Contents. Contacts. Executive Summary. Visual Identifiers. Approved Colors. Preferred Fonts. Correct Usage. Legal Information. University Print Shop

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1 GRAPHIC STANDARDS

2 Contents Executive Summary Visual Identifiers Approved Colors Preferred Fonts Correct Usage Legal Information University Print Shop University Stationery Contacts Office of Communication and Marketing, , fax Director of Communication and Marketing Ann Underwood, aunderwood@wtamu.edu, Senior Designer Catherine McGovern, cmcgovern@wtamu.edu, Updated June 2015

3 Executive Summary University and University-supported entities may not create/ display logos and/or tag lines that compete with or replace WTAMU approved symbols or the Discover the Buff in You tagline. These standards apply to all visual representations of WTAMU, including print communications, electronic communications, websites and specialty items. Every piece must prominently include at least one of the following visual identifiers: Horizontal logo Stacked logo Vertical logo Unit logo Spirit WT symbol University wordmark Acronym symbol Flame symbol Buffalo symbol These visual identifiers must be WTAMU maroon, white, black or gray and must be placed over a background so that they are distinguishable and maintain the integrity of the logo. The choice of visual identifier(s) will be determined by purpose, audience and space availability. Visual identifiers must be displayed prominently and must be presented according to the guidelines outlined in this document and may not be distorted, altered, combined with any other design to create a new logo, replaced by other artwork, defaced or vandalized in any way. West Texas A&M University Graphic Standards 3

4 Visual Identifiers 4 West Texas A&M University Graphic Standards

5 West Texas A&M University Three variations of the West Texas A&M University logo (1) horizontal logo, (2) stacked logo and (3) vertical logo in order of preference, have been designed and adopted for use on all visual representations of WTAMU, including print communications, advertising, electronic communications, website and specialty items. The choice of logo will be determined by purpose, audience and space availability. (1) (2) West Texas A&M University Graphic Standards 5 (3)

6 Symbols Symbols are supplementary trademarked identifiers for West Texas A&M University. Symbols should never be used in combination with any other image or type to create another logo. Symbols may be primarily used to stand alone on specialty items when space is limited but must never replace the full university logo on official communications. Buffalo Flame Spirit WT Acronym 6 West Texas A&M University Graphic Standards

7 University Wordmark The University wordmark is the official style and typeface when using the name West Texas A&M University on all visual representations of WTAMU. The official wordmark always reads exactly as West Texas A&M University. One space should appear before and after but not between the A, the & and the M. If the flame symbol is used with the wordmark, the preferred form to use is the horizontal logo. If using the wordmark alone on the cover of a publication, the flame must be used in another area of the outside cover. Unit Logos Logos have been developed for all University entities. These logos may be used in place of the University logo on unit-specific materials, such as a college brochure; however, the same usage rules apply (see page 16). Because each logo is different and requires special attention to spacing and other graphic details, contact the Office of Communication and Marketing at before using and to receive your approved unit logo. West Texas A&M University Graphic Standards 7

8 Tagline The tagline is designed to complement the strength of the University mascot as a means to describe the power and stability of West Texas A&M University. The tagline should be used secondary to the University logo and may never be used alone. 8 West Texas A&M University Graphic Standards

9 West Texas A&M University Seal The West Texas A&M University seal is the most sacred of all University logos. Its use is restricted to formal applications, such as official documents, diplomas, certificates, flags and ceremonial materials. Reserved for presidential use, the seal should never give the impression it is the seal of any division, department or entity within the University. The WTAMU seal may not be used without express permission from the President s Office. The Texas A&M University System Seal There may be some occasions when it is appropriate to use The Texas A&M University System seal. The A&M University System seal may not be used without express permission from the President s Office. Please note the A&M University System Seal appears in a maroon differing from that of West Texas A&M. For more information, refer to the A&M System style and graphic guidelines at tamus.edu/marcomm/brandguide West Texas A&M University Graphic Standards 9

