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Brighter World Visual Expression

The new brand identity for Brighter World embodies optimism, innovation and positive change. 

Overview

The brand pieces come together to form a vibrant identity by leveraging full-colour photography, the circle element, a dynamic typography treatment, and compelling messaging. This combination of modern design elements reflects the brand’s forward-thinking approach and commitment to positively impacting the world. All together, the brand’s visual expression will capture attention and evoke a sense of energy and innovation, effectively conveying McMaster’s mission and inspiring others to join in creating a Brighter World.

Expandable List

Full-colour photography brings McMaster’s brand to life, showcasing campus life and innovation, researcher and student accomplishments, and positive impacts on the community and beyond. Additionally, it allows for the expression of diversity, capturing the multicultural campus community and highlighting inclusivity. By incorporating full-colour photography into branded assets, McMaster can create a strong emotional connection, evoke a sense of pride and belonging, and showcase its efforts towards creating a Brighter World.

See the photography section for more information on the style and format of photos.

Stemming from the consultation that supported the brand evolution process, the circle element symbolizes:

  • Collaboration: Like our brand story says: Excellence is not a solitary act. At McMaster, it’s a collective art.
  • Welcoming Community: Our diverse and inclusive community is one where everyone is valued and respected.
  • Positive Impact: McMaster’s dedication to advancing human and societal health and well-being for all guides everything we do, and the impact of our work is felt around the world.  

A photo of two researchers working with robotic arms at a desk. A transparent maroon circle wraps around the two researchers. The heading of the photo says, "To infinity and beyond." The description reads: A robotic arm may sound like something out of a science fiction novel, but McMaster alumnus Michael Jobity and his team at Jetson Infinity are making that a reality. From electric vehicle charging stations in Canada to the construction of smart cities in South Africa, Jobity's team is using this technology to help students around the globe solve real-world problems.

 

 

 

 

 

 

 

 

 

 

 

Circle cropping

Avoid a full circle within the artwork, it should always be cropped on one or two sides. 

An infographic that shows an incorrect use case of the circle element. A semi-transparent maroon circle is placed on a solid grey background. The circle is not cropped and is presented in its entirety near the middle off the page. A solid grey line intersects the graphic diagonally, indicating this is not how the circle should be used.       An infographic that shows a correct use case of the circle element. A semi-transparent maroon circle is placed on a solid grey background. The circle bleeds out of the grey bounding box on the right side of the page, leaving only three-quarters of the circle visible.

 

 

 

 

 

 

Avoid having less than ¼ or more than ¾ of a circle within the artwork. 

An infographic that shows an incorrect use case of the circle element. A semi-transparent maroon circle is placed on a solid grey background. The circle is placed in the bottom right corner so that only a quarter of it is showing. A solid grey line intersects the graphic diagonally, indicating this is not how the circle should be used.     An infographic that shows a correct use case of the circle element. A semi-transparent maroon circle is placed on a solid grey background. The circle is placed in the bottom right hand corner and bleeds out of the grey bounding box on the right side of the page, leaving roughly sixty per cent of the circle visible.

 

 

 

 

 

 

Avoid overly centred or symmetrical circles.

An infographic that shows an incorrect use case of the circle element. A semi-transparent maroon circle is placed on a solid grey background. The circle is centred on the page and exceed the seventy-five per cent ratio. A solid grey line intersects the graphic diagonally, indicating this is not how the circle should be used.     An infographic that shows a correct use case of the circle element. A semi-transparent maroon circle is placed on a solid grey background. The circle is placed in the bottom right hand corner and bleeds out of the grey bounding box on the right side of the page, leaving roughly sixty per cent of the circle visible.

 

 

 

 

 

 

Avoid large circles as they lose the curved shape.

An infographic that shows an incorrect use case of the circle element. A semi-transparent maroon circle is placed on a solid grey background. The circle is so large that it loses most of its curve. A solid grey line intersects the graphic diagonally, indicating this is not how the circle should be used.

