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1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Brand Standards JANUARY 2026

Version 4

Contents 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

For the most up-to-date Brand Standards please visit the brand site at yorku.ca/brand.

1 Brand Overview

3.4 - Sponsorship Representation

5 Design System

1.1 - Brand Definition and Journey

3.5 - Student-Run Representation

5.1 - Window of Positive Change

1.2 - Our Vision, Promise and Values

3.6 - Division, Unit or Campus Initiatives – Text Treatments

5.2 - Incremental Rule

3.7 - Division, Unit or Campus Initiatives – Expression

5.5 - Window of Positive Change – York Logo Placement Variations

1.3 - Our Brand Story 1.4 - Brand Visual Identity 1.5 - Brand Architecture 1.6 - Taglines

3.8 - Anniversaries and Celebrations 3.9 - Design Treatments

1.7 - Accessibility

2.1 - Primary & Digital Logos 2.2 - Vertical Version – Alternate 2.3 - York U Crest 2.4 - Primary – Colour Variations 2.5 - Digital – Colour Variations 2.6 - Full-Colour Logos 2.7 - Reverse Logos

5.14 - Faculty Accent Pillar – Examples 5.15 - Faculty Accent Window – Examples

4.1 - York Colour Palette 4.2 - York Colour Palette – Proportionality 4.3 - Colour Tints and Gradients 4.4 - Sub-brand Palette 4.5 - Sub-brand Palette – Proportionality 4.6 - Faculty Accent Colours 4.7 - Faculty Accent Colours – Specification & Usage 4.8 - Colour Usage – Buildings and Physical Spaces

2.8 - Sizing/Spacing 2.9 - Incorrect Usage 2.10 - Sub-brand Logos – Primary 2.11 - Sub-brand Logos – Digital 2.12 - Sub-brand Vertical Version – Alternate 2.13 - Sizing/Spacing – Sub‑brand Example 2.14 - Faculty Logos – Primary 2.15 - Faculty Logos – Digital 2.16 - Faculty Vertical Version – Alternate 2.17 - Sizing/Spacing – Faculty Example

3 Working with Logos 3.1 - York Logo Placement

5.12 - Sub-brand Accent Pillar – Examples 5.13 - Sub-brand Accent Window – Examples

4 Brand Elements

2 Logos

5.3 - Window of Positive Change – Usage and Rules

4.9 - Specific Campaign Colours – & Colour Usage 4.10 - Typography – Primary Font 4.11 - Typography – Secondary Fonts 4.12 - Typography – Usage 4.13 - Emblems 4.14 - Emblems – Colour Variations 4.15 - Emblems (Wayfinding and Action Items) 4.16 - Emblems (Embellishments) 4.19 - Brand Icons & Graphics 4.20 - Photography

6 Brand Usage 6.1 - Visual Usage Summary 6.2 - Brand Approval Process 6.3 - Designer Checklist

7 Design Execution 7.1 - Do’s and Don’ts — Window Examples 7.2 - Social Media Avatars 7.3 - Digital Examples 7.4 - Social Media Examples 7.5 - Social Media Examples – Sub-brand 7.6 - Faculty Print Examples 7.7 - Pull-up Banners 7.8 - PowerPoint 7.9 - Website 7.10 - Video Bumpers 7.11 - Video – Lower Thirds 7.12 - Merchandise

4.21 - Photography Assets 4.22 - Photography – Do Not’s Examples

7.13 - Glossary

3.2 - Definitions 3.3 - Partnership Representation

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Welcome 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

This guide is a comprehensive tool to help you understand and learn how to use York University’s brand. Our brand standards define how we communicate with our current and prospective students, internal and external stakeholders, and the world. By applying the elements thoughtfully and consistently, we will strengthen our brand and tell the story of a unified York.

1 Brand Overview Brand Definition and Journey Our Vision, Promise and Values Our Brand Story Brand Visual Identity Brand Architecture Taglines Accessibility

1.0

2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Brand Overview York University Brand Standards

2026 – Version 4

Overview 1 Brand Overview Brand Definition and Journey Our Vision, Promise and Values Our Brand Story Brand Visual Identity Brand Architecture Taglines Accessibility

Brand Definition and Journey

2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

What is the brand? Why is it important? Brand governance Our brand is our DNA. It’s how we act, think, speak and behave, and is our institutional culture and identity. It makes us stand for something unique and meaningful versus other universities. It is the essence of who we are.

York University Brand Standards

2026 – Version 4

As the foundation of York’s marketing and communications, our brand allows us to tell a consistent and powerful story to the world around us. More than a logo, font and colours, our brand delivers on our promise to create positive change and a better, more meaningful future for all.

Our brand journey

Our brand stewardship policy and procedures were last approved by the Board in 2020 with the intention of protecting and upholding the image and reputation of the University by regulating the use of brand properties. This policy is designed to limit the proliferation of brand properties that detract from the University’s core positioning by diluting our distinctive image and legal right in its names and marks.

In 2019, we embarked on a journey to clearly define who we are and what we stand for. With an evidence-based strategy created from extensive quantitative research and interviews with over 4,000 stakeholders, competitive reviews and validation research, we landed on Positive Change – a bold vision to take our brand further.

yorku.ca/brand

Section 1.0

1.1

Overview 1 Brand Overview Brand Definition and Journey Our Vision, Promise and Values Our Brand Story Brand Visual Identity Brand Architecture Taglines Accessibility

Our Vision, Promise and Values Our vision

2 Logos

York is committed to giving a broad demographic of

3 Working with Logos

students access to a high-quality, research-intensive learning environment committed to the public good.

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Our promise

We are a community of changemakers. Driven by passion, we exist to create positive change for our students, our communities and the world around us.

Our values Excellence

Progressive Inclusivity & diversity Social justice & equity Sustainability

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 1.0

1.2

Overview 1 Brand Overview Brand Definition and Journey Our Vision, Promise and Values Our Brand Story Brand Visual Identity Brand Architecture Taglines Accessibility

Our Brand Story Our brand story represents who we are and what we stand for. The three versions below are approved messaging for use across a wide range of communications. Choose the one that best suits your specific needs.

2 Logos

Main Story

3 Working with Logos

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Together, we can make things right for our communities, our planet and our future.

Short

York is a leading international teaching and research university, and a driving force for positive change. With a diverse community and uniquely global perspective, we can make things right for our future.

For our Key Messages, Messaging Guide,

Long

York is a leading international teaching and research university, and a driving force for positive change. Empowered by a welcoming and diverse community with a uniquely global perspective, we are preparing our students for their long-term careers and personal success. Home to one of the largest and most diverse student bodies in Canada, our 53,100+ students from 160+ countries, 380,000+ alumni and leading professors are working with 350+ university, industry and NGO partners to tackle pressing issues such as, AI’s impact on society, disaster and emergency management and more. Recognized as a global leader for six consecutive years in the Times Higher Education Impact Rankings, and number one in global joint research publications in Ontario, York is positioned to take on the challenges that matter most.

In fact, 70% of York undergraduate programs have a co-op option. Across our multiple campuses in the Toronto area, including the Keele, bilingual Glendon and Markham campus, and globally in Costa Rica, we continue to innovate. This brings success to our students in our top-ranked Schulich School of Business, Osgoode Hall Law School as well as in the liberal arts, creativeand performing arts, professional studies, health, engineering, education and sciences. Our new School of Medicine (opening 2028 subject to accreditation), aims to create the foremost community-based doctor eduction in Canada. We value collaboration, diversity and inclusivity. Together, we can make things right for ourselves, our communities, our planet and our future

Through our leading programs and experiential education opportunities including internships, community placements, co-ops and capstone projects, we are preparing our students for meaningful careers, long-term success, and the critical knowledge to work toward a better future.

Multicampus Narrative, and Writing Style Guide, please see Using the Brand section of the Brand website.

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 1.0

1.3

Overview 1 Brand Overview Brand Definition and Journey Our Vision, Promise and Values Our Brand Story Brand Visual Identity Brand Architecture Taglines Accessibility

The brand elements below form the visual identity of the York University brand system. Together, they support our unique brand expression and our positioning of positive change. Each aspect of the system helps you communicate your

Brand Visual Identity

ideas in various forms of media, from print to digital, including motion graphics and video. This document will outline how to make effective use of the York brand visual identity.

2 Logos 3 Working with Logos 4 Brand Elements

Logos

Colour

Typography

AaBbCc123

5 Design System 6 Brand Usage

IBM Plex Sans IBM Plex Serif IBM Plex Mono IBM Plex Sans Condensed

7 Design Execution

Window of Positive Change

York University Brand Standards

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Emblems

Imagery

yorku.ca/brand

Section 1.0

1.4

Overview 1 Brand Overview Brand Definition and Journey Our Vision, Promise and Values Our Brand Story Brand Visual Identity Brand Architecture Taglines Accessibility

2 Logos 3 Working with Logos

Brand Architecture The York University brand architecture reflects a master brand strategy. The brand architecture defines the organizational structure and visual relationships between the University’s various entities. It tells us how they relate to one another and to the larger institution.

4 Brand Elements 5 Design System

Sub-brands

Faculties

6 Brand Usage 7 Design Execution

Divisions and Units*

Campuses*

President’s Office

Keele Campus

Provost Office

Glendon Campus

VP Advancement

Markham Campus

VP Finance and Administration VP Equity, People and Culture VP Research and Innovation VP Students

Athletics & Recreation Mark

Spirit Mark

* Please note that divisions, units and campuses do not have locked logos. Glendon is an exception as it is both a sub-brand and a campus and therefore has maintained its own locked logo. See pgs. 3.6-3.7 to see how these divisions, units and campuses are expressed. York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 1.0

1.5

Overview 1 Brand Overview Brand Definition and Journey Our Vision, Promise and Values Our Brand Story Brand Visual Identity Brand Architecture Taglines Accessibility

2 Logos 3 Working with Logos

Taglines A tagline is a sign-off that is separate from the main message. Additional Faculty, sub-brand, unit, campus, divisions and initiatives are not permitted to have their own taglines. This includes any stand-alone statements that compete with the University logo or tagline.

4 Brand Elements

York University’s Marham Campus Open House

The Future of learning is coming to York Region

is May 20. The future of learning is coming

Our Markham Campus opens Spring 2024

5 Design System

to York Region. Don’t miss it!

Join us in creating positive change at yorku.ca/Markham

6 Brand Usage 7 Design Execution

DO NOT use a tagline York University’s Marham Campus Open House is May 20. The future of learning is coming to York Region. Don’t miss it! The Future of learning is coming to York Region

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yorku.ca/brand

Section 1.0

1.6

Overview 1 Brand Overview Brand Definition and Journey Our Vision, Promise and Values Our Brand Story Brand Visual Identity Brand Architecture Taglines Accessibility

2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Accessibility York University is committed to principles of respect, inclusion and equality of all persons with disabilities across campus. The Accessibility for Ontarians with Disabilities Act (AODA) issued by the Ontario government aims to make Ontario fully accessible to persons with disabilities by 2025.

It is the responsibility of the area to ensure the document is AODA compliant before handing over to a designer. This can be achieved through familiarizing yourselves with the tools and resources listed here. For example, this includes alt tagging images and charts to explain context. The document should have a logical heading structure and order so it can be read by a screen reader. (i.e. good example - H1, H2, H3)

Designing for Accessibility

A key component of York’s AODA compliance is for community members to follow design standards to ensure the same experience for someone with a disability as someone without. To design for accessibility means to effectively communicate to people of varying abilities and impairments. Considerations need to be made for all media, from printed posters to social media posts and even environmental designs. Fundamentals of Design: • Sensory (eyesight; hearing; cognitive; semantically structured information) • Language Usage (cognitive load – short and literal; avoid jargon; scannable; semantically structured text) • Colour (contrast is affected by hue, saturation and tonal value) • Text (size; tracking; line, paragraph and column spacing; line length; column length; justification; glyphs)

• Digital Media (assistive technology compatibility; semantic structure; non-text content) ° Alt Text (function; length; redundancy; unnecessary words (e.g. image of, picture of); close tag (period) ° Video (captioning; transcripts; background sounds) • Physical Media (e.g. sign design) Can the user read it/access it on a digital device or do they have to rely on another person? Are you creating signage that has regulations set by the Government of Ontario (e.g. elevator or stairs, room identification etc.)? TOOLS AND RESOURCES • Tips for Creating Accessible PDFs • Tips for Creating Accessible PowerPoint Presentations • Tips for Creating Accessible Word Documents • Adobe Accessibility

AODA Compliant Websites

Although the York’s 2020 website template was created in accordance with AODA’s January 2021 compliance deadline, there are still ongoing actions required by the University to avoid fines. Principals of Web Design: • Web content accessibility guidelines for WCAG 2.1 w3.org/tr/wcag21/ as well as Web Accessibility in Mind (WebAIM) webaim.org and the W3C Web Accessibility Initiative w3.org/wai • Text should be presented in a perceivable way (i.e. semantic text, no content should be delivered through sound or visuals alone) • User should feel in control and be able to operate the interface regardless of abilities • Information needs to be understood by people with different cognitive abilities and with diverse education, linguistic and cultural differences • Consider users who may rely on a wide range of displays, browsers, devices and assistive technologies WEBSITE TOOLS AND RESOURCES Within York’s Digital Experience Hub, you will find valuable tools and resources such as: Web Accessibility Guidelines, Web Editor/Owner Responsibilities and an Evaluation Checklist.

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 1.0

1.7

1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example

3 Working with Logos 4 Brand Elements 5 Design System

2.0 Logos

6 Brand Usage 7 Design Execution

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Logos 1 Brand Overview 2 Logos Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example

Primary & Digital Logos Primary Logo

Typographic Signature

York U Square

As a leading university York University has a logo that is recognized around the world. Throughout all our touch points, our logo represents our brand and signals our collective desire to create positive change. The York logo is composed of two parts: the typographic signature and the York U square. They must always be used together and should not be altered in any way.

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Digital Logo

The digital version of the logo is a simplified variation of our main logo and is designed to ensure optimum legibility and reproduction in digital media. This version should be used for social channels, digital ads, PowerPoint presentations, screens (for example, LCD and LED) or any media where it will be rendered in pixels.

York University Brand Standards

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yorku.ca/brand

Section 2.0

2.1

Vertical Version Alternate The vertical version of the logo is to be used only when there is not adequate space for the horizontal logo (i.e. narrow web ads or small merchandise such as tennis or golf balls, pens, notebooks, apparel etc.).

Alternate Primary Logo

Alternate Digital Logo

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

The digital favicon logo is for limited use only and requires approval. It is used primarily for website tabs/bookmarks or as a decorative/functional component to interior campus spaces.

York University Brand Standards

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Digital “Favicon” Logo

yorku.ca/brand

Section 2.0

2.2

York U Crest The York U crest is the most formal expression of our brand and should only be used in official, scholarly and ceremonial applications. Please contact University Brand & Marketing if you wish to use the crest: cpabrandmar@yorku.ca.

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 2.0

2.3

Primary Colour Variations

A reverse version of our logo has been created, to make it easier to use in a variety of applications. For example, it can be used on a solid York Red background or full-colour photograph where it will be clearly legible.

Our York Red (PMS 186; Hex E31837) plays a critical part in helping our stakeholders, peers and prospects recognize the brand in the marketplace. Red emphasizes our Canadian heritage and speaks to our energy and passion.

yorku.ca/brand

Section 2.0

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

York University Brand Standards

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2.4

Digital Colour Variations

A digital version of the logo has been created to maximize legibility on screens and in media where the logo will be rendered in pixels. To maintain the strength and clarity of the logo, choose the option most appropriate for the corresponding background colour or image.

The reverse logo should only be used on solid backgrounds or on photographs where it will be clearly legible.

yorku.ca/brand

Section 2.0

Visit yorku.ca/brand to download York U’s primary and digital logos.

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

York University Brand Standards

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2.5

Logos 1 Brand Overview 2 Logos

The full-colour logo may be used on white backgrounds, light-coloured backgrounds and photographs with clean space where it will be clearly legible.

Full-Colour Logos

Primary & Digital Logos Vertical Version – Alternate York U Crest Primary – Colour Variations Digital – Colour Variations Full-Colour Logos Reverse Logos Sizing/Spacing Incorrect Usage Sub-brand Logos – Primary Sub-brand Logos – Digital Sub-brand Vertical Version – Alternate Sizing/Spacing – Sub‑brand Example Faculty Logos – Primary Faculty Logos – Digital Faculty Vertical Version – Alternate Sizing/Spacing – Faculty Example

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution DO NOT use logo on dark images

York University Brand Standards

DO NOT change opacity of logo

2026 – Version 4

DO NOT use logo on dark background

DO NOT place the logo over “busy” imagery

yorku.ca/brand

Section 2.0

2.6

Logos 1 Brand Overview 2 Logos

Reverse Logos

The reverse logo may be used on photographs where it will be clearly legible. It may also be used on certain solid backgrounds, like York Red and the darker hues of our primary and secondary palettes.

It may be knocked out of Faculty accent colours only if legible. Remember, the logo must have enough contrast between the foreground and background to comply with Accessibility for Ontarians with Disabilities Act (AODA) standards. For AODA guidelines, please refer to the Accessibility Hub at https://www.yorku.ca/accessibilityhub/.

