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THE UNIVERSITY OF FLORIDA

BRAND GUIDELINES

ver 1.0 2 Table of Contents 3 Brand Basics

Brand Basics Photography WHAT IS A BRAND? WHAT IS A BRAND?. 3 PEOPLE . 23

WHY BRAND BASICS ARE IMPORTANT...... 4 STUDENT LIFE. 24 The more impossible a challenge seems, the harder a Gator will work to overcome it. Whether it’s

CAMPUS...... 25 curing blindness, advancing treatments for juvenile diabetes or protecting the orange crop, we

LANDSCAPE. 26 approach every day with a singular purpose. One that’s bigger than ourselves. Because we are Gators. UF Brand Positioning PHOTOGRAPHY USAGE. 27 Always. And we’ll pull together, inspire each other and move the whole world forward. USP. 5 PERIPHERAL TREATMENT. 28 TONE WORDS. 6 ACTIVATED TREATMENT. 29 It’s more than a sunny disposition. It’s the foundation of the University of Florida’s brand. As UF RATIONALE . 7 PHOTO TREATMENT USAGE . 30 continues to gain national preeminence, the new look, feel and tone contained in these brand standards AUDIENCES . 8 reflect our mission to rise up the rankings of public institutions, while influencing a brighter future.

Graphic Elements Tone Our brand is what students, faculty, alumni, corporations, peers and outside observers all think, feel DIRECTIONAL . 31 COPY TONE OVERALL . 10 and respond to when they hear the University of Florida Gators mentioned. BOX. 32 COPY TONE AUDIENCE VARIATION . 11 CIRCULAR . 33 HEADLINE TONE. 12 TEXTURAL. 34

GRAPHIC TYPE TREATMENT. 35 Typography ELEMENTS USAGE. 36

GENTONA . 13

QUADON . 14 Practical Examples ACTIVATED TYPEFACES . 15 UNDERGRADUATE. 37 ACTIVATED TYPEFACE USAGE . 17 GRADUATE . 39

DONOR. 40 UF Identity PEERS. 41

UF SIGNATURE . 19

GATOR NATION. GATORS. ALWAYS. . 20 Contact PRIMARY COLOR PALETTE . 21

COLOR USAGE. 22 4 Brand Basics 5 UF Brand Positioning

WHY BRAND BASICS ARE IMPORTANT USP

Our university has a tremendous reputation for excellence. Both academically and athletically. By Starting from a place of truth is a powerful way to position a brand. Just ask Nike, Coca-Cola and

developing a robust brand, we can continue to shape the way people perceive the University of Florida. Apple, who look at their own company values to establish tight bonds with their consumers. The

same relationship applies to university brands like UF. So what’s true about us? UF has:

This document is intended for those responsible for creating communication materials for UF, from

faculty recruitment pieces and Foundation brochures to student information packets and department

newsletters. By using these established brand standards, our look and feel remain consistent. So our MEANINGFUL BREADTH AND DEPTH

brand is not diluted or misconstrued, but has a strong, unified voice. ALWAYS.

SPIRIT OF COLLABORATION

UNRELENTING WORK ETHIC

INCLUDED IN TOOLKIT

To ensure proper usage of certain elements, we have developed a brand guide toolkit. Here you’ll find Combine these three truths and we have our Unique Selling Proposition (USP). color swatches, typography, graphic elements, photography treatments and more. Throughout this The USP should serve as an internal code, not for external messaging. guide you will see INCLUDED IN TOOLKIT on some of the pages. To obtain the toolkit, please contact

Jim Harrison, Director, Creative Services: [email protected] | 352.846.3903

TOGETHER, UNSTOPPABLE 6 UF Brand Positioning 7 UF Brand Positioning

TONE WORDS RATIONALE

We’ve established a set of tone words that embody Together, Unstoppable. Keeping them in mind Our brand rationale is a mission statement that defines who we are as a university. It’s a good idea to

will help when developing communications for the brand. When speaking to different audiences, read through the rationale several times. The more familiar you are with what it means to be a Gator,

certain tone words will be emphasized or understated depending upon whom you’re addressing. the easier it will be to create truthful and compelling messages.

PROUD BOLD We come to UF as individuals with big dreams, ambitious goals and a deep desire to be a Gator. But that’s only the beginning. As Gators, our purpose GRITTY PURPOSEFUL is greater. We are a family—one that is forever loyal. That’s why there is no such thing as a former Gator. Our legacy is greater than a mascot. Or a ENERGETIC APPROACHABLE logo. It’s more than titles and awards. It is the reason that UF stands as one of the nation’s preeminent institutions. It’s why we push each other every PREMIER CREATIVE day, not only to make a positive impact in our community and our state, but to move the whole world forward. 8 UF Brand Positioning 9 UF Brand Positioning

AUDIENCES AUDIENCES

While our brand has one clear voice, the people who interact with it are wide and varied. To help While the brand should contain the characteristics of the tone words outlined above, the degree

understand who they are, and how to reach them, we have placed them into five categories. to which the audiences feel them should vary. Think about putting these personality traits or tone

words on an equalizer that allows you to dial up or dial down certain elements.