An infographic that shows a correct use case of the circle element. A semi-transparent maroon circle is placed on a solid grey background. The circle is placed in the bottom left hand corner and bleeds out of the grey bounding box on the left side of the page, leaving roughly sixty per cent of the circle visible.

 

 

 

 

 

 

 

Circle colour and opacity

The circle should be McMaster Heritage Maroon (#7A003C). You can also use McMaster Heritage Gold (#FDBF57) if there is already a sufficient amount of maroon in the artwork.

A graphic demonstrating the correct use of the circle element. A group of three students sit at a desk smiling with a laptop open. A transparent maroon circle is placed around them. The text reads "Education for a more equitable world." There is a "learn more" call to action button.

A visual example of a Brighter World ad. A student researcher looks at a control panel and touches a dial. A transparent yellow circle highlights the control panel and part of the student. The copy reads, "Research for a brighter world." In the bottom left corner, a McMaster and Brighter World logo.

 

 

 

 

 

 

 

No other colours may be used for the circle.

A graphic demonstrating an incorrect use of the circle element. A student stands at a desk, observing samples under a microscope. A transparent blue circle is placed around them. The text reads "Innovation that matters." There is a McMaster logo and a Brighter World logo in the top left hand corner. A solid grey line intersects the photo, indicating this is not proper circle usage.

A graphic demonstrating an incorrect use of the circle element. A photo of the sun shining behind Edwards Arch on campus. A transparent green circle is placed around the arch. The text reads "Rising to the challenge." There is a McMaster logo and a Brighter World logo in the top right hand corner. A solid grey line intersects the photo, indicating this is not proper circle usage.

 

 

 

 

 

 

 

When used on a photo, the opacity of the circle should be adjusted between 30-50%, depending on the saturation of the photo. This will ensure the circle still has transparency, but is also visible.

A graphic demonstrating the correct use of the circle element. A group of three students sit at a desk smiling with a laptop open. A transparent maroon circle is placed around them, its visibility turned down so it is hard to see. The text reads "Education for a more equitable world." There is a "learn more" call to action button.

A graphic demonstrating the incorrect use of the circle element. A group of three students sit at a desk smiling with a laptop open. A full opacity, solid maroon circle is placed around them, its visibility turned up so high that it obscures parts of the photo. The text reads "Education for a more equitable world." There is a "learn more" call to action button. A grey line intersects the image, indicating that the circle should not be fully opaque.

 

 

 

 

 

 

 

When used on a solid colour or background, the circle should be 100% opaque (i.e. no transparency).

A graphic showing the incorrect use of the circle element. On a solid maroon background, a transparent gold circle surrounds the text, which reads "A Brighter World starts here." A McMaster University logo is placed in the top centre of the graphic, and a Brighter World logo is in the bottom centre. A solid grey line intersects the graphic, indicating this is not how the circle element is to be used.

A graphic showing the correct use of the circle element. On a solid maroon background, a solid gold circle surrounds the text, which reads "A Brighter World starts here." A McMaster University logo is placed in the top centre of the graphic, and a Brighter World logo is in the bottom centre.

 

 

 

 

 

 

 

 

 

 

Circle sizing and thickness

The circle should not be so thick that it overpowers the image.

A graphic showing the incorrect use of the circle element. A student walks up the stairs of University Hall. A very thick transparent maroon circle is placed around her. The text reads "Working together to create a Brighter World." The McMaster and Brighter World logos are placed on a white footer. There is a grey line that intersects the image, indicating that the maroon circle is too thick.

A graphic showing the correct use of the circle element. A student walks up the stairs of University Hall. A transparent maroon circle is placed around her. The text reads "Working together to create a Brighter World." The McMaster and Brighter World logos are placed on a white footer.

 

 

 

 

 

 

 

 

 

The circle should not be so thin that it appears as a stroke.

