THE UNIVERSITY IDENTITY
Contents Who we are 4
Audiences 12
Colors 16
Fonts 17
Logos 18
Other marks 22 Stationery and business cards 23 Campaign Style Guide 26
4 Who we are Who and colleges. Students who study at Wayne State gain a competitive advantage they won’t find State gain a competitive advantage they won’t Wayne and colleges. Students who study at anywhere else. Wayne State University is a premier public, urban research university in the heart of Detroit, with State University is a premier public, urban research Wayne are a a history nearly 150 years. We of opportunity and nationally recognized academics spanning education to nearly 28,000 students through 13 schools distinct university offering a real-world
Wayne State University Identity Manual
6 Academic Excellence is the primaryAcademic excellence the reason students attend Wayne mission of the university and guiding principle embodied in every is not just a brand campaign but a State. Aim Higher member and in the field from faculty Our students learn in the classroom of the university community. have the students faculty, with accomplished Working members at the forefront of their disciplines. sharpening as undergraduates, making their own discoveries and opportunity to conduct research State students pace than their peers at other colleges. Wayne their academic focus areas at a faster that is ranked in the university excellence of a major research can expect the academic rigor and this academic preparation and It’s intensiveness. highest category for research Carnegie Foundation’s to rewarding futures. experience that leads our graduates
Wayne State University Identity Manual 7
Who we are
8 to break down barriers and advance our understanding of the world. to break down barriers and advance Diversity isn’t a slogan at Wayne State; it’s a reality. We’re one of the nation’s 50 largest public 50 one of the nation’s We’re a reality. State; it’s at Wayne a slogan Diversity isn’t local Our students come from the most diverse student body. universities, with Michigan’s nearly every and a wide array of cultures and state, more than 60 countries, community, State gives students an advantage a degree at Wayne socioeconomic backgrounds. Pursuing lecture halls, In labs, for careers in a complex global economy. in the real world by preparing them from all walks of life work together students and faculty members classrooms and the community, Diversity
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Who we are 10
Wayne State University Identity Manual Michigan toaccommodatestudentscompletingtheir degreesclosertohomeandwork. university aren’t confinedtothecity. Wayne StatehassixextensioncenterslocatedthroughoutSoutheast restaurants andbars.OurcampusisDetroit,butthe advantages ofstudyingatamajorurbanresearch to mentiontworadiostations,asymphonyorchestra, ninetheatres,fivemuseums,andmorethan30 largest concentrationofcultural,educationalandmedical institutionsinSoutheastMichigan—not students live,learn,workandplayinaone-of-kindsetting.Within Midtown’s twosquaremilesliesthe acres ofgreenspaceandwalkingpathsinthemiddleabustlingurbanneighborhood,Wayne State a fullycommissionedpoliceforce ofnearly 60 officerswhopatrolcampusandMidtown24/7. With 200 of thesafestinMidwestthankstohardworkWayne StateUniversityPoliceDepartment, day.faculty participateinthereinventionofAmericancityevery OurbeautifulMidtowncampusisone it oneofthemostfascinatingcitiesinworld.AsaleaderDetroit’s resurgence,ourstudentsand Wayne StateisintheheartofDetroit,wherehistory, cultureandunparalleledeconomicresurgencemake Location 11
Who we are
12 Audiences varied as its hundreds of degree State University is a diverse institution with communities as Wayne needs flexibility to meet the needs of our diverse audiences. programs. A successful brand platform
Wayne State University Identity Manual
14 Current students, alumni, employees Content here will often speak to a specific topic or This group has a relationship with WSU. with other graphics/ There is a greater flexibility story. program. The goal is to tell a deeper the wordmark or the primary Either There can be less focus logo can be used. photography. on the green and yellow colors. Prospective students, general public, parents Prospective students, the AIM for this group should support meeting WSU for the first time. Material This group is just university who we are — a premier research standards and clearly explain HIGHER brand campaign colors represent a confident tone. School Content and photography should in the heart of Detroit. tagline and primary of the communication. The should be in the forefront used. logo should be
Wayne State University Identity Manual Board of Governors, Office of the President, donors, government officials
The tone for this group is typically formal. The wordmark or the university seal is often the mark used. The use of special colors may be incorporated.