DO NOT change opacity of logo

DO NOT use reverse logo on light background

yorku.ca/brand

Section 2.0

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution DO NOT change opacity of logo

York University Brand Standards

DO NOT change opacity of logo

2026 – Version 4

2.7

3 Working with Logos

Sizing/Spacing

Horizontal Minimum Size

Vertical Minimum Size

0.35"

20 pixels

The logo is protected by an invisible safety zone where no graphic material – other than the background – should appear. This ensures the logo remains free from visual interference and stands out clearly. The safety space is defined by “X”, which is the height of the York U square.

40 pixels

0.75"

Using the logo correctly supports brand recognition, and maintains its legibility and impact.

Safety Zone

See the visuals to your right for minimum size and safety space standards.

0.5x

4 Brand Elements

0.5x

5 Design System 6 Brand Usage 7 Design Execution 0.5x

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yorku.ca/brand

0.5x

Section 2.0

2.8

Incorrect Usage

The logo is the most important asset of our brand. While the brand provides many opportunities for creative expression, the logo must not be altered in any way.

Please do not create any special event or anniversary versions of the logo. Contact University Brand & Marketing if you have any questions or special requests: cpabrandmar@yorku.ca.

DO NOT condense or expand logo

DO NOT rotate or change colours

DO NOT add special effects

DO NOT outline logo

DO NOT alter the proportions

DO NOT add additional elements

DO NOT place logo over “busy” imagery

DO NOT use digital-only logo in print

DO NOT change logo’s lock-up

DO NOT create an anniversary logo

3 Working with Logos 4 Brand Elements 5 Design System

Your Name Goes Here

6 Brand Usage 7 Design Execution

DO NOT place reverse logo over light background

DO NOT use logo portions independently

50 YEAR S

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 2.0

2.9

3 Working with Logos 4 Brand Elements

Sub-brand Logos Primary At York, we are proud of our affiliated schools and our bilingual Glendon campus for their excellence and contributions to the University’s reputation. The typographic lock-up system was designed to promote the sub-brands first, while retaining the connection to the York master brand. Do not split up these locked logos, as this dilutes our overall messaging. We are stronger together. These locked-up versions are for use in print applications. Official logos are available for each sub‑brand by contacting the sub-brand’s communications department or University Brand & Marketing: cpabrandmar@yorku.ca.

5 Design System 6 Brand Usage 7 Design Execution

Refer to page 2.13 for minimum size and safety space around logos.

York University Brand Standards

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yorku.ca/brand

Section 2.0

2.10

Sub-brand Logos Digital These locked-up versions are for use in digital applications like social media, PowerPoint presentations, digital ads or whenever the logo is rendered in pixels. The reverse version of the logo may be used on a photograph or solid background, but only if clearly legible. For more examples, please see pgs. 2.6-2.7.

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Refer to page 2.13 for minimum size and safety space around logos.

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yorku.ca/brand

Section 2.0

2.11

Sub-brand Vertical Version Alternate The vertical version of the logo is considered a secondary use and is to be used only when there is not adequate space for the horizontal logo. (i.e. narrow web ads or small merchandise such as tennis or golf balls, pens, notebooks, apparel etc.)

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Refer to page 2.13 for minimum size and safety space around logos.

York University Brand Standards

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yorku.ca/brand

Section 2.0

2.12

3 Working with Logos

Sizing/Spacing Sub‑brand Example

Minimum Size

0.35"

Using the logo correctly supports brand recognition, and maintains its legibility and impact. The logo is protected by an invisible safety zone where no graphic material – other than the background – should appear. This ensures the logo remains free from visual interference and stands out clearly.

20 pixels

Vertical Logos Minimum Size

The safety space is defined by “X”, which is the height of the York U square.

40 pixels

0.75"

See the visuals to your right for minimum size and safety space standards.

4 Brand Elements 5 Design System

Safety Zone

0.5x

6 Brand Usage x

7 Design Execution

0.5x

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0.5x

yorku.ca/brand

Section 2.0

2.13

Faculty Logos Primary Like our sub-brands, the Faculties take a prominent position adjacent to York’s master brand. These locked-up versions are for use in print applications in either full colour, black-and-white or reverse.

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Refer to page 2.17 for minimum size and safety space around the logos.

York University Brand Standards

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yorku.ca/brand

Section 2.0

2.14

Faculty Logos Digital These locked-up versions are for use in digital applications like social media, PowerPoint presentations, digital ads or whenever the logo will be rendered in pixels.

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Refer to page 2.17 for minimum size and safety space around the logos.

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yorku.ca/brand

Section 2.0

2.15

Faculty Vertical Version Alternate

Alternate Primary Logos

Alternate Digital Logos

yorku.ca/brand

Section 2.0

The vertical version of the logo is considered a secondary use and is to be used only when there is not adequate space for the horizontal logo. (i.e. narrow web ads or small merchandise such as tennis or golf balls, pens, notebooks, apparel etc.)

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Refer to page 2.17 for minimum size and safety space around the logos.

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2.16

3 Working with Logos

Sizing/Spacing Faculty Example

Minimum Size

0.35"

20 pixels

Vertical Logos Minimum Size

The safety space is defined by “X”, which is the height of the York U square.

40 pixels

0.75"

See the visuals to your right for minimum size and safety space standards.

4 Brand Elements 5 Design System

Safety Zone

0.5x

6 Brand Usage x

7 Design Execution

0.5x

York University Brand Standards

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0.5x

yorku.ca/brand

Section 2.0

2.17

1 Brand Overview 2 Logos 3 Working with Logos York Logo Placement Definitions Partnership Representation Sponsorship Representation Student-Run Representation Division, Unit or Campus Initiatives – Text Treatments Division, Unit or Campus Initiatives – Expression Anniversaries and Celebrations Design Treatments

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

3.0 Working with Logos York University Brand Standards

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yorku.ca/brand

Working with Logos 1 Brand Overview 2 Logos

York Logo Placement

3 Working with Logos York Logo Placement Definitions Partnership Representation Sponsorship Representation Student-Run Representation Division, Unit or Campus Initiatives – Text Treatments Division, Unit or Campus Initiatives – Expression Anniversaries and Celebrations Design Treatments

For consistency across all communications, the preferred placement for the York U logo is the bottom-right corner. This rule applies to the primary, sub-brand and Faculty logos. The sub-brand and Faculty lock-ups are designed with a flush-right typographic setting to always work better on the right-hand side of your design.

6 Brand Usage

In instances where it is illegible on a photograph or background, or to create a more pleasing layout, the York U logo may be placed in one of the other corners of your document or media file. For example, the logo works better in the top left for e-communications.

7 Design Execution

The logo should never be centred in your design.

4 Brand Elements 5 Design System

Please note these are NOT the full rules regarding logo placement. Please visit the Design System in Section 5.0 for more details.

York University Brand Standards

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yorku.ca/brand

Section 3.0

3.1

Working with Logos 1 Brand Overview 2 Logos

Definitions

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

LOGO Text combined with a graphic mark, emblem or symbol used to aid and promote public identification and brand recognition. For example, the York University logo. LOCKED (OR LOCKED-UP) LOGO A combination of a primary logo with a text treatment or other logo. For example, a Faculty name or sub-brand logo next to the York logo with a grey dividing line. LOGOMARK/BRANDMARK A logomark generally does not contain the name of the company and instead more abstractly represents it using a symbol or mark (e.g. apple icon used by Apple). Brandmarks are commonly accompanied by a logotype, but not always. For example, the York Lions mark.

EMBLEM An object or picture used to suggest a concept or an idea. A suite of unique emblems has been developed for use by the York community.

Logo example

ICON A series of pictorial images relating to or illustrating a variety of content or messages. They are designed to rapidly convey intention in a variety of mediums including social media, websites, print publications and more.

Locked Logo example

TAGLINE A short, easily recognizable phrase used in advertisements, especially on television or online.

Brandmark example

TEXT TREATMENT Text typed in the primary font to define a division, campus or initiative – and never in close proximity to the graphic, emblem, icon or York logo.

Text Treatment example

DESIGN TREATMENT A graphic or type treatment using complementary pictorial mark(s), typography or photography that follows brand guidelines (i.e. colour, font, photography style). Design Treatment example

York University Brand Standards

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yorku.ca/brand

Section 3.0

3.2

Working with Logos 1 Brand Overview 2 Logos

Partnership Representation

4 Brand Elements 5 Design System 6 Brand Usage

York’s many Faculties, divisions and units may partner with external companies and institutions on a regular basis. The following are items to consider when engaging in these partnerships. USING THE YORK LOGO When an official partnership with an external company, institution or organization includes a signed contract/agreement sanctioned by your Executive Lead: • A line cannot be placed between the York logo and partner logo • The minimum space is required between the York logo and partner logo is double the York U square (i.e. “X”) in a horizontal lock-up.

York University Partnership Lock-up Logo Preferred – Horizontal

York University Partnership Lock-up Logo Alternate – Vertical

7 Design Execution York University Multiple Partnership Lock-up Logo

DO NOT lock-up York Logo with another institution or company logo

York University Brand Standards

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yorku.ca/brand

DO NOT lock-up own logo/wordmark with York Logo

Section 3.0

3.3

Working with Logos 1 Brand Overview 2 Logos

Sponsorship Representation

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

EXTERNAL SPONSORSHIP The York primary logo should be used unless illegible (i.e. will not meet AODA standards). MULTIPLE SUB-BRAND/FACULTY REPRESENTATION To represent a professional image, only one Faculty or sub-brand logo can be locked to the primary York logo. When the Faculty/sub-brands have multiple sponsors within the University, use the primary horizontal York logo, and these Faculties/sub-brands can be referenced through text within the creative space. INTERNAL/ON-CAMPUS SPONSORSHIP Use your locked logo if you have one. If you are a division, unit or initiative and do not have a locked logo, use the primary horizontal or digital York logo only – your division or unit will appear as text only in the creative space.

DO USE York Logo and have multiple sub‑brands/Faculties appear in text within creative space

DO NOT create or alter logos

DO NOT use multiple York logos together

DO NOT lock-up multiple logos or wordmarks with York logo

York University Brand Standards

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yorku.ca/brand

Section 3.0

3.4

within your Sub-brand/Faculty you can do so using graphical elements or a wordmark in the creative space as seen to the right with the Faculty of Science and Osgoode examples. For further examples please see Visual Representation on page 25.

Xfaculty name 1

CORRECT

Graphical element as part of design

CORRECT

e– t a d p U Student-Run Representation FPO WorkingPlease with Logos contact Marketing & Creative Services for more information.

1 Brand Overview 2 Logos

Wordmark (using York approved font)

CELEBRATING 50 YEARS

YORK UNIVERSITY FACULTY OF SCIENCE

3 Working with Logos

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Clubs, organizations and student-run initiatives are not permitted to use any element of the York brandSTUDENT (such asLOGOS the fonts, colours, logos or design system), as they officially Student groups atare Yorknot U are not permitted sanctionedtoUniversity properties. use the York U logo or follow the York U YORK UNIVERSITY VISUAL STANDARDS | 02.2019

York Logo Placement Definitions Partnership Representation Sponsorship Representation Student-Run Representation Division, Unit or Campus Initiatives – Text Treatments Division, Unit or Campus Initiatives – Expression Anniversaries and Celebrations Design Treatments

DO design own logo as long as it does not include any York logos or marks 44929 YorkU Science50.indd 1

CORRECT

2014-10-14 8:30 PM

Examples:

branding guidelines (logos, colours, fonts, etc). Student groups are allowed to design

The only exceptions are: if the initiative is their own logo, but there should be no partnership approved, via unless contract connection tosanctioned the York brand, in text only.by your Executive Lead. or sanctioned Please check your Executive Lead. If it falls For with any remaining questions on logo please contact Marketing & Creative under one use, of the three e xceptions outlined above, Services. please contact University Brand & Marketing.

DO NOT use York logos or parts thereof

DO NOT use York colour palettes

DO NOT use brand elements (e.g. emblems)

DO NOT use font IBM Plex

IBM Plex IBM Plex Sans IBM Plex Serif IBM Plex Sans Condensed IBM Plex Mono

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 3.0

3.5

Working with Logos 1 Brand Overview 2 Logos 3 Working with Logos York Logo Placement Definitions Partnership Representation Sponsorship Representation Student-Run Representation Division, Unit or Campus Initiatives – Text Treatments Division, Unit or Campus Initiatives – Expression Anniversaries and Celebrations Design Treatments

4 Brand Elements 5 Design System

Division, Unit or Campus Initiatives Text Treatments Our divisions, units, campuses and university initiatives all benefit from a consistent brand expression. Here are some simple rules to guide you as you develop your materials. TEXT TREATMENTS: • Use the primary IBM Plex Sans font in the body of the creative space away from the York logo and any other design elements. • Use the primary colour palette of all black, all white or all red. • Use sentence case for best legibility/AODA compliance and avoid the use of acronyms.

Minimum distance from York University Logo – Horizontal

6 Brand Usage 7 Design Execution Minimum distance from York University Logo – Vertical

York University Brand Standards

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yorku.ca/brand

Section 3.0

3.6

4 Brand Elements 5 Design System

Division, Unit or Campus Initiatives Expression • York’s master-brand architecture establishes that the names of divisions, units and initiatives are not attached or locked to the York logo (see pg. 3.6). • Unique logos for divisions, units or initiatives are not permitted as they proliferate the brand. • The University’s official primary font (IBM Plex Sans) must be used to represent your division, unit or initiative within the creative space and away from the York logo. • Design Treatment (i.e. graphic elements or emblems) and relevant photography can be used within your creative space, but cannot be attached to the name of the initiative.

SUMMARY OF EXPRESSION:

Logo

Do not create logos

Text Treatment

Icon/Graphic Element

Use IBM Plex Sans Use primary colour palette

From York Icon/Graphics library Not used beside the wordmark Used in different sizes/positions/York colours and in different placements/positions

6 Brand Usage 7 Design Execution

Text Treatment & icon execution examples:

New Moodle 2019 — 1040x150 Doming Graecis Docendi Uteosirtute Alienum Adipisci Sedea VIRTUTEALTERUM IUSEIEANO DELICATADIS OCTOBER 22 • 12-2 pm Neglegentur te mea, corpora omittantur eam ei, probo labore et quo! Illum adipisci est ne, qui at verear definitionem, erat nusquam suscipit in vim. Te atomorum perpetua nec, est id persius euismod. Vitae comprehensam has ut, no eos civibus fabellas gubergren. At dolorum oportere evertitur qui. Id pro adipisci aliquando. Eu usu luptatum delicata consectetuer, dico nominati eu pro. In vix luptatum sensibus, eam exerci mollis neglegentur ei, ea vis omnium probatus intellegat. Eum tota dignissim ex? Id efficiantur philosophia usu, his id dicunt tractatos? Te has probatus suavitate, ornatus disputando mea an! Posse hendrerit reprehendunt ea eum? At primis expetenda mel, quo ut mucius nostro adipisci. Duo meliore similique in.

Facebook, Twitter, LinkedIn

Doming Graecis Docendi Uteosirtute Alienum Adipisci Sedea VIRTUTEALTERUM IUSEIEANO DELICATADIS OCTOBER 22 • 12-2 pm Neglegentur te mea, corpora omittantur eam ei, probo labore et quo! Illum adipisci est ne, qui at verear definitionem, erat nusquam suscipit in vim. Te atomorum perpetua nec, est id persius euismod. Vitae comprehensam has ut, no eos civibus fabellas gubergren. At dolorum oportere evertitur qui. Id pro adipisci aliquando. VIDIT DEBITIS NOMINATI EISED Adest elit mundi meliore, vix eu quod commune. Nam audire iuvaret salutatus id, duo summo aliquam ex? Fugit possim comprehensam eum an, amet laudem nonumes nam ad. Sanctus aliquando mel at, putent accumsan quaerendum sea eu, luptatum tractatos an ius. Etiam vocent oporteat ne pro, id ridens insolens necessitatibus mea. Nec te nisl suscipiantur. Eum homero iuvaret ancillae an, dicit molestiae an est, an vim duis postulant.

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Text only & emblem execution examples:

NOVEMBER 16 • 2-4 pm VIDIT DEBITIS NOMINATI EISED Adest elit mundi meliore, vix eu quod commune. Nam audire iuvaret salutatus id, duo summo aliquam ex? Fugit possim comprehensam eum an, amet laudem nonumes nam ad. Sanctus aliquando mel at, putent accumsan quaerendum sea eu, luptatum tractatos an ius.

Facebook, Twitter, LinkedIn

York University Brand Standards

2026 – Version 4

Etiam vocent oporteat ne pro, id ridens insolens necessitatibus postulant. Duo esse reprimique ad, id sea aperiri qualisque. Ne prima nobis volutpat usu, te vim porro suscipit delicatissimi, eos ex habeo civibus. In equidem nominavi usu?

Sed simul choro temporibus id, malis perfecto mediocrem pri ad, mel nonumes scribentur id legimus graecis. Id ornatus deterruisset vim, iuvaret disputationi ex vim! Nam delenit maiestatis id. Aliquando intellegam, has convenire persecuti.

Facebook, Twitter, LinkedIn

yorku.ca/brand

Section 3.0

3.7

4 Brand Elements 5 Design System

Anniversaries and Celebrations

DO use year mark as a graphic element

If you would like to celebrate an occasion within your sub-brand/Faculty you can do so using design and/or text treatments as shown in the examples at right. Anniversary and celebratory logos are NOT permitted.