A graphic showing the incorrect use of the circle element. A student walks through campus at fall. A very thin transparent maroon circle is placed around him. The text reads "Welcome back to campus." The McMaster and Brighter World logos are placed in the bottom right hand corner. There is a grey line that intersects the image, indicating that the maroon circle is too thin.

A graphic showing the correct use of the circle element. A student walks through campus at fall. A transparent maroon circle is placed around him. The text reads "Welcome back to campus." The McMaster and Brighter World logos are placed in the bottom right hand corner.

 

 

 

 

 

 

 

The thickness of the circle should be similar to the height of a capital letter when using headline copy.

A graphic demonstrating the incorrect use of the circle element. A group of three students sit at a desk smiling with a laptop open. A very thick transparent maroon circle is placed around them, its visibility turned up so high that it obscures parts of the photo. The text reads "Education for a more equitable world." There is a "learn more" call to action button. A grey line intersects the image, indicating the circle is too thick.

A graphic demonstrating the correct use of the circle element. A group of three students sit at a desk smiling with a laptop open. A transparent maroon circle is placed around them, its visibility turned up so high that it obscures parts of the photo. The text reads "Education for a more equitable world." There is a "learn more" call to action button.

 

 

 

 

 

 

 

The circle thickness should not appear greater than the size of people in the photo.

A graphic showing the incorrect use of the circle element. A photo of a student using dials on a machine. A solid, circular maroon background covers part of the photo. The text reads "Research for a brighter world." A solid grey line intersects the image, indicating that circles should not be used as containers for text.

A graphic showing the incorrect use of the circle element. A photo of a student using dials on a machine. A solid, circular maroon background covers part of the photo. The text reads "Research for a brighter world." A solid grey line intersects the image, indicating that circles should not be used as containers for text.

 

 

 

 

 

 

 

 

 

Positioning the circle in your layout

The circle should be positioned to draw the eye to the focal point of the image.

A graphic demonstrating an incorrect use of the circle element. A photo of the sun shining behind Edwards Arch on campus. A transparent maroon circle is placed around a wall and some of the text. The text reads "A brighter world starts here." There is a McMaster logo and a Brighter World logo in the top right hand corner. A solid grey line intersects the photo, indicating the circle is not positioned correctly on the image.

A graphic demonstrating the correct use of the circle element. A photo of the sun shining behind Edwards Arch on campus. A transparent maroon circle is placed around the arch. The text reads "A brighter world starts here." There is a McMaster logo and a Brighter World logo in the top right hand corner.

A graphic demonstrating the correct use of the circle element. A student stands at a desk, observing samples under a microscope. A transparent maroon circle is placed around them. The text reads "Innovation that matters." There is a McMaster logo and a Brighter World logo in the top left hand corner.

 

 

 

 

 

 

 

The circle may be placed behind the copy, or logos, to help create contrast and to highlight the message or logo.

A graphic showing the correct use of the circle element. A researcher crouches in a field holding an iPad. The text reads "A Brighter World starts here." The Brighter World and McMaster logos are placed in the bottom right hand corner. The circle is placed behind the text, so as to not interfere with the copy.

A graphic showing the correct use of the circle element. A researcher studies a car motor. The text reads "Entrepreneurship at McMaster." The Brighter World and McMaster logos are placed in the bottom right hand corner. The circle is placed behind the text, so as to not interfere with the copy.

 

 

 

 

 

 

 

 

 

An opaque circle can be used on a solid background (either white or maroon). When placed on a solid background, the circle must be thoughtfully positioned to balance a layout or to add visual interest.

A photo of a parking pavilion off campus.

 

 

 

 

 

 

 

The circle can be placed on either a photo or a solid background, but it should never extend across both within the same design.

A graphic that shows the incorrect use of the circle element in a print product. A transparent gold circle is placed over an image of students working in a nuclear reactor and bleeds onto a page with writing, interfering with the copy and making it difficult to read. A solid grey line intersects the image, indicating that the circle is not meant to carry across two pages.

