Brand Visual Guidelines

Project Summary

BRAND VISUAL
IDENTITY

STRATEGY & DESIGN

We helped develop new positioning for the American University of Paris. We then built a corresponding visual identity to embody the university’s values and appeal to their new target audience, the global explorer student.

We hosted creative workshops with key stakeholders, developed conceptual directions, and refined a final visual style into full brand guidelines.

Location
Paris, France

Industry
Education

BRAND VISUAL IDENTITY

STRATEGY & DESIGN

Location
Paris, France

Industry
Education

We hosted creative workshops with key stakeholders, developed conceptual directions, and refined a final visual style into full brand guidelines.

BRAND IDEA

Discover your journey

Every individual student’s journey is unique, what will you discover on yours?

WHAT WE CHANGED

AUP’s previous brand concept focused emphasis on the University and the exclusive community that prospective students might join. To better appeal to the University’s new target audience, we refocused the brand concept on the exciting potential for discovery in each individual student’s unique journey.

BEFORE

Join OUR community

AFTER

Discover YOUR journey

BRAND IDEA

Discover your journey

Every individual student’s journey is unique, what will you discover on yours?

WHAT WE CHANGED

BEFORE

Join OUR community

AFTER

Discover YOUR journey

BRAND GUIDELINES

Bringing the `journey concept’ to life in a uniquely AUP manner.

Every year, AUP brings 1,200 students together from over 100 nationalities and teaches them to navigate their differences and see the world through one another’s eyes. In combination with our focus on the ‘experience of the individual’, this notion of learning to ‘see the world from many angles’ inspired our graphical treatment of the University’s new brand visual identity.

COMPOSITION

A special set of offset 40° angles, present across all brand elements,
brings to life the dynamic AUP experience of learning
to see the world from many perspectives.

A special set of offset 40° angles, present across all brand elements, brings to life the dynamic AUP experience of learning to see the world from many perspectives.

ANCHORING

All photos and backgrounds are anchored to the edge of a page or composition. This gives
photography an immersive quality and imbues all brand visuals with a grounded,
trustworthy feeling. No floating elements!

All photos and backgrounds are anchored to the edge of a page or composition. This gives photography an immersive quality and imbues all brand visuals with a grounded, trustworthy feeling. No floating elements!

DYNAMIC MOVEMENT

The 40° degree angled elements always complement
one another, down to the smallest details
such as text alignment.

The 40° degree angled elements always complement one another, down to the smallest details such as text alignment.

PHOTOGRAPHY STYLE

Individual Journey

The majority of photos are shot either from a first-person perspective or from behind, inviting the viewer to project themself inside the experience.

LOCATION

Location photos are used sparingly to balance photographic compositions and illustrate study trips.

alumni

Headshots and photos with a direct gaze are reserved for use when the individual is directly referenced in accompanying copy.

COLOR & FONT

ALUMNI ACCENT COLORS

Student ACCENT COLORS

COVER STYLE

MOCKUPS

Sample layouts in various formats, to guide graphic designers on the proper use of the brand’s graphic elements and composition rules.

CLIENT PROFILE

A private liberal arts university renowned as an international center for cross-cultural, interdisciplinary education, the American University of Paris offers experience-based undergraduate and graduate level studies to 1,200 students from over 100 nationalities. AUP’s drive is to shape global citizens to take their places as responsible actors in communities, civil societies, and countries around the world, all from the heart of Paris.

Some imagery on this page, including the background, provided by photographer Isaac Gautschi.