the university of florida brand guidelines

TH E U N IVE R S IT Y O F F LO R I DA

B R AN D G U I D E L I N ES

ver 1.0

2 3Table of Contents

Brand Basics

WHAT IS A BRAND? 3

WHY BRAND BASICS ARE IMPORTANT 4

UF Brand Positioning

USP 5

TONE WORDS 6

RATIONALE 7

AUDIENCES 8

Tone

COPY TONE OVERALL 10

COPY TONE AUDIENCE VARIATION 11

HEADLINE TONE 12

Typography

GENTONA 13

QUADON 14

ACTIVATED TYPEFACES 15

ACTIVATED TYPEFACE USAGE 17

UF Identity

UF SIGNATURE 19

GATOR NATION GATORS ALWAYS 20

PRIMARY COLOR PALETTE 21

COLOR USAGE 22

Photography PEOPLE 23

STUDENT LIFE 24

CAMPUS 25

LANDSCAPE 26

PHOTOGRAPHY USAGE 27

PERIPHERAL TREATMENT 28

ACTIVATED TREATMENT 29

PHOTO TREATMENT USAGE 30

Graphic Elements

DIRECTIONAL 31

BOX 32

CIRCULAR 33

TEXTURAL 34

GRAPHIC TYPE TREATMENT 35

ELEMENTS USAGE 36

Practical Examples

UNDERGRADUATE 37

GRADUATE 39

DONOR 40

PEERS 41

Contact

The more impossible a challenge seems, the harder a Gator will work to overcome it. Whether it’s

curing blindness, advancing treatments for juvenile diabetes or protecting the orange crop, we

approach every day with a singular purpose. One that’s bigger than ourselves. Because we are Gators.

Always. And we’ll pull together, inspire each other and move the whole world forward.

It’s more than a sunny disposition. It’s the foundation of the University of Florida’s brand. As UF

continues to gain national preeminence, the new look, feel and tone contained in these brand standards

reflect our mission to rise up the rankings of public institutions, while influencing a brighter future.

Our brand is what students, faculty, alumni, corporations, peers and outside observers all think, feel

and respond to when they hear the University of Florida Gators mentioned.

WHAT IS A BRAND?

Brand Basics

4 5

Our university has a tremendous reputation for excellence. Both academically and athletically. By

developing a robust brand, we can continue to shape the way people perceive the University of Florida.

This document is intended for those responsible for creating communication materials for UF, from

faculty recruitment pieces and Foundation brochures to student information packets and department

newsletters. By using these established brand standards, our look and feel remain consistent. So our

brand is not diluted or misconstrued, but has a strong, unified voice. A LWAYS

To ensure proper usage of certain elements, we have developed a brand guide toolkit. Here you’ll find

color swatches, typography, graphic elements, photography treatments and more. Throughout this

guide you will see I N C LU D E D I N T O O L K I T on some of the pages. To obtain the toolkit, please contact

Jim Harrison, Director, Creative Services: jim harrison@ufl edu | 352 846 3903

WHY BRAND BASICS ARE IMPORTANT

Brand Basics

I N C LU D E D I N T O O L K I T

Starting from a place of truth is a powerful way to position a brand. Just ask Nike, Coca-Cola and

Apple, who look at their own company values to establish tight bonds with their consumers. The

same relationship applies to university brands like UF. So what’s true about us? UF has:

USP


TOG ETH E R , U N STO PPAB LE

M E A N I N G F U L B R E A D T H A N D D E P T H

S P I R I T O F CO L L A B O R AT I O N

U N R E L E N T I N G WO R K E T H I C

Combine these three truths and we have our Unique Selling Proposition (USP).

The USP should serve as an internal code, not for external messaging.

6 7

We’ve established a set of tone words that embody Together, Unstoppable. Keeping them in mind

will help when developing communications for the brand. When speaking to different audiences,

certain tone words will be emphasized or understated depending upon whom you’re addressing.

TONE WORDS


P R O U D

G R IT T Y

E N E R G ET I C

P R EM I E R

BO LD

PU R P OSE F U L

APP R OACHAB LE

CR E AT IVE

Our brand rationale is a mission statement that defines who we are as a university. It’s a good idea to

read through the rationale several times. The more familiar you are with what it means to be a Gator,

the easier it will be to create truthful and compelling messages.

We come to UF as individuals with big dreams, ambitious goals and a deep

desire to be a Gator But that’s only the beginning As Gators, our purpose

is greater We are a family—one that is forever loyal That’s why there is

no such thing as a former Gator Our legacy is greater than a mascot Or a

logo It’s more than titles and awards It is the reason that UF stands as one

of the nation’s preeminent institutions It’s why we push each other every

day, not only to make a positive impact in our community and our state,

but to move the whole world forward

RATIONALE


8 9

While our brand has one clear voice, the people who interact with it are wide and varied. To help

understand who they are, and how to reach them, we have placed them into five categories.

These people are seeking out the opportunities,

educational or otherwise, available at UF. They

could be prospective students, current students,

guidance counselors, prospective parents or

current parents.

This group includes prospective faculty, staff

and administration, as well as current faculty,

staff and administration.

AUDIENCES


U S E R S

These are the alumni and donors who bleed

orange and blue, and passionately support UF.

A DVO C AT E S

The believers are passionate Gator fans living

around the country.

B E L I E V E R S

P R OV I D E R S

This category includes our peers (other

universities), legislators and members of the

media that influence how UF is perceived.

O P I N I O N M A K E R S Throughout this guide we offer examples on how to reach specific audiences from a tone,

typography, color, photography and graphic element perspective.

