• Use the primary colour palette of all black, all white or all red.

• Use sentence case for best legibility/AODA compliance and avoid the use of acronyms.

Minimum distance from York University Logo – Horizontal

1x

5 Design System

1x

1x

x

6 Brand Usage 7 Design Execution Minimum distance from York University Logo – Vertical

8 Appendices

1x

1x

x

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 3.0

3.6

Working with Logos 1 Brand Overview 2 Logos 3 Working with Logos York Logo Placement Definitions Partnership Representation Sponsorship Representation Student-Run Representation Division, Unit or Campus Initiatives – Text Treatments Division, Unit or Campus Initiatives – ­Expression Anniversaries and Celebrations Design Treatments

4 Brand Elements 5 Design System

Division, Unit or Campus Initiatives E ­ xpression • York’s master-brand architecture establishes that the names of divisions, units and initiatives are not attached or locked to the York logo (see pg. 3.6).

• Unique logos for divisions, units or initiatives are not permitted as they proliferate the brand.

• The University’s official primary font (IBM Plex Sans) must be used to represent your division, unit or initiative within the creative space and away from the York logo.

• Design Treatment (i.e. graphic elements or emblems) and relevant photography can be used within your creative space, but cannot be attached to the name of the initiative.

SUMMARY OF EXPRESSION:

Logo

Do not create logos

Text Treatment

Icon/Graphic Element

Use IBM Plex Sans Use primary colour palette

From York Icon/Graphics library Not used beside the wordmark Used in different sizes/positions/York colours and in different placements/positions

6 Brand Usage Text Treatment & icon execution examples:

7 Design Execution 8 Appendices

New Moodle 2019 — 1040x150 Doming Graecis Docendi Uteosirtute Alienum Adipisci Sedea VIRTUTEALTERUM IUSEIEANO DELICATADIS OCTOBER 22 • 12-2 pm Neglegentur te mea, corpora omittantur eam ei, probo labore et quo! Illum adipisci est ne, qui at verear definitionem, erat nusquam suscipit in vim. Te atomorum perpetua nec, est id persius euismod. Vitae comprehensam has ut, no eos civibus fabellas gubergren. At dolorum oportere evertitur qui. Id pro adipisci aliquando.

Eu usu luptatum delicata consectetuer, dico nominati eu pro. In vix luptatum sensibus, eam exerci mollis neglegentur ei, ea vis omnium probatus intellegat. Eum tota dignissim ex?

Id efficiantur philosophia usu, his id dicunt tractatos? Te has probatus suavitate, ornatus disputando mea an! Posse hendrerit reprehendunt ea eum? At primis expetenda mel, quo ut mucius nostro adipisci. Duo meliore similique in.

Facebook, Twitter, LinkedIn

Doming Graecis Docendi Uteosirtute Alienum Adipisci Sedea VIRTUTEALTERUM IUSEIEANO DELICATADIS OCTOBER 22 • 12-2 pm Neglegentur te mea, corpora omittantur eam ei, probo labore et quo! Illum adipisci est ne, qui at verear definitionem, erat nusquam suscipit in vim. Te atomorum perpetua nec, est id persius euismod. Vitae comprehensam has ut, no eos civibus fabellas gubergren. At dolorum oportere evertitur qui. Id pro adipisci aliquando.

VIDIT DEBITIS NOMINATI EISED Adest elit mundi meliore, vix eu quod commune. Nam audire iuvaret salutatus id, duo summo aliquam ex? Fugit possim comprehensam eum an, amet laudem nonumes nam ad. Sanctus aliquando mel at, putent accumsan quaerendum sea eu, luptatum tractatos an ius. Etiam vocent oporteat ne pro, id ridens insolens necessitatibus mea. Nec te nisl suscipiantur. Eum homero iuvaret ancillae an, dicit molestiae an est, an vim duis postulant.

Facebook, Twitter, LinkedIn

Text only & emblem execution examples:

NOVEMBER 16 • 2-4 pm VIDIT DEBITIS NOMINATI EISED Adest elit mundi meliore, vix eu quod commune. Nam audire iuvaret salutatus id, duo summo aliquam ex? Fugit possim comprehensam eum an, amet laudem nonumes nam ad. Sanctus aliquando mel at, putent accumsan quaerendum sea eu, luptatum tractatos an ius.

Facebook, Twitter, LinkedIn

York University Brand Standards

2023 – Version 3

Etiam vocent oporteat ne pro, id ridens insolens necessitatibus postulant.

Duo esse reprimique ad, id sea aperiri qualisque. Ne prima nobis volutpat usu, te vim porro suscipit delicatissimi, eos ex habeo civibus.

In equidem nominavi usu?

Sed simul choro temporibus id, malis perfecto mediocrem pri ad, mel nonumes scribentur id legimus graecis.

Id ornatus deterruisset vim, iuvaret disputationi ex vim! Nam delenit maiestatis id. Aliquando intellegam, has convenire persecuti.

Facebook, Twitter, LinkedIn

yorku.ca/brand

Section 3.0

3.7

Working with Logos 1 Brand Overview 2 Logos 3 Working with Logos York Logo Placement Definitions Partnership Representation Sponsorship Representation Student-Run Representation Division, Unit or Campus Initiatives – Text Treatments Division, Unit or Campus Initiatives – ­Expression Anniversaries and Celebrations Design Treatments

4 Brand Elements

Anniversaries and Celebrations

DO use year mark as a graphic element

50

If you would like to celebrate an occasion within your sub-brand/Faculty you can do so using design and/or text treatments as shown in the examples at right. Anniversary and celebratory logos are NOT permitted.

DO use year within text treatments

50

FACULTY OF EDUCATION | CELEBRATING 50 YEARS OF EXCELLENCE

50

FACULTY OF EDUCATION CELEBRATING 50 YEARS OF EXCELLENCE

ANNIVERSARY LOGOS Anniversary logos are not permitted.

You can use the anniversary milestone statement If you would like to celebrate an anniversary within your for a limited time in your email signature Sub-brand/Faculty you can do so using graphical elements a wordmark in the creative space as seen with the and in the body of the or creative space of your Faculty of Science example. ­communications.

Please contact Marketing & Creative Services for more

DO use graphic element to tie together anniversary celebration materials

YORK UNIVERSITY FACULTY OF SCIENCE CELEBRATING 50 YEARS CONTENTS

information.

6 9 10 11 12 14 15 16 18 20 21 22 22 23 24 25 26 28 29 30 31 32 34 35 36 38

Always use the primary font and primary colour palette.

5 Design System

MESSAGE FROM DONALD HASTIE

CELEBRATING 50 YEARS

IT IS HARD FOR ME TO BELIEVE that the Faculty of Science is 50 years old. Looking back on my limited time at York (37 years), I am impressed by how much the Faculty has grown and all that it has accomplished. It would make any organization proud.

Like most units at York, Science started at Glendon before moving to the Keele campus and into the then brand new, state-of-the-science Farquharson building. Over the years, departments have come and gone, the Faculty changed its name three times, and we helped create the Faculty of Health and the Lassonde School of Engineering.

We have grown from five faculty members in the one building with a handful of students, to 140 faculty members with 3,500 students in seven buildings. Our top-quality degree programs have graduated 12,500 BSc and 1,600 master’s and PhD students, and our alumni are increasing and contributing to the activities of the Faculty.

Our faculty members are leaders in their fields of science and education. We have 11 faculty members who held Canada Research Chairs, six York Distinguished Research Professors, two NSERC Steacie Prize awardees, and seven faculty members who have been inducted into the Royal Society of Canada.

Research and teaching are not the same as they were 50 years ago, and we have kept ahead of the trends in both. Science has always been at the core of our activities. The recent renaming of the Faculty to its original moniker, the Faculty of Science, has reinforced the importance of our science base, and we look forward to building on these strengths over the coming decades.

YORK UNIVERSITY FACULTY OF SCIENCE

6 Brand Usage 7 Design Execution

Don Hastie Interim Dean July 1, 2012 – June 30, 2014

YORK UNIVERSITY LOGO/WORDMARK GUIDELINES | 01.2019

8 Appendices

1

what is.

Xfaculty name Challenge Imagine what can be.

9

8

York University Brand Standards

6

7

-

2

0

1

50

Transform the future.

7

6

7

-

2

0

1

CELEBRATING 50 YEARS

YORK UNIVERSITYFACULTY OF SCIENCE

7

DO NOT alter existing logos, add to existing logos or create logos

Never add to the logo or create your own.

1

9

Amro Zayed & Laurence Packer Bridget Stutchbury Demian Ifa Gordon Shepherd Lorelei and Rosalind Silverman Peter Pekos Scott Menary York: The Early Years Allan Carswell Dan Riskin Sergey Krylov John Houston Cecilia Moens Louis Lim Jayashree Thatte Bhat Nigel Lockyer Sometimes You Can Pick Your Family Ilijas Farah Ilana Dashevsky Jennifer Chen Stephen Watson A Numbers Game Tamara Kelly Wendy Taylor Paul Delaney Edward Jones-Imhotep

50 50

faculty name faculty name 1 9 6 7 - 2 0 1 7 INCORRECT

FACULTY OF EDUCATION CELEBRATING 50 YEARS OF EXCELLENCE

Dedicated to inspiring active-learners and engaged citizens, we are a community that respects and values insight, creativity, justice, and diversity. Through imaginative and critical thought, we work to promote significant social and environmental change for a more equitable and sustainable world.

faculty name faculty name 1 9 9 2 - 2 0 1 7 TABLE OF CONTENTS

1

X

9

The BES Program

9 Enhance 2 Your-Studies2

0

3

15

Environmental Careers

7

Admission Requirements

8

Exclusive Entrance Scholarships

9

Special Events For Future Students

10

7

25

X

faculty faculty name name

We recognize that many Indigenous nations have longstanding relationships with the territories upon which York University campuses are located that precede the establishment of York University. York University acknowledges its presence on the traditional territory of many Indigenous Nations. The area known as Tkaronto has been care taken by the Anishinabek Nation, the Haudenosaunee Confederacy, the Huron-Wendat, and the Métis. It is now home to many Indigenous Peoples. We acknowledge the current treaty holders, the Mississaugas of the New Credit First Nation. This territory is subject of the Dish with One Spoon Wampum Belt Covenant, an agreement to peaceably share and care for the Great Lakes region.

