Central Washington University Brand Identity Standards

Quick Guide October 2013

Brand Identity Standards These standards have been prepared to aid the CWU community in building a consistent visual image that reflects the institution’s mission, message, brand, and identity. This quick guide is a brief introduction to CWU’s brand identity standards. Questions regarding the appropriate use of the CWU brand, logos, and marks should be directed to the Office of Public Affairs.

Signature Central Washington University’s signature serves as the primary visual component of CWU’s communications efforts to strategically convey a consistent institutional brand identity. CWU’s signature consists of two elements: the CWU logo and the wordmark. These elements should always appear in a fixed relationship or lockup and should not be separated, altered, modified, or reformatted. Backgrounds should provide sufficent contrast and not distract or compromise the visibility of the signature. All publications in all media produced by the university need to correctly display the appropriate CWU signature. The signature includes single line and multiple line lockups. Color, black-only, and single color options are available. The full color, single line or stacked options seen below are the preferred versions for most applications.

CWU Tagline CWU is currently using the tagline “Learn. Do. Live.” The tagline should be used whenever possible on all CWU branded materials. The tagline does not need to be placed in any fixed location, and size can vary depending on the overall design of the piece. The tagline can be set in any legible font, but the preferred font family is Frutiger. CWU’s tagline should not be combined with any other taglines without prior approval of the Office of Public Affairs. Questions regarding the appropriate use of CWU’s tagline can be directed to the Office of Public Affairs. Below is an example of the university tagline combined with the signature.

For more information For additional CWU Brand Identity Standards information and FAQ visit: cwu.edu/public-affairs or contact the Office of Public Affairs at 509-963-1221.

2 CWU Brand Identity Standards Quick Guide Clear Space Clear or buffer space is an important component in allowing for the separation needed by the signature and other CWU marks from all other elements. It gives them the room they need to stand out. The easiest way to ensure enough clear space is included around a mark is to use elements of the mark for measurement such as the height of the “C” in the signature, the width of the medallion, or the width of the Wildcat head in the spirit mark. Half the width of the inner circle

Half the height of the C

Half the height of the C

Half the width of the inner circle

Half the height of the C

Half the width of the Wildcat head

Half the width of the Wildcat head

Blue indicates Clear Space. The Blue area must be kept free of all other graphical and visual elements. Other elements can be safely positioned up to the Blue line. Magenta indicates element alignment and boundaries.

Minimum Size CWU’s signature and marks should be displayed prominently on all materials where they are used. To maximize legibility in both print and electronic materials, use the following guidelines as a reference for minimum sizes: • CWU Signature and CWU logo: 1/4” (.25” or 1.5 picas) measuring from the top to bottom of the letter C in CWU. • CWU Medallion and CWU Seal: 1/2” (.5” or 3 picas) measuring top to bottom. • CWU Wildcat Spirit Mark and CWU Wildcat Medallion: 1/2” (.5” or 3 picas) measuring from the top to the bottom.

Single Color and Reversing CWU marks can be printed in a single color; however, the CWU signature cannot be divided into any two colors except for a combination of CWU Crimson, CWU Black, or White depending on the background color. When one color is to be used, good judgment should be exercised to insure that the color provides adequate contrast with the background. When reversing or using any CWU mark that incorporates the CWU Wildcat Spirit Mark on a black or dark background the darkest value should always be the primary outline of the Wildcat head (the widest part of the mane, inside of the mouth, eye, nose, etc.)

CWU Brand Identity Standards Quick Guide 3 Colors The official colors of Central Washington University are: CWU Crimson and CWU Black. CWU Crimson: For print: P  antone 7427C or CMYK: C0 M100 Y65 K30 For Web or other screen media: R  GB: R171 G0 B50 or Hex#: ab0032 CWU Black: For print: P  antone Process Black or CMYK: C0 M0 Y0 K100 or use a rich black, we recommend the following rich black: CMYK: C60 M40 Y30 K100 For Web or other screen media: RGB:  R40 G42 B41 or Hex# 2C2A29

Fonts/Typography The preferred CWU font for print, electronic communications, and marketing materials is the Frutiger family of type fonts. When Frutiger is not available, Arial is an acceptable alternate and is readily available on most computers. You can use other fonts in your print materials. Just remember that the goal is to select fonts that are easy-to-read and appropriate for your communications.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ .,?!&123456789

