Expanding Creativity in the Brand
Graphic elements are the supporting visual tools that help bring the George Mason brand to life. Used alongside our bold green and gold color palette and strong, authentic photography, they add structure, emphasis, and energy to our communications. These elements are not decorative—they are intentional, reinforcing key messages and guiding the viewer through content. When used consistently, they create a cohesive visual language that reflects our identity and ensures every piece feels unmistakably George Mason.
Graphic Elements
Pathway Graphic Element
The clean lines of the pathway graphic elements represent our unpretentious approach and our radiating impact, while the open ends show the many access points that make us so inclusive.
Geometric Graphic Elements
The geometric shape graphic elements are inspired by the round features of the letter "G" and the sharp angles of the letter "M." Use these geometric shapes in your layouts as a background image, text box, or image mask.
Shadow Graphic Elements
Use shadow elements as an alternate variation of the pathway graphics to introduce depth and visual layering within compositions.
Icon Graphic Elements
Use icon graphic elements when they add meaningful context that enhances the narrative and supports the brand story. Because these icons are generic and widely recognized, they should be used selectively and in combination with other brand elements or imagery to preserve a distinctive, ownable visual identity.
Graphic Element Guidance
These elements help expand the creative tools for design while staying within our visual identity. Brand graphic elements can be resized and rotated in any orientation. Brand graphics may only be used in green, gold, black, or white.
How to Use Graphic Elements
- Only use the provided graphic elements. Do not create your own graphic elements or use the logo or monogram as a graphic element
- Use them to create visual interest. Use graphic elements to add structure and visual interest to your layout. They can be used like a watermark in the background, layered with photography, or act as geometric containers that hold images or callout content
- Mix and match elements. Use graphic elements from the different collections in your designs. Rotate and resize to add interest and variety in designs
Things to Avoid When Using Graphic Elements
- Do not use pathway graphic elements in non-George Mason branded designs
- Do not use pathway graphic elements to make logos, wordmarks, extension marks, or affiliate marks
- Do not redraw, stretch, or distort elements; do not make your own elements
- Do not use graphic elements to create repeating patterns
Retired Graphic Elements
These legacy marks are no longer in general circulation and may only be used for select projects. To use one of these marks, please contact the Office of University Branding at GMUbrand@gmu.edu.