10 Approved Colors 10 West Texas A&M University Graphic Standards

11 Pantone Maroon The primary colors on all University materials (print, web and promotional) should be maroon and white, the official school colors. In printer s language, the official WTAMU maroon is Pantone Matching System (PMS) 202 for coated (C) stock or PMS 201 for uncoated (U) stock. For applications without PMS capability, use CMYK values C: 9, M: 100, Y: 64, K: 48 for coated and C: 8, M: 89, Y: 59, K: 22 for uncoated. Digital and inkjet printers such as Xerox and desktop printers should attempt to match 202C as close as possible regardless of stock. 202C Coated C: 9 M: 100 Y: 64 K: U Uncoated C: 8 M: 89 Y: 59 K: 22 Digital Maroon For digital use including TV, campus monitors, web usage and other digital media, the WTAMU maroon is represented by hex code # For applications without hex capability, use RGB values 102, 0, 0. For questions about web colors, contact the web communication manager # and R:102 G: 0 B: 0 Accents The primary colors on all University materials should be maroon and white, the official school colors. Accent of black and gray are given preference over other colors which may be used as attention grabbers in limited quantities. The University s website home page illustrates the proper use of maroon, white and accent colors in WTAMU s color palette. For questions about approved colors and their use, contact the Office Communication and Marketing Other Information Some suppliers for items such as T-shirts, specialty items and paint may not reference PMS colors. Regardless, colors should match PMS 202C as closely as possible. The Strategic Marketing Affiliates (SMA) approved thread colors are: Madeira 1385 and RA Color swatches are shown here as examples only. Only professional printers can match PMS colors accurately. West Texas A&M University Graphic Standards 11

12 Logo Color Whenever possible, the University s logos and symbols should appear in maroon or reversed out of maroon. Logos and symbols may also appear in black or reversed out of black. No symbols or logos, including departmental logos, may appear in any colors other than maroon, white or black. 12 West Texas A&M University Graphic Standards

13 Proper Color Use Example This mock-up of the University s home page illustrates the proper use of maroon, white and accent colors in WTAMU s color palette. West Texas A&M University Graphic Standards 13

14 Preferred Fonts 14 West Texas A&M University Graphic Standards

15 Font Usage Preferred fonts for WTAMU materials are the font families Helvetica Neue and Times Europa LT Std. If these fonts are not available, acceptable alternatives are Arial and Times New Roman. Regardless of font availability, body text should always be neat, readable and never typed in a fashion font. Helvetica Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue 57 Condensed Helvetica Neue 67 Medium Condensed Helvetica Neue 77 Bold Condensed Helvetica Neue 87 Heavy Condensed Helvetica Neue 65 Medium Helvetica Neue 75 Bold Helvetica Neue 85 Heavy Helvetica Neue 95 Black Helvetica Neue 63 Medium Extended Helvetica Neue 73 Bold Extended Helvetica Neue 83 Heavy Extended Times Europa LT Std ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Times Europa LT Std Roman Times Europa LT Std Italic Times Europa LT Std Bold Times Europa LT Std Bold Italic Font families shown here are a selection only. Helvetica Neue contains over 45 different weights and styles that are acceptable for University publications. West Texas A&M University Graphic Standards 15

16 Correct Usage 16 West Texas A&M University Graphic Standards

17 University Logo Use The University logo must appear prominently on the primary surface (most often the front cover) of all University publications. On publications with more than one printed surface, a logo, wordmark or symbol should also appear on the secondary outside surface. Had an amazing time at my WT tour today #wtvisit #ichosewt Graduation is calling our name. #wtvisit CAMPUS VISITOR GUIDE I m so ready for my future here at WTAMU!!! #wtvisit #ichosewt #WTAMU is the best!! You need to be here!! Finally got the news! So excited to be a buff! #wtamu #ichosewt WEST TEXAS A&M HERE I COME! #wtamu #ichosewt #WTAMU18 Not gonna be able to sleep till I get that acceptance letter!! #wtamu #wtvisit #ichosewt IMPORTANT WEBSITES wtamu.edu/admissions wtamu.edu/scholarships wtamu.edu/financialaid applytexas.org fafsa.ed.gov A member of the Texas A&M University System - Nov West Texas A&M University Graphic Standards 17

