Institutional Campaign
This is the creative and consumer facing expression of our purpose. York’s vision for the future i.e. building a more innovative, just and sustainable world. It is both our platform and a tagline and is to be consistent across high level advertising campaigns and communications and campaigns i.e. tone, feel and headline that resolves with Right the Future.
It can be used either as a stand-alone line, in cases like a simple banner, or as a tagline at the end of lengthy communications, such as a full-page ad. "Creating positive change" should be used as a guiding theme for our headlines, not as a headline.
The Right the Future advertising campaign launched in fall 2020 and was recognized with two awards on a global stage for creative excellence in the CASE Circle of Excellence awards competing against 530 institutions from 27 countries. To find out more about the campaign, visit yorku.ca/rightthefuture.
Defining the Brand
We are a community of changemakers. Driven by passion, we exist to create positive change for our students, communities and the world.
- Diverse Community
- Purposeful Research
- Valued Educational Experience
- Inclusive
- Collaborative
- Welcomed
- Inspiring
- Confident
- Cared about
- Proud
- Empowered
Right The Future - amazing things happen when diverse communities work together to tackle world issues. When York students apply their knowledge, they have the power to make things right.
Right the Future expression and usage
Based on the brand’s assets, the tagline is a bold composition that conveys confidence and empowerment.
Right the Future is a powerful design that inspires forward movement. The visual expression includes a trademark symbol in the artwork to reinforce ownership in Canada.
This can be used more prominently in a headline or as a sign off, depending on the messaging of the communication material (see usage guidelines).
If you are creating any advertising or high level promotional materials, it is expected that the language and visual will be incorporated and will require consultation and approvals by University Brand & Marketing.
To obtain the full suite of the RTF files, please contact University Brand & Marketing.
Right the Future Videos
Download Full Brand Standards
This website provides high level brand information, tools, templates and best practices however the full brand standards provide detailed rules on using the brand. Need help? Contact University Brand & Marketing for support and to answer questions about developing on-brand communications.