2023 – Version 3

CELEBR AT ING 1 0 Y E ARS 1 0 Y E ARS

AT ING CelebratingCELEBR 50 Years of Excellence

yorku.ca/brand

Section 3.0

3.8

Working with Logos 1 Brand Overview 2 Logos

Design Treatments

3 Working with Logos York Logo Placement Definitions Partnership Representation Sponsorship Representation Student-Run Representation Division, Unit or Campus Initiatives – Text Treatments Division, Unit or Campus Initiatives – ­Expression Anniversaries and Celebrations Design Treatments

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

A design treatment refers to a graphic or type treatment using complementary pictorial mark(s), typography or photography that follows York’s brand guidelines (i.e. colour, font, photography style). The treatments are either single use or multi-use, must be fluid and adapted for different applications and may not become more distinct than the York logo.

Design treatments are used for defining campaigns, Faculties and events. The overarching brand must still be prominent, and no treatment should appear as if it is a logo.

Design element

Brand execution Solar Floaties

Partner: CooperLab

Challenge: How can we make solar energy more accessible and sustainable for remote, off-grid communities?

C4 PilotYear Projects

Thank You

Team Project: The team created the Solar Floatie, a low-cost solar concentrator that generates both electricity and heat and can be used to meet the energy needs of various off-grid communities.

Website: https://solarfloatie.wixsite.com/capstone

2019-2020

Knowledge Domains: Environment and Sustainability; Technology and Design Majors Involved: Mechanical Engineering | Space Engineering | International Development Studies | Electrical Engineering | Global Politics | Humanities

It is not permitted to lock a logo with a text treatment.

3

If you need assistance or approval on a text or design treatment, please contact University Brand & Marketing: cpabrandmar@yorku.ca.

Agenda

York Capstone Network | C4: Cross-Campus Capstone Classroom

York Capstone Network | C4: Cross-Campus Capstone Classroom

Icon Collection

1

Solar Floaties

2

Dream Crusher

3

GreenGo

4

Loop

5

Artheart Volunteerism

6

TraumaLink

7

Women’s Youth Network

8

Youth Well-being Toolkit

York Capstone Network | C4: Cross-Campus Capstone Classroom

4

Sample Cover Designs

Multidisciplinary Diverse Real Impact

York Capstone Network | C4: Cross-Campus Capstone Classroom

Multidisc Dive Real I

York Capstone Network

Sample Cover Sample Designs Cover Designs

York Capstone Network

C4

Cross-Campus Capstone Classroom Multidisciplinary Diverse Real Impact

York Capstone Network

York University Brand Standards

2023 – Version 3

Multidisciplinary Diverse Real Impact

York Capstone Network

C4 C4

Cross-Campus Cross-Campus Capstone Classroom Capstone Classroom Multidisciplinary

Multidisciplinary

Multidisciplinary Diverse Real Impact

York Capstone Network

Multidisciplinary Diverse Real Impact

Multidisci

Diver

Multidisciplinary Diverse Real Impact

Real Im

York Capstone Network

York Capstone Network

Section 3.0

yorku.ca/brand Multidisciplinary

Multidisciplinary

Diverse

Diverse

PowerPoint Title Slide

York Capstone Network

3.9

1 Brand Overview 2 Logos 3 Working with Logos

4.0

4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

Brand Elements

5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

4

Brand Elements 1 Brand Overview 2 Logos

Our colour palette reflects our positive emotional and psychological stance, and colour helps our stakeholders and prospects recognize the York U brand in the marketplace.

York Colour Palette

York Red is a prominent element and is ­complemented with accent blue and pewter colours. All the colours work together seamlessly, but the accent colours are always used to support and be in the service of our York Red, never in competition with it.

3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

Primary

The palette also acknowledges those with visual impairment and adheres to accepted AODA standards. Each of the core colours provides contrast options for all your communication needs and to ensure legibility. Some colours in the York palette have approved Benjamin Moore (BM) paint swatches.

Visit yorku.ca/brand to download York’s master colour swatch file.

Secondary

York Red

Black

York Red Medium

York Light Grey

PMS: 186 CMYK: 0 / 100 / 81 / 4 RGB: 227 / 24 / 55 HEX: E31837 BM: 2086-10

PMS: BLACK 6C CMYK: 0 / 0 / 0 / 100 RGB: 0 / 0 / 0 HEX: 000000

PMS: 1805C CMYK: 19 / 100 / 100 / 11 RGB: 175 / 13 / 26 HEX: AF0D1A

PMS: 60% WARM GREY 1C CMYK: 4 / 4 / 2 / 0 RGB: 225 / 223 / 220 HEX: E1DFDC BM: 2108-60

York Red Dark

York Pewter

PMS: 7623C CMYK: 0 / 95 / 79 / 49 RGB: 129 / 0 / 1 HEX: 810001 BM: AF 290

PMS: WARM GREY 1C CMYK: 15 / 14 / 17 / 0 RGB: 214 / 207 / 202 HEX: D6CFCA

White

York Bright Blue

York Grey Medium

RGB: 255 / 255 / 255 HEX: FFFFFF

PMS: 298C CMYK: 64 / 2 / 2 / 0 RGB: 58 / 194 / 239 HEX: 3AC2EF BM: 2060-50

PMS: WARM GREY 4C CMYK: 24 / 23 / 24 / 7 RGB: 183 / 174 / 169 HEX: B7AEA9 BM: 2107-50

York Light Blue

York Grey Dark

PMS: 635C CMYK: 27 / 0 / 2 / 0 RGB: 172 / 230 / 248 HEX: ACE6F8 BM: 2059-60

PMS: 2334C CMYK: 52 / 49 / 49 / 30 RGB: 104 / 98 / 96 HEX: 686260

5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

→]

Download RGB & CMYK Adobe swatches Download RGB Digital Colour palettes

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 4.0

4.1

Brand Elements 1 Brand Overview 2 Logos 3 Working with Logos

York Colour Palette Proportionality

The individual colours in the brand palette may be used in different ratios. Think about your audience and choose the right proportion of colour for the type of message you wish to convey.

The scale below will help you determine how to use the colours to create communications that range from the formal to informal.

yorku.ca/brand

Section 4.0

4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

5 Design System 6 Brand Usage 7 Design Execution

FORMAL HIGH-PROFILE EXTERNAL AUDIENCES > Advertising campaigns > Ceremonies

PAN-UNIVERSITY EXTERNAL / ­INTERNAL AUDIENCES > Presentations, events and special announcements > On- and off-campus events > Promotions > Reports

INFORMAL / INTERNAL AUDIENCES > Casual announcements > On-campus events CASUAL

8 Appendices

York University Brand Standards

2023 – Version 3

4.2

Brand Elements 1 Brand Overview 2 Logos

Colour Tints and Gradients

3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

5 Design System 6 Brand Usage 7 Design Execution

Gradients and tints of York’s colour palette should be used in moderation, complementing the piece and assisting in the legibility of the text.

TINTS DO use tints of other colours

DO NOT use tints of York Red

DEFINITIONS Tints – Tints are created by adding white to any hue, lightening and desaturating it to create a subtler and lighter colour. Applying a tint or revising the colour in any way is NOT permitted for York Red. Gradient – A gradient is the gradual blending from one colour to another, enabling the designer to almost create a new colour.

GRADIENTS DO use York Reds only in gradient blends DO NOT place York Red overlays over images DO NOT create gradient blends with secondary colours and York Red

8 Appendices

Avoid using secondary colours with York Red in gradient blends. This results in off-brand colours.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 4.0

4.3

Brand Elements 1 Brand Overview 2 Logos

Sub-brand Palette

Glendon, Lassonde, Osgoode and Schulich have long-established colour palettes strongly associated with their identities. Using the sub-brand primary palette, along with the addition of the

York palette (including reds and greys, black and white) will ensure the master brand remains strong.

Osgoode

Schulich

3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

Glendon

Lassonde

Glendon Blue

Lassonde Black

Osgoode Pewter

Schulich Blue

PMS: 288C CMYK: 100 / 67 / 0 / 23 RGB: 0 / 74 / 141 HEX: 004A8D

PMS: BLACK CMYK: 0 / 0 / 0 / 100 RGB: 0 / 0 / 0 HEX: 000000 BM: 2132-10

PMS: WARM GREY 1C CMYK: 15 / 14 / 17 / 0 RGB: 214 / 207 / 202 HEX: D6CFCA

PMS: 286C CMYK: 100 / 60 / 0 / 4 RGB: 0 / 98 / 172 HEX: 0062AC

Glendon Gold

Lassonde Red

Osgoode Red

Schulich Green

PMS: 1245C CMYK: 0 / 28 / 100 / 18 RGB: 213 / 159 / 15 HEX: D49F0F

PMS: 200C CMYK: 14 / 94 / 88 / 4 RGB: 204 / 51 / 51 HEX: CC3333

PMS: 186 CMYK: 0 / 100 / 81 / 4 RGB: 227 / 24 / 55 HEX: E31837 BM: 2086-10

PMS: 355C CMYK: 100 / 0 / 92 / 4 RGB: 0 / 160 / 87 HEX: 00A057

Lassonde Plum PMS: 235C CMYK: 38 / 93 / 36 / 10 RGB: 153 / 51 / 102 HEX: 993366 Lassonde Yellow

5 Design System 6 Brand Usage

PMS: 7409C CMYK: 0 / 19 / 100 / 0 RGB: 255 / 204 / 0 HEX: FFCC00

7 Design Execution

Lassonde Teal

8 Appendices

PMS: 7473C CMYK: 77 / 21 / 42 / 1 RGB: 51 / 153 / 153 HEX: 339999 Lassonde Navy

→]

Download RGB & CMYK Adobe swatches Download RGB Digital Colour palettes

York University Brand Standards

2023 – Version 3

PMS: 2955C CMYK: 100 / 87 / 33 / 23 RGB: 0 / 51 / 102 HEX: 003366

yorku.ca/brand

Section 4.0

4.4

Brand Elements 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

Sub-brand Palette Proportionality Glendon

The palette proportionality provides guidance on how much of the York Red to include in your communications alongside the sub-brand palettes. For internal audiences, sub-brands

may use their primary colours more liberally.

