01 —

Introduction

Whilst remaining true to NCKU’s existing brand, the international visual identity presents the work of the University in a more distinctive, emotive and accessible way to communicate the aims and capabilities of NCKU to international audiences.

In this guide you’ll find all the elements of the NCKU international visual identity and inspiration for how to apply them in a consistent and engaging way.

01.1 —

Brand Narrative

NCKU in Taiwan is active in all areas critical to our quality of life and sustainability, from energy to health, from AI to the arts. As an open, international research community, we have a shared sense of responsibility: the pursuit of truth to benefit all.

We do this by working seamlessly with industries, communities and partners worldwide. We collaborate, innovate and roll-up our sleeves to make change happen. Unconstrained by the boundaries of subjects, campuses or cultures, we create a positive impact, locally and globally, for today and for generations to come.

We support students from around the world to develop their understanding of the subjects that matter, the skills to apply their insights, and the network that will help them throughout their careers.

Inspired by our past and always optimistic about our shared future.

True to our name, we mean to succeed. Join us.

National Cheng Kung University

Connecting inspiration, ideas and impact

01.2 —

Brand Personality

Our international brand personality is how we express ourselves, through all communications.

Brave & Ambitious

We are never afraid to try new things, to challenge conventions with reason and to pursue truth for the greater good of all. We are ambitious because communities, industry and nature need substantive change. We believe that human ingenuity and hard work brings progress.

Collaborative & Creative

We are open, welcoming, willing, accessible. We work across boundaries of subjects, cultures and communities, because that’s how new ideas are forged and how positive impact is generated. We find inspiration in others and the world around us. 

Committed & Responsible

We share responsibility and the determination to succeed. We get our hands dirty. We are actively involved in the communities we work with, in the discovery of new knowledge and in its practical application. We are proud to continue the traditions of NCKU to help future generations. 

02 —

Graphic Signature

Inspired by the shape of traditional letter forms used in official seals, the international identity features the initials NCKU as a bold Graphic Signature alongside the University’s Phoenix flower icon. The graphic signature should be applied to every piece of communication, acting as a unique mark of NCKU’s authenticity and commitment.

Our signature can be displayed on dark or light backgrounds, with the NCKU characters in maroon or white, but the Phoenix flower must always remain in Phoenix Red.

02.1 —

Graphic Signature configurations

Our signature is as dynamic and diverse as the University itself. The individual characters can adapt to different configurations to best suit the application and space available. Just remember legibility is always important, so make sure the order of the initials are readable as NCKU.

The best possible Graphic Signature configurations are shown here along with some guidance on how to choose the best configuration for your application.

The four block Graphic Signature, with flower motif at the centre should be used on stand alone corporate communications where the marque will be seen in isolation from other design elements like photography and text. Applications for use include – business cards, email signature.

In communications which require a bolder approach to engage and inspire an international audience the Phoenix Flower should be used alongside the NCKU characters. Choose the configuration to best suit the format and content of your communication. Applications for use include – reports, PowerPoint presentations, invitations, social media, adverts, posters.

In order to preserve the integrity of the Graphic Signature, here are some things to avoid:

Do not use colour combinations outside those specified in these guidelines.

Do not use combinations which are difficult to read as NCKU.

Do not contain the signature within another shape.

Do not change the relationship of any elements.

02.2 —

Graphic Signature size

The size of the Graphic Signature has been purposely left unspecified to allow the designer greater flexibility.

The signature can be used at large scale for maximum impact, or at smaller sizes when acting as an endorsement.

Size and legibility are always important factors. The Graphic Signature should not be used smaller than 16mm, or 46px in width to ensure legibility. This is based on the width of two characters.

02.3 —

Graphic Signature usage

Our Graphic Signature must appear on any NCKU international communication.

The positioning of the signature is flexible to allow for a wide range of applications including both print and digital. 

To ensure the visual identity stays fresh our signature can be used in a number of ways – on its own, as a supporting element to text or photography and housing photography.

03 —

Logotype

International communications must always feature both the Graphic Signature and the NCKU logotype.

The logotype features traditional Chinese script to balance the contemporary Graphic Signature.

The relationship between Chinese script and English text has been carefully balanced so the proportions of these must not be altered in any way.

03.1 —

Logotype positioning

The positioning of the logotype is flexible to allow for a wide range of applications including print and digital. The logotype can sit locked up with the Graphic Signature as shown here, or as a separate element within the grid of the application, shown below.

The logotype and Graphic Signature must always appear in the same colour, unless the logotype is housed within the signature. 

The size of the logotype has been purposely left unspecified to allow the designer greater flexibility. 

Our logotype and Graphic Signature are designed to be flexible, but there are some things to avoid:

Do not use more than one colour in the logotype.

