Visual language

Abstract artwork patterns using elements of the University of Cambridge shield in gradients of the University Blue colour.

Our visual language uses the abstracted Cambridge coat of arms as a reference point. It is a contemporary and forward-looking representation of our visual heritage.

This page offers an overview of our visual language and an introduction to the design assets. If needed, the Brand team can provide detailed design instructions and access to the asset library.

How to use our visual language

You can use our visual language to bring variation and visual interest to designs. You can do this by using our texture assets or shield shape. These options offer a variety of flexible ways for you to apply the visual identity.

Front cover of a document titled University of Cambridge Annual Report. Cover displays a modern, abstract use of the University shield in various shades of the University Blue colours.

Texture: Our texture assets allow for both subtle and expressive usage of the visual identity.

Mock up of a social media post. A person looks through the lens of a video camera. A stylised cut out of the University shield, in University Blue colour, is overlaid in the bottom left corner of the image.

Shape: Cropping our shield shape allows for a simple application.

Shield texture

Our shield texture assets are the heart of our visual language. You can use these to add interest to designs and bring the brand to life.

There are two ranges of textures available; simple and expressive. Each range contains three styles, both with and without the heritage detail.

Simple textures

Our simple textures use fewer colours and simple design elements.

Abstract and contemporary artwork using the University shield in a variety of simple patterns, using shades of the University Blue colour.

Single colour

Abstract and contemporary artwork using the University shield in a variety of simple patterns, using two shades of the University Blue colour.

Two colours

Abstract and contemporary artwork using the University shield in a variety of simple patterns, using lighter and darker shades of the University Blue colour.

Simple expression

You should use simple shield textures for:

busy compositions
background images
small compositions

Expressive textures

Our expressive textures push the asset further. They include a more complex composition of shapes, texture and gradients.

Abstract artwork patterns using elements of the University of Cambridge shield in gradients of the University Blue colour.

Expressive

Max expression

Gradient

You should use expressive shield textures for:

compositions with limited design elements
background images
hero images

Heritage detail

We have taken three heritage details from the University coat of arms and implemented these into the textures. These help to create a distinct Cambridge visual. The texture assets are available both with and without these heritage elements.

Patterns

Abstract artwork in shades of University Blue, using elements from the University of Cambridge shield.

Elements of the shield

Abstract artwork in shades of University Blue, using arrow elements from the University of Cambridge shield.

Heritage shapes

How to use the assets

Crop assets appropriately

How you crop an image depends on how you will use it.

Mock up of a social media post. Background comprises an abstract of the University shield in University Blue colour. Text overlaid reads 'Explore your curiosity'.

Close: Best for smaller dimensions and simple designs. Close crops create abstractions of the shield, and the content becomes the focus.

Mock up of the opening slide of a digital presentation. Background is comprised of abstract details of the University shield in shades of the University Blue colour. Overlaid text reads 'Presentation title'.

Mid: Best for designs that feature more of the texture asset.

A glass fronted store or office. An abstract version of the University shield, in University Blue colour, fills the entirety of the window panes.

Full: Best for larger dimensions.

How to crop an asset:

Example of a University of Cambridge shield texture asset, using various shades of the University Blue colour.

1. Choose the asset you want.

An example of a University of Cambridge shield asset. A masked area is visible, illustrating an area of the asset to be cropped.

2. Select the area you want from one of the textures.

A cropped example of a University of Cambridge shield texture asset. Abstract lines and shapes are visible in various shades of the University Blue colour.

3. Crop the area.

4. Add content.

Create shield shapes

Abstract shapes in shades of the University Blue colour, inspired by the Cambridge shield.

Texture: When cropping you can focus on an area of visual interest.

An abstract dark blue Cambridge shield shape on a lighter University Blue background.

Shape: Take the base shape of the University shield and crop at the shape’s curve or corners.

Use assets appropriately in compositions

Comparison of two artwork files; one showing how to correctly use the visual language asset and another showing how to use it incorrectly.

Working with other design elements: Choose a texture that complements other design elements.

Choosing the correct texture and crop: Choose and crop your texture so that the messaging remains clear. Different textures are available for different design needs.

Adjustments

You should use the assets exactly as supplied. Please contact the Brand team if you need to adjust the assets: brand@admin.cam.ac.uk

Photography

You can combine elements of our visual language with suitable photography. This helps to further enhance the brand.

You can use the shapes within a texture asset to contain an image.

You can use the simple shield shape to contain an image.

You can place imagery in a block, alongside other content areas.

Questions and queries

Contact the Office of External Affairs and Communications if you have questions about using our visual language: brand@admin.cam.ac.uk