DO use year within text treatments

FACULTY OF EDUCATION | CELEBRATING 50 YEARS OF EXCELLENCE

FACULTY OF EDUCATION CELEBRATING 50 YEARS OF EXCELLENCE

ANNIVERSARY LOGOS Anniversary logos are not permitted.

You can use the anniversary milestone statement If you would like to celebrate an anniversary within your for a limited time in your email signature Sub-brand/Faculty you can do so using graphical elements a wordmark in the creative space as seen with the and in the body of the or creative space of your Faculty of Science example. communications. Please contact Marketing & Creative Services for more

DO use graphic element to tie together anniversary celebration materials

YORK UNIVERSITY FACULTY OF SCIENCE CELEBRATING 50 YEARS CONTENTS

information.

6 9 10 11 12 14 15 16 18 20 21 22 22 23 24 25 26 28 29 30 31 32 34 35 36 38

Always use the primary font and primary colour palette. MESSAGE FROM DONALD HASTIE

CELEBRATING 50 YEARS

IT IS HARD FOR ME TO BELIEVE that the Faculty of Science is 50 years old. Looking back on my limited time at York (37 years), I am impressed by how much the Faculty has grown and all that it has accomplished. It would make any organization proud. Like most units at York, Science started at Glendon before moving to the Keele campus and into the then brand new, state-of-the-science Farquharson building. Over the years, departments have come and gone, the Faculty changed its name three times, and we helped create the Faculty of Health and the Lassonde School of Engineering. We have grown from five faculty members in the one building with a handful of students, to 140 faculty members with 3,500 students in seven buildings. Our top-quality degree programs have graduated 12,500 BSc and 1,600 master’s and PhD students, and our alumni are increasing and contributing to the activities of the Faculty. Our faculty members are leaders in their fields of science and education. We have 11 faculty members who held Canada Research Chairs, six York Distinguished Research Professors, two NSERC Steacie Prize awardees, and seven faculty members who have been inducted into the Royal Society of Canada. Research and teaching are not the same as they were 50 years ago, and we have kept ahead of the trends in both. Science has always been at the core of our activities. The recent renaming of the Faculty to its original moniker, the Faculty of Science, has reinforced the importance of our science base, and we look forward to building on these strengths over the coming decades.

YORK UNIVERSITY FACULTY OF SCIENCE

6 Brand Usage 7 Design Execution

YORK UNIVERSITY LOGO/WORDMARK GUIDELINES | 01.2019

Don Hastie Interim Dean July 1, 2012 – June 30, 2014

what is. Xfaculty name Challenge Imagine what can be. 9

York University Brand Standards

Transform the future.

CELEBRATING 50 YEARS

YORK UNIVERSITY FACULTY OF SCIENCE

DO NOT alter existing logos, add to existing logos or create logos

Never add to the logo or create your own.

Amro Zayed & Laurence Packer Bridget Stutchbury Demian Ifa Gordon Shepherd Lorelei and Rosalind Silverman Peter Pekos Scott Menary York: The Early Years Allan Carswell Dan Riskin Sergey Krylov John Houston Cecilia Moens Louis Lim Jayashree Thatte Bhat Nigel Lockyer Sometimes You Can Pick Your Family Ilijas Farah Ilana Dashevsky Jennifer Chen Stephen Watson A Numbers Game Tamara Kelly Wendy Taylor Paul Delaney Edward Jones-Imhotep

50 50

faculty name faculty name 1 9 6 7 - 2 0 1 7 INCORRECT

FACULTY OF EDUCATION CELEBRATING 50 YEARS OF EXCELLENCE

Dedicated to inspiring active-learners and engaged citizens, we are a community that respects and values insight, creativity, justice, and diversity. Through imaginative and critical thought, we work to promote significant social and environmental change for a more equitable and sustainable world.

faculty name faculty name 1 9 9 2 - 2 0 1 7 TABLE OF CONTENTS

The BES Program

9 Enhance 2 Your-Studies2

Environmental Careers

Admission Requirements

Exclusive Entrance Scholarships

Special Events For Future Students

faculty faculty name name

We recognize that many Indigenous nations have longstanding relationships with the territories upon which York University campuses are located that precede the establishment of York University. York University acknowledges its presence on the traditional territory of many Indigenous Nations. The area known as Tkaronto has been care taken by the Anishinabek Nation, the Haudenosaunee Confederacy, the Huron-Wendat, and the Métis. It is now home to many Indigenous Peoples. We acknowledge the current treaty holders, the Mississaugas of the New Credit First Nation. This territory is subject of the Dish with One Spoon Wampum Belt Covenant, an agreement to peaceably share and care for the Great Lakes region.

2026 – Version 4

CELEBR AT ING 1 0 Y E ARS 1 0 Y E ARS

AT ING CelebratingCELEBR 50 Years of Excellence

yorku.ca/brand

Section 3.0

3.8

Working with Logos 1 Brand Overview 2 Logos

Design Treatments

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

A design treatment refers to a graphic or type treatment using complementary pictorial mark(s), typography or photography that follows York’s brand guidelines (i.e. colour, font, photography style). The treatments are either single use or multi-use, must be fluid and adapted for different applications and may not become more distinct than the York logo. Design treatments are used for defining campaigns, Faculties and events. The overarching brand must still be prominent, and no treatment should appear as if it is a logo.

Design element

Brand execution Solar Floaties

Partner: CooperLab

Challenge: How can we make solar energy more accessible and sustainable for remote, off-grid communities?

C4 PilotYear Projects

Thank You

Team Project: The team created the Solar Floatie, a low-cost solar concentrator that generates both electricity and heat and can be used to meet the energy needs of various off-grid communities. Website: https://solarfloatie.wixsite.com/capstone

2019-2020

It is not permitted to lock a logo with a text treatment.

If you need assistance or approval on a text or design treatment, please contact University Brand & Marketing: cpabrandmar@yorku.ca.

Agenda

York Capstone Network | C4: Cross-Campus Capstone Classroom

Icon Collection

Solar Floaties

Dream Crusher

GreenGo

Loop

Artheart Volunteerism

TraumaLink

Women’s Youth Network

Youth Well-being Toolkit

York Capstone Network | C4: Cross-Campus Capstone Classroom

Sample Cover Designs

Multidisciplinary Diverse Real Impact

York Capstone Network | C4: Cross-Campus Capstone Classroom

Multidisc Dive Real I

York Capstone Network

Sample Cover Sample Designs Cover Designs

York Capstone Network

Cross-Campus Capstone Classroom Multidisciplinary Diverse Real Impact

York Capstone Network

York University Brand Standards

2026 – Version 4

Multidisciplinary Diverse Real Impact

York Capstone Network

C4 C4

Cross-Campus Cross-Campus Capstone Classroom Capstone Classroom Multidisciplinary

Multidisciplinary

Multidisciplinary Diverse Real Impact

York Capstone Network

Multidisciplinary Diverse Real Impact

Multidisci

Diver

Multidisciplinary Diverse Real Impact

Real Im

York Capstone Network

Section 3.0

yorku.ca/brand Multidisciplinary

Multidisciplinary

Diverse

PowerPoint Title Slide

York Capstone Network

3.9

1 Brand Overview 2 Logos 3 Working with Logos

4.0

4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

Brand Elements

5 Design System 6 Brand Usage 7 Design Execution

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Brand Elements 1 Brand Overview 2 Logos

Our colour palette reflects our positive emotional and psychological stance, and colour helps our stakeholders and prospects recognize the York U brand in the marketplace.

York Colour Palette

York Red is a prominent element and is complemented with accent blue and pewter colours. All the colours work together seamlessly, but the accent colours are always used to support and be in the service of our York Red, never in competition with it.

3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

Primary

The palette also acknowledges those with visual impairment and adheres to accepted AODA standards. Each of the core colours provides contrast options for all your communication needs and to ensure legibility. Some colours in the York palette have approved Benjamin Moore (BM) paint swatches. Visit yorku.ca/brand to download York’s master colour swatch file.

Secondary

York Red

Black

York Red Medium

York Light Grey

PMS: 186 CMYK: 0 / 100 / 81 / 4 RGB: 227 / 24 / 55 HEX: E31837 BM: 2086-10

PMS: BLACK 6C CMYK: 0 / 0 / 0 / 100 RGB: 0 / 0 / 0 HEX: 000000

PMS: 1805C CMYK: 19 / 100 / 100 / 11 RGB: 175 / 13 / 26 HEX: AF0D1A

PMS: 60% WARM GREY 1C CMYK: 4 / 4 / 2 / 0 RGB: 225 / 223 / 220 HEX: E1DFDC BM: 2108-60

York Red Dark

York Pewter

PMS: 7623C CMYK: 0 / 95 / 79 / 49 RGB: 129 / 0 / 1 HEX: 810001 BM: AF 290

PMS: WARM GREY 1C CMYK: 15 / 14 / 17 / 0 RGB: 214 / 207 / 202 HEX: D6CFCA

White

York Bright Blue

York Grey Medium

RGB: 255 / 255 / 255 HEX: FFFFFF

PMS: 298C CMYK: 64 / 2 / 2 / 0 RGB: 58 / 194 / 239 HEX: 3AC2EF BM: 2060-50

PMS: WARM GREY 4C CMYK: 24 / 23 / 24 / 7 RGB: 183 / 174 / 169 HEX: B7AEA9 BM: 2107-50

York Light Blue

York Grey Dark

PMS: 635C CMYK: 27 / 0 / 2 / 0 RGB: 172 / 230 / 248 HEX: ACE6F8 BM: 2059-60

PMS: 2334C CMYK: 52 / 49 / 49 / 30 RGB: 104 / 98 / 96 HEX: 686260

5 Design System 6 Brand Usage 7 Design Execution

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Download RGB & CMYK Adobe swatches Download RGB Digital Colour palettes

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 4.0

4.1

Brand Elements 1 Brand Overview 2 Logos 3 Working with Logos

York Colour Palette Proportionality

The individual colours in the brand palette may be used in different ratios. Think about your audience and choose the right proportion of colour for the type of message you wish to convey.

The scale below will help you determine how to use the colours to create communications that range from the formal to informal.

yorku.ca/brand

Section 4.0

FORMAL HIGH-PROFILE EXTERNAL AUDIENCES > Advertising campaigns > Ceremonies

PAN-UNIVERSITY EXTERNAL / INTERNAL AUDIENCES > Presentations, events and special announcements > On- and off-campus events > Promotions > Reports

5 Design System 6 Brand Usage 7 Design Execution

INFORMAL / INTERNAL AUDIENCES > Casual announcements > On-campus events CASUAL

York University Brand Standards

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4.2

Brand Elements 1 Brand Overview 2 Logos

Colour Tints and Gradients

Gradients and tints of York’s colour palette should be used in moderation, complementing the piece and assisting in the legibility of the text.

7 Design Execution

DO use tints of other colours

DO NOT use tints of York Red

DEFINITIONS Tints – Tints are created by adding white to any hue, lightening and desaturating it to create a subtler and lighter colour. Applying a tint or revising the colour in any way is NOT permitted for York Red. Gradient – A gradient is the gradual blending from one colour to another, enabling the designer to almost create a new colour.

GRADIENTS DO use York Reds only in gradient blends

5 Design System 6 Brand Usage

TINTS

DO NOT place York Red overlays over images DO NOT create gradient blends with secondary colours and York Red

Avoid using secondary colours with York Red in gradient blends. This results in off-brand colours.

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 4.0

4.3

Brand Elements 1 Brand Overview 2 Logos

Sub-brand Palette

Glendon, Lassonde, Osgoode and Schulich have long-established colour palettes strongly associated with their identities. Using the sub-brand primary palette, along with the addition of the

York palette (including reds and greys, black and white) will ensure the master brand remains strong.

Osgoode

Schulich

Glendon

Lassonde

Glendon Blue

Lassonde Black

Osgoode Pewter

Schulich Blue

PMS: 288C CMYK: 100 / 67 / 0 / 23 RGB: 0 / 74 / 141 HEX: 004A8D

PMS: BLACK CMYK: 0 / 0 / 0 / 100 RGB: 0 / 0 / 0 HEX: 000000 BM: 2132-10

PMS: WARM GREY 1C CMYK: 15 / 14 / 17 / 0 RGB: 214 / 207 / 202 HEX: D6CFCA

PMS: 286C CMYK: 100 / 60 / 0 / 4 RGB: 0 / 98 / 172 HEX: 0062AC

Glendon Gold

Lassonde Red

Osgoode Red

Schulich Green

PMS: 1245C CMYK: 0 / 28 / 100 / 18 RGB: 213 / 159 / 15 HEX: D49F0F

PMS: 200C CMYK: 14 / 94 / 88 / 4 RGB: 204 / 51 / 51 HEX: CC3333

PMS: 186 CMYK: 0 / 100 / 81 / 4 RGB: 227 / 24 / 55 HEX: E31837 BM: 2086-10

PMS: 355C CMYK: 100 / 0 / 92 / 4 RGB: 0 / 160 / 87 HEX: 00A057

Lassonde Plum PMS: 235C CMYK: 38 / 93 / 36 / 10 RGB: 153 / 51 / 102 HEX: 993366

5 Design System

Lassonde Yellow

6 Brand Usage

PMS: 7409C CMYK: 0 / 19 / 100 / 0 RGB: 255 / 204 / 0 HEX: FFCC00

7 Design Execution

Lassonde Teal PMS: 7473C CMYK: 77 / 21 / 42 / 1 RGB: 51 / 153 / 153 HEX: 339999 Lassonde Navy

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Download RGB & CMYK Adobe swatches Download RGB Digital Colour palettes

York University Brand Standards

2026 – Version 4

PMS: 2955C CMYK: 100 / 87 / 33 / 23 RGB: 0 / 51 / 102 HEX: 003366

yorku.ca/brand

Section 4.0

4.4

Brand Elements 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements York Colour Palette York Colour Palette – Proportionality Colour Tints and Gradients Sub-brand Palette Sub-brand Palette – Proportionality Faculty Accent Colours Faculty Accent Colours – Specification & Usage Colour Usage – Buildings and Physical Spaces Specific Campaign Colours – & Colour Usage Typography – Primary Font Typography – Secondary Fonts Typography – Usage Emblems Emblems – Colour Variations Emblems (Wayfinding and Action Items) Emblems (Embellishments) Brand Icons & Graphics Photography Photography Assets Photography – Do Not’s Examples

Sub-brand Palette Proportionality Glendon

The palette proportionality provides guidance on how much of the York Red to include in your communications alongside the sub-brand palettes. For internal audiences, sub-brands

may use their primary colours more liberally. However, for pan-university and external-facing communications, the York Red must be evident for alignment.

yorku.ca/brand

Section 4.0

FORMAL

CASUAL

Lassonde

FORMAL

CASUAL

Osgoode

FORMAL

5 Design System 6 Brand Usage

CASUAL

7 Design Execution

Schulich

FORMAL

CASUAL York University Brand Standards

2026 – Version 4

4.5

Brand Elements 1 Brand Overview 2 Logos

Faculty Accent Colours

A secondary palette representing York’s individual Faculties provides the opportunity for greater expression and consistency within the York brand. Inspired by the campus itself, each colour works in harmony with York Red and is connected to the message of positive change that the University exudes.

Aqua

Environmental & Urban Change Rhodamine

PMS: 3265C CMYK: 73 / 0 / 43 / 0 RGB: 13 / 201 / 173 HEX: 0DC9AD

PMS: 232C CMYK: 4 / 88 / 0 / 0 RGB: 230 / 55 / 165 HEX: E637A5

Education

Liberal Arts & Professional Studies Chartreuse

Health Iris PMS: 2367C CMYK: 84 / 77 / 0 / 0 RGB: 74 / 74 / 175 HEX: 4A4AAF

These accent colours are reserved for Faculty-use only and have standards around proportionality to not overpower the main York palette. Please see the following page for additional clarity. AQUA

Refreshing, cleansing, flourishing.

5 Design System 6 Brand Usage 7 Design Execution

School of the Arts, Media, Performance & Design Purple

School of Continuing Studies Aubergine

PMS: 266C CMYK: 71 / 88 / 0 / 0 RGB: 119 / 61 / 189 HEX: 773DBD

PMS: 4132C CMYK: 65 / 64 / 23 / 60 RGB: 53 / 48 / 71 HEX: 353047

PURPLE

→]

Download RGB & CMYK Adobe swatches Download RGB Digital Colour palettes

York University Brand Standards

2026 – Version 4

RHODAMINE

Active, vibrant, stimulating.

Trusting, impressive, exhilarating.

AUBERGINE

Visionary, prestigious, introspective.

yorku.ca/brand

IRIS

PMS: 611C CMYK: 11 / 5 / 95 / 4 RGB: 219 / 210 / 27 HEX: DBD21B BM: 2024-20

CHARTREUSE

Secure, reliable, wise.

Experimental, bold, cutting-edge.

Science Sky Blue PMS: 2191C CMYK: 75 / 18 / 0 / 0 RGB: 22 / 155 / 255 HEX: 169BFF BM: 2066-40

SKY BLUE

Rejuvenating, energetic, soothing.

Section 4.0

4.6

Each Faculty is differentiated from the master brand by a specific accent colour. The proportionality scale below guides you on how to use these accent colours based on the intended audience (from formal to informal).

