Overview
Brighter World is McMaster University’s brand expression that captures our optimism and commitment to advancing human and societal health and well-being. We believe that bringing together students, faculty and staff from across our university is the spark that makes a brighter world possible. It also reflects the positive impact that McMaster’s researchers and students continue to have on the world.
The following brand guidelines are designed to ensure recognition of the McMaster University brand and the consistency of its message.
Who should use these guidelines?
Anyone at McMaster who communicates on the University’s behalf can refer to these guidelines when creating institutional communications or marketing materials.
Information Box Group
Visual Identity Guidelines Learn More
In this section, guidelines are provided on typography use, the McMaster and Brighter World colour palettes and our brand’s visual expression, including graphical elements such as the Brighter World circle element.
Logos & Marks Guidelines Learn More
In this section, you’ll learn more about proper logo usage, as well as have the ability to download McMaster logos and logos for various institutions, groups and centres around campus.
Writing & Storytelling Guidelines Learn More
In this section, you’ll have access to brand tone and voice notes, Brighter World storytelling principles, and a full editorial style guide.
Photography Guidelines Learn More
In this section, you’ll have access to general photography guidelines, technical tips and tricks, a guide to project planning, and best practices for executing a McMaster photoshoot.
Videography Guidelines Learn More
In this section, you’ll have access to a project planning guide, social media production tips, brand and accessibility guidelines, and technical tips and tricks.
Social Media Guidelines Learn More
In this section, you’ll have access to social media principles, branding and social media profile information, and a guide to branding social media content.
Web Guidelines Learn More
In this section you’ll have access to typography for web, visual elements, and navigation.
Email Guidelines Learn More
In this section you’ll have access to typography for email, headers and footers, CTA and banners, content, media, and a new e-signature generator tool.