Brand Visual Identity

Visual identity is the packaging or wrapping on a brand. It can be described as an empty vessel: the message of Westminster’s brand core fills it with meaning. When used consistently and over time, the images can take on and represent the meaning we fill them with.

Our logo is bold, independent, and confident. We honor our tradition as we reflect the modern mountain west.

The primary logo is the W icon stacked over the logotype. It is to be used as the first option for the majority of collateral.

All materials using Westminster University's logo or brand may be reviewed and modified to match brand guidelines.

UNIVERSITY PNG LOGOS UNIVERSITY VECTOR LOGOS SCHOOLS & COLLEGES LOGOS

Logo Variations

Secondary Logo

The secondary, or horizontal logo, is the W icon with the logotype aligned on the right. The logotype is also left-justified rather than centered. The secondary logo should only be used in situations where the primary logo is not a desirable option.

W Icon

The W icon may be used on its own for social media and less formal applications, such as t-shirts.

Logo Usage and Guidelines

Please read the following guidelines before downloading and using any variation of Westminster University's logo. All materials using Westminster University's logo or brand may be reviewed and modified to meet these guidelines.

Schools and university Logos

Westminster’s schools have official logos as well. They can be used in both the primary and secondary logo format. The school logos can only be printed in three colors—night, copper, or flint (if needed to stand out against a dark background, or snow is also approved).

Centers and Office logos

Your campus organization can have its own logo. The visual branding includes a template that we can use to create an official university logo with your office or center’s name on it. They can be used in both the primary and secondary logo format. These logos can only be printed in three colors—night, thistle, or flint (if needed to stand out against a dark background, or snow is also approved).

Logo Dos

Use the W icon on its own for less formal uses such as flyers and posters.

Add margins to the logo. The logo should be at least one “shield” distant from margins and other elements in your design.

.5" Minimum for logo type

.25" minimum for "W" logo

Rotate the W icon 90 degrees for less formal applications. Please do not rotate the logotype (“Westminster University”).

Logo Don'ts

Never add any software effect to the logo (outlines, drop shadow, bevel, etc.).

Never use the old logo.

Never change the “Westminster University” font.

Never stretch, warp, or squash the logo.

Never use the logo in any color other than Night, Thistle, Snow, Copper, or Flint.

Never cover the logo.

Never use multiple colors on the logo.

Never use an outline of the logo.

Never use a logo with 1875 in the shield.

Never place an image inside or behind a logo.

Brand Colors

Night

PMS 274 C
CMYK 100, 100, 34, 36
RGB 33, 21, 81
HEX #211551

Copper

PMS 10134 Metallic
CMYK 0, 55, 86, 43
RGB 157, 88, 31
HEX #9D581F

Snow

PMS White
CMYK 0, 0, 0, 0
RGB 255, 255, 255
HEX #FFFFFF

Flint

PMS Black 6 C
CMYK 100, 79, 44, 93
RGB 16, 24, 32
HEX #101820

Birch

PMS 9064 C
CMYK 0, 2, 12, 0
RGB 241, 241, 222
HEX #F1F1DE

Thistle

PMS 265 C
CMYK 51, 61, 0, 0
RGB 144, 99, 205
HEX #8252C7

Sky

PMS 306 C
CMYK 75, 0, 11, 0
RGB 0, 181, 226
HEX #00B5E2

Typography

Primary Typography

The primary typefaces for Westminster are Cera and Mercury. The two should be used for all professional, print, and marketing pieces.

Secondary Typography

The secondary typefaces are Lato and Merriweather. The two may be used campus-wide, by students and faculty when the primary faces may not be available.

Lato

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789 | !@#?

Download Lato

Merriweather

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789 | !@#?

Download Merriweather

* When designing in a program that will require an end-user to have the font installed to see it, Arial is a safe option to use and is sans-sarif like Lato and Cera.

Photography

More than any other element of the brand, photography has the power to communicate nuanced emotion and complex narratives in an instant. Avoid stock photos, paid models, overly posed set-ups or artificial emotion. Celebrate real people, natural light, unexpected moments, and genuine feeling.