However, for pan-university and external-facing ­communications, the York Red must be evident for alignment.

yorku.ca/brand

Section 4.0

FORMAL

CASUAL

Lassonde

FORMAL

CASUAL

Osgoode

FORMAL

5 Design System 6 Brand Usage

CASUAL

7 Design Execution 8 Appendices Schulich

FORMAL

CASUAL York University Brand Standards

2023 – Version 3

4.5

Brand Elements 1 Brand Overview 2 Logos

Faculty Accent Colours

3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

A secondary palette representing York’s individual Faculties provides the opportunity for greater expression and consistency within the York brand.

Inspired by the campus itself, each colour works in harmony with York Red and is connected to the message of positive change that the University exudes.

Aqua

Environmental & Urban Change Rhodamine

PMS: 3265C CMYK: 73 / 0 / 43 / 0 RGB: 13 / 201 / 173 HEX: 0DC9AD

PMS: 232C CMYK: 4 / 88 / 0 / 0 RGB: 230 / 55 / 165 HEX: E637A5

Education

Liberal Arts & Professional Studies Chartreuse

Health Iris PMS: 2367C CMYK: 84 / 77 / 0 / 0 RGB: 74 / 74 / 175 HEX: 4A4AAF

These accent colours are reserved for Faculty-use only and have standards around proportionality to not overpower the main York palette. Please see the following page for additional clarity.

AQUA

Refreshing, cleansing, flourishing.

5 Design System 6 Brand Usage 7 Design Execution

RHODAMINE

Active, vibrant, stimulating.

School of the Arts, Media, Performance & Design Purple

School of Continuing Studies Aubergine

PMS: 266C CMYK: 71 / 88 / 0 / 0 RGB: 119 / 61 / 189 HEX: 773DBD

PMS: 4132C CMYK: 65 / 64 / 23 / 60 RGB: 53 / 48 / 71 HEX: 353047

IRIS

PMS: 611C CMYK: 11 / 5 / 95 / 4 RGB: 219 / 210 / 27 HEX: DBD21B BM: 2024-20

CHARTREUSE

Secure, reliable, wise.

Experimental, bold, cutting-edge.

Science Sky Blue PMS: 2191C CMYK: 75 / 18 / 0 / 0 RGB: 22 / 155 / 255 HEX: 169BFF BM: 2066-40

8 Appendices

PURPLE

→]

Download RGB & CMYK Adobe swatches Download RGB Digital Colour palettes

York University Brand Standards

2023 – Version 3

Trusting, impressive, exhilarating.

AUBERGINE

Visionary, prestigious, introspective.

yorku.ca/brand

SKY BLUE

Rejuvenating, energetic, soothing.

Section 4.0

4.6

Brand Elements 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

Each Faculty is differentiated from the master brand by a specific accent colour. The ­proportionality scale below guides you on how to use these accent colours based on the intended audience (from formal to informal).

Faculty Accent Colours Specification & Usage

Greys and dark reds from the primary palette may be used to supplement these accent colours, as well as tints and gradients in moderation.

Each Faculty has a main accent colour and two additional shades (for use only in limited proportionality when needed for AODA or long-form purposes).

WHEN USING FACULTY ACCENT COLOURS: DO use York Primary and Secondary colour palette DO NOT use York Bright Blue and York Light Blue D O (as an example) use chartreuse as the LA&PS “accent colour” (along with two approved secondary chartreuse colours).

FACULTY COLOUR PROPORTIONALITY FORMAL

CASUAL

5 Design System 6 Brand Usage 7 Design Execution

GRADIENT BLENDS Avoid using Faculty accent colours with York Red in gradient blends. This results in off-brand colours.

DO use York Reds only in gradient blends

DO use accecptable Faculty gradient blends

8 Appendices York Red

York Red Dark

Chartreuse secondary

Chartreuse

Chartreuse

Chartreuse secondary

DO NOT create gradient blends with Faculty Accent colours and York Red

York University Brand Standards

Download RGB & CMYK Adobe swatches Download RGB Digital Colour palettes

→]

Chartreuse

York Red

2023 – Version 3

yorku.ca/brand

Section 4.0

4.7

Brand Elements 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

Colour Usage Buildings and Physical Spaces Colour helps our stakeholders, the community and prospective students recognize the York brand in the marketplace. It is vital that brand colours be represented within physical spaces, allowing for an immersive and cohesive experience and creating memorable brand recognition.

YORK COLOURS: YORK COLOUR PROPORTIONALITY FOR INTERNAL SPACES/DESIGN

Our primary colour palette has longevity and should be used in permanent/feature areas.

DO use See p. 4.1 for Benjamin Moore colours

FACULTY “ACCENT COLOURS”: These must be used in moderation as they may not have longevity due to branding changes over time.Signage such as name plates or other directional signage are not permitted to use Faculty accent colours.

FACULTY COLOUR PROPORTIONALITY FOR INTERNAL SPACES/DESIGN DO use

See available Benjamin Moore colours on p. 4.6

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 4.0

4.8

Brand Elements 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

Specific Campaign Colours & Colour Usage Campaign — The Centre The York palette will play a secondary role when there is a designated national or international campaign associated with a specific colour.

Communications will still need to incorporate the York palette to align with the University where appropriate. Please ensure you connect with experts in the area and liaise with University Brand & Marketing in these instances: cpabrandmar@yorku.ca.

Teal CMYK: 84 / 27 / 37 / 2 RGB: 0 / 141 / 154 HEX: 008D9A Black CMYK: 0 / 0 / 0 / 100 RGB: 0 / 0 / 0 HEX: 000000 White CMYK: 0 / 0 / 0 / 0 RGB: 255 / 255 / 255 HEX: FFFFFF

York colour palette where appropriate

Campaign — Sustainability York Green PMS: 15-0343 TCX (376U) CMYK: 53 / 13 / 92 / 0 RGB: 136 / 176 / 75 HEX: 88B04B York Green 65% CMYK: 33 / 6 / 57 / 0 RGB: 178 / 204 / 139 HEX: B2CC8B York Green 30% CMYK: 15 / 3 / 26 / 0 RGB: 217 / 230 / 198 HEX: D9E6C6

5 Design System 6 Brand Usage 7 Design Execution

York colour palette where appropriate

Campaign — Truth & Reconciliation

8 Appendices

York Orange CMYK: 6 / 65 / 100 / 0 RGB: 230 / 119 / 37 HEX: E67725

York University Brand Standards

2023 – Version 3

yorku.ca/brand

York colour palette where appropriate

Section 4.0

4.9

Brand Elements 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

5 Design System 6 Brand Usage

Typography is a powerful part of the brand toolkit.

It can be used to impart messages with strength or subtlety in every type of communication.

Type can also be used effectively as a key part of design, without the need for imagery.

The typeface IBM Plex has been specially chosen as the universal face for York University and is available in four cuts, with the sans serif as

the primary choice for York’s brand standards.

Its modern character pairs well with our message of positive change while its breadth and versatility appeals to a large university with multiple needs and users. It is a free font and can be downloaded directly from the IBM site (https://www.ibm.com/plex/) or from Google Fonts (https://fonts.google.com/specimen/ IBM+Plex+Sans).

IBM Plex Sans Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Thin Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Semibold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Extralight ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Text ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Extralight Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Text Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

Typography Primary Font

ab &

7 Design Execution 8 Appendices

York University Brand Standards

2023 – Version 3

IBM Plex Sans

yorku.ca/brand

Section 4.0

4.10

Brand Elements 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

5 Design System 6 Brand Usage

The serif, condensed and mono cuts of IBM Plex all work harmoniously and can be used interchangeably to create interesting design expressions and different tones.

The secondary fonts are to be used in addition to rather than in place of the primary IBM Plex Sans.

IBM Plex Serif

IBM Plex Sans Condensed

IBM Plex Mono

IBM Plex Serif Thin

IBM Plex Sans Condensed Thin

IBM Plex Mono Thin

IBM Plex Serif Thin Italic

IBM Plex Sans Condensed Thin Italic

IBM Plex Mono Thin Italic

IBM Plex Serif Extralight

IBM Plex Sans Condensed Extralight

IBM Plex Mono Extralight

IBM Plex Serif Extralight Italic

IBM Plex Sans Condensed Extralight Italic

IBM Plex Mono Extralight Italic

IBM Plex Serif Light

IBM Plex Sans Condensed Light

IBM Plex Mono Light

IBM Plex Serif Light Italic

IBM Plex Sans Condensed Light Italic

IBM Plex Mono Light Italic

IBM Plex Serif Regular

IBM Plex Sans Condensed Regular

IBM Plex Mono Regular

IBM Plex Serif Italic

IBM Plex Sans Condensed Italic

IBM Plex Mono Italic

IBM Plex Serif Text

IBM Plex Sans Condensed Text

IBM Plex Mono Text

IBM Plex Serif Text Italic

IBM Plex Sans Condensed Text Italic

IBM Plex Mono Text Italic

IBM Plex Serif Medium

IBM Plex Sans Condensed Medium

IBM Plex Mono Medium

IBM Plex Serif Medium Italic

IBM Plex Sans Condensed Medium Italic

IBM Plex Mono Medium Italic

IBM Plex Serif Semibold

IBM Plex Sans Condensed Semibold

IBM Plex Mono Semibold

IBM Plex Serif Semibold Italic

IBM Plex Sans Condensed Semibold Italic

IBM Plex Mono Semibold Italic

IBM Plex Serif Bold

IBM Plex Sans Condensed Bold

IBM Plex Mono Bold

IBM Plex Serif Bold Italic

IBM Plex Sans Condensed Bold Italic

IBM Plex Mono Bold Italic

yorku.ca/brand

Section 4.0

Typography Secondary Fonts

ab &

7 Design Execution 8 Appendices

York University Brand Standards

2023 – Version 3

IBM Plex is distinct, timeless and addresses today’s digital media needs. It also works equally well in print and in small sizes.

