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.
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.
The W icon may be used on its own for social media and less formal applications, such as t-shirts.
Small Scale W Icon
The W icon, in any version of the logo, may scale down to 1 inch before it is required to drop the 1875 from the shield. Below 1 inch, use the small scale W icon.
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.
Add approved photography into the W. The W logomark is a vessel, and you can use it to frame an image that best represents your program or office.
Use the logo without the 1875 if printed smaller than one inch, or in embroidery, screen printing, and online.
Rotate the W icon 90 degrees for less formal applications. Please do not rotate the logotype (“Westminster College”).
School logos: Westminster’s schools have official logos as well. The school logos can only be printed in three colors—night, copper, or flint (if needed to stand out against a dark background, birch or snow is also approved).
Centers and Offices: your campus organization can have its own logo. The visual branding includes a template that we can use to create an official college logo with your office or center’s name on it. These logos can only be printed in three colors—night, thistle, or flint (if needed to stand out against a dark background, birch or snow is also approved).
Never add any software effect to the logo (outlines, drop shadow, bevel, etc.).
Never change the “Westminster College” font.
Never use the logo in any color other than the official colors (Night, Thistle, Snow, Copper, Flint, Sky, and Birch).
Never cover the logo.
Never place a snow (white) logo on a purple background (birch, sky, and thistle make great substitutes for snow).
Never use a Sky logo without Night or Thistle on the design.
Never use a Birch logo on a Snow (white) background.
Never use multiple colors on the logo.
Never use the old logo.
Never use an outline of the logo.
Never stretch, warp, or squash the logo.
- PMS 274 C
- CMYK 100, 100, 34, 36
- RGB 33, 21, 81
- HEX #211551
- PMS 10134 Metallic
- CMYK 0, 55, 86, 43
- RGB 157, 88, 31
- HEX #9D581F
- PMS White
- CMYK 0, 0, 0, 0
- RGB 255, 255, 255
- HEX #FFFFFF
- PMS Black 6 C
- CMYK 100, 79, 44, 93
- RGB 16, 24, 32
- HEX #101820
- PMS 9064 C
- CMYK 0, 2, 12, 0
- RGB 241, 241, 222
- HEX #F1F1DE
- PMS 265 C
- CMYK 51, 61, 0, 0
- RGB 144, 99, 205
- HEX #8252C7
- PMS 306 C
- CMYK 75, 0, 11, 0
- RGB 0, 181, 226
- HEX #00B5E2
The primary typefaces for Westminster are Cera and Mercury. The two should be used for all professional, print, and marketing pieces.
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.
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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.
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.
- Select images that show individuals engaged in their surroundings
- Capture details of the focal object
- Consider unique and compositionally interesting cropping
- Select landscape images with a clear foreground, focal point, and background
- Mix and match black and white photography with color photography