Frutiger Light Frutiger Light Italic Frutiger Roman Frutiger Italic Frutiger Bold Frutiger Bold Italic Frutiger Black Frutiger Black Italic Frutiger Ultra Black

Fonts are protected under intellectual property law and are subject to the same legal usage restrictions as other software. It is illegal to share or copy fonts beyond what your license agreement allows. If you would like to obtain licensed copies of this or other fonts, you may purchase them for your office in the same manner as software. A typical license covers five desktops per purchase. Please review the license details on each font that you purchase. If you have questions about font sources, contact the Office of Public Affairs.

4 CWU Brand Identity Standards Quick Guide The CWU Family of Marks In addition to the official CWU signature, CWU also offers a variety of other marks for various uses. In certain applications, the following marks may replace the official signature with the approval of the Office of Public Affairs. Official CWU marks, including the signature, should not be distorted, rotated, or altered in any way without prior approval of the Office of Public Affairs. CWU marks are trademarks and should carry the TM symbol. The CWU Signature. CWU’s signature serves as the primary visual mark of CWU’s communications efforts to convey a consistent institutional brand identity. The signature consists of two elements: the CWU logo and the Central Washington University wordmark. All publications in all media produced by the university need to correctly display the appropriate CWU signature. There are two variations of the signature: a single line and a stacked version. The CWU Logo. The CWU Logo may be used alone in instances where the quality of the official signature may be compromised, such as on pens or other small speciality items. The Central Washington University and CWU Wordmarks. The full name of the university or CWU may be used where the quality of the official CWU signature may be compromised, such as in small ad spaces or on speciality items.

The CWU Medallion. The CWU Medallion may be substituted for the official CWU signature where the quality of the CWU signature may be compromised, or where a square format mark visually is needed. A sans serif version of the medallion is available for uses where the quality of the serifs in the outer ring may be degraded. The CWU Wildcat Spirit Mark. A standardized Wildcat spirit mark has been developed featuring a Wildcat head, and alterations to the mark are not allowed. The CWU Wildcat Spirit Mark should never be used alone; it should always be used in conjunction with either CWU or the full name of the university. The Wildcat Spirit Mark may face either right or left. The CWU Wildcat Spirit Mark may be used as a graphic element provided the integratity of the mark, and its proportions are maintained. The CWU Wildcat Spirit Mark may be used in a wide variety of applications by university entities as a spirit mark. The CWU Wildcat Medallion and the CWU Wildcat Logo. The CWU Wildcat Medallion and the CWU Wildcat Logo may be used in wide variety of applications as spirit marks.

CWU Brand Identity Standards Quick Guide 5 The CWU Wildcat Spirit Signature. The CWU Wildcat Spirit Signature serves as less formal CWU signature. With the approval of the Office of Public Affairs, it may be used in place of the CWU signature when a less formal presence is needed. There are two variations of the signature: a single line and a stacked version.

The CWU University Seal. The university seal is reserved for the Office of the President, Board of Trustees, and formal university documents such as diplomas, transcripts, or certificates. It can be used in these instances in lieu of the CWU signature. The seal should not be used by CWU offices or departments on materials that represent individual departments or programs. Use of the university seal in other applications, except by the Office of the President, are subject to review and prior approval of the Office of Public Affairs.

CWU Athletics Marks CWU has also developed a set of Athletic marks for exclusive use by CWU Athletics. In certain applications, the following marks may replace the official signature with the approval of the Office of Public Affairs. Use of these marks by other areas of the university requires the prior approval of the Office of Public Affairs and the Director of Athletics.

For more information For additional CWU Brand Identity Standards information and FAQ visit: cwu.edu/public-affairs or contact the Office of Public Affairs at 509-963-1221.