While the brand should contain the characteristics of the tone words outlined above, the degree

to which the audiences feel them should vary. Think about putting these personality traits or tone

words on an equalizer that allows you to dial up or dial down certain elements.

AUDIENCES


P R O U D

P U R P O S E F U L

C R E A T I V E

A P P R O A C H A B L E

G R I T T Y

E N E R G E T I C

P R E M I E R

B O L D

10 11Tone

Some people dream about making the world a better place. Gators are out there doing it. Every day.

Because it’s not just about receiving a 4.0. Or publishing a research paper. Or cutting the ribbon on a

new building. It’s much greater than that. And everyone here knows it. Through intellect and effort,

Gators are moving the world forward.

The tone of both the body copy and headlines should reflect this selfless attitude of working hard

and working together, toward a bigger purpose. Our words should inspire others, just as those on

campus motivate one another to aim higher and achieve more.

COPY TONE OVERALL

Tone

Within the consistency of our brand voice, flexibility is allowed to speak to different audiences. After

all, you wouldn’t talk to a 17-year-old high school senior the same way you’d talk to a high-level

university donor. This is where our tone words, used to varying degrees, are helpful in crafting copy.

Think of them as knobs on a stereo. You can turn the volume up or down depending on the audience.

For example, when writing for an undergraduate audience, the tone and style should convey

enthusiasm ( EN ERGETIC ) and determination ( GRIT T Y ). When speaking to a univeristy donor, the

tone and style should be more mature ( PROUD ) and informed ( PURPOSEFUL ).

Before “Win from within.” Before Michael Jordan sponsorships. Before it helped the football team come

back to beat LSU. Someone asked a question. Assistant football coach Dwayne Douglas asked why

his players lost so much weight during games. That simple question led to Gatorade and the creation

of a multi-billion dollar sports drink industry. But it also created something much bigger—a culture of

innovation where questions and connections across disciplines are encouraged. A culture that estab-

lished UF’s Office of Technology Licensing and more than 140 startups. Companies that are bringing

millions in revenue back to Florida, and seeding future innovations to come. Why put our profits back

into research? Because as Gators, we know new ideas are what fuel a stronger tomorrow.

Being Gators isn’t something we turn off. It’s not something we’d ever deny. It is who we are. It

makes us proud. And pushes us to always do more. Together we contribute to something much

greater than ourselves. Together we are an unstoppable force. And now, as we’ve come so close to

becoming a top 10 public university, we sincerely thank you. Because your commitment has brought

us to this point, and will continue to always push us further. We know that your giving means more

than money. It means giving yourself. That’s what makes us who we are. And always will be.

COPY TONE AUDIENCE VARIATION

U N D E R G R A D UAT E E X A M P L E

D O N O R E X A M P L E

12 13Tone

Your headline is your best, and perhaps only, opportunity to grab the reader’s divided attention and

get them to commit to the rest of the story. So it needs to be intriguing, interesting and simple. Don’t

cram too much information into it. Don’t make it obtuse and confusing. Be focused, yet be creative.

HEADLINE TONE

IN OUR LABS INCREDIBLE THINGS GROW

LIKE THE U S ECONOMY

THEIR RESEARCH INFLUENCES OUR WORLD

BUT THEIR WORLD REVOLVES AROUND YOU

E X A M P L E S

Here we are talking about how UF is responsible for launching startup companies at five times the

national average. But instead of stating that fact straight out, and risking losing the reader, we use

the benefit of startups, fueling the economy, to catch their interest.

Here we are talking to undergraduate students about the opportunities they have to work side by

side with UF’s top researchers. Initially the line focuses on the world-leading researcher, but uses a

clever twist to personally involve the student. Making it more likely they’ll continue reading to get

the rest of our message.

In keeping with the collaborative nature of UF, our brand uses two typefaces, Gentona and Quadon,

that work well together to deliver our messages effectively.

As the primary typeface, Gentona is often used in headlines or emphasized in the first line of body

copy, but can also be used throughout. It is a modern, clean, sans serif with slightly offset angles

that add a touch of humanity. And its varying weights, from thin to thick, solid to outlined, provide

dynamic variations to grab the attention of different audiences.

NOTE: Outlined should be used with the Bold weight only

TYPEFACES

GENTONA

AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 1234567890

Thin Thin Italic Extra Light Extra Light Italic Light Light Italic Book Book Italic Medium Medium Italic Semibold Semibold Italic Bold Bold Italic Extra Bold Extra Bold Italic Heavy Heavy Italic

Typography

14 15

The sleek serif Quadon balances the primary typeface quite well and should be used in tandem with

Gentona where possible. While its main use is in body copy, Quadon can also be part of a headline or

a subhead. Again, it’s most effective when combined with Gentona.

TYPEFACES

QUADON

AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 1234567890

Thin Medium Bold

Typography

Starting with the bolded outlined version of Gentona, we added angled lines that appear to break

and ascend upward through the typeface. The activated angular treatment is representative of

moving in a bold direction to push the world forward.

In addition to basic Gentona and Quadon, we have commissioned customized versions for use in

headline treatments. Not just attention-grabbing for the sake of grabbing attention, these activated

typefaces are meant to convey a sense of movement, energy and even unification. All qualities at

the heart of the UF brand. For more information on obtaining and using activated typefaces contact


ACTIVATED GENTONA - ANGULAR

Typography

E AC H L E T T E R H A S T H R E E V E R S I O N S T O P R OV I D E VA R I AT I O N T H R O U G H O U T A H E A D L I N E


16 17Typography

The same treatment applied to our primary typeface is also used for Quadon. Angled lines altering

the typeface as they ascend give a sense of momentum while maintaining readability. This typeface

is best used in conjunction with Activated Gentona, often as the last words of the headline, or where

you wish to add emphasis.

