Design Elements
Sidebar
Patterns
The design elements utilized in our marketing and advertising efforts provide the visual foundation that supports the message. Therefore, the photography, patterns and layout must never dominate the design, but rather play a supporting role. We aim for clarity and simplicity, and discourage over-decoration that is distracting.
Brand Patterns
Shown here are three brand pattern options that may be used to add versatility and interest.
The designs are rooted in history, drawing inspiration from the compass rose on the interior apex of Grawemeyer Hall, as well as the glass pattern on the exterior of the Student Activities Center Clock Tower.
Patterns should always be complementary within a design system, and never the primary focus of printed or digital collateral.
These patterns may be used at a variety of scale, opacity, transparency and color within our brand palette.
Note: The preview here is shown in CMYK. Red values should be adjusted to our RGB palette when using in digital/on-screen applications.
Download
Adobe Illustrator swatch files for these patterns are available for download.
Brand Center
If you're a UofL faculty or staff member who creates marketing and advertising materials, you may access the university's asset management system.
Photography & Video
The most succinct way to portray the soul of our institution is by use of images—the people, places, ideas and accomplishments that make us distinctly UofL.
General Usage Guidelines
Professionally produced photography and videography should be used when possible. This is especially vital for any communication whose audience is external.
Photographs should be reproduced at a resolution of 300 dpi to ensure maximum quality. Additionally, take care not to stretch, distort or enlarge the digital images past their original size.
Video should be produced, at minimum, in high definition (HD) 1920x1080.
The Office of Communication and Marketing offers limited video and photographic services to aid marketing and advertising efforts. For more information contact branding@louisville.edu.
Photographic & Cinematic Style
The visual tone for the university continues to be large, immersive compositions with rich colors. The types of scenes and styles can be broken down into three main categories:
Image 
| MinutiaeShowing an intimate look at the subject and/or the close-up details of their work or experience. These shots lend authenticity and appreciation for what is being produced Additionally, in an environmental context, it can include the details of our physical environment (architectural embellishments, etc). The focus of this style is the work, not the person. |
Image 
| Here & NowWe should strive to capture our faculty, staff and students in action, in context. Cut-out photos or video should not be used. Compositions should be candid and unposed to show honesty and realism. This also applies to portraits. The focus of this style is the experience. |
Image 
| Our WorldTo understand UofL we must also show our physical environment by highlighting open spaces and people interacting with their campus environment. The focus of this style is the setting. |
Photo & Video Release
Images captured by UofL creative staff should utilize the primary consent form. An additional PDF form is offered to units for convenience.
Photo Releases
Before capturing a photographic moment on university grounds, at a university event or of a UofL faculty, staff or student, consider if a release/consent form is required, should you plan to use that photograph in marketing or publications (print or digital).
Photos taken by the university photographer and offered to academic or administrative units have already been cleared for use rights.
Non-Required Examples
A release is generally not required if UofL community members or others are:
- photographed in a public space or at public events (athletic events, student activities, etc.)
- photographed in a non-public environment but the primary focus is not recognizable (silhouette, blurred/out of focus)
- UofL faculty or staff
- invited to attend a group activity/event and chose to participate
Required Examples
A release is generally required if students or others (except UofL faculty/staff) are:
- the primary focus of a photograph taken in a non-public space, are recognizable and have been recruited specifically to serve as subjects/models
- under the age of 18
As a courtesy to subjects/models, you are encouraged to obtain a photo release/consent form in instances where an individual can be identified and is the primary focus of a specific photograph.