USERS PROVIDERS

These people are seeking out the opportunities, This group includes prospective faculty, staff PREMIER PURPOSEFUL educational or otherwise, available at UF. They and administration, as well as current faculty,

PROUD ENERGETIC BOLD APPROACHABLE could be prospective students, current students, staff and administration.

guidance counselors, prospective parents or GRITTY CREATIVE

current parents. ADVOCATES

These are the alumni and donors who bleed

orange and blue, and passionately support UF. OPINION MAKERS Throughout this guide we offer examples on how to reach specific audiences from a tone,

This category includes our peers (other typography, color, photography and graphic element perspective.

universities), legislators and members of the BELIEVERS

media that influence how UF is perceived. The believers are passionate Gator fans living

around the country. 10 Tone 11 Tone

COPY TONE OVERALL COPY TONE AUDIENCE VARIATION

Some people dream about making the world a better place. Gators are out there doing it. Every day. Within the consistency of our brand voice, flexibility is allowed to speak to different audiences. After

Because it’s not just about receiving a 4.0. Or publishing a research paper. Or cutting the ribbon on a all, you wouldn’t talk to a 17-year-old high school senior the same way you’d talk to a high-level

new building. It’s much greater than that. And everyone here knows it. Through intellect and effort, university donor. This is where our tone words, used to varying degrees, are helpful in crafting copy.

Gators are moving the world forward. Think of them as knobs on a stereo. You can turn the volume up or down depending on the audience.

The tone of both the body copy and headlines should reflect this selfless attitude of working hard For example, when writing for an undergraduate audience, the tone and style should convey

and working together, toward a bigger purpose. Our words should inspire others, just as those on enthusiasm ( ENERGETIC ) and determination ( GRITTY ). When speaking to a univeristy donor, the

campus motivate one another to aim higher and achieve more. tone and style should be more mature ( PROUD ) and informed ( PURPOSEFUL ).

UNDERGRADUATE EXAMPLE

Before “Win from within.” Before Michael Jordan sponsorships. Before it helped the football team come

back to beat LSU. Someone asked a question. Assistant football coach Dwayne Douglas asked why

his players lost so much weight during games. That simple question led to Gatorade and the creation

of a multi-billion dollar sports drink industry. But it also created something much bigger—a culture of

innovation where questions and connections across disciplines are encouraged. A culture that estab-

lished UF’s Office of Technology Licensing and more than 140 startups. Companies that are bringing

millions in revenue back to Florida, and seeding future innovations to come. Why put our profits back

into research? Because as Gators, we know new ideas are what fuel a stronger tomorrow.

DONOR EXAMPLE

Being Gators isn’t something we turn off. It’s not something we’d ever deny. It is who we are. It

makes us proud. And pushes us to always do more. Together we contribute to something much

greater than ourselves. Together we are an unstoppable force. And now, as we’ve come so close to

becoming a top 10 public university, we sincerely thank you. Because your commitment has brought

us to this point, and will continue to always push us further. We know that your giving means more

than money. It means giving yourself. That’s what makes us who we are. And always will be. 12 Tone 13 Typography

HEADLINE TONE TYPEFACES

Your headline is your best, and perhaps only, opportunity to grab the reader’s divided attention and In keeping with the collaborative nature of UF, our brand uses two typefaces, Gentona and Quadon,

get them to commit to the rest of the story. So it needs to be intriguing, interesting and simple. Don’t that work well together to deliver our messages effectively.

cram too much information into it. Don’t make it obtuse and confusing. Be focused, yet be creative.

As the primary typeface, Gentona is often used in headlines or emphasized in the first line of body

copy, but can also be used throughout. It is a modern, clean, sans serif with slightly offset angles EXAMPLES that add a touch of humanity. And its varying weights, from thin to thick, solid to outlined, provide IN OUR LABS INCREDIBLE THINGS GROW. dynamic variations to grab the attention of different audiences. LIKE THE U.S. ECONOMY.

