The Marietta College brand expression uses a variety of graphic elements to help convey the BRING FORTH A PIONEER theme and add a sense of forward motion and energy, including action-oriented graphics and design principles. While they may be used together, each creative execution should generally have only one visually dominating graphic element used with imagery.
Design and visual brand elements include:
- Upward diagonal lines
- “A to B” directional graphics
- Bold underlines
- Boundless and expansive layouts
- Dramatic photography and video of natural moments
Upward Diagonal Lines
Diagonal lines moving upward suggest the idea of forward motion. Used over photography or as an accent, they should be offset with different beginning and end points. When used as a pattern on white backgrounds or connecting two boxes, they should appear evenly cropped. Lines are set at a -55.25° angle.
When upward diagonal lines intersect with a headline, the connecting font should be altered/cropped to follow the angle of diagonal lines.
"A to B" Directional Graphics
The Pioneer spirit is visualized through “A to B” directional graphics. These lines, points and arrows become dynamic treatments for bullet points, connect key phrases or terms with imagery, and create letters within large headlines.
While their use is versatile, their style should remain consistent. In Adobe InDesign the start/end settings that may be used are “bar” (a simple line), “barbed” (a thin arrow), or “circle” (a simple circle). The angle of directional lines should not compete with any upward diagonal lines. Preferably, if the directional graphics and upward diagonal lines are used on the same page, they will be set to the same angle (-55.25) or contrasting angles (shown in the second example below, and in the example on page 39).
To add interest to a headline or emphasize a word or phrase within a headline,
a thick underline can be used in combination with a boldface font. This underline should also be used to draw interest to a secondary graphic, like the logo or a subhead. This connecting element adds a sense of motion.
Boundless and Expansive Layouts
Visually conveying the space to explore that Marietta College offers is best accomplished through spacious layouts and text treatments. This should primarily be done through images, text and graphics that bleed off the page. Exaggerating paragraph leading, limiting content on a page and contrasting headline and body copy sizes can also help layouts appear more expansive.
Dramatic Photography and Video of Natural Moments
The style of photography and video will add to the sense of exploration and the importance of living in the moment. The colors and lighting of scenes should be dramatic and warm and use the natural beauty of Marietta College’s location and campus to highlight the expansive opportunities the College provides its entire community. These visuals should capture sincere moments of realization and fulfillment.
Most importantly, photography and video must be of professional quality. The candid style should not be mistaken for low quality or point-and-shoot imagery or video.
Not every visual captures the emotion and setting as powerfully as intended.
Filters may be applied to professional quality images or video that already capture an engaging scene, experience or individual, but may be more inspiring or dynamic with enhanced lighting and color. The primary use of filters should be to add warmth (Marietta’s brand photography and video style) to a visual.
Filters should not overpower or take away from the subject and content of the image, or drastically change the natural colors of an image. Special vintage-style, bordered or era-specific filters are not appropriate.
Adjustments to professional photography and video should be made by qualified professionals with the Office of Communication & Brand Management at Marietta College or approved vendors.