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Creating a Brighter World

Brighter World is McMaster University’s brand expression that captures our optimism and commitment to advancing human and societal health and well-being. We believe that bringing together students, faculty and staff from across our university is the spark that makes a brighter world possible. It also reflects the positive impact that McMaster’s researchers and students continue to have on the world. 

The Brighter World brand was originally created in 2017 to promote our globally renowned, innovative education and research community. As a result of months of consultation with more than 200 people across campus representing 64 groups, the reinvigorated brand uses bold imagery and authentic and inclusive storytelling that will continue to re-shape and add style to the university’s marketing, communications, web and social media materials.

At McMaster, the Brighter World brand includes everyone in our community and is driven by our unique approach to collaboration. Our brand story is meant to guide and inspire our community to create cohesive, inclusive and compelling stories, visuals, communication and marketing pieces.  

Our Brand Guidelines

As stewards of our brand, McMaster’s community plays an important role in capturing the essence of McMaster through storytelling and visuals that strengthen the university’s reputation. 

Whether crafting captivating videos, engaging social media posts, heartfelt stories or dynamic marketing materials, our Brighter World brand guidelines offer direction for a unified expression of McMaster’s brand. 

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Visual Identity Guidelines Learn More

In this section, guidelines are provided on typography use, the McMaster and Brighter World colour palettes and our brand’s visual expression, including graphical elements such as the Brighter World circle element.

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Logos & Marks Guidelines Learn More

In this section, you’ll learn more about proper logo usage, as well as have the ability to download McMaster logos and logos for various institutions, groups and centres around campus.

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Writing & Storytelling Guidelines Learn More

In this section, you’ll have access to brand tone and voice notes, Brighter World storytelling principles, and a full editorial style guide.

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Photography Guidelines Learn More

In this section, you’ll have access to general photography guidelines, technical tips and tricks, a guide to project planning, and best practices for executing a McMaster photoshoot.

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Videography Guidelines Learn More

In this section, you’ll have access to a project planning guide, social media production tips, brand and accessibility guidelines, and technical tips and tricks.

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Social Media Guidelines Learn More

In this section, you’ll have access to social media principles, branding and social media profile information, and a guide to branding social media content.

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Web Guidelines Learn More

In this section, you’ll have access to typography for web, visual elements, and navigation.

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Email Guidelines Learn More

In this section, you’ll have access to typography for email, headers and footers, CTA and banners, content, media, and a new e-signature generator tool.

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Digital & Print Guidelines Learn More

In this section, you’ll have access to information for beginners and experienced designers on everything from colour spaces to file set up.