GENTONA Here we are talking about how UF is responsible for launching startup companies at five times the national average. But instead of stating that fact straight out, and risking losing the reader, we use AaBbCcDdEeFfGgHhIiJjKkLlMmNn the benefit of startups, fueling the economy, to catch their interest. OoPpQqRrSsTtUuVvWwXxYyZz 1234567890

THEIR RESEARCH INFLUENCES OUR WORLD. Thin Thin Italic BUT THEIR WORLD REVOLVES AROUND YOU. Extra Light Extra Light Italic Light Light Italic Here we are talking to undergraduate students about the opportunities they have to work side by Book Book Italic side with UF’s top researchers. Initially the line focuses on the world-leading researcher, but uses a Medium Medium Italic clever twist to personally involve the student. Making it more likely they’ll continue reading to get

the rest of our message. Semibold Semibold Italic Bold Bold Italic Extra Bold Extra Bold Italic Heavy Heavy Italic

NOTE: Outlined should be used with the Bold weight only 14 Typography 15 Typography

TYPEFACES In addition to basic Gentona and Quadon, we have commissioned customized versions for use in

headline treatments. Not just attention-grabbing for the sake of grabbing attention, these activated The sleek serif Quadon balances the primary typeface quite well and should be used in tandem with typefaces are meant to convey a sense of movement, energy and even unification. All qualities at Gentona where possible. While its main use is in body copy, Quadon can also be part of a headline or the heart of the UF brand. For more information on obtaining and using activated typefaces contact a subhead. Again, it’s most effective when combined with Gentona. Jim Harrison, Director, Creative Services: [email protected] | 352.846.3903

QUADON ACTIVATED GENTONA - ANGULAR

Starting with the bolded outlined version of Gentona, we added angled lines that appear to break

AaBbCcDdEeFfGgHhIiJjKkLlMmNn and ascend upward through the typeface. The activated angular treatment is representative of OoPpQqRrSsTtUuVvWwXxYyZz moving in a bold direction to push the world forward.

1234567890 INCLUDED IN TOOLKIT

Thin Medium Bold

EACH LETTER HAS THREE VERSIONS TO PROVIDE VARIATION THROUGHOUT A HEADLINE 16 Typography 17 Typography

ACTIVATED QUADON - ANGULAR ACTIVATED TYPEFACE USAGE

The same treatment applied to our primary typeface is also used for Quadon. Angled lines altering EXAMPLE the typeface as they ascend give a sense of momentum while maintaining readability. This typeface

is best used in conjunction with Activated Gentona, often as the last words of the headline, or where

you wish to add emphasis.

INCLUDED IN TOOLKIT

WITH THE FLORIDA SUN BEAMING DOWN every month of the year, it’s safe to say your passions at UF won’t be restricted to the classroom. And because Gators are social and active creatures, they’ll be out there with you all year long. Student Life Student Celebrate the winter solstice with your pals in a spirited round of Frisbee golf. Serve, set and spike your way through January with sand volleyball at Lake Wauburg. And spread the love on Valentine’s Day with a community service trip to clean up Harmonic Woods.

Whether you’re a seasoned wakeboarder or just looking to try your hand at sailing, winter won’t stop you from making the most of your college experience. Just remember to text your friends up North “Merry Christmas” when you get off the boat. UNIVERSITY OF FLORIDA: UNIVERSITY OF FLORIDA: 6 2 0 18 Typography 19 UF Identity

ACTIVATED TYPEFACE USAGE UF SIGNATURE

There is a significant amount of equity in the current University of Florida signature. Our brand will

continue to use it in all communications. For proper application of the signature, please visit:

HTTP://WWW.IDENTITY.UFL.EDU/POLICIES-GUIDELINES/SIGNATURE-USAGE/

AVOID MIXING ACTIVATED AND SOLID AVOID USING ACTIVATED TYPEFACES AT AVOID ALTERING THE EXISTING LETTERFORMS SMALL SIZES OR IN BODY COPY ACTIVATED LETTERFORMS

AVOID DUPLICATING CHARACTERS AVOID ALTERING THE WEIGHTS OF AVOID USING MULTIPLE COLORS IN THE WITHIN A SINGLE WORD WHEN POSSIBLE ACTIVATED TYPEFACES ANGLED TYPEFACES

AVOID USING ACTIVATED QUADON IN ALL CAPS State Of The Nation:

State Of The Nation SEARCH

UF CLIMBS TO TH AMONG PUBLICS IN LATEST U.S. NEWS RANKINGS

A leap forward of three spots from last year’s standing.

NEWS RESEARCH NEW GATORS FEATURED DONOR UPDATES

UF researchers identify citrus cultivars that show Reuters: Kevin Folta. An Incredible Gift - Hyatt & Cici Brown. 20 promise in battle against greening. READ MORE READ MORE 21 UF Identity READ MORE UF Identity

Florida coastal seaweed could help the body fend UF: Innovation Hub spawns 250 jobs in just 20 UF reaches into space with design of tiny o cancers and inflammatory diseases. months. satellite. GATOR NATION. GATORS. ALWAYS. READ MORE READ MORE READ MORE PRIMARY COLOR PALETTE

The term Gator Nation also has a substantial amount of equity institution-wide. We have created a Mention the University of Florida and, naturally, the colors orange and blue immediately come to mind.