4.11

Brand Elements 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

Typography Usage York University’s typeface, IBM Plex, may be used in combination to create texture and interest in your design and communications.

The variety of weights available for each of the four families within the typeface provides ample opportunity for expression – from formal to casual. Use the sans serif as the primary choice, but to create hierarchical levels of information, the condensed, italic and mono faces may be used for differentiation or accent. For example, the serif text face is excellent for conveying longer passages and for contrasting the sans serif.

When creating content for Instagram Stories, use the sans-serif fonts. There are currently nine font options available within the application, but the following four are preferred for legibility and brand consistency.

Positive Progressive Proud

#Your #Future Your Story Starts Here

5 Design System 6 Brand Usage

This is the serif version of the font.

This is great for body copy or to contrast

7 Design Execution

with the sans serif.

8 Appendices

This is the italic, and it is often used for emphasis, quotations or specific calls to action.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

The York Vision York is a leading international ­ teaching and research university, and a d ­ riving force for positive change.

With a ­diverse community and uniquely global p ­ erspective, we can make things right for our future.

Orientation Week September 21–25

#YUPride

#YU Section 4.0

4.12

Brand Elements 1 Brand Overview 2 Logos

Emblems

3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

A suite of unique emblems has been developed for use by the York community. They are based on a common geometrical lozenge shape, derived from the interior of the York U square.

U

The emblems are flexible enough for print and digital applications, and provide another element for expression – from embellishing design to wayfinding and action items. Because the emblems are based on geometry, there are opportunities to create new versions to suit your message, but please contact University Brand & Marketing for these requests.

These emblems are accents and are not to be used beside a wordmark or to create a logo.

This helps protect York’s brand integrity.

U

You can download these emblems at yorku.ca/brand.

U

U

5 Design System

U

U

U

U

U

U

U

6 Brand Usage 7 Design Execution 8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 4.0

4.13

Brand Elements 1 Brand Overview 2 Logos

Emblems – Colour Variations

There are ten different colour versions of the emblems: solid York Red, solid white, outlined York Red, outlined white, solid black, outlined black, solid York Grey Medium, outlined York Grey Medium, solid York Dark Red and outlined York Dark Red.

This range can be applied in both print and digital communications, on photos and solid backgrounds.

3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

5 Design System 6 Brand Usage

York Red CMYK: 0 / 100 / 81 / 4 RGB: 227 / 24 / 55 HEX: E31837

White CMYK: 0 / 0 / 0 / 0 RGB: 255 / 255 / 255 HEX: FFFFFF

Black

York Grey Medium CMYK: 24 / 23 / 24 / 7 RGB: 183 / 174 / 169 HEX: B7AEA9

CMYK: 0 / 0 / 0 / 100 RGB: 0 / 0 / 0 HEX: 000000

York Red Dark CMYK: 0 / 95 / 79 / 49 RGB: 129 / 0 / 1 HEX: 810001

7 Design Execution 8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 4.0

4.14

Brand Elements 1 Brand Overview 2 Logos 3 Working with Logos

Emblems (Wayfinding and Action Items)

Use these emblems to provide another element for expression. The emblems have specific gestures and meanings to be used to visually support York’s key messaging, tone and voice.

They should only appear in approved York U colours as listed on pg. 4.14.

They are not to be used to create or imply a logo to protect brand integrity. However, they may be used as icons or in information graphics.

4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

Navigation Arrow Backward

Navigation Arrow Forward

Arrow Up

Arrow Down

Arrow Left

Arrow Right

Arrow Full-Screen

Open Plus Sign

Double Chevron Right Fast-Forward

Double Chevron Left Rewind

Vertical Strokes Pause

Forward

Plus Sign Addition

Checkmark Yes

Pound Hashtag

Cross Close Window

Hamburger Menu

Equal Sign Sum

5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 4.0

4.15

Brand Elements 1 Brand Overview 2 Logos

Emblems (Embellishments)

3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

Burst Loading

Pathways

Spotlight

Double Helix

Links

Gear

Triple Chevrons

Touch Point

Hall of Justice

Integration

Perspectives

International Flag

Books

Meeting Place Convergence

Smile Welcome

Group Community

Study Focus

Movement Fluidity

5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 4.0

4.16

Brand Elements 1 Brand Overview 2 Logos

Emblems (Embellishments)

3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

Outward

Pinwheel Motion

Support

Snowflake

Tree

Audio

Star

Asterisk

Dollar

Ampersand

Heart

Exclamation

Tennis Ball

Alt Touch Point

Energy

Arrows + Line

Triple Arrows

Perspective + Pathways

5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 4.0

4.17

Brand Elements 1 Brand Overview 2 Logos

Emblems (Embellishments)

3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

Box Arrows + Plus

Lines + Plus

Alt Integration

Alt Spotlight

Alt Burst

Alt Pinwheel

Cube

Box Arrows

5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 4.0

4.18

Brand Elements 1 Brand Overview 2 Logos

Brand Icons & Graphics

3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

One-colour Icons The York icons and graphic elements illustrate a variety of content or messages and are designed to rapidly convey intention in a variety of mediums, including social media, websites and print publications.

You can download some original created files (free of charge) and customize them based on your content by visiting the brand site.

Custom icons and graphics may be created if they follow the brand guidelines. If an icon has been purchased, please ensure it is editable to change the colours using our palette and ensure it meets proportionality requirements (i.e. York Red must be prominent, followed by the secondary colours).

Multi-colour Icons

York U Icons/Graphic Elements

5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

Be mindful of the relevant proportionality scale of colour as per pgs. 4.2, 4.5 and 4.7.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 4.0

4.19

Brand Elements 1 Brand Overview 2 Logos

Photography

3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

5 Design System 6 Brand Usage 7 Design Execution

York is an inspiring, welcoming and progressive university. One of the best ways to tell our story is through photography, by showing real-life moments as our community members engage in their pursuits, enjoy the collegiality of their classmates and colleagues, and strive for positive change.

We express this with: • Unique angles and unexpected cropping to show there is always another way of looking at things. We celebrate moments of discovery and are always happy to share a smile.

• Focus on people as a way to tell our story.

This is a visceral and memorable way to inspire sharing, propel curiosity and provide a “picture” of our brand.

• Capture authentic moments with eyes to the camera, or create a sense that the viewer is right in the middle of a conversation. This is much more compelling than architectural shots.

While it isn’t always easy to avoid using stock photography, please use no more than 20% in your materials. Even with camera phones, it is possible to capture a real moment from your own Faculty or area to help tell your story.

8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 4.0

4.20

Brand Elements 1 Brand Overview 2 Logos

Photography Assets

3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

5 Design System

We have provided sets of original images that reflect our diverse community, academic fields of study and campus life. Images can be found in the York U Image Collection at yorku.ca/brand.

Remember the following when preparing for a photo shoot: 1. Images should not be clichéd and should be relevant to your subject area.

2. With the flexibility for Faculties and sub-brands to use a specific coloured window, we also want to ensure the York Red is integrated to reinforce brand awareness. It may be added in typography, or may be reflected as a red element (clothing, backpacks, files, objects) in the photograph. See some of the examples we’ve provided.

If you need assistance in setting up a photo shoot or need guidance on art direction, contact University Brand & Marketing: cpabrandmar@yorku.ca.

6 Brand Usage 7 Design Execution 8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 4.0

4.21

Brand Elements 1 Brand Overview 2 Logos 3 Working with Logos

DO NOT include shadows, oversaturated imagery or scenery that is too dark

Photography Do Not’s Examples

4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

DO NOT use images that are low resolution or highlight the backs of people

The York U image style reflects unique aspects of our brand. Photos should reflect realistic situations rather than being staged or posed.

You should choose images that are high resolution and sized appropriately, while being conscious of the overall tone and composition.

DO NOT use images that do not have a strong focal point

Please see the examples at right for off-brand photography to avoid.

DO NOT use images that showcase a poor angle or unengaging imagery

5 Design System 6 Brand Usage 7 Design Execution

DO NOT use images that highlight empty space, feature poor cropping, or include incorrect applications of brand elements

8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 4.0

4.22

1 Brand Overview 2 Logos 3 Working with Logos

5.0

4 Brand Elements 5 Design System Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

6 Brand Usage 7 Design Execution 8 Appendices

Design System York University Brand Standards

2023 – Version 3

yorku.ca/brand

5

Design System 1 Brand Overview 2 Logos

Window of Positive Change

3 Working with Logos 4 Brand Elements 5 Design System Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

The Window of Positive Change is the proprietary design element of York’s visual design system and an apt reference for York University – a leading proponent of positive change.

The Window of Positive Change is a vessel within which the York community (from the formal institution to its partners and students) has the opportunity to create meaning. At times, it places the subject inside the frame but always with a view outward.

6 Brand Usage 7 Design Execution 8 Appendices

Forward Bound

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 5.0

5.1

Design System 1 Brand Overview 2 Logos

Incremental Rule

3 Working with Logos 4 Brand Elements 5 Design System Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

6 Brand Usage 7 Design Execution 8 Appendices

The width of the Window of Positive Change is determined by the size of the York U square.

A simple incremental rule consisting of basic ­multiplication is applied to produce the various window widths in use. The rule states that, starting from the base size (referred to as x), the window may grow or decrease in size by multiples of 0.5. This means the base size (x) can be multiplied by 0.5, 1, 1.5, 2, 2.5, 3, 3.5 and so on.

