Visual Elements

sample typesetting
Sample 1: shows just one example of how we can combine our different typefaces to establish hierarchy and create visual interest in a layout. There are many ways this can be done, so use this sample as a baseline and modifying it as needed.

sample typesetting
As part of our visual brand, one technique we use is breaking up compelling copy with multiple typefaces and styles. Juggle between two chosen fonts to highlight the bigger, more important words in the text you’re typesetting. This approach is best reserved for shorter headlines and sentences, as it is very easy to overdo this technique.

We use a wide range of photographs to showcase our unique people, culture, and experiences through three main subject groups. Photography plays a huge role in overall composition, so it’s important to choose the best possible photo for every piece being designed. Be sure to select photos that feel the most organic and natural, while still relating well to the associated content.

Lighting Considerations
Natural light is always ideal. Photo retouching may be needed to adjust the image’s focus or add a warming filter.

Image Sources
Our images come from two royalty-free resources, which can be used to find photos for any communication piece. unsplash.com | pexels.com

People
FFA members are our organization’s most important asset. We feature our members, educators, and alumni in candid, active portraits. These images should feel authentic and in-the-moment, and should use natural lighting. When possible, include shots of students engaging in their work, performing research or services, or interacting in groups during moments of fun and friendship.

Details
Photographs of objects and details help round out our story and add further visual depth. They can help illustrate a topic (such as research), provide additional visual interest, or act as background filler or texture.

Expansive Drone Shots
Celebrate the beauty of agriculture and the ornate complexities of our country’s land by featuring vast landscape shots. These images provide context by detailing the expansive impact we have on the world.

ARCHIVE PHOTO Duotone TREATMENT
FFA honors its rich history by using archival imagery. By applying a duotone treatment, we give these historical images a modern touch, representing FFA’s commitment to providing for generations. We use this technique to elevate the images so that they feel vibrant and activated. Follow these step-by-step instructions to achieve the duotone effect.

Our graphic elements offer a key way to differentiate the FFA brand. When we use them appropriately, they create energy and depth as part of a visual system that’s unique to our organization.

Think of the suite of graphic elements as a toolbox for creating layouts and compositions in our brand. No project will use all the items in the toolbox, but most projects should use some of them. Trust your eye: if it feels too busy, it probably is.

grit texture
Conceptually, the grit texture represents the idea of hard work and determination. The random pattern and active energy represent creative expression and the messy nature of discovery.

Changing the scale of patterns and textures can produce a wide variety of effects. Large textures can take over the visual focus of a layout. Smaller scales can cause visual noise. Use caution when combining this element with color and type.

Color variance is another way to produce many different effects. Colors shouldn’t contrast too much, and type should still be extremely legible.

To create better legibility, use colors with similar values or monochromatic pairs. To create bolder compositions, choose colors with high saturation and greater contrast.

Icons
Our icon set includes both specific objects and relevant symbols. Each icon can be used to express a variety of ideas, including those specific to FFA and its history.

The icons always appear in a single color. They are shown here using the color “Bronze,” but they can be set in any color from the palette that complements the design.

Icons
Icons are used as accent graphics in layouts or as anchoring devices for copy. When locking up text with custom icons, there are a few guidelines to follow. 

These icons should not be added merely for decoration, but rather to facilitate communication. Our brand uses them in moderation, to beautify and enhance our designs.

Patterned Linework
These linework patterns are derived from bird’s-eye views of farmland and fields. They can take any angle appropriate for the layout.

Lines can cut off a small edge of an image and move the eye to another part of the page. They do not have to be connected to information; they can also simply decorate an image or add complexity to a layout.

Changing the size of patterns can produce a wide variety of effects. Increased scale can create a bold and dramatic design, while smaller scales can make a design feel clean and elegant. That said, overusing these patterns can make compositions feel too dense, so use caution with color and type.

Color variance is another way to produce many different effects using the same patterns. Colors shouldn’t contrast too much, and type should still stand out. Note that small or thin type may not stand out when it’s set near a bolder pattern. Choose legibility over style every time.

To create better legibility, use colors with similar values or monochromatic pairs. To create bolder compositions, choose colors with high saturation and greater contrast.

FRAME TEMPLATES
We have a set of rectangular frame templates that can be used as borders for entire compositions, or as containers for elements within a layout. These frames can be resized proportionally, as long as the line shapes are not warped. If necessary, the spacing between the center frames can be slightly different on the vertical and horizontal sides.

ADDITIONAL FRAMING ELEMENTS
Using linework that resembles our rectangular frames, we’ve created a series of additional framing elements intended to be combined with smaller bits of copy and photography. These elements should never frame an entire composition; rather, they should highlight specific areas of interest and draw attention to important details.

Examples

USING THE HORIZON LINE
Members of FFA have their boots on the ground, constantly working on practical, real-world problems. At the same time, these members represent the future of agriculture, and bring forth the blue-sky ideas that will help solve tomorrow’s problems. This theme is realized through a grid system that centers on a “horizon line.” The grid features a consistent, vertically centered line that separates the design into top and bottom halves.

There are many ways to use the horizon line when designing in this grid. Whether it’s an actual rule line, or an implied line created when two elements butt up against each other, the horizon line grid can be achieved in a variety of methods.