Pole banners are built on a grid of columns and rows, which can vary with the size of the banner. Four elements are constant in all pole banners:
- Boundless Wordmark: The Boundless wordmark always appears across the bottom of the banner, contacting the left, right and bottom safety margins.
- U of T Signature: The U of T signature is aligned with the left edge of the headline. The baseline of Toronto is positioned on the grid line between the baseline of the final line of the headline and the top edge of the Boundless wordmark.
- Headline: The headline is always set in Trade Gothic Bold No. 2, a slightly wider typeface, to ensure legibility at a distance. It is set as all caps in U of T Blue. The baseline of its final line should always rest on the same grid line, regardless of the number of lines in the headline
- URL: The URL is always set in lower case Trade Gothic Bold No. 2 in U of T Blue. It should extend to the same width as the Boundless wordmark. The top edge of the URL should contact the top safety margin.
The purpose of a pole banner is to deliver a tightly focused visual and strategic message about the relevance and impact of our U of T community in everyday life, both locally and globally. Headlines should be concise and thought-provoking, and should convey a specific impact or value proposition in a compelling way. They can take the form of a question or a statement. They should awaken in the reader a desire to learn more.
Imagery on pole banners is always full-bleed and positioned with the focus in the upper half of the layout. The chosen image should fade to a light colour on the bottom half of the layout, behind the text and other elements, as well as at the top of the layout, behind the URL. Imagery should be bold and powerful, and should clearly support the essence of the message.