lockup that represents the philosophy of the Gator Nation, while adding some depth and definition. They are deeply rooted within our DNA and therefore comprise our primary color palette. While all UF computer science professor named to University of Florida launches top 10 fundraising Lisa Anthony - Assistant professor at the prestigious fellowship. initiative. University of Florida in the Computer & READ MORE READ MORE Information Science. READ MORE This is not a signature and should not be used to replace the UF signature. It is not a tagline or communications should use these two hero colors, we offer a range of other palettes to complement them.

a campaign sign-off and should be used sparingly, and only on pieces that relate to the broader

Dr. William and Nadine McGuire’s $41 million Generous donation allows UF/IFAS much-needed UF celebrates opening of new Clinical and Butterfly gift. citrus field research acreage. Translational Research Building. mission of the university. READ MORE READ MORE READ MORE

Governor Rick Scott and the Florida Legislature Sid Martin Biotech Incubator ranked world’s best University of Florida engineering professor designated UF and FSU as “preeminent” for biotech in global benchmarking study. recognized with ‘Oscar of Innovation.’ universities in 2013 READ MORE READ MORE READ MORE

WHERE IN THE WORLD IS UF? PMS 172 C 0 M 70 Y 100 K 0 PMS 287 C 100 M 60 Y 0 K 20 R 255 G 74 B 0 R 0 G 33 B 165

FLY YOUR FLAG HIGH SECONDARY COLOR PALETTES INCLUDED IN TOOLKIT

NEUTRAL COLOR PALETTE

@lousiles92 @gregchristman @onetallsteve @maggicious @chdmlr

PMS 30-6 C 10 M 20 Y 40 K 10 PMS 292-9 C 10 M 0 Y 15 K 10 PMS 18-8 C 0 M 5 Y 20 K 0 35% BLACK R 207 G 182 B 145 R 207 G 219 B 203 R 255 G 239 B 207

@karenspencer @missgaughan @gatornation56 @timgough @sportsballfan BRIGHT COLOR PALETTE

More Photos

GATOR NATION.

GATORS. ALWAYS. PMS 293-2 C 50 M 0 Y 85 K 35 PMS 175-2 C 60 M 80 Y 0 K 35 PMS 18-1 C 0 M 35 Y 100 K 0 PMS 87-1 C 0 M 100 Y 90 K 10 R 94 G 142 B 63 R 89 G 54 B 116 R 252 G 175 B 23 R 215 G 24 B 42

MUTED COLOR PALETTE

PMS 216-5 C 50 M 20 Y 0 K 15 PMS 46-3 C 10 M 50 Y 85 K 0 Using this lockup requires approval for each and every usage. For all files and approvals, please contact R 108 G 154 B 195 R 226 G 143 B 65

PREEMINENCE COLOR PALETTE Jim Harrison, Director, Creative Services: [email protected] | 352.846.3903

PMS 7674 C 33 M 0 Y 16 K 0 PMS 7489 C 54 M 3 Y 81 K 20 PMS 7485 C 12 M 4 Y 21 K 0 R 168 G220 B 217 R 128 G 190 B 99 R 224 G 229 B 205 22 UF Identity 23 Photography

COLOR USAGE Photography is used to convey a sense of energy and warmth—whether it’s human personality or

Florida sunshine—to the viewer. Radiating outdoor light and active people basking or working in it, When pulling in colors from the other palettes to enhance the UF orange and blue, use your best are essential components of our photography. judgment in terms of color amounts. A good rule of thumb: don’t go overboard. See the examples

and guidelines below for color usage. PEOPLE

It’s people – students, faculty and alumni – that make UF what it is. And they deserve to be shown in the best EXAMPLES light. So try to use photos that have real, candid moments. A natural smile is always better than a forced one.

When selecting images with multiple people, keep diversity of age, race, gender and ability in mind.

The opening whistle rings in at 90 decibels. EXAMPLES THEN IT STARTS TO GET

YOU’RE GOING TO GAIN A LOT OF MEMORIES LOSING YOUR VOICE.

Here in The Swamp you’ll join 90,000 fellow Ga- tors as part of the SEC’s largest (and loudest), student cheering section. When we all yell “Go

LOUD Life Student Gators” at the top of our lungs, Ben Hill Griffin Stadium’s concrete walls and steep stands make sure the opposition hears it. Every decibel. When we sway together singing “We Are the Boys” at the end of the third quarter—we’re connected by more than our interlocked arms. Because being a Gator is more than being a fan—it’s a loyalty that runs deeper. It’s the family we choose, and always keep. And that speaks volumes. UNIVERSITY OF FLORIDA: UNIVERSITY OF FLORIDA: 6 The opening whistle rings in at The opening whistle rings in at 2 90 decibels. 90 decibels. 0 THEN IT STARTS THEN IT STARTS TO GETTO GET

YOU’RE GOING TO GAIN A LOT OF YOU’RE GOING TO GAIN A LOT OF MEMORIES LOSING YOUR VOICE. MEMORIES LOSING YOUR VOICE.

