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.
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.
Single Dips can be restrictive when organizing complex information. In these circumstances, we can also double Dip, thus doubling the number of information compartments.
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.
In this instance, the color band is the ‘unDipped’ (or Core) area, while the photograph is the ‘Dipped’ (or Product Expression) area.
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.
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.
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.
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 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.