Visual Elements and Design Guidelines

Indigenous Knowledge Keeper Myeengun Henry (center) pictured with President Vivek Goel (right) and Chancellor Dominic Barton (left) conducted an Indigenous opening and closing featuring drumming and remarks at the University of Waterloo 2022 Convocation ceremony.

Indigenous Knowledge Keeper Myeengun Henry (center) pictured with President Vivek Goel (right) and Chancellor Dominic Barton (left) conducted an Indigenous opening and closing featuring drumming and remarks at the University of Waterloo 2022 Convocation ceremony.

As campus communicators, visual elements and design play an important role in how we portray our brand story. It is crucial to ensure that these elements provide an authentic, diverse, inclusive and equity-informed portrayal of our campus community. We have the power to shape how our audience perceives the world through visual storytelling. With that comes a responsibility to make informed, intentional choices throughout the development process. Doing so enables us to portray and amplify a range of voices more accurately and authentically. 

Creating space for visual elements and design to reflect a diverse range of voices is an important step in creating a safe and inclusive community. As communicators, it is critical that we engage individuals with care and empathy when capturing and sharing their image or story. Please see the Tools and strategies for Engagement section for more information in this. 

Guiding Principles for Visual Elements and Design

These guiding principles ensure that visual elements in inclusive communication are both accessible and meaningful, fostering a respectful, engaging, and effective experience for all audience members. 

1. Accessibility First 

  • Readable Text.  Use high-contrast color combinations and legible fonts (preferably sans-serif, 12 pt or larger) to ensure readability for all users, including those with visual impairments. 

  • Alt Text. Provide descriptive alt text for all images, graphics, and non-text elements to ensure accessibility for screen readers. 

  • Scalability. Ensure design elements are easily scalable to accommodate various screen sizes and devices. 

2. Clarity and Simplicity 

  • Clear Layouts. Use simple, uncluttered layouts with ample white space, supporting information hierarchy and preventing visual overload. 

  • Consistent Icons and Symbols. Choose universally recognized icons, using consistent sizes and designs, to make interfaces more intuitive and familiar for users across backgrounds. 

  • Limit Jargon. Use plain language in text and graphics, with a glossary for necessary technical terms to enhance comprehension. 

3. Transparency in Visuals 

  • Data Visualization Clarity. Use transparent and ethical methods for data representation to avoid misleading interpretations; provide legends and sources where necessary. 

  • Inclusive Language in Graphics.  Use inclusive, respectful language and terminology in any accompanying text, considering gender-neutral and culturally sensitive phrasing. 

  • Contextual Captions and Descriptions. Provide descriptive captions for visuals that help bridge contextual understanding across cultural and linguistic differences. 

4. Flexibility and Adaptability 

  • Responsive Design. Design visuals that adapt seamlessly across different devices and formats, ensuring consistency in presentation and user experience. 

  • Feedback Mechanisms. Allow space for user feedback on visuals and design elements to ensure that they meet diverse needs and are open to continuous improvement. 

  • Local Adaptation. Where possible, tailor design elements to accommodate local languages, symbols, and visuals to increase relatability and cultural respect. 

5. Diverse Representation 

  • Reflect Realistic Diversity. Use visuals that represent people of various ages, races, genders, body types, and abilities to promote inclusion. 

  • Avoid Stereotypes. Select images and graphics that avoid reinforcing stereotypes and instead depict individuals in diverse, empowered roles. 

  • Context-Sensitive Imagery. Ensure visuals are contextually relevant to the audience’s cultural backgrounds and experiences to enhance relatability. 

6. Culturally Sensitive Colors and Symbols 

  • Color Consciousness. Select colors with cultural sensitivities in mind, avoiding colors or symbols that may have negative connotations in certain cultures. 

  • Colorblind-Friendly Palettes. Ensure visual elements are distinguishable for those with color vision deficiencies by using colorblind-safe palettes and offering alternative cues beyond color alone. 

  • Inclusive Symbols. Avoid using culturally specific or exclusive symbols unless contextually relevant and accompanied by explanations. 

These guidelines have been developed to provide general recommendations and best practices to support you as a communicator and has been developed as a supplement to the University of Waterloo brand guidelines. For more information about the Waterloo brand platform and how to express our brand please visit the Brand website. 

Authentic. Diverse. Inclusive. Equity-informed.

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If you have any further questions about the visual elements and design style, please contact University Communications by email at urcomms@uwaterloo.ca.

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