Here in The Swamp you’ll join 90,000 fellow Ga- Here in The Swamp you’ll join 90,000 fellow Ga- tors as part of the SEC’s largest (and loudest), tors as part of the SEC’s largest (and loudest), LOUD student cheeringLOUD section. When we all yell “Go student cheering section. When we all yell “Go Gators” at the top of our lungs, Ben Hill Griffi n Gators” at the top of our lungs, Ben Hill Griffi n Stadium’s concrete walls and steep stands make Stadium’s concrete walls and steep stands make sure the opposition hears it. Every decibel. When sure the opposition hears it. Every decibel. When we sway together singing “We Are the Boys” at we sway together singing “We Are the Boys” at AVOID MINIMIZING THE PRESENCE OF AVOID MIXING TOO MANY COLORS FROM AVOID DARK ANDthe OVERLY end of the third quarter—we’re BLACK connected by LAYOUTS the end of the third quarter—we’re connected by more than our interlocked arms. Because being more than our interlocked arms. Because being THE PRIMARY COLORS THE PALETTES IN A SINGLE LAYOUT a Gator is more than being a fan—it’s a loyalty a Gator is more than being a fan—it’s a loyalty that runs deeper. It’s the family we choose, and that runs deeper. It’s the family we choose, and always keep. And that speaks volumes. always keep. And that speaks volumes. Student Life Student UNIVERSITY OF FLORIDA: Student Life Student UNIVERSITY OF FLORIDA: 6 6 2 2 0 0 24 Photography 25 Photography

STUDENT LIFE CAMPUS

The Florida weather and the social life it breeds are extremely appealing to prospective UF students. UF is blessed with historic residence halls, year-round green foliage, large sporting venues and

Showing students gathered in groups, working or playing, often make the most genuine moments. UF is photogenic people. When selecting shots of campus, look for images with angles that slightly point

academically driven, but it’s also a very fun place to be. And photos of student life should tell that story. up to convey the feeling that UF is focused on what’s ahead. Also, try to find shots of campus with

people, even if they are in the background, to add life to the photography.

EXAMPLES

EXAMPLES 26 Photography 27 Photography

LANDSCAPE PHOTOGRAPHY USAGE

Landscape photography is essential when highlighting our land grant university mission and heritage.

When using a landscape photo, wider shots with large amounts of sky work best. We’re in the Sunshine

State, so try to make warm, natural light a part of landscape images.

EXAMPLES

AVOID STATIC PORTRAITURE WHEN AVOID PHOTOGRAPHY WITH POOR FOLIAGE AVOID PHOTOGRAPHY THAT APPEARS PROFILING FACULTY, STAFF OR INDISTINCT STUDENTS IN STORIES

AVOID CROPPING AN IMAGE SO SEVERELY THAT THE SUBJECT AND THE EMOTION OF THE PHOTOGRAPH ARE COMPROMISED 28 Photography 29 Photography

PERIPHERAL TREATMENT ACTIVATED TREATMENT

Some photos may not perfectly fit the Florida image. That’s okay. Overlays can be applied to give Activated photography involves taking a common picture and filtering it to produce a graphic

photographs a sunnier look and feel. See the examples below. backdrop for headlines and body copy. This approach works best for materials that are copy heavy

or information driven.

EXAMPLES INCLUDED IN TOOLKIT

EXAMPLES INCLUDED IN TOOLKIT 30 Photography 31 Graphic Elements

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BOX CIRCULAR

Much like the directional element, the box provides guidance for the reader, not only helping them The circular element—symbolic of how UF comes together and is unified to make the world a better

quickly identify key words or phrases, but also allowing them to flow through the communication. Boxes place—is used to highlight text, image or even graphic elements within the communication.

can be used for part or all of a headline, as well as to highlight important callouts in the body copy.

EXAMPLES

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018 UNIVERSITY OF FLORIDA: College of Engineering TEXTURAL 019 GRAPHIC TYPE TREATMENT

Through hard work and intense effort, the people of UF have lifted our university to great heights. Type can also receive a graphic treatment to add visual interest and to further convey movement and T Y O F I F S L R O UFL.EDU/ E R FLORIDAGREATER V I I Representing this labor of love is the textual element thatD has a very human and handcrafted quality energy, which are in line with our brand. One example is adding an angled cut to the headline type. See N

G Florida Greater O

N to it. This element can be used in a straightL line to underscore headlines or key parts of copy, or it other examples below and Elements Usage on the next page for guidelines on type treatment. I Shark scales are known as placoid L R E G E E E N O I F N G can be used as a circle to convey movement and Eactivity. SEARCH THE UNIVERSITY OF FLORIDA RESEARCH CALS EXTENSIONS CONNECT TAKE A SECOND LOOK INSTITUTE OF FOOD AND AGRICULTURAL SCIENCES EXAMPLES