The only exception to this 0.5 rule is that the base size (x) can also be reduced one step further by multiplying it by 0.25. This allows for the creation of a “keyline” window. Using this formula, a vast variety of widths can be created. There are no formal rules for how to size the logo, but users must adhere to the minimum size for proper reproduction.

The logo should be clear and prominent. Adhering to the incremental rule will ensure consistency throughout all digital and print materials.

0.35" (x)

20px (x – not to scale)

Print Digital

0.0875" 0.175" 5px 10px

0.35" 20px

0.525" 30px

0.7" 40px

0.875" 50px

1.05" 60px

Scale

(0.25x) (0.5x)

(1x)

(1.5x)

(2x)

(2.5x)

(3x)

(1x) (2x)

When the York logo does NOT appear with the window (e.g. in social media posts), the minimum sizing used for the logo (0.35” for formal/print and 20px for digital) should still be applied to sizing the window. This would give a base starting width of 0.35” for formal/print and 20px for digital, which the incremental rule is then applied to. For windows that require bleed, the recommended width is 1x to allow for proper trimming.

(0.5x)

(3x) (0.25x)

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 5.0

5.2

Design System 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

Window of Positive Change Usage and Rules

x

These are illustrations of the blueprint for the Window of Positive Change. The example to the right illustrates both the dimension of the window and the safety space for the York logo. The dimensions noted comply with the incremental rule. The grey represents a sample window dimension, while the blue indicates the safety space to ensure the York logo is clear and has maximum impact.

0.5x

6 Brand Usage 7 Design Execution

x

0.5x

0.5x

x

8 Appendices

x 0.5x

Window

x

Safety Space

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 5.0

5.3

1.5x

Design System 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

Window of Positive Change Usage and Rules

1.5x

As previously noted, the window dimension is based on the size of the York U square, but you have the flexibility to use the window size that best suits your content and design.

1x 1.5x

1x

If using a full-colour logo, and it is not inside a window, then use the “x” incremental rule (pg. 5.2) to help you determine the safety space between the logo and the window to create an aesthetically pleasing composition.

1.5x

6x

6 Brand Usage 7 Design Execution

3x

8 Appendices

3x

x

x 6x

Window Safety Space

York University Brand Standards

x

2023 – Version 3

yorku.ca/brand

Section 5.0

5.4

Design System 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

Inside Window

Window of Positive Change York Logo Placement Variations

1.5x

1.5x

1x 1.5x

The York logo may be placed inside the window, outside a floating window or on top of a thick window.

The safety space ensures the logo stands out from other content, while still always being placed fairly tight to the window.

1x 1.5x

Outside Window

0.5x

6 Brand Usage

0.5x

0.5x

7 Design Execution

0.5x

0.5x

8 Appendices 0.5x

On Top of Window

0.5x

3x

3x

x

3x

0.5x

Window

3x

Safety Space

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 5.0

5.5

Design System

Inside Window (Outside Inset)

1x

1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

Window of Positive Change York Logo Placement Variations Remember that preferred placement for the York logo is the bottom right, even in the examples here, where the window is inset.

0.5x

1x

0.5x

1x

0.5x 1x

6 Brand Usage

Inside Window (Inside Inset)

7 Design Execution

1x

8 Appendices 0.5x

1x

0.5x

1x

x 0.5x

Window

1x

Safety Space

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 5.0

5.6

Design System 1 Brand Overview 2 Logos 3 Working with Logos

For institutional use, the window must only be red or white. A white pillar may also be used to set it off against a red window, or conversely, a red pillar may be used within a white window.

Window of Positive Change Usage and Rules

The Window of Positive Change must be used as a design element in all formal communications.

However, for communications that are casual or internal, and in social media, it is not mandatory.

See Section 6.1 for usage summary.

4 Brand Elements 5 Design System

x

Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

Window Safety Space

6x

6 Brand Usage 3x

7 Design Execution 8 Appendices 1.5x 3x

1.5x

x

1x 1.5x

6x 1x 1.5x

York University Brand Standards

2023 – Version 3

x

yorku.ca/brand

Section 5.0

5.7

Design System 1 Brand Overview 2 Logos 3 Working with Logos

Window of Positive Change Usage and Rules

4 Brand Elements 5 Design System Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

Floating Singular Window

x Window Safety Space Floating Singular Window

0.5x “Keyline” Singular Window

6 Brand Usage 7 Design Execution x

8 Appendices

0.5x

x

x

0.5x

0.25x

x

x 0.25x

0.25x

x

0.5x 0.25x

x

x

York University Brand Standards

2023 – Version 3

x

x

yorku.ca/brand

Section 5.0

5.8

Design System 1 Brand Overview 2 Logos 3 Working with Logos

Window of Positive Change Usage and Rules

4 Brand Elements 5 Design System Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

Floating Multiple Windows in an Adjacent Arrangement

x Window Safety Space

Floating Multiple Windows with Touching Corners

x 0.5x

6 Brand Usage

0.5x

0.5x 0.5x

7 Design Execution

x

x

0.5x

8 Appendices

0.5x 0.5x

x

0.5x 0.5x

x

0.5x

x

0.5x

x

x

0.5x

x

x

x

x

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 5.0

5.9

Design System 1 Brand Overview 2 Logos 3 Working with Logos

Window of Positive Change Usage and Rules

4 Brand Elements 5 Design System Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

Open Window

x Window Safety Space

0.5x

Open Window

0.5x

6 Brand Usage

0.5x

0.5x

7 Design Execution 8 Appendices

0.5x

Headline Text Goes Here

x

x

x 0.5x

x

Headline Text Goes Here

x

0.5x 0.5x x

x

York University Brand Standards

2023 – Version 3

x

yorku.ca/brand

Section 5.0

5.10

Design System 1 Brand Overview 2 Logos 3 Working with Logos

Window of Positive Change Usage and Rules

x Window Safety Space

4 Brand Elements 5 Design System

Contiguous Windows with Inset (Useful for Type and Messages)

Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

2x

x

6 Brand Usage 7 Design Execution 8 Appendices 2x

x

13x

x

2x

x 8x

x

2x

x

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 5.0

5.11

Design System 1 Brand Overview 2 Logos 3 Working with Logos

The pillar may also be used by sub-brands when communication is pan-university. The window would be coloured according to the main sub-brand colour, with a York Red pillar.

For example, Osgoode Hall Law School would use a pewter window with a red pillar.

Sub-brand Accent Pillar Examples

The sub-brands (and Faculties) must use the pillar on external-facing communications, but have the flexibility to use a solid Faculty-coloured window for casual or internal communications.

However, York Red must still be used in the proper proportion.

You may also reverse the sub-brand colour placement, with the pillar as the sub-brand colour and the window being York Red.

4 Brand Elements x

5 Design System Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

Window (sub-brand primary colour) Safety Space Sub-brand Pillar (York Red)

6x

6 Brand Usage 7 Design Execution 3x

8 Appendices 1.5x 3x

1.5x

x

x 1.5x

6x x 1.5x

York University Brand Standards

2023 – Version 3

x

yorku.ca/brand

Section 5.0

5.12

Design System 1 Brand Overview 2 Logos 3 Working with Logos

Sub-brand Accent Window Examples

Here are some examples of the window system for sub-brand use, including the pillar, and open and floating window. Under certain conditions, multiple coloured windows (using the sub-brand

and primary palette) may be used to indicate breadth of the University in one ­communication.

Check with your communications lead to ensure compliance.

4 Brand Elements 5 Design System

Window (sub-brand primary colour)

Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

Sub-brand Pillar (York Red)

Headline Text Goes Here

6 Brand Usage 7 Design Execution 8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 5.0

5.13

Design System 1 Brand Overview 2 Logos 3 Working with Logos

A “pillar” may be used to identify sub-brands and Faculties within the larger master brand.

The inset pillar is integrated within the overall window structure and should be the same width.

The pillar may be used on the left or right side of

Faculty Accent Pillar Examples

4 Brand Elements

the window while still observing the safety space rules for the logo.

For Faculty use, the window should be York Red or white with the pillar in your Faculty colour.

x

5 Design System Window

Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

Safety Space Faculty Accent

6x

6 Brand Usage 7 Design Execution 3x

8 Appendices 1.5x 3x

1.5x

x

x 1.5x

6x x 1.5x

York University Brand Standards

2023 – Version 3

x

yorku.ca/brand

Section 5.0

5.14

Design System 1 Brand Overview 2 Logos 3 Working with Logos

Faculty Accent Window Examples

Here are some examples of the window system for Faculty use, including the inset pillar, and open and floating window. For external communications, the window must be York Red or white with a pillar in the Faculty colour.

Under certain conditions, multiple coloured windows (using the Faculty and primary palette) may be used to indicate breadth of the University in one communication. Check with University Brand & Marketing to ensure compliance.

4 Brand Elements 5 Design System

Window

Faculty Accent

Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

Headline Text Goes Here

6 Brand Usage 7 Design Execution 8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 5.0

5.15

1 Brand Overview 2 Logos 3 Working with Logos

6.0

4 Brand Elements 5 Design System 6 Brand Usage Visual Usage Summary Brand Approval Process Designer Checklist

7 Design Execution 8 Appendices

Brand Usage York University Brand Standards

2023 – Version 3

yorku.ca/brand

6

Brand Usage 1 Brand Overview 2 Logos

Visual Usage Summary

3 Working with Logos 4 Brand Elements 5 Design System

This chart is a general guideline on the use of York’s branding blocks according to the intended audience.

