The Washington State University Graphic Identity Program was launched in January 2001, when a new University graphic signature (logo) was introduced. The signature combines the historic Cougar head symbol—now framed by a crest—with the words Washington State University presented in a powerful new typeface. The signature forms the foundation upon which the entire Graphic Identity Program is built. It combines the University's rich traditions and heritage with its present and future vitality.
In May 2001 the identity program was expanded with the introduction of five additional major design elements to communicate the Washington State University brand consistently in print and electronic communications. The additional elements include typography, a color palette, angled color blocks, circles, and off-perpendicular and special-effect photographs.
The identity program is designed to be flexible enough to meet the needs of a large, statewide institution serving a number of audiences while creating a strong brand presence for the University in the higher education marketplace. The campus community's enthusiastic application of the identity program guidelines is integral to building public awareness of the University's prestige and support for its mission.
Central Theme
The University's brand in print and electronic communications is built around the concept of "World Class. Face to Face." This concept typically is communicated by featuring students interacting with each other and with world-class faculty members in world-class facilities.
Photographs of two to four students actively engaged in a variety of challenging hands-on learning activities with a faculty member is the primary means of communicating the brand visually.