jump start style guide
TRANSCRIPT
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
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
Color
EnergeticCelebratoryYouthfulFresh
SunshineGrowthSmile
Type
Whitney bold, all caps
BoldEnergeticCelebratoryStrongLoud
Minimum size = 0.5" wide
Type + Color: wordmark
Wordmark is always used in UBC blue or white
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)
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.
FUNPhoto strategy – Examples