Images are powerful storytellers for NSU. We aim to capture optimism, confidence, and success through fresh, authentic visuals that avoid clichés. Our signature blue should be seamlessly integrated whenever possible. Showcase the vibrancy of our location and ensure technical accuracy, including appropriate attire.
This page explores the components you can use to create a cohesive visual language across platforms, from brochures to ads.
The Mako Fin
Sometimes, just a hint of shark is enough. The mako fin can be used when you don’t have the room for the full shark, or when you want a more playful element. The fin can be a bridging element to connect two sections of a page, or as a visual way to lead the viewer’s eye from a headline to a compelling payoff. It can also be used to draw attention to the NSU logo within a piece of advertising or collateral.
The mako fin should never intrude on the visually important areas of a photograph or illustration. It should only appear in one color using one of the primary NSU brand colors. Since the fin is designed to match the shape and curvature of an actual mako, do not skew, distort or rotate the fin in any way.
When using the fin in a design, it's important that the bottom of the fin always be connected to another element, seeming as if a full shark is peeking through. The fin should never be floating on its own in a final design piece.
Shark Tooth Mandala
The mandala is a scalable vector pattern that can be used as a background or for visual separation within communications. Use the mandala sparingly, and pay attention to contrast issues when using text over this background.
Boundary Box (Rule)
There may be times where using a boundary box (called a rule by designers) can effectively be used to add emphasis or pull a design together. It may enclose text or the entire perimeter of a page. However, at NSU we are always breaking through and thinking out of the box, so we subtly represent that by never showing a completely enclosed boundary box. The rule should be broken in at least one place.
When using the mako shark as a visual element, it is typically the item that breaks out of the box. Sometimes it’s the mako fin that breaks the rule. Remember, however, that enough of the box must remain so that the reader can easily identify it as a box. This adjacent example illustrates how it’s done.
When holding a photo or video shoot, please use the official NSU release form and printable poster below.
Video & Photography Release Form
Video / Photography in Progress Poster
Portraits
Portraits of NSU students, faculty members, athletes, and stakeholders serve not only to feature the person being photographed, but to also give the reader or viewer context as to the subject’s significance in NSU’s brand story. When possible, these images should be captured in both portrait and landscape orientation to allow for greater usage across different channels and iterations.
Keep backgrounds relevant, but simple and graphic. Do not be afraid of negative space. Use it to tell the story of the subject. Whenever possible, use blue in wardrobe and/or environment. When editing, maintain the warmth of skin tones.
Lifestyle
The NSU experience is fresh and extraordinary, and our lifestyle imagery should reflect that. Resist the conventional. If it looks like an image that you would find in materials for any college, avoid it. Look for the more interesting composition, arresting angles, and unique backgrounds to create a signature NSU look. Like in the portraits, there should be a touch of blue whenever possible.
These examples show various themes and styles that are NSU brand appropriate.
See How These Elements Make Waves in Our Advertising