Faculty Accent Colours Specification & Usage

Greys and dark reds from the primary palette may be used to supplement these accent colours, as well as tints and gradients in moderation. Each Faculty has a main accent colour and two additional shades (for use only in limited proportionality when needed for AODA or long-form purposes).

WHEN USING FACULTY ACCENT COLOURS: DO use York Primary and Secondary colour palette DO NOT use York Bright Blue and York Light Blue D O (as an example) use chartreuse as the LA&PS “accent colour” (along with two approved secondary chartreuse colours).

FACULTY COLOUR PROPORTIONALITY FORMAL

CASUAL

5 Design System 6 Brand Usage 7 Design Execution

GRADIENT BLENDS Avoid using Faculty accent colours with York Red in gradient blends. This results in off-brand colours. DO use York Reds only in gradient blends York Red

DO use accecptable Faculty gradient blends York Red Dark

Chartreuse secondary

Chartreuse

Chartreuse secondary

DO NOT create gradient blends with Faculty Accent colours and York Red

York University Brand Standards

Download RGB & CMYK Adobe swatches Download RGB Digital Colour palettes

→]

Chartreuse

York Red

2026 – Version 4

yorku.ca/brand

Section 4.0

4.7

5 Design System 6 Brand Usage 7 Design Execution

Colour Usage Buildings and Physical Spaces Colour helps our stakeholders, the community and prospective students recognize the York brand in the marketplace. It is vital that brand colours be represented within physical spaces, allowing for an immersive and cohesive experience and creating memorable brand recognition.

YORK COLOURS: YORK COLOUR PROPORTIONALITY FOR INTERNAL SPACES/DESIGN

Our primary colour palette has longevity and should be used in permanent/feature areas. DO use See p. 4.1 for Benjamin Moore colours

FACULTY “ACCENT COLOURS”: These must be used in moderation as they may not have longevity due to branding changes over time.Signage such as name plates or other directional signage are not permitted to use Faculty accent colours.

FACULTY COLOUR PROPORTIONALITY FOR INTERNAL SPACES/DESIGN DO use

See available Benjamin Moore colours on p. 4.6

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 4.0

4.8

Specific Campaign Colours & Colour Usage Campaign — The Centre The York palette will play a secondary role when there is a designated national or international campaign associated with a specific colour. Communications will still need to incorporate the York palette to align with the University where appropriate. Please ensure you connect with experts in the area and liaise with University Brand & Marketing in these instances: cpabrandmar@yorku.ca.

Teal CMYK: 84 / 27 / 37 / 2 RGB: 0 / 141 / 154 HEX: 008D9A Black CMYK: 0 / 0 / 0 / 100 RGB: 0 / 0 / 0 HEX: 000000 White CMYK: 0 / 0 / 0 / 0 RGB: 255 / 255 / 255 HEX: FFFFFF

York colour palette where appropriate

Campaign — Sustainability York Green PMS: 15-0343 TCX (376U) CMYK: 53 / 13 / 92 / 0 RGB: 136 / 176 / 75 HEX: 88B04B York Green 65% CMYK: 33 / 6 / 57 / 0 RGB: 178 / 204 / 139 HEX: B2CC8B York Green 30% CMYK: 15 / 3 / 26 / 0 RGB: 217 / 230 / 198 HEX: D9E6C6

5 Design System 6 Brand Usage 7 Design Execution

York colour palette where appropriate

Campaign — Truth & Reconciliation York Orange CMYK: 6 / 65 / 100 / 0 RGB: 230 / 119 / 37 HEX: E67725

York University Brand Standards

2026 – Version 4

yorku.ca/brand

York colour palette where appropriate

Section 4.0

4.9

5 Design System 6 Brand Usage

Typography is a powerful part of the brand toolkit. It can be used to impart messages with strength or subtlety in every type of communication. Type can also be used effectively as a key part of design, without the need for imagery. The typeface IBM Plex has been specially chosen as the universal face for York University and is available in four cuts, with the sans serif as

the primary choice for York’s brand standards. Its modern character pairs well with our message of positive change while its breadth and versatility appeals to a large university with multiple needs and users. It is a free font and can be downloaded directly from the IBM site (https://www.ibm.com/plex/) or from Google Fonts (https://fonts.google.com/specimen/ IBM+Plex+Sans).

IBM Plex Sans Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Thin Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Semibold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Extralight ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Text ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Extralight Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Text Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

IBM Plex Sans Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz 1234567890

Typography Primary Font

ab &

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York University Brand Standards

2026 – Version 4

IBM Plex Sans

yorku.ca/brand

Section 4.0

4.10

5 Design System 6 Brand Usage

The serif, condensed and mono cuts of IBM Plex all work harmoniously and can be used interchangeably to create interesting design expressions and different tones.

The secondary fonts are to be used in addition to rather than in place of the primary IBM Plex Sans.

IBM Plex Serif

IBM Plex Sans Condensed

IBM Plex Mono

IBM Plex Serif Thin

IBM Plex Sans Condensed Thin

IBM Plex Mono Thin

IBM Plex Serif Thin Italic

IBM Plex Sans Condensed Thin Italic

IBM Plex Mono Thin Italic

IBM Plex Serif Extralight

IBM Plex Sans Condensed Extralight

IBM Plex Mono Extralight

IBM Plex Serif Extralight Italic

IBM Plex Sans Condensed Extralight Italic

IBM Plex Mono Extralight Italic

IBM Plex Serif Light

IBM Plex Sans Condensed Light

IBM Plex Mono Light

IBM Plex Serif Light Italic

IBM Plex Sans Condensed Light Italic

IBM Plex Mono Light Italic

IBM Plex Serif Regular

IBM Plex Sans Condensed Regular

IBM Plex Mono Regular

IBM Plex Serif Italic

IBM Plex Sans Condensed Italic

IBM Plex Mono Italic

IBM Plex Serif Text

IBM Plex Sans Condensed Text

IBM Plex Mono Text

IBM Plex Serif Text Italic

IBM Plex Sans Condensed Text Italic

IBM Plex Mono Text Italic

IBM Plex Serif Medium

IBM Plex Sans Condensed Medium

IBM Plex Mono Medium

IBM Plex Serif Medium Italic

IBM Plex Sans Condensed Medium Italic

IBM Plex Mono Medium Italic

IBM Plex Serif Semibold

IBM Plex Sans Condensed Semibold

IBM Plex Mono Semibold

IBM Plex Serif Semibold Italic

IBM Plex Sans Condensed Semibold Italic

IBM Plex Mono Semibold Italic

IBM Plex Serif Bold

IBM Plex Sans Condensed Bold

IBM Plex Mono Bold

IBM Plex Serif Bold Italic

IBM Plex Sans Condensed Bold Italic

IBM Plex Mono Bold Italic

yorku.ca/brand

Section 4.0

Typography Secondary Fonts

ab &

7 Design Execution

York University Brand Standards

2026 – Version 4

IBM Plex is distinct, timeless and addresses today’s digital media needs. It also works equally well in print and in small sizes.

4.11

Typography Usage York University’s typeface, IBM Plex, may be used in combination to create texture and interest in your design and communications. The variety of weights available for each of the four families within the typeface provides ample opportunity for expression – from formal to casual. Use the sans serif as the primary choice, but to create hierarchical levels of information, the condensed, italic and mono faces may be used for differentiation or accent. For example, the serif text face is excellent for conveying longer passages and for contrasting the sans serif. When creating content for Instagram Stories, use the sans-serif fonts. There are currently nine font options available within the application, but the following four are preferred for legibility and brand consistency.

Positive Progressive Proud

#Your #Future Your Story Starts Here

5 Design System 6 Brand Usage

This is the serif version of the font.

7 Design Execution

This is great for body copy or to contrast with the sans serif. This is the italic, and it is often used for emphasis, quotations or specific calls to action.

York University Brand Standards

2026 – Version 4

yorku.ca/brand

The York Vision York is a leading international teaching and research university, and a d riving force for positive change. With a diverse community and uniquely global p erspective, we can make things right for our future.

Orientation Week September 21–25

#YUPride

#YU Section 4.0

4.12

Brand Elements 1 Brand Overview 2 Logos

Emblems

A suite of unique emblems has been developed for use by the York community. They are based on a common geometrical lozenge shape, derived from the interior of the York U square.

The emblems are flexible enough for print and digital applications, and provide another element for expression – from embellishing design to wayfinding and action items. Because the emblems are based on geometry, there are opportunities to create new versions to suit your message, but please contact University Brand & Marketing for these requests. These emblems are accents and are not to be used beside a wordmark or to create a logo. This helps protect York’s brand integrity.

You can download these emblems at yorku.ca/brand.

5 Design System

6 Brand Usage 7 Design Execution

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Section 4.0

4.13

Brand Elements 1 Brand Overview 2 Logos

There are ten different colour versions of the emblems: solid York Red, solid white, outlined York Red, outlined white, solid black, outlined black, solid York Grey Medium, outlined York Grey Medium, solid York Dark Red, outlined York Dark

Emblems – Colour Variations

Red, York Bright Blue, outlined York Bright Blue, York Light Blue and outlined York Light Blue. This range can be applied in both print and digital communications, on photos and solid backgrounds.

5 Design System 6 Brand Usage

York Red CMYK: 0 / 100 / 81 / 4 RGB: 227 / 24 / 55 HEX: E31837

White CMYK: 0 / 0 / 0 / 0 RGB: 255 / 255 / 255 HEX: FFFFFF

Black

York Grey Medium

York Red Dark

York Bright Blue

York Light Blue

CMYK: 0 / 0 / 0 / 100 RGB: 0 / 0 / 0 HEX: 000000

CMYK: 24 / 23 / 24 / 7 RGB: 183 / 174 / 169 HEX: B7AEA9

CMYK: 0 / 95 / 79 / 49 RGB: 129 / 0 / 1 HEX: 810001

CMYK: 64 / 2 / 2 / 0 RGB: 58 / 194 / 239 HEX: 3AC2EF

CMYK: 27 / 0 / 2 / 0 RGB: 172 / 230 / 248 HEX: ACE6F8

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Section 4.0

4.14

Brand Elements 1 Brand Overview 2 Logos 3 Working with Logos

Emblems (Wayfinding and Action Items)

Use these emblems to provide another element for expression. The emblems have specific gestures and meanings to be used to visually support York’s key messaging, tone and voice. They should only appear in approved York U colours as listed on pg. 4.14.

They are not to be used to create or imply a logo to protect brand integrity. However, they may be used as icons or in information graphics.

5 Design System

Navigation Arrow Backward

Navigation Arrow Forward

Arrow Up

Arrow Down

Arrow Left

Arrow Right

Arrow Full-Screen

Open Plus Sign

Double Chevron Right Fast-Forward

Double Chevron Left Rewind

Vertical Strokes Pause

Forward

Plus Sign Addition

Checkmark Yes

Pound Hashtag

Cross Close Window

Hamburger Menu

Equal Sign Sum

6 Brand Usage 7 Design Execution

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Section 4.0

4.15

Brand Elements 1 Brand Overview 2 Logos

Emblems (Embellishments)

Burst Loading

Pathways

Spotlight

Double Helix

Links

Gear

Triple Arrows

Touch Point

Hall of Justice

Integration

Perspectives

International Flag

Books

Meeting Place Convergence

Smile Welcome

Group Community

Study Focus

Movement Fluidity

5 Design System 6 Brand Usage 7 Design Execution

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Section 4.0

4.16

Brand Elements 1 Brand Overview 2 Logos

Emblems (Embellishments)

Outward

Pinwheel Motion

Support

Snowflake

Tree

Audio

Star

Asterisk

Dollar

Ampersand

Heart

Exclamation

Tennis Ball

Circle + Plus

Alt Touch Point

Arrows + Line

Connection

Perspective + Pathways

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Section 4.0

4.17

Brand Elements 1 Brand Overview 2 Logos

Emblems (Embellishments)

Box Arrows + Plus

Lines + Plus

Alt Burst

Alt Integration

Alt Spotlight

Inclusion

Alt Pinwheel

Cube

Box Arrows

5 Design System 6 Brand Usage 7 Design Execution

York University Brand Standards

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Section 4.0

4.18

Brand Elements 1 Brand Overview 2 Logos

Brand Icons & Graphics

One-colour Icons The York icons and graphic elements illustrate a variety of content or messages and are designed to rapidly convey intention in a variety of mediums, including social media, websites and print publications. You can download some original created files (free of charge) and customize them based on your content by visiting the brand site. Custom icons and graphics may be created if they follow the brand guidelines. If an icon has been purchased, please ensure it is editable to change the colours using our palette and ensure it meets proportionality requirements (i.e. York Red must be prominent, followed by the secondary colours). Multi-colour Icons

5 Design System

York U Icons/Graphic Elements

6 Brand Usage 7 Design Execution

Be mindful of the relevant proportionality scale of colour as per pgs. 4.2, 4.5 and 4.7.

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Section 4.0

4.19

Brand Elements 1 Brand Overview 2 Logos

Photography

5 Design System 6 Brand Usage 7 Design Execution

York is an inspiring, welcoming and progressive university. One of the best ways to tell our story is through photography, by showing real-life moments as our community members engage in their pursuits, enjoy the collegiality of their classmates and colleagues, and strive for positive change. We express this with: • Unique angles and unexpected cropping to show there is always another way of looking at things. We celebrate moments of discovery and are always happy to share a smile. • Focus on people as a way to tell our story. This is a visceral and memorable way to inspire sharing, propel curiosity and provide a “picture” of our brand. • Capture authentic moments with eyes to the camera, or create a sense that the viewer is right in the middle of a conversation. This is much more compelling than architectural shots. While it isn’t always easy to avoid using stock photography, please use no more than 20% in your materials. Even with camera phones, it is possible to capture a real moment from your own Faculty or area to help tell your story.

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 4.0

4.20

Brand Elements 1 Brand Overview 2 Logos

Photography Assets

5 Design System

We have provided sets of original images that reflect our diverse community, academic fields of study and campus life. Images can be found in the York U Image Collection at yorku.ca/brand. Remember the following when preparing for a photo shoot: 1. Images should not be clichéd and should be relevant to your subject area. 2. With the flexibility for Faculties and sub-brands to use a specific coloured window, we also want to ensure the York Red is integrated to reinforce brand awareness. It may be added in typography, or may be reflected as a red element (clothing, backpacks, files, objects) in the photograph. See some of the examples we’ve provided. If you need assistance in setting up a photo shoot or need guidance on art direction, contact University Brand & Marketing: cpabrandmar@yorku.ca.

6 Brand Usage 7 Design Execution

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2026 – Version 4

yorku.ca/brand

Section 4.0

4.21

Brand Elements 1 Brand Overview 2 Logos 3 Working with Logos

DO NOT include shadows, oversaturated imagery or scenery that is too dark

Photography Do Not’s Examples

DO NOT use images that are low resolution or highlight the backs of people

The York U image style reflects unique aspects of our brand. Photos should reflect realistic situations rather than being staged or posed. You should choose images that are high resolution and sized appropriately, while being conscious of the overall tone and composition.

DO NOT use images that do not have a strong focal point

Please see the examples at right for off-brand photography to avoid.

DO NOT use images that showcase a poor angle or unengaging imagery

5 Design System 6 Brand Usage 7 Design Execution

DO NOT use images that highlight empty space, feature poor cropping, or include incorrect applications of brand elements

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2026 – Version 4

yorku.ca/brand

Section 4.0

4.22

1 Brand Overview 2 Logos 3 Working with Logos

5.0

4 Brand Elements 5 Design System Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

6 Brand Usage 7 Design Execution

Design System York University Brand Standards

2026 – Version 4

yorku.ca/brand

Design System 1 Brand Overview 2 Logos

Window of Positive Change

3 Working with Logos 4 Brand Elements 5 Design System Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

The Window of Positive Change is the proprietary design element of York’s visual design system and an apt reference for York University – a leading proponent of positive change. The Window of Positive Change is a vessel within which the York community (from the formal institution to its partners and students) has the opportunity to create meaning. At times, it places the subject inside the frame but always with a view outward.

6 Brand Usage 7 Design Execution

Forward Bound

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 5.0

5.1

Design System 1 Brand Overview 2 Logos

Incremental Rule

6 Brand Usage 7 Design Execution

The width of the Window of Positive Change is determined by the size of the York U square. A simple incremental rule consisting of basic multiplication is applied to produce the various window widths in use. The rule states that, starting from the base size (referred to as x), the window may grow or decrease in size by multiples of 0.5. This means the base size (x) can be multiplied by 0.5, 1, 1.5, 2, 2.5, 3, 3.5 and so on. The only exception to this 0.5 rule is that the base size (x) can also be reduced one step further by multiplying it by 0.25. This allows for the creation of a “keyline” window. Using this formula, a vast variety of widths can be created. There are no formal rules for how to size the logo, but users must adhere to the minimum size for proper reproduction. The logo should be clear and prominent. Adhering to the incremental rule will ensure consistency throughout all digital and print materials.

0.35" (x)

20px (x – not to scale)

Print Digital

0.0875" 0.175" 5px 10px

0.35" 20px

0.525" 30px

0.7" 40px

0.875" 50px

1.05" 60px

Scale

(0.25x) (0.5x)

(1x)

(1.5x)

(2x)

(2.5x)

(3x)

(1x) (2x)

When the York logo does NOT appear with the window (e.g. in social media posts), the minimum sizing used for the logo (0.35” for formal/print and 20px for digital) should still be applied to sizing the window. This would give a base starting width of 0.35” for formal/print and 20px for digital, which the incremental rule is then applied to. For windows that require bleed, the recommended width is 1x to allow for proper trimming.