6 Brand Usage Visual Usage Summary Brand Approval Process Designer Checklist

7 Design Execution 8 Appendices

Logo

Typography

Window of Positive Change

Right The Future™*

Secondary/ Accent Colours

Emblems

Optional

Optional

Optional

Optional

Optional

Optional

Optional

Optional*

No

HIGH-PROFILE EXTERNAL AUDIENCES > Advertising campaigns > Ceremonies HIGH-PROFILE EXTERNAL / INTERNAL AUDIENCES > Presentations, events and special announcements > On- and off-campus events > Promotions > Reports INFORMAL / INTERNAL AUDIENCES > Casual announcements > On-campus events

Optional

Optional

Accent Pillar

Primary Colours

Optional

Inspiring, Welcoming Imagery

Video Bumpers, Extros

Optional

Optional

No

* The “Right The Future” marks with the “window of positive change” must incorporate “creating positive change” language. Please refer to the Right The Future Creative Campaign Standards.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 6.0

6.1

Brand Usage 1 Brand Overview 2 Logos

Brand Approval Process

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage

Brand consistency is critical for the University to break through, and therefore requires sign-off on certain high-profile elements including advertising, signage, swag, campaigns etc.

Please visit the Brand Website - Working with us.

Visual Usage Summary Brand Approval Process Designer Checklist

7 Design Execution 8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 6.0

6.2

Brand Usage 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage Visual Usage Summary Brand Approval Process Designer Checklist

7 Design Execution 8 Appendices

Designer Checklist Please see below a high-level summary of what to think about when designing a piece for York. Always refer to York’s Brand Standards document or the Brand website for complete instructions and comprehensive colour codes.

1

2

3

4

The full-colour York logo may be used on white backgrounds, light-coloured backgrounds and photographs with clean space where it will be clearly legible.

Always observe: • Safety space • Contrast • Size • Placement • Print versus digital pieces • Incorrect usage

The typeface IBM Plex has been specially chosen as the universal face for York University and is available in four cuts, with the sans serif as the primary choice for York’s brand standards. Its modern character pairs well with our message of positive change, while its breadth and versatility appeals to a large university with multiple needs and users. It is a completely free font and can be downloaded directly from the IBM site (https://www.ibm.com/plex/) or Google Fonts (https://fonts.google.com/specimen/ IBM+Plex+Sans).

The primary York U colours – red, black and white – should be the dominant colours on all communications. Use the secondary palette as per the colour proportionality charts.

York Red should be a prominent element, complemented with the other brand colours.

All the colours work together seamlessly, and the other approved colours are always used to support and service our York Red, but never compete with it.

Always use the correct elements of the York U brand, including our design system, photographic style, colours, fonts and emblems.

Are you using the correct logo?

Are you using York U’s fonts?

Are you using our brand colour palettes?

Are you correctly applying the design elements?

Refer to the Working with Logos section of the Brand Standards for usage.

IBM Plex

YFile celebrates 20 years

Annual Report on Black Inclusion

PRIMARY

FEBRUARY 2021 – 2022

IBM Plex Sans

26,000+

2002

Newsletter Stories Published

2005

7 Awards 2011

2016

from Council for Advancement and Support of Education

10% higher 2020

2022

newsletter open rate than industry standard

yorku.ca

Check out our 20th anniversary content that commemorates this milestone YFile Banner Ad — 1200x800

SECONDARY

President’s Community Safety Leadership Awards

IBM Plex Serif IBM Plex Sans Condensed IBM Plex Mono

York University Brand Standards

2023 – Version 3

1 — Framework to Address Anti-Black Racism | York University 2020

yorku.ca/brand

Section 6.0

6.3

1 Brand Overview 2 Logos 3 Working with Logos

7.0

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution Do’s and Don’ts — Window – Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

8 Appendices

Design Execution York University Brand Standards

2023 – Version 3

yorku.ca/brand

7

Design Execution 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System

Do’s and Don’ts — Window Examples DO use only red or white for windows

DO NOT change window colours

6 Brand Usage York University is proud

7 Design Execution Do’s and Don’ts — Window – Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

to be recoginized as one of

Doming Graecis Docendi Uteosirtute Alienum Adipisci Sedea

Doming Graecis Docendi Uteosirtute Alienum Adipisci Sedea

OCTOBER 22 • 12-2 pm

OCTOBER 22 • 12-2 pm

Uteosirtute Alienum Adipisci Sedea

Uteosirtute Alienum Adipisci Sedea

Canada’s Greenest Employers

yorku.ca/loremipsum

for the 9th consecutive time!

DO’s

DO NOT use excess graphics over window

York University is proud to be recoginized as one of

Canada’s Greenest Employers

yorku.ca/loremipsum

DO’s

DO have focal point “coming out” of window

for the 9th consecutive time!

DONT’s change window colour from red or white

DONT place grapics infront of window

DO NOT break window arbitrarily

DO NOT overlap content on window

Doming Graecis Docendi Uteosirtute Alienum Adipisci Sedea LOREM ADIPISCISEDEA

OCTOBER 22 • 12-2 pm Uteosirtute Alienum Adipisci Sedea yorku.ca/loremipsum

DO’s

E-Header – 700x225

DO use accent pillar inset within window

DONT have text box cut across window

DO NOT rotate the window

8 Appendices

OPEN HOUSE

Lorem Ipsum graecis docendi erat nusquam alienum adipisci sedea doming Instagram

DO NOT use red blocks for headings (as they are too much like RTF blocks)

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 7.0

7.1

Design Execution 1 Brand Overview 2 Logos

Social Media Avatars

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution Do’s and Don’ts — Window – Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

8 Appendices

For brand consistency across York University social media channels, profile avatar guidelines and templates have been developed. They visually identify the institution, establish trust and enforce brand recognition. The University’s i­nstitutional channels, and approved ­pan-­university channels, are the only entities which may use the digital logo. All other channels are categorized into three groups and will follow the guidelines below: Sub-brands – may use a photograph or digital logo or add a typeface Plex acronym to a solid white background or photograph within their accent-colour circle.

Faculties – may use a photograph or add a typeface Plex acronym to a solid white background or photograph within their accentcolour circle and “York U” bottom ribbon.

Institutional ONLY social media avatars

Sub-brand social media avatars

Faculty social media avatars

Community/Non-institutional social media avatars

LA&PS

SCI

EDU

ALUMNI

BOOK STORE

LA&PS

SCI

EDU

ALUMNI

BOOK STORE

RESEARCH

CONVO

CAREER CENTRE

RESEARCH

CONVO

CAREER CENTRE

Departments – may use a photograph or add a typeface Plex acronym to a solid white background or photograph within the red circle and “York U” bottom ribbon.

For your avatar, contact University Brand & Marketing: cpadigit@yorku.ca.

Sub-brand/Faculty secondary social media avatar options

EVENTS

York University Brand Standards

2023 – Version 3

Glendon

EVENTS

EVENTS

yorku.ca/brand

EDU EVENTS

Education

EVENTS

EVENTS

Section 7.0

7.2

Design Execution 1 Brand Overview 2 Logos

Digital Examples

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution Do’s and Don’ts — Window – Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

8 Appendices

Forgot your textbook at home?

Check if the library has it on reserve.

Get ahead.

Start on your career at York University.

Connect with us on Social Media Scan the QR code to connect with York International

Instagram @YorkU_Intl

Twitter @YorkU_Intl

Facebook

START SEARCHING

@York.international

WeChat @YorkU_Intl

Forgot your textbook at home?

Check if the library has it on reserve.

START SEARCHING

Get ahead.

Start on your career at York University.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 7.0

7.3

Design Execution 1 Brand Overview 2 Logos

Social Media Examples

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution Do’s and Don’ts — Window – Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 7.0

7.4

Design Execution 1 Brand Overview 2 Logos 3 Working with Logos

Social Media Examples Sub-brand

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution Do’s and Don’ts — Window – Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 7.0

7.5

Design Execution 1 Brand Overview 2 Logos

Faculty Print Examples

3 Working with Logos 4 Brand Elements 5 Design System

23/24

23/24

23/24

Bachelor of Science

Bachelor of Science

6 Brand Usage 7 Design Execution Do’s and Don’ts — Window – Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

Bachelor of Science Environmental Science Overview

Bachelor of Science

20/21

Astronomy Overview

Mathematics Overview

Biochemistry Overview

23/24

23/24

8 Appendices

Bachelor of Science Environmental Science Overview

Bachelor of Science Biochemistry Overview

York University Brand Standards

2023 – Version 3

20/21

2023-24

Bachelor of Science Astronomy Overview

yorku.ca/brand

Bachelor of Science Chemistry Overview

Section 7.0

7.6

Design Execution 1 Brand Overview 2 Logos

Pull-up Banners

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Institutional Banner

Faculty Banner

Pull-up banners are often located in heavy-traffic areas and must therefore have the primary York logo positioned at the top, where it is visible from a distance.

Pull-up banners must feature logo treatments represented in the examples shown here.

Do’s and Don’ts — Window – Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

8 Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 7.0

7.7

Design Execution 1 Brand Overview 2 Logos

PowerPoint

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution Do’s and Don’ts — Window – Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

8 Appendices

A York PowerPoint template is available at yorku.ca/brand. It has been designed as a “theme” with the ­York-approved primary and secondary colours and fonts embedded for ease of use. Branded layouts are also included for title and section slides, featuring the York colours and campus photos.

Assets Copy and paste these elements to use on other slides. You can use these shapes and arrows to build processes and diagrams.

CHART CALLOUTS

Feel free to change these photos as you see fit for your presentation, but note that the York U logo must appear on the title slide. Campus images can be found in the York U Image Collection at yorku.ca/brand.

Sub-brands and Faculties can use their locked logo in the presentation. To download your custom presentation, please visit your Faculty’s page on our Brand website. If you require further assistance to customize a York U PowerPoint template, please contact University Brand & Marketing.

SAMPLE PHOTO CAPTION TREATMENT

Add callout text here

Add callout text here

Add callout text here

Add callout text here

Add callout text here

Add callout text here

##

##

##

##

##

##

XX%

XX%

XX%

XX%

XX%

XX%

LINE & ARROW STYLES

Find this caption style by accessing Level 7 of paragraph styles.

You may also copy and paste this text and white box to overlay your photos.