Do not alter the proportions or order of the Chinese and English text.

Do not use the logotype bigger than the Graphic Signature.

03.2 —

Logotype size

The size of the logotype has been purposely left unspecified to allow the designer greater flexibility.

The logotype should not be used smaller than 22mm, or 85px in width to ensure legibility.

04 —

Colour

Our colour palette remains true to the existing NCKU identity. A limited number of additional, complementary colours have been added to allow greater contrast and standout to be achieved across international applications.

Phoenix Red and Maroon will be prominent across the international brand, these should be used for the Phoenix Flower and Graphic Signature respectively. 

The remaining colours should be used to bring communications to life.

04.1 —

Colour usage

Remember to make sure there is enough contrast for legibility whenever you’re using text over solid colours or imagery. Where possible we recommend using Signature Red, Maroon or Dark Grey text over light backgrounds, and white text over darker coloured backgrounds.

When you need a more subtle use of colour, for backgrounds, you can use tints of the colours within this palette.

Digital colour use –

Maroon text can sit over the following colours to be AA compliant: Silver, Phoenix Red, White.

Dark Grey text can sit over the following colours to be AA compliant: Silver, White.

Signature Red text can sit over the following colours to be AA compliant: Tints of Silver, White

White text can sit over the following colours to be AA compliant: Maroon, Signature Red, Phoenix Red, Dark Grey, Grey, Gold.

Colour treatments to photography or illustrations can help to add richness and depth to international communications

05 —

Typefaces

Across all NCKU International communications we use the Noto typeface family. It is designed to achieve visual harmony and consistency across multiple languages. Examples of how to use these are given below.

The Noto typeface family is available to download from Google fonts.

05.1 —

English typefaces

Noto Sans is our primary typeface and should be used for both headings and body copy for both print and digital applications. 

Noto Serif should be used sparingly on both print and digital applications, for example it can be used to highlight information in annual reports. However, it should never be used as a headline typeface.

05.2 —

Typography usage

Our typefaces can be used in different ways to help emphasise information – as these examples show.

Noto Sans Light can be used for headlines to balance the Graphic Signature for a contemporary feel.

Bold weights can be used for sub-headings or to highlight key information.

Colour can also be used to help define a hierarchy of information.

When multiple languages are used together consider how weight and size of typefaces can be used to help best communicate your message clearly.

Here Noto Serif has been used for body copy to contrast the headline as well as giving standout and authority for an international research audience. 

06 —

Photography

Photography is a powerful asset to capture life and our courses at NCKU, as well as helping to engage and inspire students, staff and partners.

The photography we use should reflect our brand – simple, bold, inspiring and innovative.

NCKU works seamlessly with industries, communities and students worldwide. We should reflect this wide range through the photography we use – it needs to be diverse and most importantly authentic.  

06.1 —

People photography

People are at the heart of the NCKU community and showing people in our images is a great way to be positive and personable. 

Photography should aim for a reportage style; capturing real people, real situations and real environments – capturing a passing moment, rather than staging a scene. To appeal to an international audience we should show a range of genders and ethnicity.

As well as showing students it’s important to feature our renowned lecturers and researchers active in their fields. 

Cropping photographs is a useful tool to create engagement and interest, although care should be taken to ensure there is always a clear focal point.

06.2 —

Research photography

Our research creates a positive impact, locally and globally, for today and for generations to come. Photography can help to bring to life our research projects and their real-world impact.

Use interesting crops of equipment, locations and researchers in the fields we cover. They should be varied and not clichéd.

06.3 —

Abstract photography

Close-ups and crops of textures that are the subjects and beneficiaries of our research programmes can be used. These work well as backgrounds, or housed within the Graphic Signature.

06.4 —

Photography usage

Photography can be used in a number of ways to keep our visual identity fresh and engaging as these examples show.

Images housed within our Graphic Signature give impact and a sense of ownership.

Consider using different combinations of images to tell stories in a dynamic way.

07 —

Iconography

Iconography is a unified visual language that can be understood by people from different locations and cultures. 

A set of icons have been created to help illustrate simple messages and support quick visual signposting in both printed and digital applications. Icons can be used in any colour from the palette, just remember to make sure there is enough contrast for legibility.

These icons can be built upon, but remember to refer to the existing icons to make sure your designs match.

08 —

Grids

Our grid system is an invisible framework that gives structure and consistency to any application.

The grid consists of a simple square wireframe that holds all the content and key visual assets. It includes plenty of flexibility to incorporate the Graphic Signature, copy and imagery within a clear visual hierarchy.

08.1 —

Grid structure

Our square grid can scale to fit your application, allowing the Graphic Signature, text and imagery to sit anywhere within the framework.