ACTIVATED QUADON - ANGULAR ACTIVATED TYPEFACE USAGE

W I T H T H E F L O R I D A S U N B E A M I N G D O W Nevery month of the year, it’s safe to say your passions

at UF won’t be restricted to the classroom. And because

Gators are social and active creatures, they’ll be out

there with you all year long.

Celebrate the winter solstice with your pals in a

spirited round of Frisbee golf. Serve, set and spike your

way through January with sand volleyball at Lake

Wauburg. And spread the love on Valentine’s Day with a

community service trip to clean up Harmonic Woods.

Whether you’re a seasoned wakeboarder or just

looking to try your hand at sailing, winter won’t stop

you from making the most of your college experience.

Just remember to text your friends up North “Merry

Christmas” when you get off the boat.

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Typography

E X A M P L E


18 19

ACTIVATED TYPEFACE USAGE

Typography

AVO I D M I X I N G AC T I VAT E D A N D S O L I D

L E T T E R F O R M S

AVO I D D U P L I C AT I N G C H A R AC T E R S

W I T H I N A S I N G L E W O R D W H E N P O S S I B L E

AVO I D U S I N G AC T I VAT E D T Y P E FAC E S AT

S M A L L S I Z E S O R I N B O DY C O PY

AVO I D U S I N G M U LT I P L E C O L O R S I N T H E

A N G L E D T Y P E FAC E S

AVO I D A LT E R I N G T H E E X I ST I N G

AC T I VAT E D L E T T E R F O R M S

AVO I D A LT E R I N G T H E W E I G H T S O F

AC T I VAT E D T Y P E FAC E S

AVOID USING ACTIVATED QUADON IN ALL CAPS

UF Identity

There is a significant amount of equity in the current University of Florida signature. Our brand will

continue to use it in all communications. For proper application of the signature, please visit:

HTTP://WWW IDENTITY UFL EDU/POLIC IES-GUIDELINES/SIGNATURE-USAGE/

UF SIGNATURE

20 21UF Identity

The term Gator Nation also has a substantial amount of equity institution-wide. We have created a

lockup that represents the philosophy of the Gator Nation, while adding some depth and definition.

This is not a signature and should not be used to replace the UF signature It is not a tagline or

a campaign sign-off and should be used sparingly, and only on pieces that relate to the broader

mission of the university.

Using this lockup requires approval for each and every usage. For all files and approvals, please contact


GATOR NATION GATORS ALWAYS

N E W S R E S E A R C H N E W G A T O R S F E A T U R E D D O N O R U P D A T E S

UF researchers identi fy c itrus cult ivars that show promise in batt le against greening.R E A D M O R E

Reuters : Kevin Folta .R E A D M O R E

An Incredible Gift - Hyatt & Cic i Brown.R E A D M O R E

Florida coastal seaweed could help the body fend o� cancers and inflammatory diseases.R E A D M O R E

UF: Innovation Hub spawns 25 0 jobs in just 20 months.R E A D M O R E

UF reaches into space with design of t iny satell ite .R E A D M O R E

UF computer science professor named to prest igious fel lowship.R E A D M O R E

University of Florida launches top 10 fundraising init iat ive.R E A D M O R E

Lisa Anthony - Assistant professor at the University of Florida in the Computer & Information Science.R E A D M O R E

Dr. Wil l iam and Nadine McGuire ’s $41 mil l ion Butterfly gift .R E A D M O R E

Generous donation allows UF/IFAS much-needed c itrus f ield research acreage.R E A D M O R E

UF celebrates opening of new Cl inical and Translat ional Research Bui lding .R E A D M O R E

Governor Rick Scott and the Florida Legislature designated UF and FSU as “preeminent” universit ies in 2013R E A D M O R E

Sid Mart in Biotech Incubator ranked world ’s best for biotech in global benchmarking study.R E A D M O R E

University of Florida engineering professor recognized with ‘Oscar of Innovation . ’R E A D M O R E

S E A R C H

State Of The Nation:

F L Y Y O U R F L A G H I G H

G A T O R N A T I O N .

G A T O R S . A L W A Y S .

@lousi les92 @gregchr istman @onetal lsteve @maggic ious @chdmlr

@karenspencer @missgaughan @gatornat ion56 @timgough @sportsbal l fan

State Of The Nation

More Photos

A leap forward of three spots from last year’s standing.

U F C L I M B S T O 1 4 T H A M O N G P U B L I C S I N L A T E S T

U . S . N E W S R A N K I N G S

W H E R E I N T H E W O R L D

I S U F ?

Read More

F O L L O W U S

UF Identity

Mention the University of Florida and, naturally, the colors orange and blue immediately come to mind.

They are deeply rooted within our DNA and therefore comprise our primary color palette. While all

communications should use these two hero colors, we offer a range of other palettes to complement them.