For additional design resources, follow the link below to the York-approved photo library: https://yorku.ca/brand/brand-assets/photo-library/

8

It is the r­ esponsibility of the user to maintain AODA compliance when adding content and graphics. For AODA guidelines, please refer to “­Accessibility” at https://www.yorku.ca/ accessibilityhub/.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 7.0

7.8

Design Execution 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution Do’s and Don’ts — Window – Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

8 Appendices

Home Page Web

Home Page Mobile

About Page Web

About Page Mobile

Website As a critical communication tool and York’s primary recruitment vehicle, our digital properties have been built according to the latest trends in design and functionality, providing a memorable online experience reflecting the brand.

DIGITAL LOGOS In web applications, the sub-brand logos appear left of the global navigation in locked form. For Faculty, division and unit websites, the York digital logo remains in the upper left of the global navigation with the Faculty, division and unit name appearing in text in the York solid red bar underneath, as pictured to the right. In addition, Faculties are provided with a ­Faculty-specific global navigation with key audience objectives in mind.

URL NAMING CONVENTION To allow for consistent branding and better SEO, all new websites using yorku.ca in their URL must use this theme (exceptions may apply). When promoting your website, please ensure the yorku.ca/sitename URL is used and a redirect to the site page is set up. Consult Digital Marketing at cpadigit@yorku.ca in University Brand & Marketing for more info and to learn more about our Sitemap Strategy.

CREATING YOUR NEW WEBSITE York University’s Digital Experience HUB provides the skills, resources and training to develop an optimized website and consistent user experience in support of the University’s goals.

To get started, visit the Digital Experience Hub.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 7.0

7.9

Design Execution 1 Brand Overview 2 Logos

Video Bumpers

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution Do’s and Don’ts — Window – Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

If you are creating a video for external use or to appear on the University’s YouTube channel, your video bumper should reflect the logo standards.

To download the general-purpose video bumper, please visit the brand site at yorku.ca/brand.

Branded Faculty bumpers are available upon request. Contact University Brand & Marketing for assistance and for approval of all marketing and communications materials: cpabrandmar@yorku.ca.

Making a video about York and need footage?

We’ve got you covered. Visit yorku.ca/brand for b-roll video of the York campuses, including footage of students, labs, sports, residences and a number of campus buildings.

Video Intro Bumper – Screenshots

Video Outro Bumper – Screenshots

8 Appendices

Video Outro Bumper – Call to Action Version – Screenshots

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 7.0

7.10

Design Execution 1 Brand Overview 2 Logos

Video – Lower Thirds

16:9 video

9:16 video

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution Do’s and Don’ts — Window – Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

Our guidelines for the “lower thirds” in video content provides details pertaining to the location of names, titles and subject matter while working within the Design System. To download template files, visit yorku.ca/brand.

The York watermark is optional and only to be used in paid advertisements, boosted social media, or any video that has the potential of being viewed or shared outside of York University channels (i.e. Markham Campus announcements).

The watermark should appear and remain for the duration of the video. For longer videos or those with a multitude of graphics and text, it can be used intermittently at the discretion of the user, in order to minimize distractions.

Black: 100% Opacity Font: IBM Plex Sans Medium (white) Title font size: 29 px Single Line Name Title Version York Red: 100% Opacity Font: IBM Plex Sans Bold (white) Name font size: 39 px Positioning: - Position on the opposite side of the subject.

- Position above the Closed Caption box. Leave the bottom 25% of the screen clear for captions.

8 Appendices

Black: 100% Opacity Font: IBM Plex Sans Medium (white) Title font size: 29 px

16:9 Positioning (Horizontal) Two Subject interview - Position the Lower Third on the same screen side of the subject.

- Position the Lower Third

above the Closed Caption box. Leave the bottom

25% of the screen clear for captions.

York University Brand Standards

2023 – Version 3

Double Line Name Title Version York Red: 100% Opacity Font: IBM Plex Sans Bold (white) Name font size: 44 px

Double Line Name Title Version Double Subject: - Use lower third with double line name version for horizontal video with two subjects. yorku.ca/brand

Positioning: - Position on left side of the screen.

- Position above the Closed Caption box.

Leave the bottom 25% of the screen clear for captions.

Section 7.0

7.11

Design Execution 1 Brand Overview 2 Logos

Merchandise

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution Do’s and Don’ts — Window – Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

Merchandise includes a wide range of items, such as tote bags, pens, clothing, mugs and more.

SUB-BRANDS AND FACULTIES Sub-brands and Faculties can use their locked logos on merchandise. If space is limited, the logo can be unlocked, but the York logo or “York University” in text must always appear.

DIVISIONS AND UNITS Divisions or units can be expressed in the University font with the York logo or with “York University” in text. Please work directly with the York University Bookstore to place an order for merchandise or use York’s approved list of licensed merchandise suppliers.

All designs must be submitted to University Brand & Marketing (cpabrandmar@yorku.ca) as well as the Licensing Board for approval prior to production.

8 Appendices

General Guidelines

• Logo should be large enough that type is clear and legible.

• Logo should be used in black, white or red PMS 186. If this colour is not available, match it as closely as possible.

• Embroidered logos should be large enough so “University/Université” is legible.

• In cases where these specifications are not possible, contact University Brand & Marketing: cpabrandmar@yorku.ca.

• Most vendors work with EPS files, which can be downloaded at yorku.ca/brand.

York University Brand Standards

2023 – Version 3

Examples are for reference only. Colour reproduction must match York U colours.

yorku.ca/brand

Section 7.0

7.12

Design Execution 1 Brand Overview 2 Logos

Understanding complex design terminology can be challenging. The following glossary was created to equip you with an understanding and reference for creative briefs or conversations with freelancers, printers or web developers.

Glossary

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution Do’s and Don’ts — Window – Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

8 Appendices

COLOUR MODES CMYK • Use this mode when working on projects that will be printed • The acronym represents the four colours used in a printing press (cyan, magenta, yellow and black) GREYSCALE • Use this mode when working on black-andwhite print projects • Any colours in your file should be converted to a shade of grey HEX CODE • Used for web projects • HEX codes are six-digit codes that represent a certain colour PMS (PANTONE® MATCHING SYSTEM) • Used for print projects where colours must be matched exactly • The acronym represents the Pantone® Matching System, which is a system of specially mixed inks that must match a certain, standardized colour (e.g. York Red is PMS 186) • Specialty colours, such as metallic or fluorescent colours, are also available • Pantone Coated: PMS “C” is used for printing spot colours on glossy paper or novelty items (such as firm pocket folders, pens, water bottles etc.)

• Pantone Uncoated: PMS “U” is used for printing spot colours on uncoated paper (such as business cards and stationery)

York University Brand Standards

2023 – Version 3

RGB • Used for anything viewed on monitors, such as web, video or other on-screen projects (LCD screens) • The acronym represents the three colours of light displayed on screens (red, green and blue)

DIGITAL ANIMATED ARTWORK FORMATS • Animated with: HTML, MPG, GIF

FILE TYPES AI (ADOBE ILLUSTRATOR) • Used for graphics in print projects • Can have a transparent background • Can be resized without losing image quality EPS (ENCAPSULATED POSTSCRIPT) • Used for graphics in print projects GIF (GRAPHICS INTERCHANGE FORMAT) • Used for graphics in web and screen projects • Can have a transparent background • Loses image quality if resized to a larger size HTML (HYPERTEXT MARKUP LANGUAGE) • Used to build and create content web pages or any electronic documents viewed in a web browser • Includes text, links, images, audio and video, as well as hidden meta data INDD (ADOBE INDESIGN) • Used for document layout and design projects • Versatile for all print and digital projects JPEG/JPG (JOINT PHOTOGRAPHIC EXPERTS GROUP) • Used for photographs in print, screen and web projects • Does not have a transparent background • Loses image quality if resized to a larger size

yorku.ca/brand

MPEG (DIGITAL MULTIMEDIA CONTAINER FORMAT) • Standard format for encoding, compressing and transmitting video and audio files PDF (PORTABLE DOCUMENT FORMAT) • Used for print projects • Can be universally downloaded and viewed on any computer that has the Adobe Acrobat plug-in (which is available for free) • Preferred file type for printing PNG (PORTABLE NETWORK GRAPHICS) • Used for graphics in web and screen projects • Can have a transparent background • Loses image quality if resized to a larger size PSD (PHOTOSHOP DOCUMENT) • Used for photographs in print projects • Can only be opened with Adobe Photoshop, but can be imported into other programs • Loses image quality if resized to a larger size SVG (SCALABLE VECTOR GRAPHIC) • Used for logos and graphics • Can have a transparent background • Can be resized without losing image quality TIFF (TAGGED IMAGE FILE FORMAT) • Used for high-resolution photographs in print projects • Does not have a transparent background • Loses image quality if resized to a larger size

Section 7.0

7.13

1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution Do’s and Don’ts — Window – Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

8 Appendices

LAYOUT TERMS

TYPOGRAPHIC TERMS

OTHER COMMON DESIGN TERMS

BLEED • Allowing a visual element to extend beyond the actual margin of the layout or trim size • Bleed and crop marks are typically required when providing final files to printers

BASELINE • An invisible line upon which letters or lines of type sit/rest

CRA (CAMERA READY ARTWORK) • A term for files specially prepared for printing

GRID • Used in layouts for both web and print projects • Grids guide designers on how to align text and images on the page to look even and consistent throughout a document or website MOCKUP • A close-to-reality rendition of a project that allows a client to see what the final product will look like PERFECT BOUND • A type of booklet binding where the pages are glued together at the spine of the book • Used for documents with more than 36–48 pages (depending on the type of paper) SADDLE STITCH • A type of booklet binding where the pages are bound together by staples in the fold of the booklet • Used for shorter documents with fewer than 36–48 pages (depending on the type of paper being used) WIRE FRAME • A basic layout without design elements • Used in web design to plan where navigation, content and media will sit on the page

York University Brand Standards

2023 – Version 3

FONT • A specifically designed collection of letters, numbers, punctuation, and other symbols used to set text (i.e. York’s font is IBM Plex).