UFL.EDU/ AT YOUR FRUIT. FLORIDAGREATER EXAMPLES

016 UNIVERSITY OF FLORIDA: College of Journalism and Communication 017 When Then take a second look at the The World IT STARTS WITH University of Florida. Needs To EngineeringThe research at UF IFAS is protecting crops from disease, developing new varieties with greater shelf lives, more flavor, Against AND Infection.and longer growing seasons. Whenever you see the UF IFAS label on your produce, know WHEN A SUBMARINE COMES UP patients a year die from infections such out of the oceanthat you can’t the help butUniversity notice as MRSA of and StaphFlorida that they contracthad a hand in putting that fruit We’re There all of its barnacles. It actually looks more in hospitals. This discovery lead to To Tell The Story. like a whale. That same thought crossed two patents and launched Sharklet, a CHOOSE THE STATION or vegetable in yours. It’s an example of how we’re committed YOU’LL WORK IN the mind of UF Materials Science and company that’s attracting millions of Engineering researcher, Anthony Brennan. dollars from investors because it’s shown BEFORE YOU CHOOSE A MAJOR. It made him wonderto doing what animals the workthe potential that to makessave even more anpeople impact across the nation. naturally prevent barnacle growth. across the world. FOR THE TWO NIGHTS THAT WERE THE BLACKOUT OF 2003, WHILE YOU COULD SEE THE MILKY WAY FROM TIMES In agricultural research and It turns out the microscopic scales Just another example of how we’re always SQUARE, UF ALUM JOHN ANTONIO WAS BUSY WORKING SO Lorem ipsum dolor sit amet, te ullum developments that allow Floridians commune cum, deserunt pericula Shielded Staph bacteria growth of sharkskin have a pattern that also looking for inspiration to move the human ALL OF NEW YORK COULD COULD STAY UP TO DATE. Always. consulatu ad sed. Ne usu lorem. prevents bacteria growth. That’s a very race forward. to enjoy a more colorful, flavorful diet.

big discovery considering nearly 100,000 It’s that commitment to doing whateverAdvancements it takes that enable area farmers when duty calls that comes natural to Gators to earn a more profitable livelihood everywhere. That same instilled instinct is what courses through photojournalist Eddrasswith Suarez the crops they grow. while he’s shooting to capture the truth in places AND As a student here you can gain studio experience like war-torn Iraq with his Pulitzer-winning eye. MORE KEEP IT MOVING that will give you an edge when it comes time to And it also drives sportscaster Erin Andrews to get FORWARD. interview. We have two TV stations, a sports radio UFL.EDU/FLORIDAGREATER station, two music radio stations, and one of the top the story on football fields across the country, as public radio stations in the country. they unfold. Because for Gators—no matter if it’s a crisis, a war, or a football game—

HAPPY BIRTHDAY STEVE! VOTE 4 M I S S Y NEVER FORGOTTEN NATIONAL CHOMPIONS ’96 REBECCA, WILL YOU MARRY ME? WELCOME BACK TO GAINESVILLE TOM PETTY FEST 12 OCTOBER 31 THRU NOV 3

we are driven to keep the world in the know. ATY FIDY 10 PM A T I AE M P 0 1 DAY FRI Y PART

LENGTH: 1,120 FEET IN MEMORY OF LIKE GAINESVILLE’S 34TH STREET GRAFFITI WALL

The opening whistle rings in at

T ! S R ATO G O G CLASS OF 1983 90 decibels. 45 CONCRETE GATORSPANELS, EACH ARE MORE THAN 20 FEET LONG.

YEARS AM I L L I W , E V O L N ARE K NG I ADUAT R G N O S N O I AT L U AT R NG O C THEN IT STARTS STANDING: COLORS OF 34 PAINT: AND COUNTING 3,249 BONARRIGO FOR SGA PRESIDENT

5 IT STARTS WITH NAMES NEVER FORGOTTEN 24 CONTINUALLYMARRIAGE TO GET PROPOSALS. 412 ANNIVERSARIES. Driving into campus, you can’t help but notice the 1,120 foot long wall covered in hand-painted messages left by students. O cially it’s a retaining wall, but WELCOME BACK COACH BOOM!

uno cially it’s a canvas for the entire UF community. A closer look reveals something deeper. At certain points – five inches worth of paint deep. Because

considering that the average layer of paint is just eight-thousandths of an inch DAY FRI S I H T L OW R G R ATO G YOU’RE GOING TO GAIN A LOT OF thick, all of the culture it contains starts to add up. National championships, parties, graduations, concerts – every type of experience we have here is represented in the wall. It’s a running timeline of all that we were, are, and will be. MEMORIES LOSING YOUR VOICE. It’s also a concrete reminder to make a lasting impression. Over and over again. Student Life Student UNIVERSITY OF FLORIDA: Here in The Swamp you’ll join 90,000 fellow Ga- HEIGHT: 5 EVOLVING.UP TO tors as part of the SEC’s largest (and loudest), 11 FEET 3 student cheering section. When we all yell “Go 0 Student Life Student LOUD FLORIDA NEVER BREAKS