6 CWU Brand Identity Standards Quick Guide CWU Stationary and Business Cards The stationery package has been designed for use by all CWU units. Official CWU stationary including letterhead, envelopes, and business cards can be ordered directly through the Copy Cat Shop on campus. Note: designs incorporating the official Athletics marks are available for the exclusive use by the Athletics department. CWU Letterhead There are three color options available for the letterhead: full color, two color, and black only. An electronic version of the letterhead is available in color or black only as a Microsoft Word document. The electronic version of the letterhead may be used for e-mail correspondence, or it may be printed on local department printers. If printed, it should always be printed on white paper stock. The electronic letterhead is not intended to replace official university letterhead. Please use traditional letterhead for letters sent through the mail. Electonic versions of the CWU letterhead can be downloaded at: cwu.edu/public-affairs/downloads. CWU Envelopes The same color options as with the letterhead are available for #10 and A6 envelopes. A black only color option is available for #9 envelopes. CWU Business Cards Official CWU business cards are available in either full color or two color versions. Design options are outlined below: 1) Primary CWU Business Card design: This design uses the CWU mountain logo with Central Washington University in a single line to the right. This is the preferred CWU business card design. It is available to all CWU departments and programs. 2) CWU Wildcat Spirit Business Card design: This design incorporates the CWU Wildcat with an encapsulated CWU wordmark, Central Washington University in a single line is placed to the right. This design is available to those areas of the university that are directly involved with CWU students where a less formal, “Wildcat Spirit” presentation is appropriate. Prior approval is required from the Office of Public Affairs for those wishing to use this design. A common back design, printed in black only, is available when additional space is needed. The back may be used for other icons, logos, marks (such as social media logos), or QR codes. Use of these secondary marks may be subject to review and approval of CWU Public Affairs. Photos (including individual portrait-type) and other graphic elements are not approved for use on either side of official CWU business cards.

CWU Brand Identity Standards Quick Guide 7 E-mail Signature Blocks

CWU Sub-branding

CWU branded e-mail signature block designs are available for use by CWU departments and programs. CWU branded signature blocks should not be altered without prior approval of the office of Public Affairs. Signature blocks can be requested through the Office of Public Affairs. Central Washington University LEARN. DO. LIVE.

Name, Title

Name College of Education and Professional St

Department Name

Title 509-963-xxxx (O) 509-963-xxxx (F) Central Washington University LEARN. DO. LIVE. [email protected]

509-963-xxxx (O); 509-963-xxxx (F); xxx-xxx-xxxx (M) [email protected] 400 East University Way Ellensburg WA 98926-xxxx

College of Education and Professional Studies

cwu.edu C e n t r a l Wa s h i n g t o n U n i v e r s i t y

wildcatsports.com

LEAR N . D O . LIVE .

Central Washington University • 400 East University Way • Ellensburg WA 98926-7570

CWU Athletics e-mail signature block Central Washington University LEARN. DO. LIVE. (exclusive use by CWU Athletics)

University Housing and New Student Pro Central Washington University LEARN. DO. LIVE.

College of the Sciences

Sub-brand Signature Artwork

Central Washington University LEARN. DO. LIVE.

College of the Sciences

The branding of CWU is of paramount importance. Department, division, program, or university location names can be combined with the CWU signature to create a sub-brand mark. The sub-brand mark may be used when representing that specific university unit. Individual units should not create their own logo or mark.

Central Washington University LEARN. DO. LIVE.

University Housing and Central Washington University New Student Programs

Department of Central Washington University Theatre Arts Department of Theatre Arts Des Moines LEARN. DO. LIVE. Central Washington University LEARN. DO. LIVE.

Treat the sub-brand signature as artwork, not as typography. Sub-brand signatures can act as the primary mark in some applications. However, the official CWU signature should appear on all print collateral in a secondary position, such as the back cover. The same spacing guidelines as for the primary CWU logo signature will apply to sub-brand signatures.

Department of Central Washington University LEARN. DO. LIVE. Theatre Arts DesDepartment Moines of Learn. Do. Live. Theatre Arts Central Washington University

Department of Central Washington University Theatre Arts Department of Theatre Arts

Both formal and spirit styles of the sub-brand marks are available through the Office of Public Affairs.