PRIMARY COLOR PALETTE

SECONDARY COLOR PALETTES

N E U T R A L C O L O R PA L E T T E

P M S 17 2 P M S 2 87

M U T E D C O L O R PA L E T T E

B R I G H T C O L O R PA L E T T E

P R E E M I N E N C E C O L O R PA L E T T E

C 0 M 7 0 Y 10 0 K 0 R 2 5 5 G 74 B 0

P M S 3 0 - 6

P M S 2 9 3 - 2

P M S 2 16 - 5

P M S 7 6 74

P M S 2 9 2 - 9

P M S 17 5 - 2

P M S 4 6 - 3

P M S 74 8 9 P M S 74 8 5

P M S 1 8 - 8

P M S 1 8 - 1 P M S 87- 1

C 10 M 2 0 Y 4 0 K 10 R 2 0 7 G 1 8 2 B 1 4 5

C 5 0 M 0 Y 8 5 K 3 5 R 9 4 G 1 4 2 B 6 3

C 5 0 M 2 0 Y 0 K 1 5 R 10 8 G 1 5 4 B 19 5

C 3 3 M 0 Y 16 K 0 R 16 8 G 2 2 0 B 2 17

C 0 M 5 Y 2 0 K 0 R 2 5 5 G 2 3 9 B 2 0 7

C 0 M 3 5 Y 10 0 K 0 R 2 5 2 G 17 5 B 2 3

C 10 0 M 6 0 Y 0 K 2 0 R 0 G 3 3 B 16 5

C 10 M 0 Y 1 5 K 10 R 2 0 7 G 2 19 B 2 0 3

C 6 0 M 8 0 Y 0 K 3 5 R 8 9 G 5 4 B 1 16

C 10 M 5 0 Y 8 5 K 0 R 2 2 6 G 1 4 3 B 6 5

C 5 4 M 3 Y 8 1 K 2 0 R 1 2 8 G 19 0 B 9 9

3 5 % B L AC K

C 0 M 10 0 Y 9 0 K 10 R 2 1 5 G 2 4 B 4 2

C 1 2 M 4 Y 2 1 K 0 R 2 2 4 G 2 2 9 B 2 0 5


22 23

When pulling in colors from the other palettes to enhance the UF orange and blue, use your best

judgment in terms of color amounts. A good rule of thumb: don’t go overboard. See the examples

and guidelines below for color usage.

COLOR USAGE

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Here in The Swamp you’ll join 90,000 fellow Ga-

tors as part of the SEC’s largest (and loudest),

student cheering section. When we all yell “Go

Gators” at the top of our lungs, Ben Hill Griffin

Stadium’s concrete walls and steep stands make

sure the opposition hears it. Every decibel. When

we sway together singing “We Are the Boys” at

the end of the third quarter—we’re connected by

more than our interlocked arms. Because being

a Gator is more than being a fan—it’s a loyalty

that runs deeper. It’s the family we choose, and

always keep. And that speaks volumes.

YO U ’ R E G O I N G T O G A I N A L O T O F

M E M O R I E S L O S I N G YO U R VO I C E .LOUDTO GET

T H E N I T S T A R T S The opening whistle rings in at

90 decibels.

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Gators” at the top of our lungs, Ben Hill Griffi n












90 decibels.

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Gators” at the top of our lungs, Ben Hill Griffi n












90 decibels.

AVO I D M I N I M I Z I N G T H E P R E S E N C E O F

T H E P R I M A RY C O L O R S

AVO I D M I X I N G T O O M A N Y C O L O R S F R O M

T H E PA L E T T E S I N A S I N G L E L AYO U T

AVOI D DA R K A N D OVER LY BL AC K L AYO UTS

UF Identity

E X A M P L E S

Photography

Photography is used to convey a sense of energy and warmth—whether it’s human personality or

Florida sunshine—to the viewer. Radiating outdoor light and active people basking or working in it,

are essential components of our photography.

It’s people – students, faculty and alumni – that make UF what it is. And they deserve to be shown in the best

light. So try to use photos that have real, candid moments. A natural smile is always better than a forced one.

When selecting images with multiple people, keep diversity of age, race, gender and ability in mind.

PEOPLE

E X A M P L E S

24 25Photography

The Florida weather and the social life it breeds are extremely appealing to prospective UF students.

Showing students gathered in groups, working or playing, often make the most genuine moments. UF is

academically driven, but it’s also a very fun place to be. And photos of student life should tell that story.

STUDENT LIFE

E X A M P L E S

Photography

UF is blessed with historic residence halls, year-round green foliage, large sporting venues and

photogenic people. When selecting shots of campus, look for images with angles that slightly point

up to convey the feeling that UF is focused on what’s ahead. Also, try to find shots of campus with

people, even if they are in the background, to add life to the photography.

CAMPUS

E X A M P L E S

26 27Photography

Landscape photography is essential when highlighting our land grant university mission and heritage.

When using a landscape photo, wider shots with large amounts of sky work best. We’re in the Sunshine

State, so try to make warm, natural light a part of landscape images.

LANDSCAPE

E X A M P L E S

AVO I D C R O P P I N G A N I M AG E S O

S E V E R E LY T H AT T H E S U B J E C T A N D T H E

E M OT I O N O F T H E P H OT O G R A P H A R E

C O M P R O M I S E D

AVOI D PHOTOGR APHY WITH POOR FOL IAGEAVO I D STAT I C P O R T R A I T U R E W H E N

P R O F I L I N G FAC U LT Y, STA F F O R

ST U D E N T S I N ST O R I E S

AVO I D P H OT O G R A P H Y T H AT A P P E A R S

I N D I ST I N C T

Photography

PHOTOGRAPHY USAGE

28 29Photography

Some photos may not perfectly fit the Florida image. That’s okay. Overlays can be applied to give

photographs a sunnier look and feel. See the examples below.

PERIPHERAL TREATMENT

E X A M P L E S I N C LU D E D I N T O O L K I T

Photography

Activated photography involves taking a common picture and filtering it to produce a graphic

backdrop for headlines and body copy. This approach works best for materials that are copy heavy

or information driven.