18 Special Events University and student group events are exempt from selected portions of the Identity System guidelines. Organizers may use an event-specific theme, slogan or artwork as long as it complements and does not alter, deface, vandalize, etc. existing University visual identifiers. Requests for marketing materials may be made at wtamu.edu/creativerequest 18 West Texas A&M University Graphic Standards

19 Size Minimum size applications for University logos are 4-inch width for the horizontal logo, 2-inch width for the stacked logo and 1-inch height for the vertical logo. If used by itself, the flame symbol should be at least 1/2 inch in height. Specialty items are allowed exceptions due to space limitations. 4 inches 2 inches 1 inch 1/2 inch West Texas A&M University Graphic Standards 19

20 Unacceptable Usage The following examples exhibit prohibited uses of University logos and symbols. For art approval and questions about the use of University identifiers, contact the Office of Communication and Marketing DO NOT distort, stretch or in other ways change the proportion of any of the WTAMU logos or symbols. DO NOT change type or add other type or images to modify or create a new logo. Department and student organization logos may be requested from the Office of Communication and Marketing and must adhere to style guidelines. West Texas Office of Communication and Marketing DO NOT crowd University logos. All symbols should retain a protected area that remains free of distracting type or imagery. An area at least the width of the x in Texas should be maintained around the WTAMU logos. DO NOT use old University logos in tandem with or as a replacement for current University identifiers. 20 West Texas A&M University Graphic Standards

21 DO NOT rotate the logo. DO NOT crop or in any other way deface the logo. DO NOT change of the color of the logo or use more than one color. Approved colors for the WTAMU logos and symbols are maroon, black and white. Maroon takes preference over other colors. DO NOT place the logo over a busy photograph, background or non contrasting color. West Texas A&M University Graphic Standards 21

22 Legal Information 22 West Texas A&M University Graphic Standards

23 Trademark and Licensing The University s visual identifiers are registered through the state of Texas and licensed with Strategic Marketing Affiliates (SMA). This trademark licensing creates cooperative working relationships between the University, the manufacturers of approved and authorized products and the retail community. It assures that all merchandise bearing a WTAMU visual identifier promotes and protects the image of the University while fulfilling the needs of consumers. Retail items and promotional materials bearing a WTAMU visual identifier must be purchased through an SMA-licensed vendor. The University s trademark licensing program is directed by Ann Underwood, director of communication and marketing. She may be contacted with questions concerning licensing at or aunderwood@wtamu.edu. DO NOT use any University logos or symbols without the trademark (TM) marker. West Texas A&M University Graphic Standards 23

24 University Print Shop 24 West Texas A&M University Graphic Standards

25 Ordering Prints The University awards exclusive printing rights to companies based on competitive prices, quality and ability to meet the University s needs. All printed materials from campus entities must be ordered through the University Print Shop. The Print Shop will produce or bid your job out to an approved contracted printer depending on quantity and complexity of the job. For more information on printing, contact the Print Shop at or printshop@wtamu.edu. Print requests may be submitted at wtamu.edu/printshop. West Texas A&M University Graphic Standards 25

26 University Stationery 26 West Texas A&M University Graphic Standards

27 Ordering Official Stationery There s no reason to spend much time on official WTAMU letterhead, envelopes and business cards. These items are based on strict guidelines and must be ordered through the University Print Shop using the form at wtamu.edu/printshop. Please provide Print Shop personnel with your name, title, office/department, University mailing address, phone and fax numbers and address, and they ll take care of the rest. West Texas A&M University Graphic Standards 27

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