Graphic Language

Graphic Language

With all due respect to our messaging, personality, and voice—looks matter, too. Our graphic language makes us unique, and helps our audiences connect a wide variety of communications over a long period of time. Most importantly, it’s the culmination of how all these pieces work together to strengthen our brand message.

Color Blocks

Color blocks boldly display the Southeast color palette, merging photography, type, and color into one seamless composition. Color blocks can be inset or bleed off the page.

When placing a color block over a photograph, always set the transparency to multiply. However, using this technique with a black-and-white photo can obscure the color block. To avoid this, follow the steps below.

  1. Create color block A Transparency: Normal Opacity: 20%
  2. Create color block B Transparency: Multiply Opacity: 100%
  3. Align color blocks A and B, and group them together

A variation of the color block is the diagonal block. Diagonal blocks can contain either a solid color or photography. Diagonal blocks should always bleed off the top and sides of a page. A color block can be combined with a diagonal block, but only if the diagonal block contains a photograph.

Diagonal Line and Rectangle

The diagonal line is a subtle but dynamic graphic element. It can frame a particular element on the page, lead viewers through a composition, or intersect with typography for a visually compelling headline.

The diagonal line should always have a stroke weight of 1 point, and should be set at a 60° angle.

The diagonal line should appear only in black, red, or white.

The diagonal rectangle is based on the diagonal line. It should maintain the same 60° angle, but be thick enough to undoubtedly be a solid shape and not a line. All brand colors are permitted.

Horizontal Line

The horizontal line is used as a call to action whether literally or as a contact CTA. A rule line, with height X, should be used to determine proper spacing throughout the composition.

graphic example of use of horizontal line

Pattern Graphics

Our pattern graphics derive from the window pane on our iconic Academic Hall dome. Because this ties back to the brand’s well-established use of angles, it creates a sense of familiarity, while the circle offers a container that adds softness and structure at the same time. Patterns should never sit behind the SEMO logo. Adjust the gradient feather to clear the space behind the logo. When used with photography, fill negative space. Do not place the pattern over any faces or obstruct the photo’s focal point.

  • Checkered: best used to add texture to simple backgrounds or as a texture on top of photography with ample negative space.
  • Window Pane: best used to soften harsh backgrounds and floods of color.
  • Asymmetrical: intended to be used sparingly, best used as a container element for info-heavy spreads.
  • Minimal Asymmetry: best used as an overlay for imagery or for layouts that need an additional brand element.

Contact

573.651.2509
editor@semo.edu
Wehking Alumni Center, 4th Floor

University Marketing
One University Plaza, MS7300
Cape Girardeau, Missouri 63701