ACTIVATED TREATMENT

E X A M P L E S I N C LU D E D I N T O O L K I T

30 31

AVO I D A P P LY I N G A T R E AT M E N T S O

H E AV I LY T H AT I T O B S C U R E S T H E S U B J EC T

AVO I D M I X I N G T R E AT M E N T S

AVO I D U S I N G A N AC T I VAT E D T R E AT M E N T

T H AT O B S C U R E S T H E S U B J E C T

AVO I D U S I N G N O N - U F C O L O R S I N A N

OV E R L AY

Photography

PHOTO TREATMENT USAGE

Graphic Elements

Curved lines with arrows provide the reader with a pathway through the communication, while

conveying a sense of movement that relates to the broader UF mission. The directional element can be

used to link headlines to subheads, subheads to body copy or callouts to their corresponding copy.

DIRECTIONAL

E X A M P L E S

It’s that commitment to doing whatever it takes

when duty calls that comes natural to Gators

everywhere. That same instilled instinct is what

courses through photojournalist Eddrass Suarez

while he’s shooting to capture the truth in places

like war-torn Iraq with his Pulitzer-winning eye.

And it also drives sportscaster Erin Andrews to get

the story on football fields across the country, as

they unfold. Because for Gators—no matter if it’s a

crisis, a war, or a football game—

As a student here you can gain studio experience

that will give you an edge when it comes time to

interview. We have two TV stations, a sports radio

station, two music radio stations, and one of the top

public radio stations in the country.

When The World Needs To

F O R T H E T W O N I G H T S T H AT W E R E T H E B L AC KO U T O F

2 0 0 3 , W H I L E YO U C O U L D S E E T H E M I L K Y WAY F R O M T I M E S

S Q UA R E , U F A L U M J O H N A N T O N I O WA S B U S Y W O R K I N G S O

A L L O F N E W YO R K C O U L D C O U L D S TAY U P T O DAT E .

We’re There To Tell The Story.

A N D

A N D K E E P I T M O V I N G

F O R WA R D .

0 16

0 1 7

we are driven to keep the world in the know.

CHOOSE THE STATION YOU’LL WORK IN

BEFORE YOU CHOOSE A MAJOR.

U N I V E R S I T Y O F F L O R I D A : C o l l eg e o f Jo u r n a l i s m a n d C o m mu n i c a t i o n

Deputy Director of ProgrammingCNN U.S.Atlanta, GAJanuary 2011 – Present Managing Editor / Executive ProducerWABC-TVNew York, NYDecember 2002 – December 2010 Executive Producer of Special ProjectsWFXT-TVBoston, MANovember 2001 – November 2002 Director of ContentYo NetworkNew York, NYMay 2000 – September 2001 Producer – 11 pm, 5 pm and Weekend NewscastsWABC-TVNew York, NYApril 1993 – May 2000 Producer – 11 pm NewscastWPRI-TVProvidence, RIApril 1991 – April 1993 University of FloridaBachelor of Science – Telecommunications 1989

John Antonio

U N I V E R S I T Y O F F L O R I D A : G a t o r Na t i o n0 1 8

0 1 9

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W H E R E

W I L L

Y O U G O

F R O M

T H E

Everything We’ve Got.

S O L V I N G T H E S M A L L P R O B L E M S T A K E S

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natomy and Cell Biology

the country with six

health-related colleges on one campus.

Why not stop at five? Because even the smallest

problems we’re solving are bigger than any one specialty. And

our commitment to contribute always drives us to do whatever it

takes. That’s what attracts $9 million grants from the National Institutes

of Health for researching chemical process in small molecules called

metabolites. The molecules may be small, but

understanding them could greatly improve

how we diagnose and treat diseases like

Diabetes, which affect millions every

day. So while the funding provides

resources, it’s our approach and

all-out effort that makes the

world a healthier place.

W E ’ R E T H E O N L Y U N I V E R S I T Y I N

A N D T H A T ’ S

E V E R Y T H I N G .

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Gill : Conquering childhood diabetes

32 33Graphic Elements

BOX

Much like the directional element, the box provides guidance for the reader, not only helping them

quickly identify key words or phrases, but also allowing them to flow through the communication. Boxes

can be used for part or all of a headline, as well as to highlight important callouts in the body copy.

E X A M P L E S

WAS INFLUENCED BY

QUITE A FEW PEOPLE

OUR RANKING

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AT THE UNIVERSITY OF FLORIDA, WE’RE PROUD TO RISE

three spots to #14 among public institutions across the country. But it’s our impact on the world’s population that continues to be our driving force. One that compels us to come together, to push each other further and to brighten everyone’s future.

It’s happening in our research labs where invested dollars are becoming economy-fueling startup companies at five times the national average. In our six on-campus medical colleges which are gaining ground on juvenile diabetes, blindness and other diseases. And it’s found in our land grant heritage as we battle insects and weather, so Florida’s abundant crops can feed families around the globe.

As we steadily climb the rankings, our desire to enable a better tomorrow will only grow stronger. And it will lift us, and the world, to incredible heights.

