We talk the talk. We are a top tier university. One of the best in Canada. Our visual identity will help us walk the walk. Our look should be as sophisticated as the U of S is prestigious.

Graphic design plays a vital role in building a sophisticated brand—when it is professionally executed, we are confident; when it conveys a powerful message, we are inspired; when it is true, we are proud. When creating any type of material at the U of S, whether it’s a brochure, a presentation or even an email, be mindful of our brand and be as proud of your work as we are of our university.

These guidelines are for anyone who has a hand in creating or using the U of S brand, including both internal staff and external suppliers. Managing and growing a brand is a big job, and we all have responsibility to make sure everything we’re doing is contributing to our brand in a positive way.

If you have any questions, require any further assistance or would like any of the resources noted below, please contact us and we can help you out!


2. Graphic Elements

Graphic elements are visual features that convey a big idea or a brand attribute—in the case of the U of S they signify our prairie landscape, recognizeable to anyone who's seen the patchwork of fields flying over our beautiful province.

These squares can help bring visual consistency in a subtle and unobtrusive manner. Even a light background of the square pattern can make the difference between a U of S branded design and a generic design.

The main U of S campus is proudly situated on Treaty 6 territory and the homeland of the Métis. As such, Aboriginal symbols representing the array of cultures from across Saskatchewan have been developed to help promote the indiginization of our campus. This suite of symbols is available for applicable materials.

3. Typography

The main font for U of S material is Myriad Pro. There are varying weights to choose from to suit your design, such as light, semi bold and black. These can be used effectively to emphasize a point within a body of text or to fit within the tight spaces of a small ad.
Our supporting font is Minion Pro, great for longer documents such as newspapers, magazine articles and books.

4. Colour Palette

Next to our logo, colour is the most recognizable element of our visual system. Consistent use of colour will strengthen people’s recollection of the U of S visual elements. The U of S primary colour palette contains varying shades of green, which are representative of our vast prairie landscape. Here is a selection of the main greens, though some fluctuation is acceptable as long as the same family of green is maintained.

To complement the bright greens and clean whites, grey can be used as a means of creating an elegant look for our designs and maintain the clean, professional look we strive for. 

382C / 396 U
c29/m0/y100/k5
r190/g214/b0
#BED600
377C / 390U
c45/m0/y100/k24
r113/g149/b0
#719500
364C / 370U
c65/m0/y100/k42
r65/g118/b48
#417630
cool grey 2
c0/m0/y0/k15
r214/g214/b212
#D6D6D4
cool grey 7
c0/m0/y0/k50
r154/g155/b157
#9A9B9D
cool grey 11
c0/m0/y0/k70
r77/g78/b83
#4D4E53

5. Photography

Our photography features the genuine beauty of our campus and its community. Photos capture candid, real moments of students, faculty and staff working, playing and connecting. Highlighting the extraordinary beauty in ordinary moments gives our photography a sense of familiarity, while also encouraging people to see everyday situations in a new way. Skip the pose, and the contrived setting, and capture real life.

6. White Space

The term "white space" is really referring to a design's negative space. We aim for clean, orderly, simple designs that attract the eye and are easily legible. White space is an effective design tool found in visual identities of the most professional, sophisticated and luxurious brands. A university of our calibre is one of those brands, thus our designs must portray itself professionally.

Organize your content into a flowing visual hierarchy that looks good and reads sensibly. Add extra space to margins, between paragraphs, columns and around photos. Stay consistent with this spacing and don't be afraid to leave room for the eye to breathe.

Align and distribute elements on your page evenly—most programs have built-in tools to do this automatically at the click of a button or a snap of a guide.

Pay close attention to the typography in headlines, subheads, bulleted lists, footers and other elements that will stand out on the page. Adjust kerning and tracking as needed so everything is nice and legible at a glance.

Keep the design simple. Focus on clarity by doing the minimum necessary to convey the information. Avoid anything that doesn’t serve a function—don’t decorate a page; design it.