Visual identity
Graphic Elements
Borne from the shapes and angles of the shield, our graphic elements expand our toolkit and enrich our storytelling.
Rigorous Wonder:
Lens
Inspired by the shield’s outline, the lens create a frame that draws the eye and creates curiosity. It brings focus to content and imagery while conveying a sense of exploration and wonder.
Grounded Brilliance:
Horizon
The horizon extends from the horizontal line in the shield, offering a visual foundation of stability and perspective. It helps ground layouts and guides the eye’s focus toward new ideas and opportunities.
Dynamic Connections:
Spark
The spark reflects the dynamic convergence of the shield’s trifecta— capturing motion, connection, and the intersection of people, passions, and pursuits.
Human-Centered Innovation
Chevron
The chevron rises from the base of the shield, pointing upward as a symbol of purpose and progress. It reinforces the idea that innovation is strongest when it’s rooted in human needs and aspirations.
Simplified-to-amplified spectrum
Designed to work along a simplified-to-amplified spectrum, the graphic elements add distinction and flexibility across communications ranging from subtle accents to bold, dynamic visuals that energize key moments.
Explore the Elements
Rigorous Wonder:
Lens
Inspired by the shield’s outline, the lens create a frame that draws the eye and creates curiosity. It brings focus to content and imagery while conveying a sense of exploration and wonder.
Grounded Brilliance:
Horizon
The horizon extends from the horizontal line in the shield, offering a visual foundation of stability and perspective. It helps ground layouts and guides the eye’s focus toward new ideas and opportunities.
Dynamic Connections:
Spark
The spark reflects the dynamic convergence of the shield’s trifecta— capturing motion, connection, and the intersection of people, passions, and pursuits.
Human-Centered Innovation
Chevron
The chevron rises from the base of the shield, pointing upward as a symbol of purpose and progress. It reinforces the idea that innovation is strongest when it’s rooted in human needs and aspirations.
Simplified-to-amplified spectrum
Designed to work along a simplified-to-amplified spectrum, the graphic elements add distinction and flexibility across communications ranging from subtle accents to bold, dynamic visuals that energize key moments.
Patterns
Our graphic elements can be extended into patterns to add texture, depth, and visual interest to communications. These patterns reinforce brand recognition while providing visual variety across formats.
Grounded Brilliance
Dynamic Connections
Human-Centered Innovation
Illustration Style
Drawing inspiration from the graphic elements, the illustration style emphasizes curiosity, creativity, energy, and humanity. It gives the University of Rochester community space to express individuality, while maintaining visual consistency and reinforcing our identity as one University.
A library of illustrations will be developed over time and available for partners to use.
Architecture
Areas of Study
Disciplines & Discoveries
Themes & Traditions
Contact Us
For access to additional assets and guidelines, please reach out to the University Marketing & Communications Brand Marketing team.