Communication & Branding Manual - WKU

10Logo UsageWKU Suggested TypefacesFor institutional publications and signage, the Myriad, Palatino and Trajan type families are suggested. These type families areavailable in basic regular, italic, bold and bold italic forms, and also in additional weights and condensed forms.The Myriad FamilyThe Palatino FamilyBASICBASICMyriad Roman ABCDEFGHIJabcdefghijMyriad Italic ABCDEFGHIJKLabcdefghijklMyriad Bold ABCDEFGHIJabcdefghijMyriad Bold Italic ABCDEFGabcdefghPalatino Regular ABCDEFGHabcdefghPalatino Italic ABCDEFGHIJKabcdefghijkPalatino Bold ABCDEFGHIabcdefghiPalatino Bold ItalicABCDEFabcdefgMYRIAD PROLight Condensed and Light Condensed Italic,Condensed and Condensed Italic, SemiboldCondensed and Semibold Condensed Italic, BoldCondensed and Bold Condensed Italic, BlackCondensed and Black Condensed Italic, LightSemicondensed and Light SemicondensedItalic, Light Semicondensed and LightSemicondensed Italic, Semicondensed andSemicondensed Italic, Bold Semicondensedand Bold Semicondensed Italic,Black Semicondensed and BlackSemicondensed Italic, Light and LightItalic, Regular and Italic, Semibold andSemibold Italic, Bold and Bold Italic,Black and Black ItalicPALATINO STDLight and Light Italic, Medium andMedium Italic, Black and Black ItalicThe WKU Logo was not createdfrom a type face. It is speciallymade of custom-designed typeforms. Do not attempt to recreate the WKU Logo from atype font. Always use officialWKU Logos from www.wku.edu/publications/downloads.php.The Trajan Family (titles & subheads)BASICTrajan Regular ABCDEFGHITrajan Bold ABCDEFGHIJKLTRAJAN PROTrajan Pro Regular ABCDEFGTrajan Pro Bold ABCDEFGHIJThe name “WKU” may appear intext in any typeface as long as itis not a substitute for official WKULogo artwork.

Logo UsageOptional Versions of the LogoThe WKU Logo and the tall version ofthe WKU Logo with Cupola may becentered in a square. Acceptable twocolor and one color versions are shown.Download these logos at www.wku.edu/publications/downloads.php.Tall Version, Two ColorThe square containing the WKU Logoshould be no smaller than 1” square.Unacceptable UsageTall Version, One ColorDo not put thelong version ofthe WKU Logowith Cupola ina square.11

12Logo UsageLogo SignaturesFor visual unity and improvedinstitutional recognition, Universityunits, departments, colleges, schoolsand regional campuses should useWKU logo signatures instead ofdistinct unit logos.The unit name may be placed to theright of the WKU logo, or be centeredor aligned-left under the logo. Theunit name should not crowd the logoaround the bottom of the “K”.WKU logos with the CupolaUse the same type arrangements withthe long and tall Cupola WKU logovariations.Department ofA logo signature consists of the WKUlogo in one of its three forms and theunit name in one or more suggestedtypefaces (page 10).With the WKU Element onlyThe unit name may be presented inone to three lines, depending on thelength.The unit name should fit between thetop and bottom of the “W”.Office ofDiversityProgramsBiologyUniversityCollegeTheatre & DanceCustom logo signatures can be created foryour unit by the University PublicationsOffice. Email publications@wku.edu torequest a logo signature.

Logo UsageLogo Signatures ExamplesLogo Signatures need not be limited to these examples.Contact University Publications for custom logosignatures for your unit.Department ofPolitical ScienceStudent Disability ServicesAcademic Advising andRetention CenterAcademic Advisingand Retention CenterPotter Collegeof Arts & Letters13

14Logo UsageWKU Print Publications ExamplesDesigns for WKU print publications need not be limitedto these examples. Contact University Publications forprofessional assistance with your print publicity.

