Giving personality to the University is not an easy job. Especially because there are marketing activities involved in brand reputation, marketers want to see unformed visuals across multi-channels. However, things for print materials wouldn’t work in digital environment, so we looked at digital first.
Research insight gave me a direction where we should head toward. People described University of Surrey as a friendly, close to the nature and smart place to study, work and live. I started with making a mood-board on the wall in my office. It showed what friendly, natural and smart thing looks and feels like. It was great to engage with people and listen to their thoughts on what they see on the wall.
Typefaces and colours, the most important visual elements, have been chosen to deliver the University’s personality and satisfy the accessibility to the digital product. I have documented how features and components should behave to keep consistent and best user experience, as well as defining visual elements. For last 3 years it has been expanded to different platforms and grown as an eco system to communicate between people and the product.
The guidelines are open to be used and shared with external co-workers. Find out more details at beta.surreydrupal.org.uk