Campaign – Right the future:
Right the future (RTF) is the creative and consumer facing expression of our purpose. York’s vision for the future i.e. building a more innovative, just and sustainable world. It is both our platform and a tagline and is to be consistent across high level advertising campaigns and communications i.e. tone, feel and headline that resolves with Right the Future. It can be used either as a stand-alone line, in cases like a simple banner, or as a tagline at the end of lengthy communications, such as a full-page ad.
The Right the Future advertising campaign launched in fall 2020 and has since been recognized with multiple awards on a global stage for creative excellence in the CASE District II awards and the Circle of Excellence awards competing against 530 institutions from 27 countries. To find out more about the campaign, visit yorku.ca/rightthefuture.
Need more detail surrounding design? See our Brand Standards for designers.
There is one tag line
A tagline is a sign off that is separate from the main message. York University has one tagline – Right The Future – which has its own usage rules.
The tagline is a bold composition that conveys confidence and empowerment. A powerful design that inspires forward movement. The visual expression includes a trademark symbol in the artwork to reinforce ownership in Canada. This can be used more prominently in a headline or as a sign off, depending on the messaging of the communication material (see usage guidelines).
Additional Faculty, sub-brand, unit, campus, divisions and initiatives are not permitted to have their own taglines. This includes any standalone statements that compete with the University logo or tagline. The layout of the red black should contain Right the future ONLY. Do not place any other text within the three red block layout.
If you are creating any advertising or high level promotional materials, it is expected that the language and visual will be incorporated and will require consultation and approvals by cpabrandmar@yorku.ca
The relationship between the RTF tagline and positive change language is that they work together. RTF is a bold visual statement and must be used with positive change in some way.
RTF can be used either as a headline in cases like a simple banner, or as a tagline at the end of lengthy communications, such as a full-page ad.
Creating positive change should be used as a guiding theme for our headlines, not as a headline itself. It can be used as a sign off and woven into your messaging (i.e. “join us in creating positive change”).
The following standards have been developed to ensure cohesive and synergistic visuals and messaging across all communication channels.
RTF Tagline Variations
Every student, staff is different. The idea of positive change may vary from one person to another. That’s why the RTF tagline is adaptable, while keeping everything fresh and moving. The variations allow for optimal placement in different applications. Here are some examples:
The RTF Tagline also exists in French and is primarily used in executions for Glendon Campus.
TO OBTAIN THE FULL SUITE OF THE RTF FILES, PLEASE CONTACT cpabrandmar@yorku.ca
The RTF tagline can be used horizontally within or outside of the window provided it is touching the inside of the window. The RTF tagline cannot sit outside the window at top of bottom.
All artwork needs to be shared with UB&M.
For paid institutional advertising/ marketing:
To ensure consistency on every visual, the logo’s size must be the same as the window’s width.
The RTF tagline must also be sized to the logo. On some occasions when RTF is used as a headline, it can be thicker than the frame. For other high-level institutional marketing materials that is not paid advertising, there is an option for a thinner window and RTF tagline.
Now that we have our guidelines in place, let’s look at how they come to life through sample applications such as paid advertising, high-level institutional posters and publications.
Below are paid advertising examples of the window of positive change. The thicker window should be used
Options below of paid advertising examples of the window of positive change with the focus being on a societal issue.
The image or video in the middle should be brighter than outside of the window, or contrast images of before and after from inside the window versus outside the window. The thicker window should be used.
NB: For international communications and marketing, the primary logo must used. Please connect with the Marketing Officer, UBM.
For digital display advertising or paid social post, RTF remains at a minimum size for legibility in the digital space. Logo/faculty logo/sub brand logos should be present in all social media creative as this is a best practice to strengthen your presence and the University as a whole. It also creates trust, credibility and awareness, particularly when shared. The examples below assume there has been a reference to positive change in language as part of an animated ad.
If there is a text box containing a headline, then the text box should always be next to the red pillar vs. a Faculty accent pillar. Subbrands are the exception. The text box does not need to be next to the red pillar.
NB: For international communications and marketing, the primary logo must used. Please connect with the Marketing Officer, UBM.
Institutional Examples
Faculty Example
Subbrand Example
NB: For international communcations and marketing, the primary logo must used. Please connect with the Marketing Officer, UBM.
Integrated media planning at York:
York University has ambitious goals to achieve its academic plan. Paid advertising is an important component of this and requires strategic planning and coordination in order to ensure we break through the clutter with a consistent message and presence as well as maximizing media dollars. If you are thinking of running any advertising, please contact cpabrandmar@yorku.ca for consultation.