You might have already seen our campaign materials. With their bright backgrounds and an object in the middle the rings, they're hard to miss. But when should you use them, and when not? Here's how it works.
House‑style elements in the campaign
The main thing to remember is that campaign materials, just like all other university materials, must follow the basic house style rules. This is why you will see, for example: the logo inside the white droplet, the Merriweather typeface and the rings, which must also meet specific rules when used in campaign designs
But some elements belong only to the campaign and should not be used outside it. They are not part of the official house style. Examples include: the slogan ‘Nieuwsgierig van nature’ / ‘Curious by nature’ or the white ellipse containing text such as 'Visit the Bachelor's Open Day on 1 November'.
Campaign versus house style
A campaign usually runs for a few years and is then replaced by a completely new one. This means that in a few years, the slogan and visuals may look very different. A house style, however, must last much longer.
In addition, a campaign always has a specific target group and a specific aim. In this case, the campaign is aimed at future students, and the goal is student recruitment.
In short
The following elements belong to the house style and should be used correctly in campaigns:
- Logo
- White droplet containing the logo
- The rings
- The typeface
Elements that belong only to this campaign and should not be used more widely, as they are not house‑style elements:
- Background colours used in the campaign
- White sticker (for example, with 'Visit the Bachelor's Open Day on 1 November')
- Slogan Nieuwsgierig van nature / Curious by nature
More info about the campaign and how to use it
If you have questions about using campaign materials, please contact Puck Doderer from SCM Marketing. If you want to know more about the house style, visit our Brand Portal or ask your questions to the SCM house style committee.