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.

 

W logo stacked over uppercase text Westminster University

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 logo left aligned to Westminster University text

W Icon

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

westminster university logo large icon


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).

W logo stacked to left of Westminster University, stacked above Bill& Vieve Gore School of Business text

 

W logo stacked above Westminster University, stacked above Bill& Vieve Gore School of Business text

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).

W logo stacked to left of Westminster University, stacked above Fitness, Wellness, & Recreation text

 

W logo stacked above Westminster University, stacked above Fitness, Wellness, & Recreation text

Logo Dos


W logo

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

stacked westminster university logo with purple margins

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

 

W logo stacked above text Westminster University

.5" Minimum for logo type

 

W logo

.25" minimum for "W" logo

Rotated W logo with Westminster University text below and to the right

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

Logo Don'ts


W logo with drop shadow

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

Old westminster logo with converse on a shield

Never use the old logo.

Westminster University in off brand font

Never change the “Westminster University” font.

Westminster University logo warped

Never stretch, warp, or squash the logo.

logo don't

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

logo don'tNever cover the logo.

logo don'tNever use multiple colors on the logo.

logo don't

Never use an outline of the logo.

 

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 University 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 | !@#?

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.

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

male student sitting in Commons on laptop

two female students walking together on campus

aerial shot of Converse with four students walking in front of it

three female students working on posters in classroom

Download Approved Photography Request new Photography

Templates

Download our PowerPoint templates to jump-start your next presentation. We also have an email signature and letterhead for use.