Arcada

In this guide you will find information on what the Arcada brand is and guidelines on how to achieve a consistent feel of our brand.

Brand attributes

The three brand attributes constitute the core of our brand. These are the attributes we want to be associated with and that guide our branding efforts. The attributes are: smart, humane and curious.

Brand attributes Smart

Description

We are smart by creating sustainable and socially relevant solutions for a better tomorrow. We live in the present, but at the same time keep our eyes firmly fixed on the future. By collaborating across borders, drawing on experience on a broad scale and daring to do things differently, we stay at the forefront of development. We adapt quickly to the demands of the world around us and work purposefully for a prosperous society.

Brand attributes Humane

Description

We are humane by being respectful and inclusive. We see the human in every individual and we treat everyone equally. For us, diversity is a natural strength. We engage, encourage and create safe contexts where everyone learns by doing, with room to grow. In our activities, the student perspective comes first and it is the main focus in everything we do.

Brand attributes Curious

Description

We are genuinely curious and interested in the world around us. By examining, exploring and questioning, we keep abreast of social developments. Our curiosity is a driving force for new thinking and innovation, which in turn lead to meaningful exchange of knowledge and research findings. At the same time, curiosity is an essential part of our creativity: we generate new ideas, develop them and turn them into reality in order to contribute to a better society.

We create opportunities for
a rewarding and sustainable life.

Tone of voice

Arcada's tone of voice is rooted in our brand attributes. Through our tone of voice we emphasise them and make Arcada's values and identity more recognisable, even without any visual expression. Tone of voice is not about what we say, but how we say it.

How do we achieve this tone of voice?

Engaging

Respectful

Clear

Engaging

We write in an active way that sparks the interest of the reader. We know our target audience and adapt wording and content with them in mind. We use a personal approach with a positive and motivating tone. Our texts are easy to understand and encourage the reader to take action.

Respectful

We include everyone in our communication and avoid using loaded language. We communicate openly and objectively, avoiding words that can easily be misunderstood or misinterpreted. We signal that we can be easily approached by creating a friendly and trusting feeling in our texts. We use up-to-date but neutral words and do not make promises we cannot keep.

Clear

We use plain English and write texts that are understandable to the reader. We choose common and familiar words and phrases. Our texts are concrete and there are clear connections between sentences. We use correct language and express ourselves briefly and concisely.

At Arcada business economics can be studied in an international environment while also developing one’s competence in digitalisation. To provide a comprehensive understanding of the field of business economics, the specialisations marketing, logistics, tourism and financial management are offered. The education provides a broad professional competence and a qualification to work with business related tasks.

Passive tense, impersonal, does not motivate.

Do you want to study sustainable business economics in an international environment while also gaining digital competencies? Then this is the education you are looking for! At our Bachelor of business administration you can specialise in marketing, logistics, tourism or financial management.

Example of bad tone of voice

Arcada is a University of Applied Sciences which offers study opportunities with a focus on learning and personal development. The UAS educates on a broad range and is aimed at both those who are making their first choice of vocation as well as those who already have a vocational qualification. Arcada operates within various fields and the educational activities are characterised by an attention to the needs of the labour market.

Impersonal, not motivational, lacks target group focus, not welcoming.

Examples of good tone of voice

To learn, to grow as a person and also alongside the studies find that which makes your heart beat faster – the student life that awaits you is the beginning of an dizzying and inspirational journey. Regardless of whether you are taking the first steps on your career ore already are active in working life, Arcada offers programmes and courses that provide you with the best qualifications possible to meet the future.

Example of bad tone of voice

Research, development and innovation mean that one through systematic and methodical work produces new knowledge and services. The research at Arcada is anchored in the education and the requirements of working life. The innovation activities follow the national roadmap for RDI activities. The UAS maintains specialised knowledge within AI and machine learning, health and welfare, and circular economy.

Complicated, passive, not engaging, difficult to understand and absorb, does not encourage reading on.

Examples of good tone of voice

Arcada offers an innovative research environment with a strong interaction between education and research. Our ambition in research is to create solutions that are smart and globally relevant. We work to ensure a good life, a dynamic working life and a rich cultural life. This is why we have focused our research areas on AI, machine learning, health and welfare, and circular economy.

Sub-brands

Arcada follows a brand architecture called a hybrid structure. This refers to the use of a main trademark, under which certain specific sub-brands may be included.

Sub-brands

Sub-brands at Arcada are created for permanent services targeting external clients or large, externally funded projects and other entities where there is a need to highlight the provider as a separate entity.

The Arcada symbol and the word "Arcada" are always included in our sub-brands and the logos of the sub-brands. We do this in order to create the clearest possible link to Arcada.

Visual identity

The Arcada brand is present wherever we are visible: in anything from web design and advertising to office interiors and facade signage. It is important that our visual identity is expressed in a cohesive way and that it permeates all of our visual expressions, regardless of whether it is a PowerPoint presentation, a video or a poster. Personal opinions on what is ugly or pretty are irrelevant in this case – the important thing is that we are consistent whenever we express the brand of Arcada.

Visual identity Logo

Arcada's logo is the single most important element of our visual communication. It consists of a symbol and the name. The symbol can be used separately but the logotype is only used in combination with the symbol.

The logo can be used as black or white depending on the background colour.

Visual identity Typography

Futura Pt

Futura Pt is Arcada's most versatile font and is used in virtually all text.

Arial

Arial is used in internal templates made for staff and students.

Visual identity Colours

Main colours

Purple

Light purple

Extra #1

Orange

Light orange

Extra #2

Blue

Light blue

Visual identity Colours

Arcada's main colour is purple. The colour represents ambition, creativity and personality. At the same time, the colour meets the accessibility requirements at the highest possible level when combined with white.

Orange and blue serve as secondary colours. Each colour has a lighter version to allow for more harmonious overall effects.

Visual identity Photographs

Our images are down-to-earth and easy to relate to. Above all, Arcada's imagery illustrates the brand attribute humane. That is why we use images of people first and foremost. The models for the photographs are mainly Arcada students, alumni and/or staff.

Arcada is a meeting place for a wide range of people that are diverse in e.g. ethnicity, gender, age and areas of expertise. We consider our diversity a strength, and find it important that it is reflected in our photographic material.

Four people sitting at a table discussing what they are reading.
A person with his back to the camera talking to two others.
Three people looking down at a tablet.
A person looking at another person who is partially out of the picture.
Two people conversing outdoors.

Visual identity Icons

We use monochromatic (single-colour) icons with a focus on simple shapes and smooth curves. The icons should be easy to perceive, which is why we have chosen to use solid icons.