(0.5x)

(3x) (0.25x)

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Section 5.0

5.2

Design System 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

Window of Positive Change Usage and Rules

These are illustrations of the blueprint for the Window of Positive Change. The example to the right illustrates both the dimension of the window and the safety space for the York logo. The dimensions noted comply with the incremental rule. The grey represents a sample window dimension, while the blue indicates the safety space to ensure the York logo is clear and has maximum impact.

0.5x

6 Brand Usage 7 Design Execution

0.5x

x 0.5x

Window

Safety Space

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Section 5.0

5.3

1.5x

Window of Positive Change Usage and Rules

1.5x

As previously noted, the window dimension is based on the size of the York U square, but you have the flexibility to use the window size that best suits your content and design.

1x 1.5x

If using a full-colour logo, and it is not inside a window, then use the “x” incremental rule (pg. 5.2) to help you determine the safety space between the logo and the window to create an aesthetically pleasing composition.

1.5x

6 Brand Usage 7 Design Execution

x 6x

Window Safety Space

York University Brand Standards

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Section 5.0

5.4

Inside Window

Window of Positive Change York Logo Placement Variations

1.5x

1x 1.5x

The York logo may be placed inside the window, outside a floating window or on top of a thick window. The safety space ensures the logo stands out from other content, while still always being placed fairly tight to the window.

1x 1.5x

Outside Window

0.5x

6 Brand Usage

0.5x

7 Design Execution

0.5x

On Top of Window

0.5x

Window

Safety Space

York University Brand Standards

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Section 5.0

5.5

Design System

Inside Window (Outside Inset)

1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

Window of Positive Change York Logo Placement Variations Remember that preferred placement for the York logo is the bottom right, even in the examples here, where the window is inset.

0.5x

0.5x 1x

6 Brand Usage Inside Window (Inside Inset)

7 Design Execution

1x 0.5x

0.5x

x 0.5x

Window

Safety Space

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Section 5.0

5.6

Design System 1 Brand Overview 2 Logos 3 Working with Logos

For institutional use, the window must only be red or white. A white pillar may also be used to set it off against a red window, or conversely, a red pillar may be used within a white window.

Window of Positive Change Usage and Rules

The Window of Positive Change must be used as a design element in all formal communications. However, for communications that are casual or internal, and in social media, it is not mandatory. See Section 6.1 for usage summary.

4 Brand Elements 5 Design System

Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

Window Safety Space

6 Brand Usage 3x

7 Design Execution

1.5x 3x

1.5x

1x 1.5x

6x 1x 1.5x

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Section 5.0

5.7

Design System 1 Brand Overview 2 Logos 3 Working with Logos

Window of Positive Change Usage and Rules

Floating Singular Window

x Window Safety Space Floating Singular Window

0.5x “Keyline” Singular Window

6 Brand Usage 7 Design Execution x 0.5x

0.5x

0.25x

x 0.25x

0.25x

0.5x 0.25x

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Section 5.0

5.8

Design System 1 Brand Overview 2 Logos 3 Working with Logos

Window of Positive Change Usage and Rules

Floating Multiple Windows in an Adjacent Arrangement

x Window Safety Space

Floating Multiple Windows with Touching Corners

x 0.5x

6 Brand Usage

0.5x

7 Design Execution

0.5x 0.5x

0.5x 0.5x 0.5x

0.5x 0.5x

0.5x

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Section 5.0

5.9

Design System 1 Brand Overview 2 Logos 3 Working with Logos

Window of Positive Change Usage and Rules

Open Window

x Window Safety Space

0.5x

Open Window

0.5x

6 Brand Usage

0.5x

7 Design Execution

0.5x

Headline Text Goes Here

x 0.5x

Headline Text Goes Here

0.5x 0.5x x

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Section 5.0

5.10

Design System 1 Brand Overview 2 Logos 3 Working with Logos

Window of Positive Change Usage and Rules

x Window Safety Space

4 Brand Elements 5 Design System

Contiguous Windows with Inset (Useful for Type and Messages)

6 Brand Usage 7 Design Execution

13x

x 8x

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Section 5.0

5.11

Design System 1 Brand Overview 2 Logos 3 Working with Logos

The pillar may also be used by sub-brands when communication is pan-university. The window would be coloured according to the main sub-brand colour, with a York Red pillar. For example, Osgoode Hall Law School would use a pewter window with a red pillar.

Sub-brand Accent Pillar Examples

The sub-brands (and Faculties) must use the pillar on external-facing communications, but have the flexibility to use a solid Faculty-coloured window for casual or internal communications. However, York Red must still be used in the proper proportion.

You may also reverse the sub-brand colour placement, with the pillar as the sub-brand colour and the window being York Red.

4 Brand Elements x

5 Design System Window of Positive Change Incremental Rule Window of Positive Change – Usage and Rules Window of Positive Change – York Logo Placement Variations Sub-brand Accent Pillar – Examples Sub-brand Accent Window – Examples Faculty Accent Pillar – Examples Faculty Accent Window – Examples

Window (sub-brand primary colour) Safety Space Sub-brand Pillar (York Red)

6 Brand Usage 7 Design Execution 3x

1.5x 3x

1.5x

x 1.5x

6x x 1.5x

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Section 5.0

5.12

Design System 1 Brand Overview 2 Logos 3 Working with Logos

Sub-brand Accent Window Examples

Here are some examples of the window system for sub-brand use, including the pillar, and open and floating window. Under certain conditions, multiple coloured windows (using the sub-brand

and primary palette) may be used to indicate breadth of the University in one communication. Check with your communications lead to ensure compliance.

4 Brand Elements 5 Design System

Window (sub-brand primary colour)

Sub-brand Pillar (York Red)

Headline Text Goes Here

6 Brand Usage 7 Design Execution

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Section 5.0

5.13

Design System 1 Brand Overview 2 Logos 3 Working with Logos

A “pillar” may be used to identify sub-brands and Faculties within the larger master brand. The inset pillar is integrated within the overall window structure and should be the same width. The pillar may be used on the left or right side of

Faculty Accent Pillar Examples

4 Brand Elements

the window while still observing the safety space rules for the logo. For Faculty use, the window should be York Red or white with the pillar in your Faculty colour.

5 Design System Window

Safety Space Faculty Accent

6 Brand Usage 7 Design Execution 3x

1.5x 3x

1.5x

x 1.5x

6x x 1.5x

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Section 5.0

5.14

Design System 1 Brand Overview 2 Logos 3 Working with Logos

Faculty Accent Window Examples

Here are some examples of the window system for Faculty use, including the inset pillar, and open and floating window. For external communications, the window must be York Red or white with a pillar in the Faculty colour.

Under certain conditions, multiple coloured windows (using the Faculty and primary palette) may be used to indicate breadth of the University in one communication. Check with University Brand & Marketing to ensure compliance.

4 Brand Elements 5 Design System

Window

Faculty Accent

Headline Text Goes Here

6 Brand Usage 7 Design Execution

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Section 5.0

5.15

1 Brand Overview 2 Logos 3 Working with Logos

6.0

4 Brand Elements 5 Design System 6 Brand Usage Visual Usage Summary Brand Approval Process Designer Checklist

7 Design Execution

Brand Usage York University Brand Standards

2026 – Version 4

yorku.ca/brand

Brand Usage 1 Brand Overview 2 Logos

Visual Usage Summary

3 Working with Logos 4 Brand Elements 5 Design System

This chart is a general guideline on the use of York’s branding blocks according to the intended audience.

6 Brand Usage Visual Usage Summary Brand Approval Process Designer Checklist

7 Design Execution

Logo

Typography

Window of Positive Change

HIGH-PROFILE EXTERNAL AUDIENCES > Advertising campaigns > Ceremonies HIGH-PROFILE EXTERNAL / INTERNAL AUDIENCES > Presentations, events and special announcements > On- and off-campus events > Promotions > Reports INFORMAL / INTERNAL AUDIENCES > Casual announcements > On-campus events

York University Brand Standards

2026 – Version 4

Optional

Accent Pillar

Primary Colours

Secondary/ Accent Colours

Emblems

Optional

yorku.ca/brand

Inspiring, Welcoming Imagery

Video Bumpers, Extros

Optional

Section 6.0

6.1

Brand Usage 1 Brand Overview 2 Logos

Brand Approval Process

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage Visual Usage Summary Brand Approval Process Designer Checklist

7 Design Execution

Brand consistency is critical for the University to break through, and therefore requires sign-off on certain high-profile elements including advertising, signage, swag, campaigns etc. The below chart summarizes the process and working with University Brand & Marketing. University Brand & Marketing (UB&M) leads the University’s visual, written, and technical expression of the brand at the institutional level, creating high impact pan-university advertising campaigns, web optimization strategies and structure, social content campaigns and creation, and tools/templates for the York community to ensure break through. As brand stewards, the team plays a key role in supporting Faculties, divisions, units, and campuses across the University to ensure all areas have: 1. Access to tools/templates and training 2. Providing strategic advice on projects 3. Ensuring brand and digital alignment on all outputs

How to work with us:

TIER 1 High profile new identity work, creative design for new look, print publication, video, publication website or large revamp, large social media campaign, signage, photo shoot, advertising campaigns:

TIER 2 Medium profile new Division, Unit, Campus or Faculty creative design for new look, print/digital publications, video, website, signage, internal campaigns that does or does not involve agency, or mini social campaigns.

1. Involves an external vendor ° Contact UB&M to initiate project and discuss scope and vendors that are best to use ° View list of external vendors ° Fill out creative brief and share with UBM ° Initiate contact with agency and invite UB&M to kick off meeting ° Share all drafts and finals or have UB&M involved in each project milestone to ensure brand and/or digital alignment

1. Involves an external vendor ° Fill out creative brief and contact agency of your choice/ or internally ° View list of external vendors ° Share first and final drafts with UBM to ensure brand and/or digital alignment

TIER 3 Low profile edits to existing materials or creative designs, campaigns, websites, single day social posts, or brand checks.

2. Does not involve vendors ° Low profile edits to existing stuff or creative designs, campaigns, websites, single day social posts, or brand checks.

2. Does not involve vendors ° Contact UB&M to initiate project and discuss scope and any strategic considerations ° Share all drafts and finals or have UBM involved with each project milestone to ensure brand and/or digital alignment

Brand and Marketing, Advertising cpabrandmar@yorku.ca Website Digital Marketing cpadigit@yorku.ca Social Media Marketing, Photography/Video cpasocmedia@yorku.ca

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 6.0

6.2

Brand Usage 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage Visual Usage Summary Brand Approval Process Designer Checklist

7 Design Execution

Designer Checklist Please see below a high-level summary of what to think about when designing a piece for York. Always refer to York’s Brand Standards document or the Brand website for complete instructions and comprehensive colour codes.

The full-colour York logo may be used on white backgrounds, light-coloured backgrounds and photographs with clean space where it will be clearly legible. Always observe: • Safety space • Contrast • Size • Placement • Print versus digital pieces • Incorrect usage

The typeface IBM Plex has been specially chosen as the universal face for York University and is available in four cuts, with the sans serif as the primary choice for York’s brand standards. Its modern character pairs well with our message of positive change, while its breadth and versatility appeals to a large university with multiple needs and users. It is a completely free font and can be downloaded directly from the IBM site (https://www.ibm.com/plex/) or Google Fonts (https://fonts.google.com/specimen/ IBM+Plex+Sans).

The primary York U colours – red, black and white – should be the dominant colours on all communications. Use the secondary palette as per the colour proportionality charts. York Red should be a prominent element, complemented with the other brand colours. All the colours work together seamlessly, and the other approved colours are always used to support and service our York Red, but never compete with it.

Always use the correct elements of the York U brand, including our design system, photographic style, colours, fonts and emblems.

Are you using the correct logo?

Are you using York U’s fonts?

Are you using our brand colour palettes?

Are you correctly applying the design elements?

Refer to the Working with Logos section of the Brand Standards for usage.

IBM Plex

YFile celebrates 20 years

Annual Report on Black Inclusion

PRIMARY

FEBRUARY 2021 – 2022

IBM Plex Sans

26,000+

2002

Newsletter Stories Published

2005

7 Awards 2011

2016

from Council for Advancement and Support of Education

10% higher 2020

2022

newsletter open rate than industry standard

yorku.ca

Check out our 20th anniversary content that commemorates this milestone YFile Banner Ad — 1200x800

SECONDARY

President’s Community Safety Leadership Awards

IBM Plex Serif IBM Plex Sans Condensed IBM Plex Mono

York University Brand Standards

2026 – Version 4

1 — Framework to Address Anti-Black Racism | York University 2020

yorku.ca/brand

Section 6.0

6.3

1 Brand Overview 2 Logos 3 Working with Logos

7.0

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution Do’s and Don’ts — Window Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

Design Execution York University Brand Standards

2026 – Version 4

yorku.ca/brand

Design Execution 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System

Do’s and Don’ts — Window Examples DO use only red or white for windows

DO NOT change window colours

6 Brand Usage York University is proud

7 Design Execution Do’s and Don’ts — Window Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

to be recoginized as one of

Doming Graecis Docendi Uteosirtute Alienum Adipisci Sedea

OCTOBER 22 • 12-2 pm

Uteosirtute Alienum Adipisci Sedea

Canada’s Greenest Employers

yorku.ca/loremipsum

for the 9th consecutive time!

DO’s

DO NOT use excess graphics over window

York University is proud to be recoginized as one of

Canada’s Greenest Employers

yorku.ca/loremipsum

DO’s

DO have focal point “coming out” of window

for the 9th consecutive time!

DONT’s change window colour from red or white

DONT place grapics infront of window

DO NOT break window arbitrarily

DO NOT overlap content on window

Doming Graecis Docendi Uteosirtute Alienum Adipisci Sedea LOREM ADIPISCISEDEA

OCTOBER 22 • 12-2 pm Uteosirtute Alienum Adipisci Sedea yorku.ca/loremipsum

DO’s

E-Header – 700x225

DO use accent pillar inset within window

DONT have text box cut across window

DO NOT rotate the window OPEN HOUSE

Lorem Ipsum graecis docendi erat nusquam alienum adipisci sedea doming Instagram

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 7.0

7.1

Design Execution 1 Brand Overview 2 Logos

Social Media Avatars

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution Do’s and Don’ts — Window Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

For brand consistency across York University social media channels, profile avatar guidelines and templates have been developed. They visually identify the institution, establish trust and enforce brand recognition. The University’s institutional channels, and approved pan-university channels, are the only entities which may use the digital logo. All other channels are categorized into three groups and will follow the guidelines below: Sub-brands – may use a photograph or digital logo or add a typeface Plex acronym to a solid white background or photograph within their accent-colour circle. Faculties – may use a photograph or add a typeface Plex acronym to a solid white background or photograph within their accentcolour circle and “York U” bottom ribbon.

Institutional ONLY social media avatars

Sub-brand social media avatars

Faculty social media avatars

Community/Non-institutional social media avatars

LA&PS

SCI

EDU

ALUMNI

BOOK STORE

LA&PS

SCI

EDU

ALUMNI

BOOK STORE

RESEARCH

CONVO

CAREER CENTRE

RESEARCH

CONVO

CAREER CENTRE

Departments – may use a photograph or add a typeface Plex acronym to a solid white background or photograph within the red circle and “York U” bottom ribbon. For your avatar, contact University Brand & Marketing: cpadigit@yorku.ca.

Sub-brand/Faculty secondary social media avatar options

EVENTS

York University Brand Standards

2026 – Version 4

Glendon

EVENTS

yorku.ca/brand

EDU EVENTS

Education

EVENTS

Section 7.0

7.2

Design Execution 1 Brand Overview 2 Logos

Digital Examples

Forgot your textbook at home? Check if the library has it on reserve.

Get ahead. Start on your career at York University.

Connect with us on Social Media Scan the QR code to connect with York International

Instagram @YorkU_Intl

Twitter @YorkU_Intl

Facebook

START SEARCHING

@York.international

WeChat @YorkU_Intl

Forgot your textbook at home? Check if the library has it on reserve.

START SEARCHING

Get ahead. Start on your career at York University. York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 7.0

7.3

Design Execution 1 Brand Overview 2 Logos

Social Media Examples

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 7.0

7.4

Design Execution 1 Brand Overview 2 Logos 3 Working with Logos

Social Media Examples Sub-brand

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 7.0

7.5

Design Execution 1 Brand Overview 2 Logos

Faculty Print Examples

3 Working with Logos 4 Brand Elements 5 Design System

23/24

Bachelor of Science

6 Brand Usage 7 Design Execution Do’s and Don’ts — Window Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

Bachelor of Science Environmental Science Overview

Bachelor of Science

20/21

Astronomy Overview

Mathematics Overview

Biochemistry Overview

23/24

Bachelor of Science Environmental Science Overview

Bachelor of Science Biochemistry Overview

York University Brand Standards

2026 – Version 4

20/21

2023-24

Bachelor of Science Astronomy Overview

yorku.ca/brand

Bachelor of Science Chemistry Overview

Section 7.0

7.6

Design Execution 1 Brand Overview 2 Logos

Pull-up Banners

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Institutional Banner

Faculty Banner

Pull-up banners are often located in heavy-traffic areas and must therefore have the primary York logo positioned at the top, where it is visible from a distance. Pull-up banners must feature logo treatments represented in the examples shown here.

