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”:

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 11.GOLD 3DARK 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 2BLUE 4ANTHRACITE 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.

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.

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 18 BRAND IDENTITY PRIMARY TYPEFACE MOUNTAINEERS FONT – NUMERALS – TWO COLOR – LIMITED USE The primary typeface can be used in the color variations shown below. Two color numerals are only available on gray backgrounds.

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 19 BRAND IDENTITY WORDMARKS

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 20 BRAND IDENTITY WORDMARKS

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 21 BRAND IDENTITY WORDMARKS WEST VIRGINIA 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”:

.5X

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 22 BRAND IDENTITY WORDMARKS WEST VIRGINIA 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. The recommended minimum size for printing wordmarks on all materials is .25” in cap-height. The cap height is the distance from the top of the capital letter to its bottom. Larger minimum sizes may be necessary for other media such as video and film, or products that require specialized manufacturing. There may be situations where West Virginia Athletics marks will need to appear smaller than the minimum shown (e.g., lapel pins, pens, pencils and CD spine labels). Contact WVU Brand and Trademark Licensing Office for guidance. 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 23 BRAND IDENTITY WORDMARKS MOUNTAINEERS 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”:

.5X

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 24 BRAND IDENTITY WORDMARKS MOUNTAINEERS 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. The recommended minimum size for printing wordmarks on all materials is .25” in cap-height. The cap height is the distance from the top of the capital letter to its bottom. Larger minimum sizes may be necessary for other media such as video and film, or products that require specialized manufacturing. There may be situations where West Virginia Athletics marks will need to appear smaller than the minimum shown (e.g., lapel pins, pens, pencils and CD spine labels). Contact WVU Brand and Trademark Licensing Office for guidance. 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 25 BRAND IDENTITY WORDMARKS MONTANI SEMPER LIBERI 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”:

.5X

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 26 BRAND IDENTITY WORDMARKS MONTANI SEMPER LIBERI The primary typeface can be used in the color variations shown below.

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 28 BRAND IDENTITY SECONDARY TYPEFACE

The secondary sans-serif typeface Frutiger was selected to complement the primary typography and directly tie back to the West Virginia Brand Identity. Frutiger is part of a family that offers an exceptionally wide range of weights, providing great versatility and legibility.

This typeface may be used as headline and body copy for athletics department marketing materials and support verbiage (i.e., specific sport marks, event tickets, brochures, etc.).

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 29 BRAND IDENTITY SECONDARY IDENTITY SECONDARY TYPEFACE—FRUTIGER

Frutiger 45 Light Frutiger 56 Italic ABCDEFGHIJKLMNOPQR ABCDEFGHIJKLMNOPQR STUVWXYZ 0123456789 STUVWXYZ 0123456789 abcdefghijklmnopqrstuv abcdefghijklmnopqrstuv wxyz wxyz

Frutiger 57 Condensed Frutiger 65 Bold ABCDEFGHIJKLMNOPQR ABCDEFGHIJKLMNOPQR STUVWXYZ 0123456789 STUVWXYZ 0123456789 abcdefghijklmnopqrstuv abcdefghijklmnopqrstuv wxyz wxyz

Frutiger 55 Roman Frutiger 75 Black ABCDEFGHIJKLMNOPQR ABCDEFGHIJKLMNOPQR STUVWXYZ 0123456789 STUVWXYZ 0123456789 abcdefghijklmnopqrstuv abcdefghijklmnopqrstuv wxyz wxyz

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 30 BRAND IDENTITY SPORT SPECIFIC

LOCK-UPS Sport-specific wordmarks supply freshness and uniqueness to products when needed as well as represent specific university athletics programs. They unify athletics and promote consistency across the brand by sharing a common visual language and hierarchy.

Each sport benefits from identification as part of West Virginia Athletics and assists in building the core brand while communicating the diversity of the athletics program.

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 31 BRAND IDENTITY SECONDARY IDENTITY SPORT SPECIFIC LOCK-UPS

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 32 BRAND IDENTITY SECONDARY IDENTITY WV / MOUNTAINEER WORDMARK – STACKED SPORT LOCK-UP 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”:

.5X

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 33 BRAND IDENTITY SECONDARY IDENTITY WV / MOUNTAINEER WORDMARK – STACKED SPORT LOCK-UP The sport lock-ups can be used in the color variations shown below.

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 34 BRAND IDENTITY SECONDARY IDENTITY WV / MOUNTAINEER WORDMARK – LINEAR SPORT LOCK-UP 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”:

.5X

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 35 BRAND IDENTITY SECONDARY IDENTITY WV / MOUNTAINEER WORDMARK – LINEAR SPORT LOCK-UP The sport lock-ups can be used in the color variations shown below.

