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.
To use the graphic elements described below, download starter files for both the shapes pattern, shapes overlays, chevron and lattice.
Shapes as Containers
Figures 1 & 2: Parallelograms & Triangles
Figures 1 and 2 show how triangles and parallelograms can be used to house images with one-color blue, and/or orange overlays.
Figures 3 & 4: Circles
Figures 3 & 4 show how circles can be used in addition to triangles and parallelograms. Circles can contain full-color images as in figure 3 or house images with one-color overlays as in figure 4.
Circular shapes should be used sparingly and less frequently than triangles and parallelograms to create contrast and call greater attention to the images they contain.
For direction on how to create the one-color overlays presented in figures 1, 2, and 4, refer to the One-Color Photo Treatments section.
Figure 1
In figure 1, parallelograms and triangles are used in varied sizes, with varying spacing and orientation to create a more dynamic layout. To achieve this effect, shapes should always be set along a forty-five-degree vector to enhance the sense of movement and energy.
Both triangles and parallelograms can be used together, but parallelograms should play the dominant role.
Incorrect Use: Shapes as Containers
Avoid consistent sizing, spacing and orientation of shapes. When using only one shape, the parallelogram is preferred over triangles.
Avoid rotating or altering the placement of shapes beyond a forty-five-degree alignment.
Avoid overlapping or overcrowding shapes.
Avoid the use of circles in more than one location.
Shapes as Patterns
Shapes can also be used as a background pattern and textural element. To use shapes as a background pattern as shown in figure 2, download the shapes pattern starter file.
Figure 1
Figure 1 shows a detail of the shapes pattern.
Figure 2
Figure 2, shows the shapes pattern used as a background element to activate white space and create a greater sense of movement.
Incorrect Use: Shapes as Patterns
NOTE: The color of the shapes pattern may be changed to one of the primary brand colors, but the artwork should be used as provided in the “Shapes_Pattern.eps” file and not altered in any other way, as outlined below.
Avoid flipping, resizing, skewing, rotating or changing the orientation of the shapes pattern.
Avoid filling the shapes pattern.
Avoid outlining the elements within the shapes pattern.
Avoid the use off-brand colors for any of the elements within the shapes pattern.
Shapes Overlays
Using shapes overlays in combination with other graphic elements adds depth and movement to a layout. To use shapes overlays as shown in figure 1, download the shapes overlays starter file. Additional overlays can be created using parallelograms and triangles, and size and color can be adjusted based on layout.
Figure 1
Figure 1 shows the isolated shapes overlays, as seen in figure 2.
Figure 2
Figure 2 demonstrates the use of shapes overlays. These shapes contain a gradient of color in orange pink and overlap the shape containers.
As shown, these shapes are not primary graphic elements of the layout but complement the main photographic and typographic treatments.
Shapes as Violators
Shapes can also be used in unconventional ways to help demonstrate a specific idea or call attention to a particular design element.
Figure 1
Figure 1 shows shape violators that break apart typography to illustrate the idea of tearing down walls. Similarly, shapes are used to deconstruct the full-color image to convey this idea.
Figure 2
Figure 2 uses shape violators as a pattern to add depth and visual interest, as in this example with the large orange type.
Chevron
The Chevron, which originated in the Batten sub-brand, represents a badge of leadership and honor. It can be used as a lead-in to copy or to call attention to specific information. It can also be used as a container shape to hold images and type.
Figures 1, 2 and 3
Figures 1, 2 and 3 show the Chevron being used as a lead in to copy.
Figure 4
Figure 4 shows how the Chevron can be used as a container shape for images and type.
Incorrect Use: Chevron
NOTE: The color of the Chevron may be changed to one of the primary or secondary brand colors, but the artwork should be used as provided in the “Chevron.ai” file and not altered in any other way, as outlined below.
Avoid overlapping or overcrowding shapes.
Avoid rotating or altering the placement of shapes beyond a forty-five-degree alignment.
Lattice
The Lattice, which originated in the Batten sub-brand, implies growth, positive change and connection. The lattice can be used as a pattern either behind objects or overlaid on top for texture. It can also be used as a border element.
Figures 1, 2 and 3
Figures 1, 2 and 3 show the Lattice being used as a pattern.
Figure 4
Figure 4 shows how the Lattice can be used as a stand-alone graphic element.
Incorrect Use: Lattice
NOTE: The color of the Lattice may be changed to one of the primary or secondary brand colors, but the artwork should be used as provided in the “Lattice.ai” file and not altered in any other way, as outlined below.
Avoid filling in the pattern with color.
Avoid outlining the elements within the Lattice or making them bolder.
Hatch Pattern
The Hatch Pattern, which originated in the Miller Center sub-brand, represents small sparks of light and alludes to the theme of “illumination.” It can be used subtly to frame text and images or overlaid with a low opacity on certain images.
Figures 1 & 2 show the Hatch Pattern as a subtle frame to text and images.
Figures 3 & 4 show the Hatch Pattern as a background pattern.
Incorrect Use: Hatch Pattern
NOTE: The color of the Hatch Pattern may be changed to one of the primary or secondary brand colors, but the artwork should be used as provided in the “hatch_pattern.ai” file and not altered in any other way, as outlined below.
Avoid increasing the stroke on the Hatch Pattern to make them bolder.
Avoid outlining the Hatch Pattern.
Data Points
Data Points, which originated in the Data Science Institute sub-brand, are a versatile graphic that can form shapes and typography, or be used in graphs and other representation of data. They also can be used as pathways and as bullet points. Data points are a great way to incorporate our secondary color palette into your designs.
Figures 1 & 2 show the Data Points forming shapes and typography
Figure 3 & 4 show the Data Points being used in graphics and data representation
Figures 5 & 6 show the Data Points being used as a pathway and bullet points