Visual Guide

Design Style

  • Use clean lines, typefaces and graphics.
  • Reduce the use of backgrounds with overly saturated color and busy graphic designs.
  • Eliminate and/or reduce the use of special effects (e.g., beveling, drop shadows, etc.) unless they are necessary for readability.
  • Use white or solid saturated colors from the UND color palettes.
  • Minimize the number of colors used for a clean look.
  • Use simple typefaces from one of the recommended UND typefaces.
  • Minimize copy as much as possible to create white space to rest the eye. To effectively get across a point, less is more.
  • Format copy in bullets or use short lines or columns, as they are easier to read.

Graphics

Use RGB graphics for Web or digital media projects, and CMYK graphics for traditional print projects. If a CMYK graphic is used in a digital or RGB platform, UND's green will appear lime green instead of kelly green.

UND logo with green color examples

PNG files allow transparency so a white background is not present when layered on top of another item. Whenever possible, do not use JPGs for logos because they are not transparent and create a white background on the file.

Showing the differences between a PNG and JPEG image (a PNG can be saved with a transparent background.)

Photography

Composition

  • When photos are prominent in the design, use candid, action or environmental shots.
  • Avoid staged/standing still photos. If used, be sure they serve a strong purpose and the subject is identified with a caption.
  • Use photos that show a depth of field, e.g., blurred background or surroundings with an in-focus subject.

Sources

  • All photos/images/graphics should be the property of the University or used with appropriate permissions from the owner(s).
  • Photos taken by and property of UND should always take preference, unless a situation warrants otherwise.
  • Avoid the use of stock photos and clip art. If you use stock images, ensure that you have legal permission to do as many images are copyrighted and may charge royalty fees for use.
  • If you need a photo, contact the campus photographers at the UND Office of Marketing & Communications.

Pixelization

Pixelization is when small single-colored square display elements are visible in an image. It occurs when an image is sized larger than its original dimensions/resolution. Pixelization can be prevented by using the exact measurements and minimum resolution when sizing an image file:

  • 300 ppi for print
  • 72 ppi for digital
A comparison different pixelations in the same picture.

Online Photo Library

An assortment of high-resolution professional campus images are available for download in the Online Photo Library (password: undphoto). Please note you must be on campus to gain access to the online gallery. Guidance on how to use the library and its images can be found in the Online Photo Library presentation.

Photo Requests

Please submit a project request form to request specific photos for your project or schedule a photo shoot.