Visual Expression

Avoid Circles or Rounded Corners 

The UCF brand is precise and bold. Straight lines and sharp corners convey an identity that is confident, modern and built to last. Use square edges for containers, call-to-action buttons, image crops and graphic elements. 

Where curved lines are unavoidable — a third-party component, a physical form factor, a platform-enforced shape, etc. — keep them minimal and apply them consistently rather than decoratively. 

Use Grids for Layout

Grid layouts establish a rational framework that maintains consistency and alignment while allowing for a variety of creative page design solutions. Grids also make scaling easier, as a layout built on structure adapts to a banner, a print ad or a screen without being redesigned from scratch. 

Stat Graphics Should Be Complete Statements 

Present statistics, facts or rankings in your design as full statements that provide some detail. Do not show a large decorative number followed by small text to complete the stat or recognition. UCF’s achievements are what audiences should see first, not a number without context. Ideally, also pair a supporting sentence with every stat to communicate the “why,” “how” or “what for.” 

• Example: Put the full phrase “No. 1 supplier of aerospace and defense talent” in one cohesive format, instead of a large “No. 1” followed by a small “supplier of aerospace and defense talent.” 

Let Images and Copy Breathe 

Use negative space intentionally in layout to direct audiences’ attention. Keep headlines succinct but powerful, make copy scannable and avoid filling every open area with text. If content doesn’t fit comfortably, cut it rather than shrinking type or tightening margins. Long copy typically comes from jamming in too many points — keep content focused to keep audiences engaged. 

Limit Length of All-Caps Headlines 

For the UCF brand, we prefer styling headlines in all capital letters. But a bold, all-caps headline can be very hard to read if it’s too long — and likely takes up too much space in layout. Limit headlines to brief, powerful statements, ideally incorporating strong verbs or gerunds. There’s no hard rule to headline length, so use your best judgment to retain readability. 

Improve Content Flow With Clear Hierarchy 

Create a hierarchical design, ranking the order of components’ visual hierarchy from most to least important. The most crucial items should dominate the space, with remaining elements following in prominence. If hierarchy gets convoluted, it’s usually because the piece is trying to communicate too many points. 

Balance Light and Dark Colors in Layout 

With black as a main brand color, it’s easy to end up with dark designs — but it’s important to strike a balance to avoid pieces feeling heavy or monotone. Using vibrant, full-bleed photos can also offset dark backgrounds and bring more interesting color into layouts. 

• Example: The title page of a presentation deck could have a solid black background and a simple title in a contrasting color, then a few slides with white backgrounds could follow.