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West Virginia University Athletics Brand Identity Brand Identity Vision

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West Virginia University Athletics Brand Identity Brand Identity Vision WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY BRAND IDENTITY VISION The objective of this exercise is to make sure that the brand is consistent across all applications and captures new audiences in an authentic and meaningful way. This guide outlines the evolution of the athletics brand and will serve as a reference resource for implementing the West Virginia University Athletics brand identity system. It will provide helpful guidelines that enable West Virginia Athletics staff, partners and suppliers to express the West Virginia Athletics brand effectively and appropriately across a wide range of applications and media. WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 3 BRAND IDENTITY TABLE OF CONTENTS VISION ............................................................................... 3 BRAND OVERVIEW ............................................................ 5 PRIMARY IDENTITY FLYING WV MARK ............................................................. 7 COLOR PALETTE ...............................................................12 PRIMARY TYPEFACE .........................................................14 NUMERALS .......................................................................17 WORDMARKS ................................................................. 20 WEST VIRGINIA ........................................................... 22 MOUNTAINEERS .......................................................... 24 MONTANI SEMPER LIBERI ........................................... 26 SECONDARY IDENTITY SECONDARY TYPEFACE ................................................... 29 SPORT LOCK-UPS ..............................................................31 WV / MOUNTAINEER WORDMARK – STACKED .......... 33 WV / MOUNTAINEER WORDMARK – LINEAR ............. 35 PATTERN .......................................................................... 37 MOUNTAINEER PATTERN ............................................ 38 MOUNTAINEERS SCRIPT .................................................. 39 SOCCER CREST ................................................................. 43 BRAND APPLICATION INCORRECT USAGE .......................................................... 47 BRAND & TRADEMARK LICENSING ................................ 49 WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 4 BRAND IDENTITY BRAND OVERVIEW We’ve created the building blocks for communicating West Virginia Athletics’ brand identity in a unified, consistent way. Composed of core elements including logo, color and typography, as well as extended expressions including treatments and textures, this wide range of tools is designed to be flexible and expandable—so you can use your creativity to innovate across all media. To effectively define West Virginia Athletics brand experience, these core elements must be aligned across every touch point. The following sections provide creative guidance on how to use the brand palette. With a shared design sensibility, each element can be used to elevate the West Virginia Athletics brand in a way that is distinctive and immediately recognizable. The brand identity reinforces our commitment to create and sustain athletic programs for men and women characterized by comprehensive excellence. WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 5 BRAND IDENTITY PRIMARY IDENTITY WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 6 BRAND IDENTITY FLYING WV MARK Created in 1980, the Flying WV logo was inspired by and is a fitting tribute to the beautiful mountains of the state of West Virginia. The combination of a “W” and a “V” flowing in a progressive, yet strong pattern was immediately distinctive and is now recognized as one of the strongest collegiate logos in the world. It not only represents WVU Athletics, but West Virginia University as a whole. WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 7 BRAND IDENTITY FLYING WV MARK Sure, you can find the Flying WV logo on uniforms and countless products, but the famous logo can easily be spotted worldwide and is admired by WVU and non-WVU fans for its sleekness and versatility. Debuting on September 6, 1980 with the opening of New Mountaineer Field, a new coach roamed the West Virginia sideline and embarked on a Hall of Fame career. Don Nehlen would take West Virginia football to heights never seen before and with him on the sidelines was the newly created Flying WV. Acknowledging the rising popularity of the logo, other athletic teams began to adopt it in the following years. The University adopted it as the official school logo in 1985. To an entire state, the Flying WV represents a symbol of pride as the University is the state’s land