The size of the squares is dictated by application size and content. For a simple, bold layout use a larger grid with fewer squares. If your design requires lots of content and multiple images use a smaller grid with more squares for extra flexibility.

08.2 —

Grid templates 

These examples show how our grid can work flexibly across some standard size formats. Small, medium and large templates are available for printed and digital applications.

If your application is a different format to those provided, choose the most suitable grid size for your content and scale to fit the dimensions of your piece. 

When scaling your grid just remember to always scale from the top left corner and ensure there are always complete squares along the vertical axis.

08.3 —

Grid usage

Images, text and our Graphic Signature can sit anywhere within our square grid – as these examples show.

Images can be large or small, multiple or single, and can bleed off the edges of the page – but always try to ensure compositions are dynamic and flowing. 

Remember white space can be used to make the layout inviting and easy to read. 

09 —

Tone of Voice

There are two aspects to how we communicate with words: our voice and our tone. 

09.1 —

Writing style

Some guidance and tips on writing style.d easy to read. 

1. Adopt the persona

When writing for NCKU, think of the College as if it were a person, speaking to another person. 

Try to adopt the NCKU’s brand personality (as described on the previous page) and express it through your choice of words, phrases, pace and style. 

Try to write as this person would speak in the situation, rather than how you think they would write.

2. Use the active voice

This is much simpler than it sounds, as it’s the way we speak naturally. It’s usually just a case of putting the subject at the beginning of the sentence. 

Active voice example:

NCKU collaborates with industry and community partners worldwide to make positive change happen. 

Passive voice example: 

To make positive change happen, NCKU collaborates with industry and community partners worldwide. 

3. Adapt to the audience

Focus on who the reader is,  the purpose of your communication and what’s essential to gain their interest. Then adapt your writing accordingly. For top-level marketing, for example, you can afford to be creative, brave and ambitious in tone. If you’re writing guidance or more functional copy, focus more on precision, accessibility and responsibility.

4. Be precise but concise

Don’t use a long word where a short one will do. Break up long sentences into short ones wherever possible, and keep paragraphs short, especially online.

5. Edit, edit and edit again

After you’ve written something, go back and question everything about it. Does each word add to the reader’s understanding? If not, cut it out. Have you used adjectives or adverbs where they’re not needed? Delete them. Would the sentence be easier to read if it was structured differently?

Be ruthless. Your communications will always be better for it.

6. Don’t always be formal

We have to be accurate and good grammar is important. But it’s okay to break the rules sometimes in more informal situations - such as campaigns, social media and events.  You can use ‘and’, ‘or’ and ‘but’ at the beginning of a sentence. It’s even okay at times to not use complete sentences. As long it’s right for the audience and it’s clear and easy to read. 

Use contractions – ‘you’re’ instead of ‘you are’ and ‘we’ve’ instead of ‘we have’. This will make your tone instantly warmer and more approachable.

7. Read out loud

It is helpful to read what you’ve written aloud. Reading out loud allows us to interpret our text as another person would for the first time. Does it sound like something you could naturally say in conversation? This exercise can reveal if what you’ve written sounds too robotic, impersonal, verbose or confusing. If it does, go back and re-edit.

09.2 —

Headline examples

Keep headlines benefit-led and brief. Aim for seven words or less whenever possible. 

Headlines are a good opportunity to express aspects of the brand’s personality. 

In most communications, a headline is to generate interest or intrigue, and convey the appropriate tone - the detail of what needs to be communicated follows in the supporting longer copy. 

Applied Research 

—

Innovation needs dirty hands. 

Focussed minds & rolled up sleeves.

Progress is made to happen. 

Change is made to happen. 

Transformation isn’t passive. 

Ideas, applied.  

Ideas and actions. 

Every discovery is just the start.

Discovery creates action. 

Breakthroughs are just the start. 

A breakthrough is not the end. 

Collaboration

—

Progress is a team sport. 

Change is not a spectator sport. 

Change needs actors not audiences. 

We go further, faster when we go together. 

Researchers. Makers. Optimists. 

Thinkers. Doers. Optimists. 

Different perspectives, same attitude.

Optimists. Thinkers. Doers. 

Calling all optimists. There’s work to be done. 

Better futures start today. 

Students

—

To do something great, start somewhere different. 

To achieve great things, look beyond the obvious. 

Braver choices lead to better futures. 

To stand out, do something different. 

Its surprising where ideas come from. 

All kinds of students, one shared aim.

Different perspectives, same attitude.

10 —

Applications

Whether you’re creating printed materials, or digital assets, these examples will give you some inspiration on how the international visual identity can come to life.

If you have any questions please contact:

Division of Branding and Communication, 

National Cheng Kung University / 

國立成功大學 策略發展整合室 識別溝通組  

Tel: +886 6 2757575 ext. 51069

brand@ncku.edu.tw