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.

Download Logos

Westminster College Logo

Logo Variations

Westminster College secondary logo

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.

westminster college logo large icon

W Icon

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

westminster college logo small icon

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.

Logo Usage and Guidelines

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

Dos

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

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

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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.

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Use the logo without the 1875 if printed smaller than one inch, or in embroidery, screen printing, and online.

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

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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).

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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).

Don'ts

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

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Never change the “Westminster College” font.

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Never use the logo in any color other than the official colors (Night, Thistle, Snow, Copper, Flint, Sky, and Birch).

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Never cover the logo.

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Never place a snow (white) logo on a purple background (birch, sky, and thistle make great substitutes for snow).

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Never use a Sky logo without Night or Thistle on the design.

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Never use a Birch logo on a Snow (white) background.

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Never use multiple colors on the logo.

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Never use the old logo.

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Never use an outline of the logo.

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Never stretch, warp, or squash the logo.

Download Logos

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

Print Logos      Web Logos      EPS Logos

Brand Colors

night

Night

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

Copper

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

Snow

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

Flint

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

Birch

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

Thistle

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

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.

Westminster College Typography Guide

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 | !@#?

Merriweather

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789 | !@#?

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.

Selection Criteria

  • 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

students talking in the commons

men's soccer game

student hiking in the mountains

students working on laptops in a classroom