Student groups, centers and institutes, partnerships While there will always be a strong recommendation to support the AIM HIGHER brand standards, these groups often have special needs and affiliations and will be treated on a case-by-case basis. Questions should be directed to the Office of Marketing and Communications. Audiences
15 % 0 K
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% 0 255 G M
0% 255 WHITE CMYK C RGB R HEX #FFFFFF SILVER PMS 877C % 100 K
% 0 Y
28 B % 0 32 M
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0% 33 GOLD PMS 871C PROCESS BLACK CMYK C RGB R HEX #000000 16 % 0 K
% 71 Y 105
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0% 255 HEX #FFCC33 GOLD PMS 1225C CMYK C RGB R % 60 K
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G 62% 12 CMYK C RGB R HEX #0C5449 GREEN PMS 561C Special projects office, donors, Board of The VIP audience (president’s require a more Governors, government officials) often Metallic and yellow. formal feel than the collegiate green cases. gold and silver can be used in special Colors 561 and 1225. represented in print work by PMS school colors are green and yellow, State Wayne an but the takeaway should be of each color required for documents, percentages There are not specific and white serve black as the as supporting colors, primarily colors. Unofficially, awareness of the school color of body copy.
Wayne State University Identity Manual Fonts
Font family
WSU general fonts are from the Stone family. Stone provides flexibility that can be used in any application — body copy, headlines, letterhead, etc.
Stone family ABCdef ABCdef Stone Sans Stone Serif ABCdef ABCdef Stone Sans Italic Stone Serif Italic
ABCdef ABCdef Fonts Stone Sans Semibold Stone Serif Semibold ABCdef ABCdef Stone Sans Semibold Italic Stone Serif Semibold Italic ABCdef ABCdef Stone Sans Bold Stone Serif Bold ABCdef ABCdef Stone Sans Bold Italic Stone Serif Bold Italic
17 Communications. The university seal is used on official through the Office of Marketing and documentation and material for the Board documentation and material for the Board of Governors or the Office of the President. of Governors or the Office of the President. Permission to use the seal must be obtained Permission to use the seal must be obtained Stone Sans Bold Upper Case PMS 561 100% A AIM HIGHER 18 constraints are an issue. communication is more formal in The wordmark can be used when nature, or when readability or size is used. The Warrior W in conjunction with the The Warrior AIM HIGHER tagline are the primary graphic elements used to represent the university to its external audiences. The Warrior W is a primary mark for The Warrior given first consideration when a logo of Wayne State University. It should be State University. of Wayne promotion and communication materials promotion and communication materials Logos W Primary mark – Warrior
Wayne State University Identity Manual Secondary logos
The goal of all Wayne State units should be to reflect a consistent identity standard and use the primary mark with AIM HIGHER. However, in instances where a supporting program or unit needs to be identified, AIM HIGHER can be removed and the specific unit can add their name.
A Stone Sans Semibold A Logos College of Nursing Sentence Case Eugene Applebaum PMS 561 College of Pharmacy and Health Sciences
This treatment is considered the official logo of all units (schools, colleges, programs, departments, student groups, etc.). Other graphics used as logos that exist outside of the standards in this document may not be supported by the Office of Marketing and Communications.
To have a secondary logo created, contact the Office of Marketing and Communications. Use only WSU-approved variations.
19 Black and white W 20 Solid Yellow W Solid Yellow the band Three-color Warrior W without Three-color Warrior Spirit marks primary be used when the are intended to State spirit marks the Warrior mark, Wayne are not Spirit marks or color concerns. to space, readability cannot be used due W, W. the Warrior intended to replace
Wayne State University Identity Manual Logo violations
WSU THEATRE
Do not alter the mark Do not change the color Do not combine the mark with other graphics
Do not stretch
21 School of Business Biology Department of History APEX Scholars the same page Department of Mathematics Department of Do not use more than one WSU logo on Do not use more than one WSU logo on School of Medicine Sponsors: 22
AYNE Do not treat the mark as a letter UNIVERS
Wayne State University Identity Manual Stationery #10 Businessenvelope Detroit, MI48201 42 W. Warren Office ofAdmissions admissions.wayne.edu W F 313-577-8101 T Detroit, MI48201 42 W. Warren Office ofAdmissions wayne.edu/admissions 313-577-3700 23 8.5 x11”Letterhead
Who we are Business card Business
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(313) 577-3700 (313) 577-8101 John Smith Dean of Students Center Welcome Warren 42 W. Detroit, MI 48201 Office: Fax: [email protected] 24 3 x 2.5” Business card College of Education Business card Business
Wayne State University Identity Manual Business cards
25 premier urban research universities. universities. research premier urban unique learning leverage the To of our city’s and heritage opportunities tone should tout lineage, the copy university and add the positives of the attitude whenever a pinch of Detroit and honest, possible. Always confident convey a message WSU copy should located in the of academic excellence urban environment. heart of a vibrant many overcome Detroit is a city that’s copy should challenges, and the net reflect that fearless conviction. The takeaway should always be an attempt to make the university more attractive to students looking for a unique and stimulating learning experience they world. find anywhere else in the won’t 26 Campaign tone Copy for AIM HIGHER communications should convey pride, assertiveness and the unabashed confidence of the city we call home. Detroit is a hub of culture, It also entertainment and creativity. happens to house one of the nation’s is our brand campaign. is our brand AIM HIGHER is to of the campaign The goal raise awareness and increase brand the institution. the reputation of expresses the The campaign material and differentiate key factors that define diversity and us: academic excellence, are brought to location. These ideas and music with life in words, pictures that is bold, self- an underlying tone assured and forthright.
