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Graphic standards help to ensure that all
university communications are presented in a consistent and dignified way.
Identity marks function as message authorizers and should be displayed on
all university publications (fig. 9D).
MESSAGE HIERARCHY
Each publication cover should feature clear typography, usually along with
photographs or other illustrations appropriate to the overall contents.
Marks of identity should endorse cover messages and should usually appear
less prominently than titles and artwork. An inappropriate visual hierarchy
inhibits efficient communication (fig. E).
EXPRESSION VS. IDENTIFICATION
In cases where appropriate imagery is hard to find it may be tempting to
substitute an identity mark for artwork and to portray it as a main
attraction. This leads to competition between the endorsement and the
message itself, impairs communication and should be avoided (fig. F). Use
photographs or other artwork whenever expressive visual material is desired.
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D. APPROPRIATE
Image and text work well together here to convey vital information about this publication‘s contents. The university mark underscores the message.
The university signature is unnecessary here because the university is clearly identified in the publication title.
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F. INAPPROPRIATE
The university mark is presented as if it were the primary message instead of as the endorsement for the message.
To correct this, the publication title should be made visually dominant.
Avoid using marks as illustrations or decorative elements.
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E. INAPPROPRIATE
The university mark overpowers the publication title—an inappropriate message hierarchy. |
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