Defining brand elements such as color, patterns, typography and overall aesthetic tone allows you to create consistency across your materials. Creating a sub-brand will help your message stand out within the University, while also leaning on the parent UNC brand when standing out against similar units across the country.
Below is an example of UNC Creative’s sub-brand, which utilizes colors, patterns, and typography to create a body of cohesive pieces that are unique, yet Carolina.
While Carolina blue should be the main color of any department brand, choosing a supplementary color palette can convey a mood and style that is specific to your departments. In this example, vibrant colors were chosen to evoke a friendly and approachable feeling.
Groups on campus don’t always have access to custom photographs or illustrations. Creating a custom pattern allows you to add visual interest to your designs and can be used in a variety of ways. In this example, patterns were created from different geometric shapes to mimic the architecture on campus.
Although using University fonts is encouraged, it is not required. The types of fonts you choose will greatly affect the overall feel of your pieces. In this example, sans serif fonts were chosen for headline and body copy to again achieve that friendly feel. A more stylized serif was chosen as an accent for instances that need a bit of extra flair.
You can create a sub-brand out of a variety of other elements, though those listed above are the most common. Other examples are photography styles and custom illustrations.
Branded Design Examples
Your sub-brand can, and should, apply to all the materials you create. Anything from folders, newsletters, greeting cards, fact sheets, flyers, and social media graphics can incorporate your branding elements and create consistency across your pieces. It will also save you time in the long run because you won’t be reinventing the wheel every time you design a new piece.
Below are some examples of items you could create utilizing elements from a brand guide.