The 'M' device
The ‘M’ device serves as a window into Monash, anchoring our marketing communications with a unified and easily identifiable aesthetic. By creating this visual consistency, it ensures that every touchpoint is immediately identifiable as Monash University.
There's one shape and ratio to this device — 1:2.3. The ratios must never be altered or distorted in any way.
The M device is to be present on ALL applications except organic Instagram posts. This table explains when the M device is to be used.
The M device can:
- be used as a single stand-alone element
- be used successfully across different channels, allowing space for content, creative design and other toolkit elements
- interact with imagery when we want to draw attention to an image.
- be placed behind type
- be used in a subtle way, but the integrity of the M is to remain. You should be able to recognise that it is an M
- be used across different audiences and when we require more dynamism and energy.
- be used as multiple M’s to create pattern
Dynamic applications
The M device can be expressed in multiple ways to create a flexible and distinctive visual language. These approaches are intended to inspire creative exploration.
Patterns and repetition
This uses the M device as a repeating graphic element to create depth and texture.- Use light, shadow and transparency to create dimensionality.
- Explore perspective layering, reflections and abstract surfaces.
Window
The M device also acts as a frame, revealing imagery within its shape.- Use the M as a window to reveal people, environments or research.
- Allow subjects to interact with or extend beyond the frame. The positioning of the ‘M’ shards must be considered so faces aren't cropped or impacted.
Keyline
A simple outlined M overlays and interacts with imagery to create structure without obscuring content.
Activation
The M device can be "activated" by transforming it into a physical or conceptual element that is fully integrated into a scene's composition. This versatile storytelling tool uses perspective and texture to bring various narratives to life.
M angle
The use of a consistent angle that has been derived from the M device has been and can continue to be used as a design option. It can be used across our communications, but for consistency – it must always appear at 94 degrees.
94 degree angle
Reserved M treatments
We have a lot of flexibility and freedom in how we apply the dynamic M. However, there are some M treatments that are reserved for particular entities, and (on very rare occurrences), products or programs of the university. The treatments below are not to be used for any other purposes other than those listed below.
Collegiate M
The Collegiate M is a bespoke element and is used specifically for apparel (the heritage range and sports uniforms only). It's never to appear in applications outside of that approved space.
Like the M device, no new variations or replications of the Collegiate M are permitted. For more information regarding the Collegiate M, please complete the Brand requests form.
Access 'M'
If applying the M for print, please add bleed to the relevant edges.