Visual Design & Graphic Layouts

Visual Design Best Practices

  • IPFW brand marks should be prominently displayed.
    Using the IPFW marks (logos) consistently and prominently strengthens the IPFW presences. Ensure the mark takes precedence in terms of its size relationship to other elements in the layout. The IPFW brand marks should appear in either the upper-left or lower-right position of each design layout.
  • Use the appropriate brand mark.
    The IPFW seal is reserved for formal situations including stationary and celebratory documents/merchandise. Otherwise, the IPFW primary mark and accompanying text/signature must be used.
  • Follow basic visual hierarchy guidelines.
    Use principles of perception (proximity, similarity, continuation, closure) to visually distinguish objects and their relationships to tell a coherent story. All elements should be arranged in an easily understood order of importance, with a clear center of attention (focal point) and an established pattern of eye movement.
  • Use approved typefaces.
    IPFW uses two primary typefaces in advertising materials: Helvetica Neue and Minion Pro. If these fonts are not available, please substitute for Helvetica and Garamond. Legibility is key.
  • Use typographic contrasts to emphasize and organize information. Visual hierarchy is important in typography and helps provide information through size, weight, stance, capitalization, spacing, and alignment. Use these to your advantage. Most importantly, all type must be very legible and provide enough contrast with the background to be readable.
  • Use color to increase IPFW’s brand presence and to provide visual emphasis.
    Color is the quickest way to create visual interest and emphasis in a layout. Hue, value, and chroma assist in a reader’s ability to understand what is important in a layout—it should not distract from the message or create clutter. IPFW blue should be evident in a visual layout and complemented by all other colors.
  • Use color to increase IPFW’s brand presence and to provide visual emphasis.
    Color is the quickest way to create visual interest and emphasis in a layout. Hue, value, and chroma assist in a reader’s ability to understand what is important in a layout—it should not distract from the message or create clutter. IPFW blue should be evident in a visual layout and complemented by all other colors.

Design Checklist

Does your design…

  • Prominently display the appropriate IPFW mark/signature?
  • Display the IPFW signature in either the upper-left or lower-right areas?
  • Use the IPFW seal or signature, as specified?
    • Emphasizing the proper organizational unit?
    • Using approved spacing/positioning guidelines?
    • Clearly visible and prominent?
  • Follow basic visual hierarchy principles?
  • Use recognized and approved typefaces?
  • Use typography in a way that helps organize information and make it more understandable?
  • Use legible and readable text/fonts?
  • Utilize enough contrast between the background and the text for it to be readable?
  • Use color to reinforce and compliment the IPFW official blue?
  • Use graphic elements only to improve understanding, not as mere decoration.