University Housing, Wellness, and New Student Programs

College of Education and Professional Studies

Trademarks Licensing Program

University Housing and New Student Programs

The purpose of the Trademark Licensing Program at Central Washington University is to protect the name and trademarks of the University such as the Wildcat Head, while enhancing the institution’s image in a resale situation. Department of Department of This is ensured through the approval of the use of the trademarks Theatre on high Arts quality, tasteful merchandise. Theatre Arts Department of

Department of

Theatre Arts Theatre Arts The Collegiate Licensing Company (CLC) is the licensing representative for CWU. As CWU’s representative, CLC is responsible for administering the licensing program, including processing applications, collecting royalties, approving usage of trademarks and enforcing proper usage. If someone is interested in obtaining a license to produce CWU merchandise, they must contact CLC to obtain an application.

University Included on the following two pages of this guide are CLC’s guideline sheets for use ofHousing, CWU’s marks. For additional information concerning CWU’s Trademarks Liscensing Program, please contactWellness, the Officeand of Public Affairs. New Student Programs

University Ho New Student

8 CWU Brand Identity Standards Quick Guide

CWU Brand Identity Standards Quick Guide 9

10 CWU Brand Identity Standards Quick Guide Graphic Elements A variety of graphics elements have been developed to support the visual branding of CWU. A sampling of those graphics are shown below. This collection grows and changes over time as new graphics are development or old ones are retired. Contact the Office of Public Affairs for information about CWU graphic elements that are currently in use and how they can be used.

CWU cartoon paw printsCWU Mountain SilhouetteCWU Mountain

CWU Wellington Paw Prints CWU Wildcat paw print

CWU Silhouette Mountain

Photography High-quality photography is critical to the success of the university’s branding image. All areas of the university are encouraged to carefully evaluate the images being used in their publications (print and electronic) to ensure that they meet university standards and present a professional image of the university to external audiences. CWU departments and programs are highly encouraged to use our outstanding CWU staff photographers. Stock CWU photographs can be found in the CWU Photo Gallery at cwu.edu/photo-gallery/node/2501. CWU’s Facebook page is another good source for finding photos of CWU events. If high resolution versions of the photos are needed, you will need to contact the CWU Wellington Paw Prints department or individual who posted the images on Facebook, or for high resolution versions of the photos in the CWU Photo Gallery contact our campus photographer at: 509-963-2854 or [email protected]. Technical Guidelines Photos should be high resolution. Set your camera’s picture size (resolution) to its highest setting. Low-resolution photos are not usable for print publications and may not be for some Web uses. Ideally the minimum size for a file should be 9 inches by 12 inches, at a resolution of 300dpi — that is, 2700 x 3600 pixels. Formats should be one of the following: high resolution JPEG files (.jpg), TIFF (.tif) files, or RAW. Photos should be in color (RGB) and use 24-bit or higher color depth. Don’t edit or alter the photograph. Do not crop the in-camera image too tight. Copyright Guidelines Do not use copyrighted photographs, video, or audio under any circumstances unless the copyright holder has granted the appropriate written permission for the intended usage, print as well as Web. If you don’t know who owns an image or where it came from, or if you have not been granted express permission to use an image, do not use it. You should not just download an image from a website or copy one that you’ve seen in a publication to use in your department brochure or website without the appropriate written permission of the copyright holder. When downloading images from the Web other things to consider are: images on the web are generally low resolution and will not reproduce well in printed publications and look quite grainy if enlarged; and photos on the web are protected by copyright law. Permission/Model Releases CWU adheres to the following guideline: As a public university, CWU often uses images and video of public campus life, events, ceremonies, and other university activities to advance the mission of the institution. By visiting, registering CWU Mountain at, or being employed by CWU and being present in a public setting, you authorize the use of and reproduction by the university to any photographs or video taken while at CWU, without compensation. All photo and video files are university property, solely and completely. CWU photographs and video and those from freelancers should be considered to be copyrighted materials.

CWU Mountain

CWU Mo

CWU Brand Identity Standards Quick Guide 11 Whenever possible, CWU photographers identify themselves and seek verbal permission when making photos. They inform subjects about the potential uses of the photo. In instances when an individual asks to not be photographed, CWU photographers comply with those wishes. Written permission is required, however, for photos or videos of children, or subjects who are primarily being featured in advertisements in which a person’s name, image and/or likeness are being used in a context that implies endorsement. Sample photo releases are available from the CWU photographer. When photos are supplied by an outside individual or group, permission to use them is implied, but you should check with them to make sure permission has been granted by the creator and the subjects, and that appropriate photo credits are published.