Logo UsageWKU Logo on Vehicle ExamplesUse of WKU logos on vehicles need not belimited to these suggestions. Considerationshould be given to the color of the vehicle, andwhether the vehicle will be seen parked or inmotion most often.15

16Logo UsageWKU SignageWKU Wayfinding SignageSignage must conform to WKUlogo usage guidelines.WKU has implementeda hierarchy of wayfindingsignage from large directionalsigns to small buildingdirectories. The WKU logois displayed in a red bannerat the top of each sign. Signlocations, design and contentare determined by the CampusLandscape Architect in theoffice of Planning, Design &Construction.Building SignBuilding Sign PostSmall Directional SignMap SignBuilding Info SignFor interior & exterior display signage,like this example sign in the KentuckyMuseum Auditorium, contact the CampusLandscape Architect in the office ofPlanning, Design & Construction.Transit SignParking SignWide Directional SignLarge Directional Sign

Logo UsageWKU Stationery & Business CardsUniversity stationery and business cardsmust be purchased exclusively throughthe Printing Services website(www.wku.edu/printing).College or Regional CampusThere are approved layouts forletterhead stationery and envelopes,business cards (horizontal and verticalversions), and business reply mail.Variations must be approved byUniversity Publications.Unit NameWestern Kentucky University1906 College Heights Blvd. #0000Bowling Green, KY 42101-0000Custom information may be added tothe back of business cards. Examples ofcustom information include the WKUmission statement, QR codes, blogaddress, etc.Name, Ph.D.TitleTitleUnit NameUnit NameWestern Kentucky University1906 College Heights Blvd. #0000Bowling Green, KY 42101-0000phone: 270-745-0000270-745-0000fax: 270-745-0000e-mail: first.last@wku.eduweb: http://www.wku.eduOffice AddressName, Ph.D.TitleUnit nameWestern Kentucky University1906 College Heights Blvd. #00000Bowling Green, KY 42101-0000phone: 270-745-0000fax: 270-745-0000e-mail: first.last@wku.eduweb: http://www.wku.eduThe Spirit Makes the MasterWestern Kentucky University 1906 College Heights Blvd. #00000 Bowling Green, KY 42101-0000phone: 270.745.0000 fax: 270.745.0000 web: www.wku.eduEqual Education and Employment Opportunities Printing paid from state funds, KRS 57.37 Hearing Impaired Only: 270.745.538917

18Logo UsageWKU College and Academic Program BrochureThe challenge of creating a system of WKU college and program brochures is in making them recognizable as institutionalbrochures while keeping different programs, departments and colleges distinguishable one from another. The WKU standardprogram brochure cover design is planned to allow flexibility while maintaining common elements that identify the brochurewith WKU.There are three basic designs:the Single Photo Cover, theEight Window Cover, and theTestimonial Cover.As long as there is readabilityand color harmony, any areaor brochure element may beany of the approved colors:Eight Window CoverHalf Photo CoverCollege Department ProgramCollege Department Program(Photo)(Photo)College Department Program1”(Photo)3.5”RedFull Photo oto)CMYK: 0 100 75 4BlackCMYK: 0 0 0 100White(This area is filledwith an unobtrusivepattern.)GrayCMYK: 29 23 16 51COLLEGE NAME IF PROGRAM BROCHURECOLLEGE NAME IF PROGRAM BROCHURECOLLEGE NAME IF PROGRAM BROCHURE.25”

19Brochure ExamplesFull Photo CoverEight Window CoverRequired Elementson Back CoverCombination CoverProgram NameFor more informationvisit our home at:http://www.wku.edu/or contact:John Doeoffice: Something Hall 000email: john.doe@wku.eduphone: 270.745.0000Department of Program NameWestern Kentucky University1906 College Heights Blvd. #00000Bowling Green, KY 42101-0000phone: 270.745.0000fax: 270.745.0000ContactInformationWestern Kentucky University is an equal opportunity institution of highereducation and upon request provides reasonable accommodation toindividuals with disabilities. www.wku.edu/eooEOO Statement 2011 Western Kentucky University. Printing paid from state funds, KRS 57.375.Half Photo CoverKRS 57.375