Deputy Director of ProgrammingCNN U.S.Atlanta, GAJanuary 2011 – Present Managing Editor / Executive ProducerWABC-TVNew York, NYDecember 2002 – December 2010 Executive Producer of Special ProjectsWFXT-TVBoston, MANovember 2001 – November 2002 Director of ContentYo NetworkNew York, NYMay 2000 – September 2001 Producer – 11 pm, 5 pm and Weekend NewscastsWABC-TVNew York, NYApril 1993 – May 2000 Producer – 11 pm NewscastWPRI-TVProvidence, RIApril 1991 – April 1993 University of FloridaBachelor of Science – Telecommunications 1989

John Antonio

U N I V E R S I T Y O F F L O R I D A : G a t o r Na t i o n0 1 8

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Graphic Elements

CIRCULAR

The circular element—symbolic of how UF comes together and is unified to make the world a better

place—is used to highlight text, image or even graphic elements within the communication.

E X A M P L E S

WAS INFLUENCED BY

QUITE A FEW PEOPLE

OUR RANKING

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AT THE UNIVERSITY OF FLORIDA, WE’RE PROUD TO RISE

three spots to #14 among public institutions across the country. But it’s our impact on the world’s population that continues to be our driving force. One that compels us to come together, to push each other further and to brighten everyone’s future.

It’s happening in our research labs where invested dollars are becoming economy-fueling startup companies at five times the national average. In our six on-campus medical colleges which are gaining ground on juvenile diabetes, blindness and other diseases. And it’s found in our land grant heritage as we battle insects and weather, so Florida’s abundant crops can feed families around the globe.

As we steadily climb the rankings, our desire to enable a better tomorrow will only grow stronger. And it will lift us, and the world, to incredible heights.

71

0

M O S T P E O P L E T H I N K T H E Y K N O W U S

because they’ve seen us win national titles on

TV. But if there were national championships

for academics, we’d have far more than the

31 we’ve earned on the field. That’s because

for every nationally-ranked team, we have a

top-ranked program. So just as we’re leading

the country into the Olympics, we’re also

leading it in issued patents, alternative

energy research, and the study of emerging

pathogens. No matter what we’re doing—curing

blindness, saving the orange crop, or scoring

touchdowns—we always strive to be at the top

of our game. That’s what makes some

people Gators.

UN

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NASA’s top award for researchSmithsonian Institution’s conservation award

Multiple Emmy, Tony and Academy Awards

#8 in the number of U.S. patents issued

2 Pulitzer Prizes

#1 University Biotechnology Incubator in the world

#12 in research and development

To see how some people view the world, visit

U F S O M E P E O P L E . E D U

B E F O R E “ W I N F R O M W I T H I N . ”

Before Michael Jordan sponsorships.

Before it helped the football team come

back to beat LSU. Someone asked a

question. Assistant football coach

Dwayne Douglas asked why his play-

ers lost so much weight during games.

That simple question led to Gatorade

and the creation of a multi-billion dollar

sports drink industry. But it also created

something much bigger—a culture of

innovation where questions and connec-

tions across disciplines are encouraged.

A culture that established UF’s Office of

Technology Licensing and more than

140 startups. Companies that are bring-

ing millions in revenue back to Florida,

and seeding future innovations to come.

Why put our profits back into research?

Because as Gators, we know new ideas

are what fuel a stronger tomorrow.

S t a r t e d t h e m u l t i - b i l l i o n d o l l a r s p o r t s d r i n k i n d u s t r y.

U F ’s OT L i s f o u n d e d t o f a c i l i -t a t e t e c h n o l o g y t r a n s f e r.

D e t e c t i n g a n d w a r n i n g p a t i e n t s o f s e i z u r e s .

E n g i n e e r s m a t e r i a l s t h a t m i m i c a n t i -b a c t e r i a p r o p e r t i e s o f s h a r k s k i n .

Po p u l a r o n l i n e m u s i c s t r e a m i n g s e r v i c e . D e v e l o p s i n n o v a t i v e g e n o m i c a p p l i c a t i o n s .

O F F I C E O F T E C H N O L O G Y L I C E N S I N G

O P T I M A N E U R O S C I E N C E S H A R K L E T G R O O V E S H A R K R A P I D G E N O M I C SG A T O R A D E

1965 2000 1985 2006 1988 2011

I S O U R C O M P E T I T I V E A D V A N T A G E .



62

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Diabetes, which affect millions every



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A N D T H A T ’ S


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34 35Graphic Elements

TEXTURAL

Through hard work and intense effort, the people of UF have lifted our university to great heights.

Representing this labor of love is the textual element that has a very human and handcrafted quality

to it. This element can be used in a straight line to underscore headlines or key parts of copy, or it

can be used as a circle to convey movement and activity.

E X A M P L E S

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Then take a second look at the University of Florida.The research at UF IFAS is protecting crops from disease,

developing new varieties with greater shelf lives, more flavor,

and longer growing seasons.

Whenever you see the UF IFAS label on your produce, know

that the University of Florida had a hand in putting that fruit

or vegetable in yours. It’s an example of how we’re committed

to doing the work that makes an impact across the nation.

Always.

U F L . E D U / F L O R I D A G R E AT E R

TAKE A SECOND LOOK AT YOUR FRUIT.

U F L . E D U /F L O R I D A G R E A T E R

W H E N A S U B M A R I N E C O M E S U P

out of the ocean you can’t help but notice

all of its barnacles. It actually looks more

like a whale. That same thought crossed

the mind of UF Materials Science and

Engineering researcher, Anthony Brennan.

It made him wonder what animals

naturally prevent barnacle growth.

It turns out the microscopic scales

of sharkskin have a pattern that also

prevents bacteria growth. That’s a very

big discovery considering nearly 100,000

patients a year die from infections such

as MRSA and Staph that they contract

in hospitals. This discovery lead to

two patents and launched Sharklet, a

company that’s attracting millions of

dollars from investors because it’s shown

the potential to save even more people

across the world.