Gators” at the top of our lungs, Ben Hill Griffin T THE GA L W O R G R O AT G E H T AT S M A I L L I W N I G N I S I R N O C P M A B O R Y T I S R E V I N U E TAT S P O T S A’ D I R O L F O T E M O C L E W , S E L O N I M E S R A E D ? Y E R T E N I T N E L VA Y M E B U YO L L I W U S O N RU T U O W S 7 5 S N I RU B – 3 7 S R O AT G

Stadium’s concrete walls and steep stands make

sure the opposition hears it. Every decibel. When

we sway together singing “We Are the Boys” at

the end of the third quarter—we’re connected by

more than our interlocked arms. Because being a Gator is more than being a fan—it’s a loyalty WITH THE FLORIDA SUN BEAMING DOWN that runs deeper. It’s the family we choose, and every month of the year, it’s safe to say your passions always keep. And that speaks volumes. at UF won’t be restricted to the classroom. And because UNIVERSITY OF FLORIDA: UNIVERSITY OF FLORIDA: Gators are social and active creatures, they’ll be out In not only ensuring that Floridians

6 there with you all year long. have lush, green, pest free yards, but 2 Lorem ipsum dolor sit amet, te ullum also in protecting our ecosystem in commune cum, deserunt pericula 0 Celebrate the winter solstice with your pals in a consulatu ad sed. Ne usu lorem. a time of dramatic climate change. spirited round of Frisbee golf. Serve, set and spike your way through January with sand volleyball at Lake MORE Wauburg. And spread the love on Valentine’s Day with a community service trip to clean up Harmonic Woods.

2 IT STARTS WITH 0

In maintaining energy ecient

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IT STARTS THERE, BUT THAT’S ONLY

You may not be able to name all the

things we at UF IFAS do that touch your

life on a daily basis. But everywhere you

turn, Gators’ eorts have long lasting

eects on lives in Florida. That’s where

it starts. Where it leads is a better,

brighter tomorrow, for the whole world.

P.O. Box 110180 Gainesville, FL 32611-0180 | Phone: (352) 392-1971

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Last Modiﬁed: October 3, 2013 | Contact Webteam UFL.EDU/ FLORIDAGREATER 36 Graphic Elements 37 Practical Examples

ELEMENTS USAGE UNDERGRADUATE

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TO TELL THE 1965 STORY. 1985 1988 2000 2006 2011 BEFORE YOU CHOOSE A MAJOR. FOR THE TWO NIGHTS THAT WERE THE BLACKOUT OF the end of the third quarter—we’re connected by Started the multi-billion dollar UF’s OTL is founded to facili- Detecting and warning patients Engineers materials that mimic anti- Popular online music streaming service. Develops innovative genomic sports drink industry. tate technology transfer. of seizures. bacteria properties of shark skin. applications. 2003, WHILE YOU COULD SEE THE MILKY WAY FROM TIMES more than our interlocked arms. Because being FOR THE TWO NIGHTS THAT WERE THE BLACKOUT OF SQUARE, UF ALUM JOHN ANTONIO WAS BUSY WORKING SO a Gator is more than being a fan—it’s a loyalty GATORADE OFFICE OF TECHNOLOGY OPTIMA NEUROSCIENCE SHARKLET GROOVESHARK RAPID GENOMICS 2003, WHILE YOU COULD SEE THE MILKY WAY FROM TIMESLICENSING ALL OF NEW YORK COULD COULD STAY UP TO DATE. that runs deeper. It’s the family we choose, and SQUARE, UF ALUM JOHN ANTONIO WAS BUSY WORKING SO It’s that commitment to doing whatever it takes always keep. And that speaks volumes. ALL OF NEW YORK COULD COULD STAY UP TO DATE. when duty calls that comes natural to Gators everywhere. That same instilled instinct is what AVOID SETTING THE WHOLE HEADLINE AVOID BOXING ACTIVATED TYPOGRAPHY AVOID USING TOO MANY COLORS OR We’re There UNIVERSITY OF FLORIDA: It’s that commitment to doing whatever it takes courses through photojournalist Eddrass Suarez