20Logo UsageRestricted & Obsolete LogosRestricted LogosObsolete Logos The University SealAthletics LogosRESTRICTEDRESTRICTEDThe University Seal maybe used by the President’sOffice, on commencementmaterials, on certificates, onofficial university documents,and on high-quality souveniritems. It may appear inpublications as a historicalreference. The Seal shouldAll WKU Athletics logosand marks are restricted.Any use of these logosrequires permission.not be used as a WKU logo incurrent publications.Obsolete or restricted logoson commemorative plaquesdo not need to be changed.See the following page foradditional details regardingrestricted and obsoleteAthletic logos.The Centennial Logo(Oct. ’05–Jan. ‘07)The “University Logo”(1990-2007)OBSOLETEOBSOLETEThe WKU Centennialconcluded at the endof January 2007. TheCentennial Logo may nolonger be used. It mayappear in publicationsas a historical reference.Publications and stationerywith this logo shouldbe reprinted with theWKU Logo.The University Logo will notbe used in new publicationsor signage. It may appear inpublications as a historicalreference. Publications andstationery with this logoshould be reprinted with themost current WKU Logo.Signage and architecturaldecoration with this logo willbe refurbished with the WKUlogo as soon as feasible.WKU still owns the copyrightfor this logo. WKU does notpermit anyone to use this logoor any part of it.

21Logo UsageWKU Athletics LogosRestricted LogosObsolete LogosWKU Athletics logosare for use by AthleticsCommunications/MediaRelations and the WKUAthletics teams only.They are not appropriatefor use in academicpublications. The exceptionPlease note: The Towel and Big Red must always bered. In addition to the logos shown below, all logos forindividual sports are restricted.is Big Red, who may be usedin academic publicationsas a symbol of the studentbody. Any change oraddition to the approvedBig Red image files mustbe approved by AthleticsCommunications/MediaRelations. In academicpublications, Big Redis only an illustration,not a substitute for theWKU logo.NOTES ABOUT BIG RED: Must always be red Must always be shown withWKU on the front Big Red is neither male nor female Big Red cannot talk. Please donot portray talking with the useof conversation balloons.

22Advertising BasicsAdvertising BasicsMost of these principles can be applied to multipleadvertising channels, including television, radio, billboard,print ads, online display ads, etc. Your audience getsbombarded with thousands of advertising messages everyday and will only notice your advertisement after theyhave seen it multiple times. When you are tired of seeingit, they are just starting to notice! WKU Marketing andCommunications and University Publications are availableto assist with your advertising efforts. Visit www.wku.edu/marketingandcommunications for more information.Tout the BenefitsCut through the ClutterMake it easy to contact youRather than using your ad to tell what features you arepromoting, focus on how those features will benefit the personwho sees the ad. Everyone wants to know “What’s in it for me?”Include a Call to ActionIf there is a specific action you want the person who seesyour ad to take, tell them! Whether it’s to call you for moreinformation, to visit your website, or to make a purchase, bespecific in what you want them to do.The key to getting your ad noticed is to cut through theclutter and make your message stand out above the rest.Most people who see your ad will only skim the informationfor a split second, and if they don’t see something thatinterests them, they will move on immediately.Always include a prominent phone number and/or websiteaddress.Focus on a Main Messagewww.wku.edu/publications/downloads.phpWhen working on an advertisement, always know whatthe main message should be. Most ads should focus ononly one main message, rather than trying to put too muchinformation, which can create a cluttered look that isn’t easyto read.Use Less Text, More ImageryBecause most people quickly scan ads, they are more likelyto notice crisp, clear and attractive images, rather than text.Images should reflect the audience you want to attract.Use only approved WKU logosRefer to the logo usage section for appropriate use of WKUlogos and marks (pp. 5 - 21). Download approved WKU logos atInclude the WKU mottoAdding the University’s motto, “The Spirit Makes the Master,”is strongly encouraged.Be consistent across advertising channelsIf you are advertising in multiple channels (television, print,radio, etc.), be consistent in messaging and artwork. Yourefforts will be more widely recognized if the same ad is seenfrequently.

