The Lakehead University tag line is presented in a way that expresses contrast between the words: Exceptional and Unconventional. The treatment variables include setting both words at the same size, or increasing the size of Exceptional so that it stacks uniformly giving Exceptional and Unconventional the same width.
The colours and/or tones of each word should be treated differently so as to heighten the contrast. This is true even in a one-colour environment where a tone or screen can be used in conjunction with a 100% value.
The tag line is to be used on communication tools related to Marketing, Recruitment, and Spirit.