KERNING • Increasing or decreasing the space between two consecutive characters in a word by very fine increments LEADING (OR LINESPACING) • Amount of vertical space between lines of text in a paragraph RAG • The shape created by the ends of each line of text • Recommended line lengths are shortlong-short-long, with no hyphens

EXPORT • Saving a file in another format supported by other programs FPO (FOR POSITION ONLY) • Indicates that the image or graphic in the layout will be changed before the final output GRADIENT • A smooth transition from one colour to another (e.g. black to white, red to yellow and all the colours in between) RASTER IMAGES / BITMAP IMAGES • Images created using thousands of pixels (e.g. photographs) • Enlarging a raster image will diminish the quality

TRACKING (OR LETTERSPACING) • The uniform amount of spacing between all characters in a complete sentence, paragraph or on a page

RESOLUTION • Refers to the number of dots per inch (dpi) or pixels per inch (ppi) in an image • Images for the web are usually low resolution (e.g. 72 ppi) • Images for print should be saved at a higher resolution (e.g. 300 dpi)

WIDOW • When the last line of a paragraph only contains one word, that word is considered a “widow” • These are undesirable and should be avoided

VECTOR IMAGES • Images created by paths based on ­mathematical expressions (e.g. York logos) • Can be resized without a loss in quality

yorku.ca/brand

Section 7.0

7.14

1 Brand Overview 2 Logos 3 Working with Logos

8.0

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices Right The Future™ – Standards

Appendices

York University Brand Standards

2023 – Version 3

yorku.ca/brand

8

Appendix 1 Brand Overview 2 Logos 3 Working with Logos

Right The Future™ Standards

This is the creative and consumer-facing expression of York’s vision for the future (i.e. building a more innovative, just and sustainable world). This is both our platform and a tagline, and

is to be consistent across high-level advertising campaigns, communications and campaigns (i.e. tone, feel and headline that resolves with Right the Future).

yorku.ca/brand

Section 8.0

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices Right The Future™ – Standards

Right The Future Creative Campaign Visual and messaging standards for high-level advertising campaigns and communications

AUGUST 2023

York University Brand Standards

2023 – Version 3

8.1

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage

Defining the Brand – Recap

7 Design Execution 8 Appendices Right The Future™ – Standards

We are a community of changemakers.

Driven by passion, we exist to create positive change for our students, communities and the world.

BRAND POSITIONING

FUNCTIONAL BENEFITS

Diverse Community

EMOTIONAL BENEFITS

CREATIVE CAMPAIGN

Welcomed

Purposeful Research

Inspiring

Valued Educational Experience

Confident

Cared about

Inclusive

Collaborative

Proud

Empowered

Right The Future – Amazing things happen when diverse communities work together to tackle world issues.

When York students apply their knowledge, they have the power to make things right.

2

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 8.0

8.2

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage

Right The Future: What it is

7 Design Execution

This is the creative and consumer-facing expression of York’s vision for the future (i.e. building a more innovative, just and sustainable world).

8 Appendices Right The Future™ – Standards

This is both our creative campaign and a tagline, and will be consistent across high-level advertising campaigns and communications (i.e. tone, feel and headline that resolves with Right the Future).

3

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 8.0

8.3

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices Right The Future™ – Standards

Right The Future (RTF) Tagline Based on the brand’s assets, the tagline is a bold composition that conveys confidence and empowerment.

A powerful design that inspires forward movement.

The visual expression includes a trademark symbol in the artwork to reinforce ownership in Canada.

4

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 8.0

8.4

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices Right The Future™ – Standards

RTF Tagline and Positive Change The relationship between the RTF tagline and positive change language is that they work together. RTF is a bold visual statement and must be used with positive change in some way.

Positive change Tagline

Language

RTF can be used either as a headline in cases like a simple banner, or as a tagline at the end of lengthy communications, such as a full-page ad.

Creating positive change should be used as a guiding theme for our headlines, not as a headline itself. It can be used as a sign-off and woven into your messaging (i.e. “Join us in creating positive change”).

5

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 8.0

8.5

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage

RTF Visual Standards:

7 Design Execution

The following standards have been developed to ensure cohesive and synergistic visuals and messaging across all communication channels.

8 Appendices Right The Future™ – Standards

6

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 8.0

8.6

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices Right The Future™ – Standards

RTF Tagline Variations Every student, faculty and staff is different. The idea of positive change may vary from one person to another. That’s why the RTF tagline is adaptable, while keeping everything fresh and moving. The variations allow for optimal placement in different applications. Here are some examples*:

*While we have these available, we can create additional variations if needed for a particular photograph etc.

7

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 8.0

8.7

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

RTF Tagline Variations – French The RTF Tagline also exists in French and is primarily used in executions for Glendon Campus.

Right The Future™ – Standards

8

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 8.0

8.8

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage

RTF Placement and Window of Positive Change

7 Design Execution

The RTF tagline can be used horizontally within or outside of the window provided it is touching the inside of the window.

The RTF tagline cannot sit outside the window at the top or bottom.

All artwork needs to be shared with UB&M.

8 Appendices Right The Future™ – Standards

YES

NO

9

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 8.0

8.9

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices Right The Future™ – Standards

RTF and Thickness of Window of Positive Change For paid institutional advertising/ marketing with societal issue:

RTF and Window = Full height/width York logo

To ensure consistency on every visual, the logo’s size must be the same as the window’s width. The RTF tagline must also be sized to the logo.

On some occasions when RTF is used as a headline, it can be thicker than the frame.

RTF and Window = Half height/width York logo

For other high-level institutional marketing materials, there is an option for a thinner window and RTF tagline when there is no societal issue.

10

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 8.0

8.10

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage

The RTF Creative Campaign

7 Design Execution

Now that we have our guidelines in place, let’s look at how they come to life through sample applications such as advertising, posters and publications.

8 Appendices Right The Future™ – Standards

11

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 8.0

8.11

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage

RTF with Window of Positive Change with Societal Issue

7 Design Execution

Focus on the solution

8 Appendices Right The Future™ – Standards

SOCIETAL ISSUE – BE FOR E AND AFTE R V ISUALS

SOCIETAL ISSUE – WITHOUT BE FOR E AND AFTE R V ISUALS

Window of Positive Change should always be used with RTF. The image or video in the middle should be brighter than outside of the window. The thicker window should be used.

The window should be centred around the main focal point of the image, which should be brighter within the window, hence creating a contrast with what is outside of the window.

The thicker window should be used.

12

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 8.0

8.12

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices Right The Future™ – Standards

RTF Tagline Layout System without Societal Issue – Institutional Digital Examples The window should surround the main focal point in the image as an inset or by framing the outside. RTF remains at a minimum size for legibility in the digital space. The examples below assume there has been a reference to positive change in the language as part of an animated ad.

RTF = full height of York red square (min size) Window = full height of York red square

RTF = full height of York red square (min size) Window = half height of York red square

13

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 8.0

8.13

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices Right The Future™ – Standards

RTF Tagline Layout System without Societal Issue – Faculty Digital Examples The window should surround the main focal point in the image as an inset or by framing the outside. RTF remains at a minimum size for legibility in the digital space. The examples below assume there has been a reference to positive change in the language as part of an animated ad. If there is a headline with a text box, it should be next to the red pillar vs. accent pillar (i.e. bottom right).

RTF = full height of York red square (min size) Window = full height of York red square

RTF = full height of York red square (min size) Window = half height of York red square

14

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 8.0

8.14

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices Right The Future™ – Standards

RTF Tagline Layout System without Societal Issue – Sub-brand Digital Examples The window should surround the main focal point in the image as an inset or by framing the outside. RTF remains at a minimum size for legibility in the digital space. The examples below assume there has been a reference to positive change in language as part of an animated ad. If there is a headline with a text box, it should be next to the sub-brand pillar colour (i.e. top left, bottom right).

RTF = full height of York red square (min size) Window = full height of York red square

RTF = full height of York red square (min size) Window = half height of York red square

15

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 8.0

8.15

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

RTF Tagline Layout System without Societal Issue – Print Examples Best practice is to size RTF up or down based on increments and ratios of 0.5 in relation to the “U” in the York logo, depending on whether it is a headline or a sign-off. Faculty and Sub-brands would apply their accent pillar colour per previous digital examples.

Right The Future™ – Standards

RTF = heading

Window = red U in logo RTF = red U in logo

RTF = sign-off

Window = red U in logo RTF = 1 ½ x red U in logo

Window = ½ red U in logo RTF = ½ red U in logo

Window = red U in logo RTF = ½ red U in logo

16

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 8.0

8.16

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution 8 Appendices

RTF Digital Animation There is a specific treatment for the RTF tagline to be animated, depending on the campaign. Here is an example of how the window opens and the RTF slides in horizontally. Please contact UB&M for more information.

Right The Future™ – Standards

DIGITAL ANIMATION EXAMPLE

17

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 8.0

8.17

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage

The RTF Creative Campaign – Messaging

7 Design Execution

Incorporating RTF into messaging along with positive change is very important to ensure breakthrough and connection on key high-profile internal and external pieces and across our campaigns.

8 Appendices Right The Future™ – Standards

18

York University Brand Standards

2023 – Version 3

yorku.ca/brand

Section 8.0

8.18

How to Work with Us 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage

Telling the full story of York University internally and

7 Design Execution

externally is only possible if we execute our brand with precision and consistency across all our touch points.

8 Appendices

That’s where you come in.

Please ensure you are following our brand standards and using the assets and tools available at yorku.ca/brand.

Remember, all external communications must be developed in partnership with the University Brand & Marketing team.

For questions and concerns pertaining to digital or social media, please contact cpadigit@yorku.ca. For all other inquiries, contact cpabrandmar@yorku.ca.

York University Brand Standards

2023 – Version 3

yorku.ca/brand

8.22