Color Palette

Typography 

 Thoughtful selection and consistent use of fonts and typefaces contribute to a cohesive and professional visual identity. This section of our integrated guide outlines the principles for selecting and using fonts and typefaces in our materials.

General Guidelines on Official Typefaces

Official Typefaces

• Adhere to the university’s official typefaces, which are carefully selected to reflect the institution’s identity and values. These typefaces should be used in all official materials to maintain brand consistency.
• Our font families should be used for all modes of official communications. This is to ensure the consistent look and feel of all literature in print and online. Trajan Pro is the official font that represents the Ateneo de Davao University in all official communications and publicity Garamond will be used as our Serif Font style of choice where text is heavy. Avenir will be used as our Sans Serif font. Other alternative typefaces are also provided below.
• Use the selected typefaces consistently across all materials, including publications, websites, signages, and promotional items.

Readability and Legibility

• Prioritize fonts that are easy to read and legible in various formats, including print and digital media. Ensure that typefaces are suitable for different sizes and mediums to maintain clarity.

Hierarchy and Emphasis

• Apply typography thoughtfully to establish hierarchy and emphasis within a design. Utilize variations in font size, weight, and style to guide the viewer’s attention and convey important information effectively.

Balance and Harmony

• Maintain a balanced approach when combining different typefaces, weights, and styles. Aim for harmony and visual appeal while ensuring the overall design aligns with the university’s branding.

Accessibility

• Consider accessibility when selecting and using typefaces. Opt for fonts that are inclusive and readable for all audiences, including those with visual impairments. Avoid overly ornate or decorative fonts that may hinder legibility. 

Pairing and Contrast

• When using multiple typefaces, choose complementary pairings that enhance the overall design. Ensure there is sufficient contrast between different text elements to differentiate headings, subheadings, and body text. 

Professional Quality

• Use industry-standard software to ensure high-quality typography in print and digital materials. Collaborate with experienced designers to achieve the best possible results or contact the ICommP for assistance 

Adaptability

Choose typefaces that are adaptable across different media and platforms, including websites, social media, and other digital formats.

Mindanao Textile Patterns

Ateneo de Davao University embraces the diverse cultural heritage of Mindanao, incorporating its rich textile patterns as an essential element in our visual identity. The use of these patterns not only celebrates the region’s traditions and artistry but also establishes a strong connection between the university and our local community partners.

Mindanao textile patterns can be integrated into various design projects to add a distinctive and culturally relevant aesthetic. This inclusion highlights how we honor our roots and support our regional artisans. By blending these patterns into our visual identity, ADDU showcases its appreciation for local cultures while promoting a visually unique brand.

When incorporating Mindanao textile patterns into our designs, it is essential to acknowledge and respect the intellectual property rights of the indigenous peoples who own these cultural motifs. We recognize the significance of these patterns in the cultural heritage of the communities from which they originate and strive to use them responsibly.

General Guidelines on the Respectful Use of
Mindanao Textile Patterns

Respect Indigenous Intellectual Property

• Always recognize and respect the intellectual property rights of the indigenous peoples who own the textile patterns. Obtain necessary permissions, if applicable, and ensure the use of the patterns aligns with the values and traditions of the originating ethnolinguistic group.

Cultural Sensitivity

• Approach the use of Mindanao textile patterns with cultural sensitivity and respect. Understand the significance and context of the patterns and incorporate them in a way that honors their heritage and meaning.

Consistency with our Brand Identity

• Integrate Mindanao textile patterns thoughtfully to enhance Ateneo de Davao University’s visual identity while maintaining consistency with established branding guidelines, colors, and aesthetics. 

Appropriate Usage

• Utilize the patterns in a variety of mediums, such as print, digital, and promotional materials. Ensure their application is suitable for the context and audience while preserving the integrity of the original designs. 

Ethical Sourcing

• When possible, source patterns directly from indigenous communities or authorized sources to support the preservation and continuation of traditional craftsmanship.

Balance and Proportion

• Use the patterns in a balanced and proportionate manner, avoiding overuse or overshadowing other visual elements of the design.

Creative Interpretation

• Designers may use Mindanao textile patterns in creative ways, but they should maintain the essence and integrity of the original designs. Avoid any distortion or alteration that may misrepresent the patterns.

Acknowledgment

• Acknowledge the indigenous peoples or specific groups whose patterns are being used.

Education and Collaboration

• Engage in continuous learning about the cultural heritage and significance of Mindanao textile patterns. Collaborate with local artists and experts for guidance and to support cultural exchange.

Documentation and Record-Keeping

• Maintain detailed records of the use of Mindanao textile patterns, including permissions and sources. This helps ensure accountability and respect for the origin of the patterns.