Layouts

Our design principle provides the foundation on which to build any media, whether print or digital.

Our "organic form" is a distinctive design element at Utel. It is used in materials to highlight our brand essence, to add visual interest and enhance our storytelling.

It can also be used to establish visual focus on key functions and messages. Like our color palette, it should be used in accordance with the guide (see graphic elements). There are a variety of options for placing it on a design canvas.

Designs should be clearly structured, never overloaded and have a clear visual hierarchy. The focus is on the most important information or function.

When used consistently, these elements create continuity between families of materials.

It is important not to fall into visual monotony, that is why we give a wide variety of options to be able to execute materials.

It is important to always keep in mind the following:

Layout elements

Text (all text should always be left-aligned)
Title
Subtitle (optional)
Body text (optional)
url, benefits, highlights (optional)
Logo
Name and career (optional)

Brand graphic elements
Be sure to use at least one from the following list:
Organic shape: Background/a composition of one or more parts in stroke.
Enclosure: The shape can be as part of the layout highlighting a text (2/3), it will be used in white, in green in plaster, or in transparency always assuring text has good legibility.
Green: Inside some element in the photo, using the logo in green, etc.

Photo
Close up
Close person
Scene

Name and career

We give communication a personal touch by naming our interlocutors and adding their characteristics in Utel, thus creating real people.

Using these characteristics will achieve a more personal and empathetic communication. On the layout it will appear the name and the career of the student. We can make hierarchies in both depending on the focus of the communication.

Always use medium and semibold weights of Work Sans, giving more hierarchy with the semibold typeface at 2 points difference on height.

The connection to the person will be a curved line with a dotted end.

Non-photo grid

Vertical

Background with shapes: the text will be the main element.

TEXT ENCLOSURE
We can use a shape in the background to highlight the text.

LOGO ENCLOSURE
A shape can be used to highlight the logo.

Header logo: Logo before text and with a bigger size.

Partner/event: using logo at bottom left of the grid.
+Recommended for partnerships and events.

Horizontal

Background with shapes: the text will be the main element.

TEXT ENCLOSURE
We can use a shape in the background to highlight the text.

LOGO ENCLOSURE
A shape can be used to highlight the logo.

Header logo: Logo before text and with a bigger size.

Partner/event: using logo at bottom left of the grid.
+Recommended for partnerships and events.

Square

Background with shapes: the text will be the main element.

Bigger text: Use large text with a title opening and closing in smaller size, these texts must always be in Sora font.

Bigger text after title: Must always be in Sora font.

Header logo: Logo before text and with a bigger size.

Partner/event: using logo at bottom left of the grid.
+Recommended for partnerships and events.

In this type of posts we will always use our logo without the tagline as it is in a Utel context, but when making ADS it is important to always use the logo with tagline, as well as the URL in the form of a button to invite users to click on it. (See permitted uses/ scale)

Person photo grid

To give prominence to the message we could use a background with our shape (download any of the existent backgrounds or create a new one). Layouts without photos works very well on a diptych format.

Hierarchy text: A background with organic shapes or a background in a context can be used.

Opening logo: It can be used with organic shapes in the background or a photo with context. In this option the text can be placed at the bottom of the photo. (see outdoor ad example)
+recommended for outdoors.

Green enclosure: It can be used with or without organic shape in the background.

White enclosure: It can be used with or without organic shape in the background.

Hierarchy career: In this layout, priority will be given to the career, which will be hierarchized according to the content. This is the only format where the image can be aligned to the left.
+recommended for ADS.

Photo enclosure: A photo can be placed inside the shape.

Horizontal

Hierarchy text: A background with organic shapes or a background in a context can be used.
+recommended for headers / sliders.

Opening logo: It can be used with organic shapes in the background or a photo with context.
+recommended for outdoors.

Green enclosure: It can be used with or without organic shape in the background.

White enclosure: It can be used with or without organic shape in the background.

Hierarchy career: In this layout, priority will be given to the career, which will be hierarchized according to the content. This is the only format where the image can be aligned to the left.
+recommended for ADS and text-heavy materials

Photo enclosure: A photo can be placed inside the shape.
+recommended for text-heavy materials.

Square

Hierarchy text: A background with organic shapes or a background in a context can be used.

Opening logo: It can be used with organic shapes in the background or a photo with context.
+recommended para ads.

Green enclosure: It can be used with or without organic shape in the background.

White enclosure: It can be used with or without organic shape in the background.

Hierarchy career: In this layout, priority will be given to the career, which will be hierarchized according to the content. This is the only format where the image can be aligned to the left.
+recommended for ADS and text-heavy materials

Photo enclosure: A photo can be placed inside the shape.
+recommended for text-heavy materials.

In this type of posts we will always use our logo without the tagline since we are in a Utel context, but when making ADS it is important to always use the logo with tagline, as well as the URL in the form of a button to invite users to click (Go>logo>scales).

Photo or illustration grid

We can use the same type of layout without the person or the illustration being the main focus, always assuring that there is a balance between the image and the text.