Design Rationale

The “Next Lives Here” concept reflects the University of Cincinnati’s commitment to shaping the future through innovation, connection, and momentum. The design system channels this ethos by emphasizing breakthrough thinking, collaborative spirit, and the energy of what’s next. This philosophy comes to life through visual storytelling, bold typography, a dynamic color palette, and messaging that together embody UC’s forward-thinking identity.

Clean, purposeful layouts are infused with confident visual elements that convey ambition, determination, and a drive to break new ground.

The design reflects UC’s belief that “next” belongs to everyone—fostering inclusion, warmth, and authenticity through vibrant, approachable creative choices.

Gotham Black is to be used as a header font. It may be utilized in all caps (H1) or title case (H2).

For subheaders, use Gotham Black in title case or all caps. For body copy, use Gotham Book.

Color is one of the most immediate and powerful ways we communicate the energy of “Next Lives Here.” Our palette is bold, vibrant, and designed to stand out in a sea of sameness, amplifying our personality and reinforcing UC’s momentum and impact.

Primary colors ground us in UC’s legacy. Secondary colors give us the range to speak across audiences, channels, and tones, while always feeling unmistakably Cincinnati.

Each shade was selected to express the visionary, tenacious, and uplifting nature of the Bearcat spirit. Whether used in digital, print, or environmental design, this system fuels breakthrough storytelling with consistency and punch.

The campaign’s graphic elements reinforce brand identity, add momentum to storytelling, and guide the viewer’s eye. They provide visual consistency and act as signature marks that reflect the UC personality—visionary, tenacious, and uplifting.

These elements can be layered or standalone, subtle or bold. However they’re used, they always push the work forward—just like UC’s students, faculty, and community.

Inspired by the geometry of progress and the spirit of expansion, freeform waves speak to possibility and upward momentum. They’re fluid, dynamic, and perfect for compositions that require motion or a layered feel. These waves are a visual metaphor for curiosity, adaptability, and the evolving nature of “next.”

These shapes blend clarity with creativity. Inspired by the fluidity of the freeform waves, contained waves serve as intentional framing devices that reinforce structure while embracing the organic. They are ideal for print layouts, digital headers, or any design that benefits from visual order with creative flexibility.

Inspired by editorial layouts and the need to break through the clutter, tape bars are assertive, stylish, and unmistakably UC. Their simplicity makes them versatile across formats and channels. Tape Bars should be used intentionally—to create visual punch and draw the eye.