while he’s shooting to capture the truth in places USING AN ANGLED CUTwhen duty calls that comes natural to Gators ELEMENTS IN A HEADLINE TREATMENT ToAND Tell The Story. As a student here you can gain studio experience like war-torn Iraq with his Pulitzer-winning eye. KEEP IT MOVING CHOOSE THE STATIONeverywhere. That same instilled instinct is what 6 that will give you an edge when it comes time to And it also drives sportscaster Erin Andrews to get FORWARD. YOU’LL WORK INcourses through photojournalist Eddrass Suarez interview. We have two TV stations, a sports radio station, two music radio stations, and one of the top the story on football fields across the country, as while he’s shooting to capture the truth in places 2 AND public radio stations in the country. they unfold. Because for Gators—no matter if it’s a As a student here you can gain studio experience like war-torn Iraq with his Pulitzer-winning eye. KEEP IT MOVING crisis, a war, or a football game— 0 that will give you an edge when it comes time to And it also drives sportscaster Erin Andrews to get FORWARD. interview. We have two TV stations, a sports radio BEFORE YOU CHOOSE A MAJOR. we are driven to keep the world in the know. station, two music radio stations, and one of the top the story on football fields across the country, as public radio stations in the country. they unfold. Because for Gators—no matter if it’s a crisis, a war, or a football game— FOR THE TWO NIGHTS THAT WERE THE BLACKOUT OF we are driven to keep the world in the know. 2003, WHILE YOU COULD SEE THE MILKY WAY FROM TIMES SQUARE, UF ALUM JOHN ANTONIO WAS BUSY WORKING SO ALL OF NEW YORK COULD COULD STAY UP TO DATE.

It’s that commitment to doing whatever it takes when duty calls that comes natural to Gators everywhere. That same instilled instinct is what HEADLINE COLOR USE COPY TONE & TEXTURE PHOTO courses through photojournalist Eddrass Suarez TREATMENT TYPE USE TREATMENT while he’s shooting to capture the truth in places AND As a student here you can gain studio experience like war-torn Iraq with his Pulitzer-winning eye. KEEP IT MOVING that will give you an edge when it comes time to And it also drives sportscaster Erin Andrews to get FORWARD. interview. We have two TV stations, a sports radio station, two music radio stations, and one of the top the story on football fields across the country, as public radio stations in the country. they unfold. Because for Gators—no matter if it’s a crisis, a war, or a football game—

we are driven to keep the world in the know. AVOID USING TEXTURE IN DIRECTIONAL ELEMENTS 38 Practical Examples 39 Practical Examples

UNDERGRADUATE GRADUATE

Here’s another sample undergraduate layout that uses other brand elements, photographic and While still active and engaging, materials to graduate students will have a look and feel that is more

type treatment, to connect with a younger audience. mature compared to undergraduates. Notice how the brand elements accomplish this below.

EXAMPLE EXAMPLE

018 UNIVERSITY OF FLORIDA: College of Engineering 019

T Y O F I F S L R O E R V I I D

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N L I Shark scales are known as placoid L R E G E E E N O I F E N G

WITH THE FLORIDA SUN BEAMING DOWN every month of the year, it’s safe to say your passions Engineering at UF won’t be restricted to the classroom. And because Gators are social and active creatures, they’ll be out there with you all year long. Against Student Life Student Celebrate the winter solstice with your pals in a Infection. spirited round of Frisbee golf. Serve, set and spike your way through January with sand volleyball at Lake Wauburg. And spread the love on Valentine’s Day with a WHEN A SUBMARINE COMES UP patients a year die from infections such community service trip to clean up Harmonic Woods. out of the ocean you can’t help but notice as MRSA and Staph that they contract all of its barnacles. It actually looks more in hospitals. This discovery lead to Whether you’re a seasoned wakeboarder or just like a whale. That same thought crossed two patents and launched Sharklet, a looking to try your hand at sailing, winter won’t stop the mind of UF Materials Science and company that’s attracting millions of you from making the most of your college experience. Engineering researcher, Anthony Brennan. dollars from investors because it’s shown It made him wonder what animals the potential to save even more people Just remember to text your friends up North “Merry naturally prevent barnacle growth. across the world. Christmas” when you get off the boat.

UNIVERSITY OF FLORIDA: UNIVERSITY OF FLORIDA: It turns out the microscopic scales Just another example of how we’re always Shielded Staph bacteria growth of sharkskin have a pattern that also looking for inspiration to move the human prevents bacteria growth. That’s a very race forward.

6 big discovery considering nearly 100,000 2 0

CIRCULAR & DIRECTIONAL COLOR USE PHOTO TYPE USE TEXTURE CIRCULAR PHOTO ACTIVATED TYPE TEXTURE ELEMENTS TREATMENT ELEMENT TREATMENT TREATMENT ELEMENT 40 Practical Examples 41 Practical Examples

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Here the brand can flex to a more sophisticated level by using graphic elements in a reserved way We’re very proud of all we’ve accomplished at UF. And sometimes we need to tell our peers how we

and by keeping our primary orange and blue colors front and center. Proud and purposeful are some are moving the world forward. Notice how the photograph and graphic elements are treated to allow

tone words to remember when creating materials for this audience. the message to come through clearly.

EXAMPLE EXAMPLE

State Of The Nation: State Of The Nation SEARCH Your

UF CLIMBS TO TH morning AMONG PUBLICS IN LATEST U.S. NEWS RANKINGS A leap forward of three spots from last year’s standing. glass of oJ