grant institution, and the Mountaineers are West Virginia’s team. WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 8 BRAND IDENTITY PRIMARY IDENTITY FLYING WV MARK – ONE COLOR – PREFERRED WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 9 BRAND IDENTITY PRIMARY IDENTITY FLYING WV MARK – ONE COLOR – PREFERRED The protected area around the logo ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the “X”: X X X WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 10 BRAND IDENTITY PRIMARY IDENTITY FLYING WV MARK – ONE COLOR – PREFERRED The logo can be used in the color variations shown below. NOTE: Use good judgment to ensure legibility. A mark that is too small doesn’t serve any communicative function. There may be cases where it is difficult to allow the full-recommended clear space (e.g., a very small display ad), and your best judgment should prevail. It is very important that designers or desktop publishers do not attempt to construct the logo themselves. Do not reproduce the logo by scanning a previously printed version. Such “second-generation” art will degrade the quality of the image and may alter the scale of the various elements. WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 11 BRAND IDENTITY COLOR PALETTE HAIL WEST VIRGINIA Let’s give a rah for West Virginia When it comes to communicating The West Virginia And let us pledge to her anew, University Athletics brand, color is quintessential. The Others may be black or crimson, following color configurations show how West Virginia’s but for us it’s Gold and Blue. primary and secondary colors can be expanded analogously Let all our troubles be forgotten, to build harmonious color palettes and complementary Let college spirit rule, pairings. Color is one of the most important elements We’ll join and give our loyal efforts of the West Virginia identity system. For the good of our old school. The colors were adopted by the school’s upperclassmen It’s West Virginia, It’s West Virginia in 1890, according to West Virginia University: A Pictorial The Pride of every Mountaineer. History, 1867-1979. The color choices were taken from the Come on you old grads, join with us young lads, West Virginia state seal. Additionally, the words “gold and It’s West Virginia now we cheer! blue” are sung in the first verse of HAIL WEST VIRGINIA. Now is the time, boys, to make a big noise No matter what the people say, For there is naught to fear; the gang’s all here, So hail to West Virginia, Hail. WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 12 BRAND IDENTITY COLOR PALETTE PRIMARY PALETTE SECONDARY PALETTE 1.GOLD 3.DARK STEEL GREY PANTONE: PMS 124 C PMS 424 C CMYK: 0/30/100/5 30/20/19/58 RGB: 234/170/0 112/115/114 HTML: EAAA00 707372 MADEIRA: 1137 1041 ROBISON/ 2464 2565 ANTON: 2.BLUE 4.ANTHRACITE PMS 295 C PMS 447 C 100/69/8/54 50/30/40/90 0/40/85 55/58/54 002855 373A36 1043 1164 2303 2565 WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 13 BRAND IDENTITY PRIMARY TYPEFACE MOUNTAINEERS FONT Type tells a story. The right typeface, used consistently, builds character. The Mountaineers font fuses modern foundational forms with universal functionality. To assist in creating a consistent look for a wide variety of athletics communications, a custom display typeface and numeral set has been designed as an enhancement to the overall identity. Strong block typography is an essential component of the West Virginia Athletics heritage. It speaks to the no-nonsense, hardworking nature of players, coaches and fans. WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 14 BRAND IDENTITY PRIMARY TYPEFACE MOUNTAINEERS FONT – FULL ALPHABET WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 15 BRAND IDENTITY PRIMARY TYPEFACE MOUNTAINEERS FONT – FULL ALPHABET The primary typeface can be used in the color variations shown below. NOTE: Use good judgment to ensure legibility. A mark that is too small doesn’t serve any communicative function. There may be cases where it is difficult to allow the full-recommended clear space (e.g., a very small display ad), and your best judgment should prevail. It is very important that designers or desktop publishers do not attempt to construct the logo themselves. Do not reproduce the logo by scanning a previously printed version. Such “second-generation” art will degrade the quality of the image and may alter the scale of the various elements. WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 16 BRAND IDENTITY PRIMARY TYPEFACE MOUNTAINEERS FONT – NUMERALS – ONE COLOR – PREFERRED WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 17 BRAND IDENTITY PRIMARY TYPEFACE MOUNTAINEERS FONT – NUMERALS – ONE COLOR – PREFERRED The primary typeface can be used in the color variations shown below. NOTE: Use good judgment to ensure legibility. A mark that is too small doesn’t serve any communicative function. There may be
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