MarCom Studio
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Our graphic elements help create consistent, on-brand communications that reflect our role as a launchpad for innovation. Inspired by our logo symbol, they form a unified system that brings motion, momentum and energy to our layouts.
Graphics overview
Below is a summary of the graphic elements that make up our visual system. These include our river patterns, journey arrows, focus frames, graphic shapes and image frames. Together, these graphic tools create a flexible, expressive system that brings cohesion, character and clarity to our visual storytelling.
River pattern
Just as our logo symbol was inspired by the San Antonio River Basin, our river patterns reflect the same spirit —symbolizing connection, flow and the idea of carving new paths. Available in both filled and outline versions, they offer flexibility within our system, allowing us to express the brand in either bold or more understated ways depending on the context.
Fill version
Fill version
Fill version
Outline version
Outline version
Outline version
Only in outline version
These patterns have a wide variety of subtle uses to explore — combined with photographic and other design elements, used as background textures and environmental graphics, cropped, and layered for depth. However, intentionality remains paramount, and patterns should never be used without purpose. Their primary role is to add visual interest to a page or story and to provide continuity with the brand expression recommendations, ensuring a cohesive and engaging visual language throughout all touchpoints.
These are the recommended color applications for our graphic devices — while not an exhaustive list of every possible combination, these represent the most commonly used and effective pairings within our palette.
To ensure consistency in the brand, always use the official patterns as provided.
Do not create new patterns or modify the existing ones — this helps maintain a unified and recognizable visual identity across all materials.
How to use the patterns to ensure maximum legibility:
- As a background
- As a hint of color
- Behind text, not in front
- At full opacity or with reduced opacity when layering text on top
- Cropped or at an angle to create visual interest while avoiding blocking important elements of your design
Journey arrows
Our journey arrows are versatile elements that can be used in a variety of ways. They can interact with typography to highlight key messages, enhance navigation in digital and UI applications, and support directional cues in wayfinding signage — all while reinforcing a sense of movement and progress.
Our journey arrows interact with typography in two key ways: pointer phrases and focus frames. Both techniques are designed to highlight key words or messages, guiding the viewer’s attention and adding visual impact to layouts. When appropriate, they can also be enhanced through motion to further energize and activate the content.
Graphic shapes
Our graphic shapes draw inspiration from both our logo symbol and the distinctive forms found throughout the city and history of San Antonio. These elements bring dynamic energy to our layouts and can be used flexibly — as bold supergraphics or subtle supporting graphics that enrich visual storytelling.
Image frames
Our image frames are used to highlight individuals we feature in our photography. The image frame and subject of the image should be the central, predominant focal point. The image frame should always be centered around an individual’s face with ample breathing room to ensure clarity, balance and visual impact.