23StandardsStandardsPublicationsWKU print and web-based publications are importantcommunication tools for the University. Therefore,consistency in design is critical to building and maintainingthe WKU brand. As mentioned earlier, the use of the WKUmotto, “The Spirit Makes the Master,” on print publications isrecommended for unification and branding consistency.The University is required by law to include the followingstatements on all items printed with state funds.Printed with State Funds Statement: 2018 [or current year] Western Kentucky University.Printing paid from state funds, KRS 57.375Non-discrimination Statement:Western Kentucky University is an equal opportunityinstitution of higher education and upon request providesreasonable accommodation to individuals with disabilities.www.wku.edu/eooAny WKU print piece that will be seen on more thanone occasion, such as brochures, posters, event publicity,institutional or program recruitment materials, etc., arerequired to include these statements.These statements may be printed in the smallest legibletype size. They are not required on imprinted promotionalitems such as pens, string bags, mugs, etc. If you haveany questions about when or how to use the statements,please contact WKU Marketing and Communications at(270) 745-4720.Special attention should be paid to the Photography thatis used in every WKU print publication. Photos must behigh resolution (300 dpi or higher) for clarity and should beappropriate for the intended audience. Do not use photographswhich contain logos or references of any kind to other colleges oruniversities. It is also important to ensure that photos portray adiverse University environment.For best results with print materials, request assistancefrom University Publications. Call (270) 745-3812, emailpublications@wku.edu or visit www.wku.edu/pubrequest.

24StandardsWebsitesWKU Website Content and Design Best PracticesThe purpose of the University website guidelines is toensure a clear, memorable and consistent design structurethat is visible throughout the entire WKU website. TheWKU website serves as a key marketing and informationalsource for a variety of audiences. The website is importantfor enhancing initiatives such as:Standardized Website Design Elements: Prospective student recruitmentAlumni and donor relationsCommunity partnerships and media relationsFaculty recruitment and research promotionCurrent student information sharingA strong visual identity across all University-sponsoredchannels increases awareness and brand recognition ofour institution and our subsidiaries and therefore furthercommunicates WKU’s mission, vision and goals. It is forthis purpose that all web pages representing official WKUdepartments, recognized affiliates and units conductingofficial University business or residing on the wku.edudomain should be consistent in design and style in orderto build upon the WKU brand. Website publishers whoare responsible for keeping official University web pagesupdated are expected to abide by the highest standardsof quality and professionalism to ensure the best possibleexperience for the end user and to uphold the officialWKU web identity standards.There are a number of elements that should be included onall official University web pages. Many of these elementsare provided in the standardized templates that are availablethrough the University’s website content management system(CMS). To view the standardized website templates, refer topage 37, or visit www.wku.edu/webservices.WKU Logo, on each page of your website which links back tothe WKU home page (provided within CMS)Page Title (should be very short but descriptive)Top Banner and Footer (provided within CMS)Use of official university Typography: Myriad Family, PalatinoFamily and Trajan Family (predefined within CMS)Contact Us areas should include an easily accessible contacte-mail address, the department’s physical mailing address,phone number with area code, a faculty/staff directory, hoursof operation, and any social media links.Link back to the department’s homepage on each web page. Thisis because visitors may enter the website without first going tothe department’s homepage.Use of official University website color palette:Red is RGB 176, 30, 36 or hex #B01E24.Gray is RGB 51, 51, 51 or hex #333333.Black is RGB 0,0,0 or hex #000000.

Standards25Important Elements for a Web PageTop BannerWKU LogoColor PalettePage TitleLink back(breadcrumbs)University TypefacesContact InformationWKU complies with Kentucky’s adoption of th

6 Who should use this logo? All official academic and administrative units of WKU should use the WKU logo exclusively. Unit names may be incorporated into an approved logo signature (see pages 12-13). Entities housed at W