A graphic that shows the incorrect use of the circle element in a print product. A solid, fully opaque gold circle is placed over an image of students working in a nuclear reactor and bleeds onto a page with writing, interfering with the copy and making it difficult to read. A solid grey line intersects the image, indicating that the circle is not meant to carry across two pages, and is not meant to be fully opaque.

A visual example of a double page magazine spread. Three students and a professor learning in the nuclear reactor. A translucent gold circle highlights the professor and one student overtop of the image and stops at the edge of the solid maroon bar with white text and icons that runs down the left hand side of the page. The copy on the top of the page says "working together to train future leaders." In the bottom right, there is a McMaster logo.

 

 

 

 

 

 

 

 

 

General circle guidelines

Individual images or assets may only include one circle.

A graphic demonstrating an incorrect use of the circle element. A student stands at a desk, observing samples under a microscope. Two overlapping transparent maroon circle are placed around the student and the text. The text reads "Innovation that matters." There is a McMaster logo and a Brighter World logo in the top left hand corner. A solid grey line intersects the photo, indicating that there should not be two circles in one creative.

A graphic demonstrating the correct use of the circle element. A student stands at a desk, observing samples under a microscope. A transparent maroon circle is placed around them. The text reads "Innovation that matters." There is a McMaster logo and a Brighter World logo in the top left hand corner.

 

 

 

 

 

 

 

Page layouts can include multiple circles, when used in different sections of the page.

A graphic showing the correct use of circles across multiple pages.

 

 

 

 

 

 

 

 

The circle may not be used as a container.

A graphic showing the incorrect use of the circle element. A photo of a student using dials on a machine. A solid, circular maroon background covers part of the photo. The text reads "Research for a brighter world." A solid grey line intersects the image, indicating that circles should not be used as containers for text.

 

 

 

 

 

The circle may not be used as a divider.

A graphic showing the incorrect use of the circle element. A photo of a student using dials on a machine. A solid, circular maroon background with a thick gold border covers part of the photo. The text reads "Research for a brighter world." A solid grey line intersects the image, indicating that circles should not be used as containers for text and should not be used as borders.

When multiple photos are beside each other, either do not include circle elements at all, or only include on select photos that are not adjacent to each other.

A graphic showing the incorrect use of the circle element. Two images side by side each with the a maroon circle element. A solid grey line intersects the image, indicating that circles should not be used side by side. A graphic showing the correct use of the circle element. Two images side by side each with only one image with a maroon circle element.

Positioning the circle over people in photos

The circle should never overlap the skin of a person in the foreground of the photo.

A graphic showing the incorrect use of the circle element. A researcher studies a car motor. The text reads "Entrepreneurship at McMaster." The Brighter World and McMaster logos are placed in the bottom right hand corner. The circle is placed over the researcher's face. A solid grey line intersects the image, indicating that the circle should not cover the researcher's face.

Researcher Ali Emadi is inspecting a car engine. The copy says "Entrepreneurship at McMaster." There is a transparent maroon circle that is placed behind the copy creating contrast. In the bottom right corner, there is a McMaster and Brighter World logo lockup.

 

 

 

 

 

 

 

The circle may overlap a person’s body, but it is important to be considerate and mindful of where on the body the circle is positioned.

A visual example of a Brighter World ad. A student researcher looks at a control panel and touches a dial. A transparent yellow circle highlights the control panel and part of the student. The copy reads, "Research for a brighter world." In the bottom left corner, a McMaster and Brighter World logo.

 

 

 

 

 

 

 

If the photo has people in the background, and there is some depth of field (i.e. blurring), the circle may overlap the people, including their skin, if necessary.

A graphic showing the correct use of the circle element. A student speaks at convocation. A transparent gold circle is placed around her, ensuring it does not cover any of her skin. The text reads "A Brighter World starts with you." The Brighter World and McMaster logos are placed in the top right hand corner.

