Six major design elements are used to communicate the University visual brand identity consistently in print and electronic communications:
- WSU signature (logo), including tagline
- Typography
- Color palette
- Angled color blocks
- Circles
- Off-perpendicular and special-effect photographs
Applying the Elements
Common sense is an important consideration when working with the design elements. In general, the goal is to apply as many of the elements as possible to print and electronic communications. This ensures that all communications produced by the University are recognizable as part of the same visual brand identity.
But there may be occasions when incorporating all of the elements in a brochure or a poster, for example, may be awkward or unworkable from an aesthetic standpoint. In an effort to maintain visual consistency while providing the campus community with some latitude in creating communication materials, use of the signature, typography, color palette, and angled color blocks is required, while use of circles and off-perpendicular and special-effect photographs is more flexible.
Circles for example, should be used to help create visual consistency, both within a single communications piece and across the spectrum of University communications. But the use of circles is not required. The use of off-perpendicular and special-effect photographs should be limited to student recruiting and high-level outreach materials developed by the Office of Marketing Communications.
Please consult with Marketing Communications staff if you have questions about the applicability of the elements.
Who Should Use the Elements
Official Units
Campus units should follow the guidelines as described above when creating materials directed to prospective students audiences or to broader audiences which include prospective students. For materials and messages distributed to current students and external audiences (alumni, parents, legislators, etc.), use of the signature, typography, color palette, and angled color blocks is required, while use of circles is optional and use of off-perpendicular and special-effect photographs is not required.
It is recommended that the required brand elements be incorporated into materials directed exclusively to University internal audiences.
Stationery and business forms are exceptions to the guidelines above.
Student Groups
Student groups are encouraged to use the University's spirit marks (the freestanding cougar head, the script word mark "Cougars" and the illustrated Butch) when creating promotional materials.
Student groups are not required to use the brand design elements, but they are encouraged to do so when communicating to external audiences or representing the University to an external audience in an official capacity. They should also incorporate into their materials appropriate brand messages about their organization (i.e., students will have opportunities for leadership roles that will prepare them for their careers).
Student groups should contact their college's communications director, the Office of Marketing Communications, or University Publishing for assistance in ensuring the consistent application and presentation of the University's brand.
Central Theme
All communications produced by the University should be recognizable as part of the same visual brand identity. To accomplish this, incorporate as many of the design elements as possible in all print and electronic communications.
Remember that the key theme to build messaging around is "World Class. Face to Face." This concept, which represents the University's brand promise, can be communicated visually by featuring two to four students interacting with each other and with world-class faculty members in world-class facilities.