Do’s and Don’ts — Window Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 7.0

7.7

Design Execution 1 Brand Overview 2 Logos

PowerPoint

A York PowerPoint template is available at yorku.ca/brand. It has been designed as a “theme” with the York-approved primary and secondary colours and fonts embedded for ease of use. Branded layouts are also included for title and section slides, featuring the York colours and campus photos.

Assets Copy and paste these elements to use on other slides. You can use these shapes and arrows to build processes and diagrams. CHART CALLOUTS

Feel free to change these photos as you see fit for your presentation, but note that the York U logo must appear on the title slide. Campus images can be found in the York U Image Collection at yorku.ca/brand. Sub-brands and Faculties can use their locked logo in the presentation. To download your custom presentation, please visit your Faculty’s page on our Brand website. If you require further assistance to customize a York U PowerPoint template, please contact University Brand & Marketing.

SAMPLE PHOTO CAPTION TREATMENT

Add callout text here

XX%

LINE & ARROW STYLES

Find this caption style by accessing Level 7 of paragraph styles.

You may also copy and paste this text and white box to overlay your photos. For additional design resources, follow the link below to the York-approved photo library: https://yorku.ca/brand/brand-assets/photo-library/

It is the r esponsibility of the user to maintain AODA compliance when adding content and graphics. For AODA guidelines, please refer to “Accessibility” at https://www.yorku.ca/ accessibilityhub/.

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 7.0

7.8

Design Execution 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution Do’s and Don’ts — Window Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

Home Page Web

Home Page Mobile

About Page Web

About Page Mobile

Website As a critical communication tool and York’s primary recruitment vehicle, our digital properties have been built according to the latest trends in design and functionality, providing a memorable online experience reflecting the brand. DIGITAL LOGOS In web applications, the sub-brand logos appear left of the global navigation in locked form. For Faculty, division and unit websites, the York digital logo remains in the upper left of the global navigation with the Faculty, division and unit name appearing in text in the York solid red bar underneath, as pictured to the right. In addition, Faculties are provided with a Faculty-specific global navigation with key audience objectives in mind. URL NAMING CONVENTION To allow for consistent branding and better SEO, all new websites using yorku.ca in their URL must use this theme (exceptions may apply). When promoting your website, please ensure the yorku.ca/sitename URL is used and a redirect to the site page is set up. Consult Digital Marketing at cpadigit@yorku.ca in University Brand & Marketing for more info and to learn more about our Sitemap Strategy. CREATING YOUR NEW WEBSITE York University’s Digital Experience HUB provides the skills, resources and training to develop an optimized website and consistent user experience in support of the University’s goals. To get started, visit the Digital Experience Hub.

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 7.0

7.9

Design Execution 1 Brand Overview 2 Logos

Video Bumpers

If you are creating a video for external use or to appear on the University’s YouTube channel, your video bumper should reflect the logo standards. To download the general-purpose video bumper, please visit the brand site at yorku.ca/brand. Branded Faculty bumpers are available upon request. Contact University Brand & Marketing for assistance and for approval of all marketing and communications materials: cpabrandmar@yorku.ca. Making a video about York and need footage? We’ve got you covered. Visit yorku.ca/brand for b-roll video of the York campuses, including footage of students, labs, sports, residences and a number of campus buildings.

Video Intro Bumper – Screenshots

Video Outro Bumper – Screenshots

Video Outro Bumper – Call to Action Version – Screenshots

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 7.0

7.10

Design Execution 1 Brand Overview 2 Logos

Video – Lower Thirds

16:9 video

9:16 video

Our guidelines for the “lower thirds” in video content provides details pertaining to the location of names, titles and subject matter while working within the Design System. To download template files, visit yorku.ca/brand. The York watermark is optional and only to be used in paid advertisements, boosted social media, or any video that has the potential of being viewed or shared outside of York University channels (i.e. Markham Campus announcements). The watermark should appear and remain for the duration of the video. For longer videos or those with a multitude of graphics and text, it can be used intermittently at the discretion of the user, in order to minimize distractions.

Black: 100% Opacity Font: IBM Plex Sans Medium (white) Title font size: 29 px Single Line Name Title Version York Red: 100% Opacity Font: IBM Plex Sans Bold (white) Name font size: 39 px Positioning: - Position on the opposite side of the subject. - Position above the Closed Caption box. Leave the bottom 25% of the screen clear for captions.

Black: 100% Opacity Font: IBM Plex Sans Medium (white) Title font size: 29 px

16:9 Positioning (Horizontal) Two Subject interview - Position the Lower Third on the same screen side of the subject.

- Position the Lower Third

above the Closed Caption box. Leave the bottom

25% of the screen clear for captions.

York University Brand Standards

2026 – Version 4

Double Line Name Title Version York Red: 100% Opacity Font: IBM Plex Sans Bold (white) Name font size: 44 px

Double Line Name Title Version Double Subject: - Use lower third with double line name version for horizontal video with two subjects. yorku.ca/brand

Positioning: - Position on left side of the screen. - Position above the Closed Caption box. Leave the bottom 25% of the screen clear for captions.

Section 7.0

7.11

Design Execution 1 Brand Overview 2 Logos

Merchandise

Merchandise includes a wide range of items, such as tote bags, pens, clothing, mugs and more. SUB-BRANDS AND FACULTIES Sub-brands and Faculties can use their locked logos on merchandise. If space is limited, the logo can be unlocked, but the York logo or “York University” in text must always appear. DIVISIONS AND UNITS Divisions or units can be expressed in the University font with the York logo or with “York University” in text. Please work directly with the York University Bookstore to place an order for merchandise or use York’s approved list of licensed merchandise suppliers. All designs must be submitted to University Brand & Marketing (cpabrandmar@yorku.ca) as well as the Licensing Board for approval prior to production.

General Guidelines

• Logo should be large enough that type is clear and legible. • Logo should be used in black, white or red PMS 186. If this colour is not available, match it as closely as possible. • Embroidered logos should be large enough so “University/Université” is legible. • In cases where these specifications are not possible, contact University Brand & Marketing: cpabrandmar@yorku.ca. • Most vendors work with EPS files, which can be downloaded at yorku.ca/brand.

York University Brand Standards

2026 – Version 4

Examples are for reference only. Colour reproduction must match York U colours.

yorku.ca/brand

Section 7.0

7.12

Design Execution 1 Brand Overview 2 Logos

Understanding complex design terminology can be challenging. The following glossary was created to equip you with an understanding and reference for creative briefs or conversations with freelancers, printers or web developers.

Glossary

COLOUR MODES CMYK • Use this mode when working on projects that will be printed • The acronym represents the four colours used in a printing press (cyan, magenta, yellow and black) GREYSCALE • Use this mode when working on black-andwhite print projects • Any colours in your file should be converted to a shade of grey HEX CODE • Used for web projects • HEX codes are six-digit codes that represent a certain colour PMS (PANTONE® MATCHING SYSTEM) • Used for print projects where colours must be matched exactly • The acronym represents the Pantone® Matching System, which is a system of specially mixed inks that must match a certain, standardized colour (e.g. York Red is PMS 186) • Specialty colours, such as metallic or fluorescent colours, are also available • Pantone Coated: PMS “C” is used for printing spot colours on glossy paper or novelty items (such as firm pocket folders, pens, water bottles etc.) • Pantone Uncoated: PMS “U” is used for printing spot colours on uncoated paper (such as business cards and stationery)

York University Brand Standards

2026 – Version 4

RGB • Used for anything viewed on monitors, such as web, video or other on-screen projects (LCD screens) • The acronym represents the three colours of light displayed on screens (red, green and blue)

DIGITAL ANIMATED ARTWORK FORMATS • Animated with: HTML, MPG, GIF

FILE TYPES AI (ADOBE ILLUSTRATOR) • Used for graphics in print projects • Can have a transparent background • Can be resized without losing image quality EPS (ENCAPSULATED POSTSCRIPT) • Used for graphics in print projects GIF (GRAPHICS INTERCHANGE FORMAT) • Used for graphics in web and screen projects • Can have a transparent background • Loses image quality if resized to a larger size HTML (HYPERTEXT MARKUP LANGUAGE) • Used to build and create content web pages or any electronic documents viewed in a web browser • Includes text, links, images, audio and video, as well as hidden meta data INDD (ADOBE INDESIGN) • Used for document layout and design projects • Versatile for all print and digital projects JPEG/JPG (JOINT PHOTOGRAPHIC EXPERTS GROUP) • Used for photographs in print, screen and web projects • Does not have a transparent background • Loses image quality if resized to a larger size

yorku.ca/brand

MPEG (DIGITAL MULTIMEDIA CONTAINER FORMAT) • Standard format for encoding, compressing and transmitting video and audio files PDF (PORTABLE DOCUMENT FORMAT) • Used for print projects • Can be universally downloaded and viewed on any computer that has the Adobe Acrobat plug-in (which is available for free) • Preferred file type for printing PNG (PORTABLE NETWORK GRAPHICS) • Used for graphics in web and screen projects • Can have a transparent background • Loses image quality if resized to a larger size PSD (PHOTOSHOP DOCUMENT) • Used for photographs in print projects • Can only be opened with Adobe Photoshop, but can be imported into other programs • Loses image quality if resized to a larger size SVG (SCALABLE VECTOR GRAPHIC) • Used for logos and graphics • Can have a transparent background • Can be resized without losing image quality TIFF (TAGGED IMAGE FILE FORMAT) • Used for high-resolution photographs in print projects • Does not have a transparent background • Loses image quality if resized to a larger size

Section 7.0

7.13

1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution Do’s and Don’ts — Window Examples Social Media Avatars Digital Examples Social Media Examples Social Media Examples – Sub-brand Faculty Print Examples Pull-up Banners PowerPoint Website Video Bumpers Video – Lower Thirds Merchandise Glossary

LAYOUT TERMS

TYPOGRAPHIC TERMS

OTHER COMMON DESIGN TERMS

BLEED • Allowing a visual element to extend beyond the actual margin of the layout or trim size • Bleed and crop marks are typically required when providing final files to printers

BASELINE • An invisible line upon which letters or lines of type sit/rest

CRA (CAMERA READY ARTWORK) • A term for files specially prepared for printing

GRID • Used in layouts for both web and print projects • Grids guide designers on how to align text and images on the page to look even and consistent throughout a document or website MOCKUP • A close-to-reality rendition of a project that allows a client to see what the final product will look like PERFECT BOUND • A type of booklet binding where the pages are glued together at the spine of the book • Used for documents with more than 36–48 pages (depending on the type of paper) SADDLE STITCH • A type of booklet binding where the pages are bound together by staples in the fold of the booklet • Used for shorter documents with fewer than 36–48 pages (depending on the type of paper being used) WIRE FRAME • A basic layout without design elements • Used in web design to plan where navigation, content and media will sit on the page

York University Brand Standards

2026 – Version 4

FONT • A specifically designed collection of letters, numbers, punctuation, and other symbols used to set text (i.e. York’s font is IBM Plex). KERNING • Increasing or decreasing the space between two consecutive characters in a word by very fine increments LEADING (OR LINESPACING) • Amount of vertical space between lines of text in a paragraph RAG • The shape created by the ends of each line of text • Recommended line lengths are shortlong-short-long, with no hyphens

EXPORT • Saving a file in another format supported by other programs FPO (FOR POSITION ONLY) • Indicates that the image or graphic in the layout will be changed before the final output GRADIENT • A smooth transition from one colour to another (e.g. black to white, red to yellow and all the colours in between) RASTER IMAGES / BITMAP IMAGES • Images created using thousands of pixels (e.g. photographs) • Enlarging a raster image will diminish the quality

TRACKING (OR LETTERSPACING) • The uniform amount of spacing between all characters in a complete sentence, paragraph or on a page

RESOLUTION • Refers to the number of dots per inch (dpi) or pixels per inch (ppi) in an image • Images for the web are usually low resolution (e.g. 72 ppi) • Images for print should be saved at a higher resolution (e.g. 300 dpi)

WIDOW • When the last line of a paragraph only contains one word, that word is considered a “widow” • These are undesirable and should be avoided

VECTOR IMAGES • Images created by paths based on mathematical expressions (e.g. York logos) • Can be resized without a loss in quality

yorku.ca/brand

Section 7.0

7.14

How to Work with Us 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage

Telling the full story of York University internally and

7 Design Execution

externally is only possible if we execute our brand with precision and consistency across all our touch points. That’s where you come in. Please ensure you are following our brand standards and using the assets and tools available at yorku.ca/brand. Remember, all external communications must be developed in partnership with the University Brand & Marketing team. For questions and concerns pertaining to digital or social media, please contact cpadigit@yorku.ca. For all other inquiries, contact cpabrandmar@yorku.ca.

York University Brand Standards

2026 – Version 4

yorku.ca/brand

7.15

1 Brand Overview 2 Logos 3 Working with Logos

9.0

4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Hold for now

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Overview 1 Brand Overview 2 Logos

Key Messages

3 Working with Logos

When applying key messages to your writing, consistency is critical. It is important that ALL communications refer to,

4 Brand Elements

align with and support at least one of these five key messages within the first or second paragraph and be supported by customized proof points. You can find more information about how to apply the key messages in York University’s

5 Design System

Messaging Guide. For high-level advertising campaigns and communications, please refer to our Right the Future

6 Brand Usage

standards, which will be clarified later in this document.

7 Design Execution

Our research shows there are important key motivators for our audiences when considering whether to engage with York. The messages are customized for domestic and international students (both prospective and current), parents, faculty and staff, and alumni.

York University Brand Standards

2026 – Version 4

York is an exceptionally diverse community working together to tackle complex societal challenges. • Our Faculties work together to provide unique and valuable perspectives. • Our large and diverse student body and alumni network offer unique and global perspectives. • We collaborate with companies and institutions to create impact across sectors and borders.

York conducts purposeful research that advances knowledge and creates positive change. • We provide clear outcomes of how research will or could create positive change for communities and the world. • We pride ourselves on global and local partnerships and collaborations. • Our strengths and rankings are in line with the strategic research plan.

York provides valued educational experience that prepares students for meaningful careers and long-term success. • We have program excellence, innovation and leadership. • We have diverse relevant experiential education opportunities with proof points. • We demonstrate student and alumni success.

York is a supportive, inclusive and caring environment that promotes personal growth and well-being. • We are a welcoming learning environment that values diversity. • We deliver superior student support and services.

York is an effective organization that embraces collaboration, new ideas and a strong sense of purpose. • Specific improvement initiatives are in place to enhance the overall learning environment and student experience – i.e., improving campus service, introducing Canada’s first AI virtual assistance to help students find the information they need.

yorku.ca/brand

Section 9.0

9.1

Overview 1 Brand Overview 2 Logos 3 Working with Logos

These are the functional benefits we must focus on in our communications to meaningfully differentiate York among target audiences.

General York Messaging Guide

4 Brand Elements 5 Design System 6 Brand Usage

Please refer to this page when crafting language for high-profile pieces.

Aspirational — use only with specific proof point Exceptionally diverse community that works together

Purposeful research that advances knowledge and creates positive change

Highly valued educational experience that prepares students for meaningful careers and long-term success

Supportive, inclusive, and caring environment that promotes personal growth and well-being

Effective organization that embraces collaboration, new ideas and a strong sense of purpose

York is a modern, multi-campus, urban university located in Toronto. Backed by a diverse group of students, faculty, alumni and partners, we bring a uniquely global perspective to help solve societal challenges, driving positive change. A) Home to one of the largest and most diverse student bodies in Canada, including 54,500+ students, almost 18% of whom are international students (representing 172 countries) B) Professors who are global thought leaders bring diverse perspectives from 11 Faculties to tackle societal problems C) York is partnering across sectors and borders with 323+ university, industry, government, NGO partnerships in over 70 countries providing students, faculty, and alumni with opportunities to contribute to solutions D) Driving positive change through sustainability efforts at our EcoCampus in Costa Rica and through our contributions to the UN Sustainable Development Goals (Top 33 in the world and 8th in Canada in Times Higher Education Impact Rankings) E) York alumni are more likely to volunteer than other university graduates in the GTA with over 56% reporting they had pursued volunteer activities in the community over the past 12 months

York is a leading international teaching and research university. United by a strong sense of purpose and longstanding commitment to public good, York continues to advance research with social, economic, and global impact. A) No. 1 in Ontario for global collaborative research publications, giving students and researchers the opportunity to create work with global impact B) York is a worldwide leader in exercise hypoglycemia and insulin, Canadian employment & industrial relations; venture capital & private equity and venture capital firms C) Home to 39 Canada Research Chairs, York researchers are creating positive impact in diverse fields from particle physics & astronomy to Canadian migration policy D) Centre for Vision research ranked amongst the world’s top vision research centres

York prepares our students for a meaningful career, long-term success, and the critical knowledge to work toward a better future through leading programs, innovative course design, and experiential opportunities. A) York is known for our top ranked Schulich School of Business and Osgoode Hall Law School as well as strengths in the liberal arts, creative and performing arts, and professional studies, health, engineering, and sciences B) Diverse experiential education opportunities, through work and research internships, community placements, and capstone projects, with a commitment for all students to have the opportunity to participate in EE opportunities over the next few years C) York helps students build the foundation for life-long success with 92% of our grads getting jobs within 2 years D) Across our multiple campuses locally, including Keele and bilingual Glendon campuses in Toronto, and globally in Hyderabad, India and Costa Rica, we continue to innovate

Supporting students of all backgrounds, we are united by a shared sense of purpose, determined to equip every student with the skills and values to ensure success and work toward a better future. A) We are supporting our students with over 39,780 scholarships awarded with a value of over $76,509,750 B) York’s peer advisor program including financial peers, health education peers, and career support peers fosters a culture of students supporting students while learning and growing themselves

We value collaboration and inclusivity, committed to continuous improvement in community safety, internal communication, sustainability, and strategic planning. A) York University and IBM have launched an innovative student support solution that uses artificial intelligence, the first time that IBM AI technology has been used in this way at a Canadian university B) Donors invest in York because of our research strengths, because they know we are an effective organization that will use their investment wisely, and their giving demonstrates that York is indeed a supportive and caring environment where tens of thousands of people voluntarily contribute philanthropically C) York has been recognized as one of Canada’s Greenest Employers for the 8th consecutive year

7 Design Execution

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 9.0

9.2

Brand Usage 1 Brand Overview 2 Logos

Brand Messaging Usage Summary

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage

Incorporating brand messaging on a consistent basis is important to ensure breakthrough and audience connection. The chart below will guide you on when and how to use brand messaging within your assets.