 

 

 

 

 

 

 

 

 

Where possible, ensure there is some space between the subject and the circle so it does not appear crowded.

A graphic that shows the incorrect use of the circle element in a print product. A transparent maroon circle is placed over an image of students working in a nuclear reactor, but is placed too close to one of the researchers. A solid grey line intersects the image, indicating that the circle is too close to the students.

A graphic showing the incorrect use of the circle element. A photo of a student using dials on a machine. A solid, circular maroon background covers part of the photo. The text reads "Research for a brighter world." A solid grey line intersects the image, indicating that circles should not be used as containers for text.

 

 

 

 

 

 

 

 

 

Positioning the circle behind people in photos (Please engage a designer to support this application)

In select scenarios, the circle may be placed behind the subject, but in front of the background.

A graphic showing the correct use of a circle element. A student crouches down, holding a robotic RC car in his hands. A transparent maroon circle is placed behind the text and the student. The text reads "A Brighter World starts with you." The Brighter World and McMaster logos are placed in the bottom right hand corner.

 

 

 

 

 

 

 

 

 

Do not “weave” the circle between foreground and background, it should be fully behind the subject.

A graphic showing the incorrect use of the circle element. A transparent maroon circle is placed behind a student's head, but over top of the same student's hand. A solid grey line intersects the photo, indicating that a circle should not weave behind and in front of a photo's subject.

A graphic showing the correct use of the circle element. A transparent maroon circle is placed behind a student.

 

 

 

 

 

 

 

 

 

Using the circle element in small assets

The circle element should be used wherever possible, even on small assets. In scenarios where the asset is too small to fit an image and the circle element, the image can be removed, but the circle element should be kept.
An example of a Brighter World ad. A middle-aged man crouches down looking at a tomato plant. He holds fresh, small tomatoes in his hand. A transparent maroon circle highlights him. To his left, the words "Research for a healthier world" and "learn more" are present. The McMaster and Brighter World logos are beneath the text.An example of a Brighter World ad. A middle-aged man crouches down looking at a tomato plant. He holds fresh, small tomatoes in his hand. A transparent maroon circle highlights him. To his left, the words "Research for a healthier world" and "learn more" are present. The McMaster and Brighter World logos are beneath the text.An example of a Brighter World ad. A middle-aged man crouches down looking at a tomato plant. He holds fresh, small tomatoes in his hand. A transparent maroon circle highlights him. To his left, the words "Research for a healthier world" and "learn more" are present. The McMaster and Brighter World logos are beneath the text.An example of a brighter world ad with only text. On the left is the McMaster and Brighter World logo lockup. In the centre, part of a circle. And on the right, text that reads "Research for a healthier world. Learn more."

 

 

 

 

 

 

 

 

 

 

Multiple images in one application

In applications where multiple assets may be stacked together, such as an email or webpage, avoid having two adjacent assets with the circle element, as it will become busy. Alternate between a range of assets, such as images with the circle element, solid colour blocks, full image blocks, and copy blocks.

Sample email layout

Adding copy to photography

With the use of full-colour, full-page photography wherever possible within marketing assets, the preference is to place copy directly on the photo. This includes headlines and subheadlines, as well as body copy when there is sufficient space. It is essential to choose images and copy placement carefully, ensuring sufficient negative space and contrast for legibility and accessibility. In some scenarios it may be helpful to leverage AI features to extend image backgrounds or apply blurring to create sufficient space for copy. (Refer to Photography Guidelines for more information on selecting ideal photos.)

Copy positioning

Copy should be left aligned, whenever possible. The vertical position should be based on what works well with the image, rather than being aligned to a specific area of the layout.