Affirmative Action Statements When possible, one of the following statements should be included on any CWU marketing/promotional material. Long Version Central Washington University is an AA/EEO/Title IX Institution. CWU’s policies and practices affirm and actively promote the rights of all individuals to equal opportunity in education and employment without regard to their race, color, religion, creed, national origin, sex, sexual orientation, gender identity, gender expression, age, marital status, disability, or status as a protected veteran. Central Washington University complies with all applicable federal, state, and local laws, regulations, and executive orders. Direct related inquiries to Equal Opportunity, Bouillon Hall, room 205, Ellensburg, WA 98926-7425; Telephone 509-963-2205; or e-mail [email protected]. Persons of disability may request this material in alternative format or make arrangements for reasonable accommodations by calling (name of department) at (department phone number) or by leaving a message on TDD 509-963-2143. Short Version CWU is an AA/EEO/Title IX Institution. For accommodation e-mail: [email protected].

Logo Downloads and Templates (available in the near future) CWU Logo Downloads CWU official logo files are prepared as high resolution eps (vector) and png files. The files may be “placed” or “inserted” into a variety of applications, such as InDesign, PowerPoint, Word, and Publisher. They can be “opened” in Illustrator or Photoshop. The eps files are recommended for print uses, and the png files for online/Web use. For more information about print and web-ready logos, and CWU logos in other file formats (pdf, tif, jpg), contact the Office of Public Affairs. Templates Public Affairs offers a series of templates for your convenience. The downloadable files are supplied in Adobe InDesign CS6. An additional IDML file that can be opened in CS5 and a folder of all the linked graphics complete each zipped set of files. The font used in the templates is: Frutiger. Frutiger also matches the font used in CWU’s official signature logo graphic. Please note that if your system doesn’t contain this font, it will insert substitutes. Fonts are protected under intellectual property law and are subject to the same legal usage restrictions as other software. It is illegal to share or copy fonts beyond what your license agreement allows. If you would like to obtain licensed copies of this or other fonts, you may purchase them for your office in the same manner as software. A typical license covers five desktops per purchase. Please review the license details on each font that you purchase. For more information about these templates, font sources, or for graphic design assistance, contact the Office of Public Affairs.

For more information For additional CWU Brand Identity Standards information and FAQ visit: cwu.edu/public-affairs or contact the Office of Public Affairs at 509-963-1221.

12 CWU Brand Identity Standards Quick Guide Quick Tips Typography Tips Here are a few general rules: • Do not put two spaces after a period or colon. • Do not use more than two fonts in your design project. • Use decorative fonts sparingly.

Photography Tips Here are some tips for photographing events and people: • Capture action and interaction • For group or individual shots, move in close to fill the picture with your subjects • At social events, avoid photographing people who are chewing food or holding drinks • Pay attention to lighting • Set your camera’s picture size (resolution) to its highest setting. • Choose a location that avoids unwanted background details

FAQ How do I start a Public Affairs project request? It is never too early to contact the Office of Public Affairs to discuss an upcoming project you may have. But, before the Public Affairs staff can begin work on your project you will need to submit a project request to the Office of Public Affairs. Public Affairs’ project request forms can be found online at: cwu.edu/~web/public-affairs. Fill out as much information on the request form as you can, attach copy and photos you would like used in the project, then submit the form. Someone from Public Affairs will contact you to guide you through the next steps in the design process. What is CWU’s graphics/editorial approval process, when do I need to use it? The graphics approval process has been implemented by CWU to help insure that the university’s brand is maintained in any marketing/promotional materials that represent the university. All CWU marketing/promotional materials need to go through a graphic/editorial review and approval process by the Public Affairs office. If you have materials needing that review, you can send a pdf or jpg file to Teri Olin ([email protected]) or Bret Bleggi ([email protected]) — it is usually best to copy both on the e-mail. One of them will try and get back to you within two working days with the approval, or comments on changes that may be needed. Please allow sufficent time for this process, and to make any necessary changes to your artwork. No after-the-fact graphics/editorial approvals will be given.

For more information For additional CWU Brand Identity Standards information and FAQ visit: cwu.edu/public-affairs or contact the Office of Public Affairs at 509-963-1221.