7 Design Execution Right The Future language

York University Brand Standards

HIGH-PROFILE EXTERNAL AUDIENCES > Advertising campaigns > Ceremonies > Media releases > External articles > Boosting social media posts

See appendix of RTF standards for full tagline usage

HIGH-PROFILE EXTERNAL / INTERNAL AUDIENCES > Presentations, events and special announcements > Landing pages > YFile articles

Optional

PAN-UNIVERSITY EXTERNAL / INTERNAL AUDIENCES > On and off-campus events > Promotions > Reports

INFORMAL / INTERNAL AUDIENCES > Casual announcements > On-campus events > Amplifying partner content

2026 – Version 4

Creating positive change language

Including one Key Message

Emotional benefit, tone and brand positioning

See Messaging Guide on page 1.4 to XX

See messaging guide for clarity on Key Messages

Tone should be inspired, empowered, confident, welcomed, proud, cared about. See emotional benefits on page 1.6

yorku.ca/brand

Section 9.0

9.3

Overview 1 Brand Overview 2 Logos

Multicampus Narrative

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

York University is a network of campuses offering a range of opportunities to immerse oneself in the diverse experiences and perspectives that are shaping our world. Campus facilities offer students, faculty and the community at large multiple opportunities to engage with and benefit from the innovative research and programming in a fluid and flexible manner. Extensive collaboration and mobility between the campuses create an integrated, dynamic York community. With three core campuses and a series of satellite locations both within Ontario and abroad, York University is creating positive change on a large scale. It is pivotal that we provide consistency within our multi-campus messaging. For all approved language, please see our Messaging Guide.

York University Brand Standards

2026 – Version 4

KEELE CAMPUS

GLENDON CAMPUS

MARKHAM CAMPUS

Keele Campus offers a vibrant and welcoming large-scale campus experience for over 54,500+ students, as well as faculty, staff, partners and the surrounding community. United by a shared ambition to promote and work towards positive change, our campus provides a unique opportunity to engage with diverse cultures and perspectives.

Located in the dynamic, urban landscape of midtown Toronto, Glendon offers an intimate and welcoming environment on its picturesque, ivy-lined campus. With a focus on bilingual and trilingual programming, Glendon reflects Canada’s cultural diversity while offering a window into the rest of the world.

Markham Campus (opening in 2024) will embed York University in the heart of one of the most diverse and dynamic urban communities in the province and country. Reflecting the local economy, academic programs and research will revolve around the core themes of technology and entrepreneurship and how they are driving innovation across all areas of knowledge and society.

yorku.ca/brand

Section 9.0

9.4

Overview 1 Brand Overview 2 Logos

Tone and Voice

3 Working with Logos

It’s not just what we say, but how we say it that is important in conveying York’s brand

4 Brand Elements

personality. Therefore, every communication should make our audiences feel:

5 Design System 6 Brand Usage 7 Design Execution

Cared about

Feeling supported by a welcoming university that cares deeply about the success of its community and the world at large.

Confident

Feeling well-prepared with leading programs, global partnerships, networking opportunities and real-world experience that instils the confidence needed to make a positive impact and foster success.

Empowered

Feeling empowered with the skills and values to achieve personal success, tackle meaningful global challenges and create positive change.

York University Brand Standards

2026 – Version 4

Inspired

Feeling motivated by the innovative thinking, global perspective and shared sense of purpose that York inspires in our community to create a better future.

Proud

Feeling proud to be part of a leading university championing positive change through academic success, purposeful research, global partnerships and student initiatives.

Welcomed

Feeling welcomed and supported when engaging with York University and as part of a warm community that embraces diversity, inclusivity and progressiveness while offering a uniquely global perspective.

yorku.ca/brand

Section 9.0

9.5

Overview

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Writing Style Guide Use this style guide as your first reference when communicating to both the York University community and the general public in English. It outlines standards for capitalization, abbreviation, punctuation, use of titles, language and other issues of style.

Our standards have been adapted from sources that include The Canadian Press Stylebook, The Canadian Press Caps and Spelling, the Canadian Oxford Dictionary, Talking Gender: A Guide to Nonsexist Communication and the CCAE English Language Style Guide.

For issues not included in this guide, refer to The Canadian Press (CP) Stylebook and/or The Canadian Press Caps and Spelling. If what you’re looking for cannot be found there, refer to the Canadian Oxford Dictionary.

To download the guide, visit this link.

Desktop Version

WRITING STYLE GUIDE FEBRUARY 2022

Mobile Version

WRITING STYLE GUIDE

yorku.ca/brand

FEBRUARY 2022

TABLE OF CONTENTS

ACRONYMS

AMPERSANDS

For ease of use, click on an item in the table of contents to move directly to that section.

Acronyms are abbreviations pronounced as words. They are useful for saving space, but the full name should be given on first reference unless the term is very well known. (See the ABBREVIATIONS section.)

Use when part of an official name: H&R Block, AT&T and in expressions such as B&B (bed and breakfast).

YORK UNIVERSITY WRITING STYLE GUIDE

ABBREVIATIONS

Try to use general descriptive terms to vary the wording within a text.

ACADEMIC SUBJECTS

■

ACCENTS (FOREIGN)

yorku.ca/brand

York University Brand Standards

2026 – Version 4

ACRONYMS

ALUMNI

AMPERSANDS

APOSTROPHES

BRACKETS / PARENTHESES

BYLINES

CAMPUSES

CAPITALIZATION

CAPITALIZING ACADEMIC SUBJECTS

CAPITALIZING DEPARTMENTS AND ADMINISTRATIVE UNITS

CAPITALIZING GOVERNMENT

CAPITALIZING JOB TITLES

CAPITALIZING TITLES OF WORKS OF ART

CAPITALIZING – OTHER

COLONS

COMMAS

COVID-19

DASHES

DATES AND TIMES

DEGREES

ELLIPSES

EMERITUS

FACULTY / FACULTIES

GRANT AGENCIES

HYPHENS

Use when part of the name of a Faculty, school, department, program or centre.

A grant of $100,000 was awarded to the Centre for Research on Latin America & the Caribbean (CERLAC) at York University. Officials said CERLAC received the award for its work on the Guatemalan education system. The centre is currently developing an exchange program for faculty in Canada and Guatemala.

ALUMNI

■

Thousands of alumni from across the country arrived at the campus for homecoming weekend.

“Alumnus” refers to an individual male graduate.

APOSTROPHES

■

York’s graduating class

If something is descriptive rather than possessive, it does not take an apostrophe (the guide for students, the college for teachers, the outfielder for the Jays). ■

students guide

■

teachers college

■

Jays outfielder

Singular and plural nouns not ending in s take an apostrophe and s to form the possessive case.

“Alumna” refers to an individual female graduate. “Alumnae” describes a group of graduates known to be comprised entirely of females. It is not commonly used. However, it should be used when the grads are known to be all female. ■

Write out “and” in all other instances, including job titles.

Use the apostrophe before an s to indicate the possessive (i.e. something that is of or belonging to something else – the graduating class of York).

Use the word “alumni” to refer to a group of people of both sexes (or where the sex of the group members is unknown) who have graduated from York University. It is the most commonly used form and is the York preference.

YORK UNIVERSITY WRITING STYLE GUIDE | 02.2022

2 Logos

YORK UNIVERSITY WRITING STYLE GUIDE | 02.2022

1 Brand Overview

The Nellie Langford Rowell Library hosted alumnae from the first graduating class in women’s studies.

“Alums” is used as an informal substitute for “alumni” in spoken English but should rarely be used in written form.

■

father’s pipe, women’s health, people’s food

Plural nouns ending in s take an apostrophe alone. ■

teachers’ apples, the two peoples’ history, the Joneses’ daughter

Singular nouns and names ending in s (or an s sound) normally take an ’s. ■

Chris’s sandwich Burgess’s novel, the witness’s testimony

yorku.ca/brand

Section 9.0

9.6

Overview 1 Brand Overview 2 Logos

Brand Strategy Elements

We are embracing a consistent and authentic expression of our brand to continue on a path of growth and effectiveness. To accomplish this, we need to align all communications and marketing materials across the institution under this shared sense of purpose. Visit the brand site for more information.

VISION

7 Design Execution

We are a community of changemakers. Driven by passion, we exist to create positive change for our students, communities and the world.

EMOTIONAL BENEFITS

6 Brand Usage

York is committed to giving a broad demographic of students access to a high-quality, research-intensive learning environment committed to the public good*

HOW I FEEL WHEN I INTERACT WITH YORK Welcomed

Inspired

Cared About

Confident

Proud

Empowered

WHAT I GET WHEN I INTERACT WITH YORK

FUNCTIONAL BENEFITS

5 Design System

Our brand is our DNA. It’s how we act, think, speak and behave. Extensive research shows that a well-understood identity and purpose are key to continued success and will make York University stand out from the competition.

VALUES

4 Brand Elements

OUR PROMISE

3 Working with Logos

York University Brand Standards

2026 – Version 4

1. Exceptionally diverse community that works together to tackle complex societal challenges

4. Supportive, inclusive and caring environment that promotes personal growth and well-being

2. Purposeful research that advances knowledge and creates positive change

5. Effective organization that embraces collaboration, new ideas and a strong sense of purpose

3. Highly valued educational experience that prepares students for meaningful careers and long-term success EXCELLENCE

yorku.ca/brand

PROGRESSIVE

INCLUSIVITY, DIVERSITY & SUPPORT

SOCIAL JUSTICE & EQUITY

Section 9.0

SUSTAINABILITY

9.7

Overview 1 Brand Overview 2 Logos

Our Brand Filter

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Employees at all levels of the University make decisions every day. These decisions are often based on certain degrees of subjectivity which can lead to inconsistencies in the brand. The purpose of the brand filter is to provide the York community, specifically employees and Faculty,

with an objective screening process to help determine if business decisions on initiatives and programs are aligned with the brand strategy.

Below are a series of key words that describe the essence of the York’s brand promise, personality and values. Using the brand filter will help York move from where it is today to where it ultimately wants to be and how it wants to be perceived.

Visit the brand site for a breakdown with additional details and definitions.

Four Aspects to the York University Brand Filter

Human attributes the brand assumes. They influence: • People fit • Internal tone & voice • Hiring decisions • Communication messaging

Personality Ambitious

Student-centered

Inspiring

Progressive

Confident Friendly, Warm & Caring

Products/ Services

Evaluation criteria to help define and evaluate new programs/service offerings as being ‘on brand’

“Driven by passion, creating positive change and impact for our students, our communities and the world around us”

2026 – Version 4

Diverse & Accessible

Relationships Collaborative Supportive

Relevance

Shared Purpose

Forward-thinking

Open-minded

yorku.ca/brand

Attributes that guide and define the culture, values and philosophy of the University.

Results-driven

High-quality teaching, learning and research

Flexible

York University Brand Standards

Organization

Attributes that define how York should interact with students, employees, donors, partners, government etc.

Section 9.0

9.8

Overview 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

YU Definition and Usage YU is defined as a proprietary entity in York’s Brand Stewardship Policy and procedures and therefore has a list of acceptable usage cases and required approvals from Communications & Public Affairs. DEFINITION: YU – pronounced “Y - U” (not “YOU”) – is our most informal York term. 1) USAGE • Pan-university internal initiatives with broad reach (i.e. faculty, staff, students) • Names of products/services (e.g. YU Screen, YU Card, YU Eats, YU Link) • Names of internal-facing campaigns or initiatives (e.g. MeetYU, BecomingYU) • In special previously approved cases, lowercase has been used for all text. • YU should not be used for: ° External-facing products/services, campaigns or initiatives 2) ORDER OF YU IN NAMING • YU should primarily be ordered at the beginning of products/services/names/campaigns • YU can be placed at the end of the product/ service/campaign name in cases where YU sounds odd or is grammatically incorrect when placed at the beginning

MeetYU

4) YU MERCHANDISE MARK • The approved YU merchandise mark does not appear on its own and must always have “York University” somewhere on the merchandise 5) YU IN WRITTEN COPY FORM • Should be capitalized in writing/hashtags with a space and the first letter uppercase and the remainder of the word in lowercase. The exception is in hashtags where this rule applies, with the exception of the space.

Merchandise Marks

6) APPROVALS • Using YU in a product/service/initiative name requires brand approval. Please contact University Brand & Marketing: cpabrandmar@yorku.ca.

3) VISUAL REPRESENTATION OF YU WITH PROJECT/INITIATIVE (NOT COPY) • After securing approval of YU usage for your project/service/initiative, a text treatment can be created with a space in IBM Plex Sans via York’s University Brand & Marketing team (cpabrandmar@yorku.ca). In the case of a hashtag, there will be no space. • There should not be a hyphen between the YU and the project or initiative

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 9.0

9.9

Design Execution 1 Brand Overview 2 Logos

Letterhead

Stationery

3 Working with Logos 4 Brand Elements 5 Design System

FACULTY OR EQUIVALENT NAME Department Name /

York’s Printing Services manages printing for all branded stationery and can assist you with all your stationery needs.

Unit Name Firstname Lastname Title 123 BLDG ADDRESS.

Business Card

456 OTTAWA RD. 4700 KEELE ST. TORONTO ON CANADA M3J 1P3

6 Brand Usage 7 Design Execution

Sub-brands have a full set of stationery elements available that include their sub-brand logos. Graduate student business cards are available by request through each Faculty’s dean’s office. Students must receive approval from their dean before cards are produced.

Name BA MBA

T 416 123 4567

Title Department Name / Unit Name FACULTY OR EQUIVALENT NAME

EXT 12345

F 416 123 4567 CELL 416 123 4567 emailname@yorku.ca yorku.ca/urlnamehere T 416 123 4567

123 BLDG ADDRESS.

EXT 12345

4700 KEELE ST. TORONTO ON CANADA M3J 1P3

F 416 123 4567

emailname@yorku.ca

456 OTTAWA RD.

CELL 416 123 4567

yorku.ca/web address

Envelope FACULTY OR EQUIVALENT NAME Department Name / Unit Name BLDG ADDRESS.

Usage

4700 KEELE ST. TORONTO ON CANADA M3J 1P3 PR#

Any York-branded material, whether it be the logo or letterhead, can only be used by York University employees when speaking on behalf of the University (not personal or student use). There is an alternate version available for grad students, as well as additional languages. Contact Printing Services for more details.

Memo Pad

“Compliments of”

FACULTY OR EQUIVALENT NAME

123 BLDG ADDRESS.

Department Name / Unit Name

4700 KEELE ST.

123 BLDG ADDRESS. 456 OTTAWA RD.

456 OTTAWA RD.

TORONTO ON CANADA M3J 1P3 T 416 123 4567

4700 KEELE ST.

EXT 12345

TORONTO ON

F 416 123 4567

CANADA M3J 1P3

CELL 416 123 4567

T 416 123 4567

emailname@yorku.ca

EXT 12345

yorku.ca/urlnamehere

F 416 123 4567 emailname@yorku.ca yorku.ca/urlnamehere

With the Compliments of Name BA MBA Title Department Name / Unit Name FACULTY OR EQUIVALENT NAME

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 9.0

9.10

Design Execution 1 Brand Overview 2 Logos

E-Stationery

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Electronic Letterhead

Electronic letterhead is only for use as an email attachment that is not intended to be printed by the receiver. E-Letterhead The template is not to be altered and must not be printed on a colour printer, as the logo will likely not match the official colour.

Fax

Date

Fax

FirstName LastName Street Address City, Province Country PostalCode FAC/DIV NAME

You can access the electronic letterhead template online at yorku.ca/brand.

Dept/Unit Name FirstnameLastname Title 123 BLDG ADDRESS 4700 KEELE ST. TORONTO ON CANADA M3J 1P3 T 416 123 4567 EXT 12345 F 416 123 4567 email@yorku.ca yorku.ca

Greeting Line,

About this Document

York memo and fax templates are available online at yorku.ca/brand.

