Download the Eckerd College Branding Guidelines

Accessible print design should be
clean, simple, uncluttered and have
the ability to attract a wide audience.
Designing something that is accessible
to everyone is virtually impossible.
However, the guidelines set forth allow
Eckerd College’s communications to
be as accessible to as many different
people and age groups as possible
while remaining visually exciting.
Color
When selecting color it is critical
that there is enough contrast
between the information and the
background/image.
Contrast
Using dark text on white backgrounds
and white or light text on dark
backgrounds provide enough tonal
difference to clearly communicate
information.
Placing smaller text on images
may make the information
hard to read. Place text on images
sparingly to increase emphasis. The
background should always have
high contrast in relation to the text.
Type size
The recommended minimum type
size is 9 point. If appropriate to your
audience, a smaller type size may be
acceptable. Please contact the Office
of Marketing and Communications
for permission.
Capital letters
When setting text in capital letters
it is important not to over use this
technique. Too much text in all caps
makes the information difficult to read.
Using strong color to add emphasis is
a good alternative.
Accessibility
Leading
Leading is the space between lines
of text, measured from baseline to
baseline. If leading is too narrow or
too wide, the text will be difficult
to read. The leading should be a
minimum of 2 point sizes larger than
the type size.
Word Spacing, Letter Spacing
and Horizontal Scaling
Altering the letter spacing or
compromising the proportions of the
type should be avoided as the text will
become distorted or difficult to read.
Typography Style
Well-designed typography strengthens
and correct element usage adds
consistency and character to Eckerd
College’s communications.
Eckerd’s style is strong, clean
and simple.
Headlines should be limited in
characters and instantly recognizable.
Intro text and quotes or facts act
as a summary of the content or
key messages. Body copy should be
flush left, ragged right.
Adhering to these styles will give
a consistent and unified appearance
to all the materials produced by
Eckerd College.
ECKERD COLLEGE BRANDING GUIDELINES 15