jump start style guide

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Jump Start STYLE GUIDE

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Page 1: Jump Start Style Guide

Jump Start

STYLE GUIDE

Page 2: Jump Start Style Guide

Aims Methods Communicate the VALUE of the program (result in prospective students feeling/understanding that it is worth the cost, e!ort, early arrival)

Position the program as ESSENTIAL to their UBC experience

Support the UBC brand – be bold, open, adventurous, fun, globally connected and globally respected

Tell a compelling, sophisticated visual story through photography, colour and type

Focus on engaging the viewer emotionally, rather than trying to build meaning into a single symbol (which tends toward the cliché)

Do so through imagery of engaged students in moments of transformative learning

Capitalize on the strength of the tagline

Page 3: Jump Start Style Guide

Color

UBC bluePMS 648CMYK 100, 62, 0, 52RGB 0, 40, 89#002859

UBC white Jump Start greenPMS 375CMYK 47, 0, 94, 0RGB 146, 212, 0#92D400

Jump Start yellowPMS 109CMYK 0, 10, 100, 0RGB 254, 209, 0#FED100

Jump Start gradientJump Start green is always on the left, transitioning to Jump Start yellow on the right

Page 4: Jump Start Style Guide

Color

EnergeticCelebratoryYouthfulFresh

SunshineGrowthSmile

Page 5: Jump Start Style Guide

Type

Whitney bold, all caps

BoldEnergeticCelebratoryStrongLoud

Minimum size = 0.5" wide

Page 6: Jump Start Style Guide

Type + Color: wordmark

Wordmark is always used in UBC blue or white

Page 7: Jump Start Style Guide

Type + Color: tagline

THE SMART START

TO LIFE AT UBC

THE SMART START

TO LIFE AT UBCTHE

SMART START

TO LIFE AT UBC

THE SMART START

TO LIFE AT UBC

Preferred color for the tagline is Jump Start gradient, or white reversed out of Jump Start gradient. If use of a gradient is not appropriate, tagline can be used in Jump Start green or yellow.

Typesetting of tagline: Whitney Bold, all caps, 0 tracking, tight ledding (e.g. 28/26 pt), type size as large as possible (e.g. should be considerably larger than Jump Start wordmark and any other text)

Page 8: Jump Start Style Guide

Photo strategy

Things to consider when shooting, selecting, and cropping photos

1! Photo shows activity & energy (tight cropping can help emphasize this)

2!Smiles on everyone

3! Student’s expression hints at transformative learning, an aha moment; they look engaged

We are using the students’ expressions to tell the story of what Jump Start o!ers. The results (the learning, support, and connection) are shown in their expression.

When pairing photos in a design, choose images with di!erent settings (e.g. indoor and outdoor) to show that learning happens anywhere and everywhere.

Page 9: Jump Start Style Guide

FUNPhoto strategy – Examples