Design principles
Be authentic
Approach design decisions with an honest and transparent mindset. Designs should not hide or misconstrue information. Each design should reflect the KU's brand personality traits: curiosity, heart, kindness, virtue, and resolve. By aligning our work with these traits we can present work that is authentically KU.
Create harmony through contrast
Contrast in any design element can be used to bring focus to the most important part of the composition. We look for contrast in scale, space, color, typography, photography, and graphic elements to create a balanced design with a targeted emphasis.
Prioritize clarity
Design elements should support the message for your audience. Clarity in your design may be achieved by removing items that are distracting. Look for opportunities to simplify your message, graphic elements, and holistic design choices so that it is easy for your audience to understand your central message.
Seek opportunities to rise
Rising momentum is created through the use of trajectory elements including photo treatments, textures, lines, and confetti. Rise can also be achieved through the judicious use of layering and repetition in your design.
Principles drive design