Just another example of how we’re always

looking for inspiration to move the human

race forward.

Engineering Against Infection.

U N I V E R S I T Y O F F L O R I D A : C o l l eg e o f E n g i n e e r i n g0 1 8

0 1 9

Shark scales are known as placoid

Shielded Staph bacteria growth

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GRAPHIC TYPE TREATMENT

Graphic Elements

Type can also receive a graphic treatment to add visual interest and to further convey movement and

energy, which are in line with our brand. One example is adding an angled cut to the headline type. See

other examples below and Elements Usage on the next page for guidelines on type treatment.

E X A M P L E S

GATORS ARECONTINUALLYEVOLVING.

45

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L I K E G A I N E S V I L L E ’ S 3 4 T H S T R E E T G R A F F I T I WA L L

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GATORS 73 – BRUINS 57 SWAMP CON RISING OUTRUN OSU WILL YOU BE MY VALENTINE TREY? DEAR SEMINOLES, WELCOME TO FLORIDA’S TOP STATE UNIVERSITY ROBIN WILLIAMS AT THE GATOR GROWL

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Driving into campus, you can’t help but notice the 1,120 foot long wall covered

in hand-painted messages left by students. O� cially it’s a retaining wall, but

uno� cially it’s a canvas for the entire UF community. A closer look reveals

something deeper. At certain points – five inches worth of paint deep. Because

considering that the average layer of paint is just eight-thousandths of an inch

thick, all of the culture it contains starts to add up. National championships,

parties, graduations, concerts – every type of experience we have here is

represented in the wall. It’s a running timeline of all that we were, are, and will be.

It’s also a concrete reminder to make a lasting impression. Over and over again.

UN

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35

You may not be able to name all the

things we at UF IFAS do that touch your

life on a daily basis. But everywhere you

turn, Gators’ e�orts have long lasting

e�ects on lives in Florida. That’s where

it starts. Where it leads is a better,

brighter tomorrow, for the whole world.

In not only ensuring that Floridians

have lush, green, pest free yards, but

also in protecting our ecosystem in

a time of dramatic climate change.

M O R E

Lorem ipsum dolor sit amet, te ullum

commune cum, deserunt pericula

consulatu ad sed. Ne usu lorem.




In maintaining energy ecient

households and communities. But also in

protecting our loved ones from whatever

curveballs life may throw our way.

M O R E

© 2012 Inst i tute of Food and Agr icultural Sciences and Univers ity of F lor ida

P.O. Box 110180 Gainesvi l le , FL 32611-0180 | Phone: ( 352) 392-1971

This page uses Google Analyt ics (Google Pr ivacy Pol icy)

Pol ic ies : UF Pr ivacy | SSN Pr ivacy | Socia l Media | IFAS Web Pol icy | Sty le Guide

Last Modified: October 3 , 2013 | Contact Webteam





In agricultural research and

developments that allow Floridians

to enjoy a more colorful, flavorful diet.

Advancements that enable area farmers

to earn a more profitable livelihood

with the crops they grow.

M O R E

Florida Greater

R E S E A R C H C A L S C O N N E C TE X T E N S I O N SI N S T I T U T E O F F O O D A N D A G R I C U L T U R A L S C I E N C E S

T H E U N I V E R S I T Y O F F L O R I D A


S E A R C H

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IT STARTS WITH

IT STARTS WITH

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36 37



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A N D T H A T ’ S


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A N D


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0 16

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B E F O R E “ W I N F R O M W I T H I N . ”

Before Michael Jordan sponsorships.

Before it helped the football team come

back to beat LSU. Someone asked a

question. Assistant football coach

Dwayne Douglas asked why his play-

ers lost so much weight during games.

That simple question led to Gatorade

and the creation of a multi-billion dollar

sports drink industry. But it also created

something much bigger—a culture of

innovation where questions and connec-

tions across disciplines are encouraged.

A culture that established UF’s Offi ce of

Technology Licensing and more than

140 startups. Companies that are bring-

ing millions in revenue back to Florida,

and seeding future innovations to come.

Why put our profits back into research?

Because as Gators, we know new ideas

are what fuel a stronger tomorrow.

S t a r t e d t h e m u l t i - b i l l i o n d o l l a r s p o r t s d r i n k i n d u s t r y.

U F ’s OT L i s f o u n d e d t o f a c i l i -t a t e t e c h n o l o g y t r a n s f e r.

D e t e c t i n g a n d w a r n i n g p a t i e n t s o f s e i z u r e s .

E n g i n e e r s m a t e r i a l s t h a t m i m i c a n t i -b a c t e r i a p r o p e r t i e s o f s h a r k s k i n .

Po p u l a r o n l i n e m u s i c s t r e a m i n g s e r v i c e . D e v e l o p s i n n o v a t i v e g e n o m i c a p p l i c a t i o n s .

O F F I C E O F T E C H N O L O G Y L I C E N S I N G

O P T I M A N E U R O S C I E N C E S H A R K L E T G R O O V E S H A R K R A P I D G E N O M I C SG A T O R A D E

1965 2000 1985 2006 1988 2011

I S O U R C O M P E T I T I V E A D V A N T A G E .


62

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AVO I D B OX I N G E N T I R E H E A D L I N E S

AVO I D U S I N G T O O M A N Y C O L O R S O R

E L E M E N T S I N A H E A D L I N E T R E AT M E N T

AVO I D B OX I N G AC T I VAT E D T Y P O G R A P H Y

AVO I D P L AC I N G H E A D L I N E C O PY I N

C I R C L E S

AVO I D O B S C U R I N G C O N T E N T W I T H

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ELEMENTS USAGE





















F O R WA R D .