Style Guide Campaign Campaign
Wayne State University Identity Manual Campaign-specific fonts
Brothers Bold is a strong font with a touch of vintage Detroit flair. The font should be used in major brand lines only. A brand line is defined by a statement that showcases who we are as an institution. Brothers bold should be used in uppercase only. League Gothic, a sleek and modern font, pairs nicely with Brothers Bold or can be used as a stand-alone headline. League Gothic can be used in all uppercase or in sentence case if it helps with readability.
ABCdef ABCD League Gothic Brothers Bold Campaign Style Guide League Gothic Regular
Warrior W
Diamonds
Brothers Bold
Billboard
27 05 | B WAYNE STATE UNIVERSITY | LANDSCAPE PHOTOGRAPHY STATE WAYNE Photos access distinct — its location, what makes WSU further illustrate materials should used in campaign The photos and inviting, Photos should be warm community. experiences, and a diverse campus and hands-on to research safe, fun environment. illustrating a vibrant,
Wayne State University Identity Manual Graphic elements
The graphic elements of the campaign are intended to draw visual interest and support the existing style of the campaign. The use of infographics can often replace large or otherwise confusing copy to add simplicity and aid in understanding. Campaign Style Guide
29 Warrior W Warrior Diamonds PMS 1225 Horizontal bar .25” PMS 1225 AIM HIGHER 30 8.5 x 11” Flier OPPORTUNITY IS OPPORTUNITY IS DETROIT WAITING FOR YOU IN WAITING FOR YOU IN URL Graduate Open House 13, 2014 Nov. 5-7 p.m. Thursday, Center WSU Welcome Free application State University’s Ready to move forward in your education? Attend Wayne Graduate Open House to learn about our more than 200 graduate programs. nancial aid, the Representatives will be on hand from our schools and colleges, fi ce of International Students and Scholars. ce, and the Offi Dean of Students Offi From engineering to medicine to the arts, our graduate programs will give you the hands-on experience and in-depth knowledge you’ll need to excel. Explore WSU graduate programs and RSVP at go.wayne.edu/grad-open-house. Alternate color Stone Sans Semibold White PMS 1225 Body copy Subheading Brothers Bold Uppercase, White Uppercase, Uppercase, PMS 1225 PMS 1225 Uppercase, Stone Sans Medium Stone Sans Semibold League Gothic Regular Campaign examples Campaign
Wayne State University Identity Manual Warrior W
Headline League Gothic Regular PMS 561 Sub-headline Stone Sans Semibold PMS 561
Body copy Stone Sans Medium Process Black
Square bullets Campaign Style Guide PMS 561
Horizontal bar .25” PMS 561 8.5 x 11” Flier
31 11 x 17” Poster 32 Postcard
Wayne State University Identity Manual Digital ads
AIM HIGHER Campaign Style Guide
OPPORTUNITY Major corporate headquarters, world- class hospitals and some of the nation’s fastest-growing businesses are within walking distance from our Midtown campus. Not to mention Wayne State’s own business incubator, TechTown, which has created more than 1,000 jobs over the last six years. With close proximity to industry partners such as Ford, General Motors, Henry Ford Health System, the Detroit Medical Center, DTE Energy, Quicken Loans and more, we’re in an epicenter of economic development. At Wayne State, you’re never more than a few blocks away from an in-demand career opportunity. WELCOME TO MIDTOWN DETROIT
Booklet
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Wayne State University Identity Manual 35
Who we are 36 Communications Office of Marketing and
Wayne State University Identity Manual