Visual Tone Spectrum
On This Page: Our Visual Tone | Forming the Spectrum | Designing to the Spectrum
Our Visual Tone
As NYU communicators, we speak to a range of audiences. Just like our written words, our designs also convey different tones—which is to say different energies and emotions. By using the different elements of our visual identity—color, typography, photography, and graphics—in different ways, we can achieve a range of visual tones.
Determining which tone is right for you is not an exact science and requires a bit of intuition. Consider what you are saying and who you are saying it to. A celebratory event for students, for example, will have a different tone than a formal event meant for donors.
Design Examples
The visual tone spectrum is a framework to think about our brand graphics. Our visual tone ranges from: traditional to contemporary and subtle to bold.
Traditional visuals often use serif fonts, more detailed graphics, and quieter photography.
Contemporary visuals often use sans serif fonts, geomteric graphics, and dynamic photography.
Subtle visuals include softer colors, toned down graphics, and less-busy photography.
Bold visuals are louder, more vibrant, and compositionally energetic.
Our default look is a mix of contemporary and bold. This generally translates to ultra violet accents, Gotham fonts, vibrant photography, and asymmetrical layouts. When in doubt, use our core visual identity in your designs to bring them to life.
Contemporary/Bold
This tone captures the excitement and energy of urban life and NYU’s innovative culture. It’s a celebration of creative minds in all fields coming together to inspire one another, explore possibilities, and change the world. This tone is more informal, embracing some of the rougher edges and creativity of the city. It resonates most with prospective and current students, and alumni.
Design Charactertistics
- Color: High contrast between NYU Violet, black, white, light gray, and Ultra Violet. See palette examples.
- Fonts: Select weights of Gotham (Book, Bold, Black, Ultra). See type pairing examples.
- Photography: Incorporate pops of color, movement, and community.
- Graphics: Prominent use of our city grid graphics, solid paths, thicker line weights.
Types of Communications
- Lookbook to prospective students
- Social media to incoming freshman
- Club email to enrolled students
Examples in Action
Contemporary/Subtle
This tone has the same energy and excitement as Contemporary/Bold but is grounded in maturity and confidence. This tone is less about getting your attention, and more about rolling up its sleeves and getting down to the work required to support the academic mission of the University. It resonates more with internal facing audiences like administrators, faculty, and staff.
Design Charactertistics
- Color: Low contrast between shades of NYU Violet, ultra violet, white, and light gray. See palette examples.
- Fonts: Select weights of Gotham (Extra Light, Light, Book, Bold). See type pairing examples.
- Photography: Incorporate pops of color, movement, and community.
- Graphics: Occasional use of our city grid graphics, outlined paths, thinner line weights.
Types of Communications
- Annual report
- Letterhead
- Meeting agenda
Examples In-Action
Traditional/Subtle
This tone is for formal communications that require a personal and accessible touch. Grounded in tradition, it is sophisticated and restrained, and it emphasizes our position as a prestigious academic institution. It resonates with most donors, trustees, and audiences of formal events like commencement.
Design Charactertistics
- Color: Low contrast between shades of NYU Violet, white, and light gray. See palette examples.
- Fonts: Mix of Gotham (Book, Light, Extra Light Bold) and Mercury. See type pairing examples.
- Photography: Avoid bright colors, movement and crowds. Focus instead on quieter scenes.
- Graphics: Occasional use of our city grid graphics, outlined paths, thinner line weights.
Types of Communications
- Programs for presidential events
- An invitation for Commencement
- Event branding for a faculty honors reception
Examples In-Action
Traditional/Bold
This tone is for matter-of-fact or hard-fact messaging that needs the weight of NYU’s gravitas behind it. It conveys a sense of importance, so consider it for quieter, more reserved pieces. It resonates with more mature audiences like retired faculty, graduate students, and external financial partners.
Design Charactertistics
- Color: High contrast between shades of NYU Violet, Deep Violet, white, light gray, and Ultra Violet. See palette examples.
- Fonts: Mix of Gotham (Book, Bold, Black, Ultra) and Mercury. See type pairing examples.
- Photography: Avoid bright colors, movement and crowds. Focus instead on quieter scenes.
- Graphics: Prominent use of our city grid graphics, solid paths, thicker line weights.
Types of Communications
- Program for Society of Retired Faculty event
- Presentation for University budget
Examples in Action
