Graphic language

Our graphic language

Our graphic language ensures all our of communications are boldly connected with our University shield. Our graphic language utilises our shield in distinct ways, giving us flexibility in the content we create and the ability to tell our story in multiple ways.

No individual element of the University shield is to be extracted, manipulated or otherwise altered in the production of graphic assets without the express permission of the University’s brand team.

Using our shield

Our graphic language offers impactful, expressive and calm moments, by utilising our University shield in four different, distinct ways:

1. Hero shield Our hero shield assets offer a visually rich and impactful backdrop for when we want a bold brand statement. Therefore, these are to be used sparingly for hero applications in print and digital.

2. Shield texture The shield textures range in expression and flexibility allow for both subtle and expressive usage throughout the brand.

3. Shield footprint The shield footprint allows us to introduce other elements in harmony with the shield element. Photography, illustration and typography can combine with the shield footprint for more singular approaches to the brand.

4. Shield DNA Crops of the shield DNA from hero, texture and footprint creates calmer communications which allows messaging or photography to be the focus point.

Hero shield

Our hero shield graphics bring to life what Cambridge offers in the world. They range from the literal to the abstract – with a sense of focus and clarity.

Creating context with our hero shields

Our hero shield assets create compelling communications, with each asset having the ability to tell both literal and abstract stories. These examples show how we can use our hero shields to create different contexts that our audiences will understand.

The literal qualities and stories we can evoke include growth, sustainability, nature, living, organic.

The abstract qualities and stories we can evoke include community, collective, shared goals, and ‘one Cambridge’.

Using our hero shields

Our hero shield assets help to create compelling communications. They are available in a variety of compositions suited to being combined with different typographic compositions.

Central assets The centrally focused assets are best paired with centrally aligned typography.

Perspective assets The offset hero shield assets allow for more clear space which caters for left aligned typography.

Cropping our hero shields

Our hero shield assets can be cropped to and scaled to fit with your design.

Step 1 Select the correct format and area of the texture. Adjust the scale of the asset to find the correct cropping for the brand touchpoint.

Step 2 Crop the asset, then add other brand elements to the brand touchpoint. A colour fade can be added to ensure the legibility of all design elements.

Our hero shields

In application

Shield textures

Our shield textures allow the brand to visually own a space, helping us stay on brand when photographic imagery isn’t appropriate, or when we have no specific editorial narrative to communicate.

Our shield textures are available in two colour versions and a range of expressiveness.

Purple shield texture

Cambridge Blue shield texture

Expressive range of our textures

Our shield textures range from simple through to very expressive. This allows our brand to adjust its tone for our different audiences and needs.

Simple

Intermediate

Expressive

Using the shield textures

Our shield textures can be cropped, scaled and flipped either vertically or horizontally to fit your composition.

Step 1 Select the desired shield texture asset.

Step 2 Select the correct format and an area of one of our shield textures. When finding an area we are able to scale and vertically flip the texture to find the right moment.

Step 3 Crop the area.

Step 4 Add the desired brand elements.

Improper use

The shield textures are fixed assets and should not be altered in any way. The examples below show what not to do.

Never recolour the asset

Never stretch the asset.

Never rotate the asset.

In application

Shield footprint

The shield footprint is the simplest expression of the brand – but offers a range outputs for type, image and illustration usage. The footprint is expressed in three seperate ways, including a container, a window and a keyline.

Container

Window

Keyline

Shield Container

The container can be a holding shape for typography, photography and other graphical elements such as illustration. The container allows the shield be centre of frame while giving prominence to other elements in play.

Centre aligned typography combined with the container.

The container as a holding shape for imagery. Always maintain the integrity of the shield footprint when using closer crops.

Shield Window

The window is a more dynamic footprint as it provides a holding shape for cutout imagery and illustration. The image or illustration will protrudes from the shield to ensure it is the focus of the compostion.

Window combed with cutout imagery.

Window combined with illustration to create depth.

Shield Keyline

The keyline footprint adds emphasis and helps frame subjects within photography. We can also use it for subtle depth when paired with statement typography.

Typography combined with the shield keyline to create a simpler execution.

Keyline interacting with imagery to add interest and focus to the photography.

Improper use

The shield footprint is a flexible approach which allows for multiple visual outcomes. The examples below show what not to do when creating communications with a shield footprint.

Avoid pairing left aligned typography with the container.

Never allow imagery to overpower the shield window.

Use a stroke weight suitable for the format size - never overwhelm the composition with a large keyline.

Avoid crops of the shield container, window or keyline that distract from the subject.

In application

Bespoke Shield Footprints

The shield footprint has the ability to lend itself to events, themes and special occasions. Permission must be sought from brand@cambridge.org before creating a special use case shield.

Shield DNA

Our shield DNA allows us to focus on calmer moments of the hero, texture and footprint graphic language. To achieve this we crop and scale all the shield assets to create moments that don't rely too heavily on the shield form.

Hero shield DNA

Shield Texture DNA

Shield footprint DNA

Creating shield DNA

To achieve the correct look and feel of shield DNA, use close crops of the assets which offer a subtle backdrop. The example below highlights areas which are suitable to use when creating shield DNA for one of our hero shields.

Hero shield DNA

The hero shield crops seen below demonstrate how we can use our assets creatively for subtle background expressions of our brand.

Shield texture DNA

The shield texture offers multiple variations for the brand when we don’t necessarily need to show the shield. The examples below show how the different expressions of the texture can be cropped to achieve subtle backdrops that express our brand.

Shield footprint DNA

The simplest expression of the shield DNA is cropping into the curvature of the shield footprint to create further clear space for brand elements such as photography, typography and illustration.