- Brand Art
- University Brand Expressions
- Photographic Style
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- Video Guide
These patterns and shapes provide additional texture, layers and visual interest to designs. They reflect the core principles of the brand: radiating energy, boundless growth, endless pursuit, and the illimitable freedom of the human mind.
The Oculus is a key component of the University brand, drawn from the oculus window at the center of the Rotunda’s Doom Room.
Oculus as Container
The Oculus can be used as a container for short words and/or symbols.
Oculus “WE” Pattern
The Oculus “WE” pattern provides a way to use the Oculus as a background design element.
Oculus as Background
The Oculus can also be used on its own without the use of text to signify radiant energy and outward motion.
The texturized Oculus offers a more organic, hand-drawn visual while still signifying radiant energy and outward motion.
The Gradient Oculus emulates the UVA Oculus pattern and captures the feeling of optimism, energy, growth and impact.
The Word Oculus is both an informational and graphic element and helps lend understanding to complexity.
Broken Burst Oculus
The Broken Burst Oculus is another variation of the UVA Oculus pattern and represents enlightenment and illumination.
Learn more about using the Oculus and download the required files.
The feeling of energy and forward momentum can be achieved through the strategic use of specific shapes and shape patterns. The following examples illustrate how the use of shapes with photography, background patterns and typographic treatments can create a sense of bold movement, energy and innovation.
Shapes as Containers
Parallelograms, triangles and circles can be used to contain images.
Shapes can also be used as a background pattern and textural element.
Using shapes overlays in combination with other graphic elements adds depth and movement to a layout.
Shapes can also be used in unconventional ways to help demonstrate a specific idea or call attention to a particular design element.
The Chevron represents a badge of leadership and honor.
The Lattice implies growth, positive change and connection.
The Hatch Pattern represents small sparks of light and alludes to the theme of “illumination.”
Data Points are a versatile graphic that can form shapes, typography, pathways, bullet points and be used in graphs.
Learn more about using Shapes and download the required files.
Pathways are key graphic elements utilized to evoke the spirit of “the endless pursuit.” The following examples demonstrate how this idea can be illustrated using different graphic approaches to pathways.
Dotted lines are a straightforward interpretation of a pathway. This graphic element lends itself to a variety of executions, with both figurative and literal applications.
Dotted lines are not intended to be used as primary graphic elements. The weight of dotted lines should be relatively thin in proportion to the layout in which they appear.
Forward Slash Lines
Forward Slash Lines, similar to Dotted lines, are a straightforward interpretation of a pathway. This graphic element lends itself to a variety of executions, with both figurative and literal applications.
Forward Slash Lines are not intended to be used as primary graphic elements. The weight of Forward Slash Lines should be relatively thin in proportion to the layout in which they appear.
Recalling Jefferson’s trademark brick walls, this design suggests the classical yet innovative thinking happening on Grounds. Consider it for applications referencing UVA’s intellectual output, history or culture.
Serpentine lines are not intended to be used as primary graphic elements. The weight of serpentine lines should be relatively thin in proportion to the layout in which they appear.
Bold, modern and youthful, this pathway conveys the spirit and energy of UVA athletics and its supporters. It is appropriate for applications specific to achievement in sports and related pursuits.
Athletics-inspired lines are not intended to be used as primary graphic elements. The weight of the athletics-inspired line should be more prominent in appearance, but not overpower the layout in which it appears.
Learn more about using Pathways and download the required files.