Print Ad Elements
- Boundless Wordmark: The Boundless wordmark always appears along the right edge of the layout. Its size may vary but its width should be no more than 2.5 times the width of the U of T signature.
- U of T Signature: The U of T signature appears diagonally opposite the Boundless wordmark. This balances the composition and keeps the two elements from competing. It is left-aligned in the upper or lower corner of the layout.
- Headline: The headline is always set as all caps in Trade Gothic Bold in U of T Blue. In the case of a two-part headline, the second part is set as all caps in Campaign Blue.
- Body Copy: All body copy is set in Trade Gothic Light and 100% Black. Body copy may appear immediately below the headline or in a column to the right. The body copy should be concise and ideally not exceed two paragraphs (130 words). Where appropriate, end with a call to action and a URL so readers can learn more.
- Contact Information: When necessary, contact information should appear below the body copy and above the URL. It may be set in Trade Gothic Bold No. 2 in U of T Blue.
- URL: The URL (when included) is always set in lower case in Trade Gothic Bold No. 2 in U of T Blue in order to differentiate it from body copy and connect it to the headline.
Accordion ToggleAlternate Layouts
The layout of print ads is flexible in order to accommodate a variety of page sizes and image options. The preferred layout has the headline and body copy in the upper half, with the Boundless wordmark in the lower right corner, as shown on page 34. If the available imagery is not suited to this format, place the headline and body copy in the lower half, with the Boundless wordmark in the upper right corner. If no imagery is available and the light blue wash background is being used, the headline may be enlarged, with the body copy placed immediately below it and the Boundless wordmark in the lower right corner. In every layout, the U of T signature should appear in the upper left corner of the ad.
For ads that occupy a space which includes a horizontal fold, content may be positioned above the fold, or may be split so that the headline is placed above the fold while body copy and the Boundless wordmark are placed below. Examples of this layout can be found in Newspaper Layout section.
Accordion ToggleStorytelling Approach
Print ads may be developed for various purposes, but they should always demonstrate impact and bring the essence of a story to life in the most compelling and meaningful way through copy and arresting visuals. The objective is to engage the reader and create a desire to learn more.
Whenever possible, use an original image that effectively conveys the essence of the story (e.g., a pioneering device developed at U of T, an appealing image demonstrating breakthrough research, a situational photo of a person or group engaged in an important impact-driven activity, a visionary image demonstrating anticipated results, a person or group of people who have benefited from a donation, research or education, etc.).
If no situational photography is available, a studio shot may be used. The featured person does not need to look directly into the camera.
In some cases, an image of an object, product, building or environment may be more appropriate. Like portrait photos, these images should offer sufficient negative space to house copy.
Accordion ToggleNewspaper Layouts
In a newspaper ad, it is important to consider where the page folds and how this affects the layout. All content may be placed above the fold, or content may be split so that the headline is positioned above the fold while the body copy and the Boundless wordmark appear below the fold. For the background, always use full-bleed imagery that provides sufficient negative space to house copy. Choose original photography that is related to the content of the ad. A full-bleed background image may be combined with smaller inset images, as shown in the example below.