Toolbox: line elements
Within the UvA corporate identity, you can use elements from the toolbox to place greater emphasis on a message and draw attention to it. The toolbox consists of seven line elements that provide scope for creating a distinctive visual identity. By always using the toolbox elements in UvA red, they also serve as a unifying element across all communications. When using a solid red background, the toolbox elements may be displayed in white.
When to use which element?
Not every communication material lends itself to every corporate identity element. The UvA corporate identity therefore uses a scale ranging from recognisable to expressive. The larger the campaign, the more expression can be added to the communication. Always consider which elements are most appropriate for the specific communication.
- Recognisable – Common communication materials such as the stationery set, annual report, programme brochures, lift posters and narrowcasting screens use the core elements of the UvA corporate identity. These regular communications can easily be created using templates in the UvA Brand Portal.
- Mid-level – For a one-off short-term campaign, event or internal campaign, you can move towards the middle of the scale. The communication can then be enhanced with, for example, a partial background colour and a line element from the toolbox.
- Expressive – For an external recruitment campaign or an internal communication that requires greater attention, more expression can be added. The message can be given even greater emphasis by using tape behind text, a solid colour tint as a background, or a full-bleed image or illustration.