Transparent image overlays to help with legibility

Drop shadows are not part of McMaster’s brand and should not be used to create contrast for the copy.To ensure sufficient contrast, adding a semi-transparent black (preferred) or white gradient layer behind the copy may be necessary in certain cases. No other colours may be used. Overlays must be created and positioned carefully to avoid a harsh appearance. They should never fade to a solid black or white, but always maintain some transparency to appear as a shadow or highlight within the photo.

Image without sufficient contrast.                    Semi-transparent overlay.                                 Image without sufficient contrast.

Important note: The overlay layer must be behind the logo, copy and typography treatment, and circle element (only in front of the photo).

Only black (preferred) or white may be used for overlays.

Black overlays often look most natural.

Overlays should have some transparency, not fade to a solid colour.

Solid copy blocks

If the above guidelines do not work, you should use a solid copy block. Here are some reasons why:

  • if there is too much copy to fit over the image
  • there is no area of the image that provides sufficient contrast for the copy to be legible
  • the transparent overlay cannot be achieved in a natural way

When copy is more extensive than a headline and subhead, a solid copy block should be used.

If no area of the image provides sufficient contrast for the copy to be legible, a solid copy block should be used.

If an overlay does not look natural on the image, a solid copy block should be used.

The solid copy block should either be full-width, or full-height, and extend to the edge of the image Heritage Maroon is the primary choice for the area, followed by white, or black. Logos and copy can then be placed in the solid colour area to ensure acceptable contrast.

Maroon typography box treatment

To further emphasize the Brighter World messaging, a McMaster Heritage Maroon typography box treatment has been developed to highlight positive benefits or outcomes within prominent headline copy, on design-driven marketing assets. The maroon typography box serves multiple purposes:

  • Emphasizes key messaging
  • Provides an opportunity to further enforce the brand through the primary maroon colour
  • Helps to create sufficient contrast for copy against full-colour photography

It is important to not overuse this treatment, as it will lose its impact. It should NOT be applied to all headlines such as instructional copy, names of speakers, title slides on PowerPoint or reports.

Do not use gold or white typography boxes.

Maroon typography box should only highlight positive outcomes or impact.

Only highlight the key words and not the full sentence.

Maroon typography box is not utilized for identification.

How to apply the maroon typography box treatment

Only apply the maroon typography box treatment to the section of the copy that speaks to the positive benefit or outcome. There should only be one maroon typography box treatment used per image.

If there is more than one positive benefit or outcome in the copy, choose the most impactful one to highlight.

If the statement spans multiple line breaks, the maroon typography treatment box may follow the copy to the descending line.

Maroon typography box copy guidelines

The typography box colour should always be maroon. Therefore, the copy should always be white to ensure sufficient contrast and emphasis.

 

 

Sizing the maroon typography box

To size the maroon box appropriately, follow this guideline:

  • Identify the height of a capital letter
  • Multiply that number by .2 (20%)
    • This will be how far the maroon box should extend above the capital letter, and to the left and right of the word(s)
  • Multiply that number by .35 (35%)
    • This will be how far the maroon box should extend below the baseline of the letters

 

As a general reference, the box should extend beyond the highlighted words on the top and sides by the approximate thickness of an upright piece of a capital letter (or 20%), and should extend beyond the bottom of the words by about double the thickness (or 35%). This will ensure it highlights most of the descending letters without infringing too much on additional lines of copy below.

The maroon box must be sized correctly and not too large or infringing on the lines of copy around it.

The maroon box should only highlight the positive benefit or outcome, not the entire text block.

Include all the relevant words in the box to convey the positive outcome or benefit.

The typography box may only be maroon.

Additional copy highlighting guidelines

When the copy is on a solid colour background, words may still be highlighted.

  • If using black copy on a light coloured background, McMaster Heritage Maroon may be used to highlight key words.
  • If using white copy on a dark coloured background, McMaster Heritage Gold may be used to highlight key words.
  • No other colours should be used for copy (including grey)

In these scenarios, the highlighted words can simply be words you wish to draw attention to, and do not necessarily need to be words that pertain to a positive outcome or benefit.