Print out and then delete these instructions before editing and saving your template. 1. Edit the contact information in the left column below the York logo. Click on the generic text and phone numbers and type in your own information. 2. Add/edit any other standard information you may need for every letter. 3. Save the file as a reusable template: a. Select File > Save As b. In the “Save as type” dropdown, choose “Word Template” c. Name the template YorkU_E_Lthd2020 d. Click Save To create a new document: 1. Select File > New > My Templates 2. Click on your e-letterhead template, then click OK. 3. Click on the generic address and greeting lines to type your own content.

For help and support

You can get assistance using the York templates from the Centre for Staff Development & Technical Learning. Visit their blog site at csdtl.info.yorku.ca for helpful resources and contact information.

Memorandum

FAC/DIV NAME

To:

[Click here to type name]

FAC/DIV NAME

To:

Dept/Unit Name

From:

[Click here to type name]

Dept/Unit Name

From:

FirstnameLastname

Fax:

[Click here to type fax number]

FirstnameLastname

Date:

June 26, 2020

Subject:

[Click here to type subject]

4700 KEELE ST.

No. of Pages:

[Click here to type number of pages]

CANADA M3J 1P3

Title

• This document is formatted using a simple layout table with non-printing borders. To see the table grid, select Table Tools Layout > View Gridlines (Table group). • The York logo and crest will appear on the first page only. • Contact information appears in the left-hand cell. Do not add anything else to the lefthand cell and ensure that it remains exactly 1.5” wide. • Your letter appears in the right-hand cell. It can extend across more than one page. Add page numbering to the footer if necessary. • To distribute this document electronically, convert it to a PDF file—this will ensure that the alternative text from the images is accessible.

To make a reusable template

Fax and Memo Templates

Memo

123 BLDG ADDRESS 4700 KEELE ST. TORONTO ON CANADA M3J 1P3 T 416 123 4567 EXT 12345

yorku.ca

123 BLDG ADDRESS

T 416 123 4567

email@yorku.ca yorku.ca

About this Document

• This document is formatted using a simple layout table with non-printing borders. To see the table grid, select Table Tools Layout > View Gridlines (Table group). • The York logo and crest will appear on the first page only. • Contact information appears in the left-hand cell. Do not add anything else to the lefthand cell, and ensure it remains exactly 1.5” wide. • Content for your fax appears in the right-hand cell. It can extend across more than one page. Add page numbering to the footer if necessary. • To distribute this document electronically, convert it to a PDF file—this will ensure that the alternative text for the images is accessible.

yorku.ca/brand

[Click here to type memo content]

About this Document

• This document is formatted using a simple layout table with non-printing borders. To see the table grid, select Table Tools Layout > View Gridlines (Table group). • The York logo and crest will appear on the first page only. • Contact information appears in the left-hand cell. Do not add anything else to the lefthand cell, and ensure that it remains exactly 1.5” wide. • Content for your memo appears in the right-hand cell. It can extend across more than one page. Add page numbering to the footer if necessary. • To distribute this document electronically, save it as a PDF file first—this will ensure that the alternative text for the images is accessible.

To make a reusable template

Print out and then delete these instructions before editing and saving your template. 1. Edit the contact information in the left column below the York logo. Just click on the generic text and type in your own information. 2. Add/edit any other standard information you may need for every memo. 3. Save the file as a reusable template: a. Select File > Save As b. In the “Save as type” dropdown, choose “Word Template” c. Name the template YorkU_Memo2020 d. Click Save

To make a reusable template

Print out and then delete these instructions before editing and saving your template. 1. Edit the contact information in the left column below the York logo. Just click on the generic text and type in your own information. 2. Add/edit any other standard information you may need for every fax. 3. Save the file as a reusable template: a. Select File > Save As b. In the “Save as type” dropdown, choose “Word Template” c. Name the template YorkU_Fax2020 d. Click Save

To create a new document: 1. Select File > New > My Templates 2. Click on your fax template, then click OK. 3. To write your memo, click on the generic text placeholders and type in your own text.

1. Select File > New > My Templates 2. Click on your fax template, then click OK. 3. To write your fax, click on the generic text placeholders and type in your own text.

2026 – Version 4

[Click here to type date] [Click here to type subject]

F 416 123 4567

[Click here to type fax content]

To create a new document:

York University Brand Standards

[Click here to type name]

Subject:

TORONTO ON

EXT 12345

F 416 123 4567 email@yorku.ca

Title

[Click here to type name]

Date:

For help and support

You can get assistance using the York templates from the Centre for Staff Development & Technical Learning. Visit their blog site at csdtl.info.yorku.ca for helpful resources and contact information.

Section 9.0

9.11

Design Execution 1 Brand Overview 2 Logos

Using Print Letterhead

1.5”

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Monday, June 29, 2020

York U print letterhead can be ordered, customized and printed through Printing Services.

FACULTY OR EQUIVALENT NAME

Pre-printed letterhead shells include the York logo, crest and personalized contact info on the left-hand side. Once you have the pre-printed shells, please use the Word template on the brand website at yorku.ca/brand for final printing (remember to set up the correct margins for your message).

Department Name / Unit Name 4700 KEELE ST. TORONTO ON CANADA M3J 1P3 T 416 123 4567 EXT 12345

F 416 123 4567 email@yorku.ca www.yorku.ca

2”

Please contact University Brand & Marketing for details on using sub-brand letterhead: cpabrandmar@yorku.ca.

Usage

Sarah Smith 439 Soudan Avenue Toronto, Ontario M4S 1X1 Dear Ms. Smith, Epotius inglammad ut coecend veaa ratio bene sanos adsum. Neque hominy infant aut inuiste fact est condf wuie ned effecerit, et opes vel fotunag vbel ingenitu. Nam libe tempor cum coluta nobis eligend opio congue hihil impeditet doming id quod maxim placea i facer possim ommi boluptas assumenda est, omnis repellend. Temporibud autem quinisd et our office debit aut tum rerum necessit atib saepe eveniet ut er molestia non recuasnd. Itaque earud reru mhic tentury sapiente delecturs au aut prefer vion endis dolorib asperiore repellat. Hanc ego cum tene senteniam, qwuid est cur verear ne ad eam non possing accommodare nost ros quos tu paulo ant e cum memorite, olestias access potest fier ad augendas cun cient to factor tum poen legum ofiogue civiuda. Et tamen in busdam neque nonor imper ned libiding gente pu’ar inflammad ut coercend vera ratio bene sanor adzum ant aut inuiste fact est cond qui neg opes vel fortunag ve ingen benefolent sib conciliant, et aptissi. Duis autem vel eum irire dolor in henderit tei consequat, vel illum dolore eu feugiat null a facilisi et iusto odio dignissim qui blandit praesent lupatum zzril in culpa qui blandit officia deseunt mollit est, omnis repellend. Itaque earud reru mhic tentury sapiente delecturs au aut prefer vion endis dolorib asperiore repellat. Hanc ego possing accommodare nost paulo ant e cum memorite, olestias access potest fier ad augendas cun cient to factor tum poen legum ofiogue civiuda.

.75”

11”

Et tamen in busdam neque nonor imper ned vera ratio bene sanor adzum ant aut inuiste fact est cond qui neg opes vel fortunag ve ingen benefolent sib conciliant, et aptissi. Duis autem vel eum irire dolor in henderit tei consequat, vel illum dolore eu feugiat null a facilisi et iusto odio dignissim qui blandit praesent lupatum zzril in culpa qui blandit officia deseunt mollit anium ib est aborum et congue nihil impedier doming id quirppmaxim placeat os assumenda est, onmis Temporibud autem quinisd et our office debit aut tum rerum necessit eveniet ut er molestia non recuasnd. Itaque earud tentury sapieneg sib conciliant, et aptissi. Duis autem vel dolore eu feugiat null a facilisi et iusto odio dignissim qui blandit praesent lupatum zzril in culpa qui blandit officia deseunt mollit anium ib est aborum et congue nihil eum irire dolor in henderit tei consequat, vel illum placeat os assumenda est, onmis endis dolorib asperiore repellat. Kind Regards,

John Doe Admissions York University

0.5” 8.5”

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 9.0

9.12

Design Execution 1 Brand Overview 2 Logos

Campus Advertising

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

York U Shuttles

The York U shuttles are a great place to promote your message. Complimentary to the York community, they offer transportation services between York U and the Village (small buses), and between Keele and Glendon campuses (big buses). On average, shuttles transport approximately 500 students per day on 26 shuttles to and from Glendon. That’s 10,000 students per month from September to April, providing you with a unique o pportunity to reach a wide student audience. The cost to post an ad inside the shuttle is free (excluding the cost of printing). Bus ad space specifications: Small buses: 9 ¾” X 11’ 10” or 9 ¾” X 14’ 8” Small GMC low-floor accessible bus: 10.5” H X 15’6” L or 10.5” H X 12’4” L Large buses (school buses): 6” H X 27” L: 6 Sections Right side / 5 sections Left side: 6” H X 37” L: 1 Section Left side

YFile

YFile is York University’s campus “newsletter,” reporting on institutional news, major events, research and people. Published by York University’s Communications & Public Affairs Division, YFile is distributed by email each Tuesday and Thursday with special issues on the first and third Friday of each month. More than 5,000 faculty and staff receive YFile each week, making it an important vehicle for internal advertising. To learn more, visit the About YFile page or contact yfile@yorku.ca.

yu link

Yu link is York University’s intranet – a Passport York–protected site that is the central location for all things York. Employees visit yu link daily to find forms, documents, news and information geared toward the internal York community. Using yu link to share information, whether in the form of an announcement or news piece, is a quick way to reach thousands of faculty and staff. Contact yulink@yorku.ca for more information.

Contact Janine Frost for more information. York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 9.0

9.13

Design Execution 1 Brand Overview 2 Logos

LCD Screen Template

Image Examples

LCD Screens

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Promotional space for upcoming initiatives is available on York U’s network of LCD screens. To book space, contact University Brand & Marketing. Please allow for 3-5 business days to process an LCD screen request.

Best Practices: 1. The York U logo is not necessary as it is already located on the LCD screens 2. Use a compelling image 3. Limit content to a single idea 4. Use a short URL or QR code 5. Keep text to 30% coverage of the screen 6. Follow specs below

Promotional Space 16:9 aspect ratio

LCD Screen In Situ

6,500+

trees and shrubs planted on the Keele and Glendon campuses since 2005

SPECS: Creative size: 1920w x 1080h pixels (aspect ratio of 16:9)

LCD – 1190x670

Creative formats: • JPEG or PNG at 72 dpi (minimum) • MP4 (video files to be produced in 16:9 aspect ratio in 1920w x 1080h)

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 9.0

9.14

Design Execution 1 Brand Overview 2 Logos

Email Headers

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

The York logo should always appear at the top of all e-communication (see examples at right). If, however, the e-communication is in an attachment, the regular logo placement is acceptable.

E-Header – 700x225

For generic York email templates and header graphics, visit yorku.ca/brand. For Faculty York email templates and header graphics, visit yorku.ca/brand. Customized templates/headers are available upon request. Please contact University Brand & Marketing.

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 9.0

9.15

Design Execution 1 Brand Overview 2 Logos

Zoom Background Templates

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

York University has developed a series of custom Zoom templates and backgrounds for use in virtual meetings. The York logo should be placed in the top right, bottom right or bottom left corners only. Logos in the top left block reactions. Please visit the brand site to learn more or to download sub-brand and Faculty templates.

yorku.ca/unsdgs

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 9.0

9.16

Design Execution 1 Brand Overview 2 Logos

Email Signatures

3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

There are three versions of email signatures: a generic York signature as well as customized Faculty and sub-brand signatures. Visit yorku.ca/brand to download a Word d ocument, which includes full instructions on how to customize specifically for you. INSTRUCTIONS: • Ensure you are regularly checking for brandaligned updates to the signature template, particularly after a large announcement. It is your responsibility to ensure your signature is on brand. • Use the template provided that best suits your area/division, Faculty or sub-brand. • Edit the text to reflect your personal information. • Be sure to reset the links for your email address and website if necessary. • Once your edits have been completed, copy and paste the text into a new signature within Outlook preferences.

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 9.0

9.17

Design Execution 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements 5 Design System 6 Brand Usage 7 Design Execution

Social Media Best Practices 1. Establish a consistent, brand-aligned look for social media graphics. • Creating templates is encouraged.

Social Graphic (no text)

Social Graphic (with text)

2. Institutional logos are exclusively used for external graphics, such as paid ads or assets shared with external stakeholders. 3. Keep text minimal on graphics. • Remember that text on photos may conflict with AODA standards. • If text is needed, follow brand standards to create an area which provides strong contrast between the text and background.

Instagram Story (with text)

4. Take into consideration the channel styles when creating graphics. • For example, Instagram is a visual platform, and therefore text-free graphics and/or video are best. 5. Paid ad graphics, in addition to external graphics, have additional considerations 6. Follow account naming requirements under Social Media Best Practices. For additional guidance and resources, visit the social media sections of the “Using the Brand” webpage. If you need assistance, contact University Brand & Marketing at cpadigit@yorku.ca.

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 9.0

9.18

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements BRAND USAGE SUMMARY

5 Design System NEW

6 Brand Usage

RIGHT THE FUTURE (RTF) Creative Campaign

7 Design Execution

EXISTING Doing What Moves You (Student-Facing Messaging)

Creating Positive Change Brand Positioning

Functional Benefits Brand Positioning

Emotional Benefits & Brand Personality Brand Positioning

Visuals:

Messaging:

Messaging and imagery:

Used within the creative space as a headline or sign-off using RTF MARK

Right The Future: “Amazing things happen when diverse communities work together to tackle societal issues. When students apply their knowledge, they have the power to make things right. Join us in creating positive change at yorku.ca/rightthefuture”

Doing what moves you can move the world

Creating positive change for our students, communities and the world around us

All external communications should refer to, align with and support at least one functional benefit within the communication messaging and express it within the first paragraph

Whenever possible, the positioning and tone of all external communications should reflect and support the essence of the emotional benefits and brand personality: friendly, warm, caring, inspiring, ambitious, confident

Size and placement in visual standards Should be used in conjunction with “Join us in creating positive change” Approval required by UB&M

Draw from this messaging to communicate what it means either visually or through your copy. Incorporate “right the future” into your messaging but keep it in lowercase and as part of the sentence. Examples from videos, speeches and articles:

Optional: To apply this message with creating positive change or where it makes sense for the student audience (i.e.: Doing what moves you can move the world. Join us in creating positive change)

Not to be used as a headline Where appropriate in advertising or high-profile publications, use the “join us in creating positive change” sign-off in conjunction with RTF Works in conjunction with the messaging matrix

Should be accompanied by positive change, RTF or both

Works in conjunction with the messaging matrix

To support this, depending on the specific content, the tone/approach can be more informal

“Our community has come together to inspire, innovate and right the future.” “I look forward to seeing the many ways we will come together this year to right the future.”

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 9.0

9.19

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements

EXTERNAL AUDIENCES – APPLICATION

5 Design System 6 Brand Usage

General Public, Future Students, Parents, Key Influencers and Stakeholders, Government, Alumni, Donors (Domestic and International)

NEW

7 Design Execution

RIGHT THE FUTURE (RTF) Creative Campaign Visuals apply to the following: Paid media (ads) High-profile events (i.e. recruitment presentations) High-profile publications (i.e. reports, viewbooks) Approval required by UB&M

EXISTING Doing What Moves You

Creating Positive Change

Functional Benefits

(Student-Facing Messaging)

Brand Positioning

Messaging applies to the following: Yorku.ca and high-profile websites Recruitment content Stories in The York University Magazine Media relations (print, broadcast and social) Presidential and senior leadership communications Speeches, presentations and meetings for senior leaders

Emotional Benefits & Brand Personality Brand Positioning

Messaging applies to the following:

Language specific to students ONLY – where applicable – is not required

High-profile messages

York U news

High-profile messages

Paid media

Social media

Magazine featured stories

Student-facing publications

Media relations (print, broadcast and social)

Presidential and leadership communications

Speeches, presentations and meetings for senior leaders

Events and panels

Speeches, presentations and meetings for senior leaders Events and panels

York University Brand Standards

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yorku.ca/brand

Section 9.0

9.20

Appendix — Right The Future™ Standards 1 Brand Overview 2 Logos 3 Working with Logos 4 Brand Elements

INTERNAL AUDIENCES – APPLICATION

5 Design System

Faculty, Staff, Students (Domestic and International)

6 Brand Usage

NEW

7 Design Execution

RIGHT THE FUTURE (RTF) Creative Campaign

Visuals apply to the following:

EXISTING Doing What Moves You

Creating Positive Change

Functional Benefits

(Student-Facing Messaging)

Brand Positioning

Messaging applies to the following:

High-profile events (e.g. Town Hall)

YFile articles (major announcements)

Size and placement in visual standards

Presidential and leadership communications

Should be used in conjunction with “Join us in creating positive change”

Speeches, presentations and meetings for senior leaders

Approval required by UB&M

Employee onboarding Mass community emails

Language specific to students ONLY – where applicable – is not required Student-facing publications/emails

Emotional Benefits & Brand Personality Brand Positioning

Messaging applies to the following: Internal communication messaging

Internal communication messaging

YFile/yulink

Mass community emails

Classroom screens

Employee onboarding

Mass community emails

Presidential and leadership communications

Change management communications

Reflected and incorporated across all internal institutional communications channels

Projects that tie to the UAP (e.g. Service Excellence Project)

York University Brand Standards

2026 – Version 4

yorku.ca/brand

Section 9.0

9.21