Expression

The Dip

The Dip is a way to establish visual hierarchy through a graphic representation of cultural immersion.

The Dip: Idea

The idea of the Dip is based on immersion. All of EF’s products offer some level of cultural immersion that sets us apart from our competitors. The use of the Dip allows all EF products to effectively express themselves through a consistent, core visual vernacular.

Whether you’re studying abroad in another culture for awhile or just taking a short, classroom-based course, cultural immersion is important. Using the Dip as a graphic device, we visually immerse an item and use this block to hold color, information, image and content.

The Dip is flexible if everyone follows some simple rules.

Single and Double Dips

We Dip formats because it looks great, but also because it helps designers arrange content on a canvas. The height of the Dip can move up and down the page depending on content.

A normal Dip

Takes up 1/4 of the page.

A small Dip

Any smaller and it’s not a usable element.

A big Dip

Any bigger and it’s not a usable element.

Double Dips

Single Dips can be restrictive when organizing complex information. In these circumstances, we can also double Dip, thus doubling the number of information compartments.

A regular double Dip

Space for main content and a sign-off.

An even double Dip

Just mind that neither Dip is too small.

A compressed double Dip

Still works in a condensed area.

Dip your covers

Unity across our products and their primary touch points is key for brand consistency. One of our highest-visibility items is the brochure, directly conveying our visual identity to the customer. This is where the Dip comes to life.

Two different brochures, united by the Dip.

In this instance, the color band is the ‘unDipped’ (or Core) area, while the photograph is the ‘Dipped’ (or Product Expression) area.

Color & the EF Logo

Color & the Dip

The Dip is such a simple element and by playing with appropriate color choices we can bring it to life in ways that make it unique to your product.

You can give anything and everything a quick Dip to lend it some EF personality — go bold or be subtle! Use the Dip in a way that works for you.

    

Be brave and Dip with color!

The EF Logo & the Dip

There are no rules when it comes to logo placement in or out of the Dip. The only placement rules you have to abide by are in the Logo booklet.

If an item needs more or less Logo presence, the Logo can scale appropriately – as long as it exists in any of the right places.

    

The Logo can live Dipped or unDipped. It’s up to you!

Using the Dip in editorial

EF produces hundreds of thousands of brochures every year across all of its products. What’s great about the Dip is that it really comes into its own in this format.

As the examples show, it helps to push the utilitarian agenda for EF, working as a visual tool to separate content and guide the reader’s eye around the page to the right information.

The Dip

    

The double Dip

Editorial images & the Dip

It’s not always realistic to keep images tucked away inside a Dipped part of a spread. This kind of restriction can easily lead to designs that are formulaic and unbalanced.

The image here sits neatly within the confines of the Dip.

The image(s) in this spread breaks above the Dip.

A place for expression

The idea of the Dip is based on cultural immersion. With this in mind, and thinking about when one immerses oneself in a culture, remember that this immersion can present itself in an endless number of ways. The wide and varied visual narrative of cultures from around the world can exist inside a Dipped area.

What gives EF its edge is the combination of academic and adventure in our communications. The content inside the Dip is adventurous, and the element itself is academic.

As designers at EF, we have all spent time attempting to figure out where illustration, pattern and texture fit into our branded visual language. We know that these creative outputs are relevant for us as a company, it’s just been a case of how we can frame them in a way that feels like EF across the board and links back to us seamlessly.

The Dip is the way to do this.