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WHEN THE WORLD NEEDS TOSTOP AND LISTENWE’RE THERE TO TELL THE STORY.






















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AVO I D S E T T I N G T H E W H O L E H E A D L I N E

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AVO I D U S I N G T E X T U R E I N D I R E C T I O N A L

E L E M E N T S

Practical Examples

The undergraduate audience gives you license to create materials that are vibrant, youthful and fun.

Here’s a sample undergraduate layout that uses several elements within the new brand.

UNDERGRADUATE

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38 39















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Practical Examples

Here’s another sample undergraduate layout that uses other brand elements, photographic and

type treatment, to connect with a younger audience.

UNDERGRADUATE

E X A M P L E

AC T I VAT E D T Y P E

T R E AT M E N T

P H OT O

T R E AT M E N T

C I R C U L A R

E L E M E N T

T E X T U R E

E L E M E N T

E X A M P L E

Practical Examples

While still active and engaging, materials to graduate students will have a look and feel that is more

mature compared to undergraduates. Notice how the brand elements accomplish this below.

GRADUATE

W H E N A S U B M A R I N E C O M E S U P

out of the ocean you can’t help but notice

all of its barnacles. It actually looks more

like a whale. That same thought crossed

the mind of UF Materials Science and

Engineering researcher, Anthony Brennan.

It made him wonder what animals

naturally prevent barnacle growth.

It turns out the microscopic scales

of sharkskin have a pattern that also

prevents bacteria growth. That’s a very

big discovery considering nearly 100,000

patients a year die from infections such

as MRSA and Staph that they contract

in hospitals. This discovery lead to

two patents and launched Sharklet, a

company that’s attracting millions of

dollars from investors because it’s shown

the potential to save even more people

across the world.

Just another example of how we’re always

looking for inspiration to move the human

race forward.

Engineering Against Infection.

U N I V E R S I T Y O F F L O R I D A : C o l l eg e o f E n g i n e e r i n g0 1 8

0 1 9

Shark scales are known as placoid

Shielded Staph bacteria growth

UN

IV

ER

S I T Y O F F L

OR

ID

A

CO

LL

E

GE O F E N G I N

E

ER

IN

G

C I R C U L A R & D I R E C T I O N A L

E L E M E N T S

P H OT O

T R E AT M E N T

T Y P E U S E T E X T U R EC O L O R U S E

40 41

N E W S R E S E A R C H N E W G A T O R S F E A T U R E D D O N O R U P D A T E S

UF researchers identi fy c itrus cult ivars that show promise in batt le against greening.R E A D M O R E

Reuters : Kevin Folta .R E A D M O R E

An Incredible Gift - Hyatt & Cic i Brown.R E A D M O R E

Florida coastal seaweed could help the body fend o� cancers and inflammatory diseases.R E A D M O R E

UF: Innovation Hub spawns 25 0 jobs in just 20 months.R E A D M O R E

UF reaches into space with design of t iny satell ite .R E A D M O R E

UF computer science professor named to prest igious fel lowship.R E A D M O R E

University of Florida launches top 10 fundraising init iat ive.R E A D M O R E

Lisa Anthony - Assistant professor at the University of Florida in the Computer & Information Science.R E A D M O R E

Dr. Wil l iam and Nadine McGuire ’s $41 mil l ion Butterfly gift .R E A D M O R E

Generous donation allows UF/IFAS much-needed c itrus f ield research acreage.R E A D M O R E

UF celebrates opening of new Cl inical and Translat ional Research Bui lding .R E A D M O R E

Governor Rick Scott and the Florida Legislature designated UF and FSU as “preeminent” universit ies in 2013R E A D M O R E

Sid Mart in Biotech Incubator ranked world ’s best for biotech in global benchmarking study.R E A D M O R E

University of Florida engineering professor recognized with ‘Oscar of Innovation . ’R E A D M O R E

S E A R C H

State Of The Nation:

F L Y Y O U R F L A G H I G H



@lousi les92 @gregchr istman @onetal lsteve @maggic ious @chdmlr

@karenspencer @missgaughan @gatornat ion56 @timgough @sportsbal l fan

State Of The Nation

More Photos

A leap forward of three spots from last year’s standing.

U F C L I M B S T O 1 4 T H A M O N G P U B L I C S I N L A T E S T

U . S . N E W S R A N K I N G S

W H E R E I N T H E W O R L D

I S U F ?

Read More

F O L L O W U S

Practical Examples

DONOR

E X A M P L E

Here the brand can flex to a more sophisticated level by using graphic elements in a reserved way

and by keeping our primary orange and blue colors front and center. Proud and purposeful are some

tone words to remember when creating materials for this audience.

P H OT O U S E T Y P E U S ET E X T U R E C O L O R U S E

Practical Examples

PEERS

UF works around the clock to protect the $10 billion citrus industry from insects,

weather and disease.

Yo u r

m o r n i n g

g l a s s o f o J

k e e p s u s u p

a l l n i g h t.

B OX E L E M E N T C O PY T O N E &

T Y P E U S E

P H OT O

T R E AT M E N T

E X A M P L E

We’re very proud of all we’ve accomplished at UF. And sometimes we need to tell our peers how we

are moving the world forward. Notice how the photograph and graphic elements are treated to allow

the message to come through clearly.

42 43Contact

Dan Williams | Assistant Vice President

University Relations

352.846.3903

[email protected]

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