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 36 BRAND IDENTITY PATTERN

Unique prints or patterns can create separation and elevate the West Virginia brand. A custom print has been designed to represent WVU and enrich the overall identity package. The Mountaineer Pattern is a distinguishing brand element that evokes consistency and ultimately a sense of pride in the institution.

The Mountaineer pattern serves as a complement to the flowing, progressive and strong lines of the Flying WV. The pattern, also reminiscent of the bold and scenic mountains of West Virginia, is a visual accessory, which can be used in a variety of ways, including but not limited to uniforms, graphics, publications and marketing. The Mountaineer Pattern provides an additional branding opportunity that will be identifiable by fans.

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 37 BRAND IDENTITY SECONDARY IDENTITY MOUNTAINEER PATTERN The pattern can be used in the color variations shown below.

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 38 BRAND IDENTITY SECONDARY IDENTITY MOUNTAINEERS SCRIPT – BASEBALL ONLY – ONE COLOR 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”:

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 39 BRAND IDENTITY SECONDARY IDENTITY MOUNTAINEERS SCRIPT – BASEBALL ONLY – ONE COLOR The logo can be used in the color variations shown below.

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 40 BRAND IDENTITY SECONDARY IDENTITY MOUNTAINEERS SCRIPT – BASEBALL ONLY – TWO COLOR 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”:

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 41 BRAND IDENTITY SECONDARY IDENTITY MOUNTAINEERS SCRIPT – BASEBALL ONLY – TWO COLOR The logo can be used in the color variations shown below.

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 42 BRAND IDENTITY SOCCER CREST

A point of pride for the West Virginia University women’s and men’s soccer teams, the WVU soccer shield debuted in 2004 following the women’s team’s first of 17 conference championships.

The shield serves to brand the two squads and follow the common practice among international soccer clubs to identify with a team shield. While the WVU soccer shield prominently features the Mountaineers’ school colors, the eye is drawn to the strength of the Flying WV in the middle of the shield. Proudly representing West Virginia University in the sport of soccer is the foundation for the two programs, and the crest leads the Mountaineers’ soccer brand.

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 43 BRAND IDENTITY SECONDARY IDENTITY WV SOCCER CREST – SOCCER ONLY 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”:

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 44 BRAND IDENTITY SECONDARY IDENTITY WV SOCCER CREST – SOCCER ONLY The crest can be used in the color variations shown below.

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 45 BRAND IDENTITY BRAND APPLICATION

When it comes to developing a brand, consistency is key. That doesn’t mean everything has to look the same. Using the brand identity system in a consistent manner will build credibility for the brand, speed recognition, and it also will differentiate us from the competition. As you evolve the design elements of current design systems, remember one of the cornerstones of a memorable brand experience is our continued, consistent expression of that brand.

The West Virginia Athletics Brand Identity System is designed to support a range of creative expression, from the calm to the dynamic. You can now infuse any expression with precisely the right tone to support the right marketing message for your audience. No matter what expression you choose, your communications will be supported by a foundation built on design integrity and quality.

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 46 BRAND IDENTITY BRAND APPLICATION INCORRECT USAGE

1 At no time should 2 Identity elements 3 Identity elements anything (other logos, should not be used as a should not be modi- type, etc.) be placed repeat in closed fied, stretched or over the identity patterns. distorted in any way. elements.

4 Identity elements 5 Identity elements 6 Identity elements should not be used in should not appear should not be outlined any other color combi- against any distracting in any other way other nations other than textures or repeated than those specifically those specifically called patterns. called out in this out identity manual. in this manual.

7 Identity elements 8 At no time should 9 Do not crop the should not be used as effects be added to the identity elements in an outline. identity elements. any way. (Glow, posterize, etc.)

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 47 BRAND IDENTITY BRAND APPLICATION INCORRECT USAGE

10 At no time should the 11 At no time should the 12 Identity elements proportions of the positions of the should not be tilted or sport lock-ups be identity elements in rotated. changed. the sport lock-ups be modified.

13 Do not fill primary 14 Identity elements 15 At no time should mark with textures or should not be placed additional graphics be patterns. on photographic added to the identity backgrounds. elements.

16 Never reproduce the logo at widths smaller than 1.5 inches.

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 48 BRAND IDENTITY BRAND & TRADEMARK LICENSING

West Virginia University has delegated the responsibility for this program to the WVU Brand and Trademark Licensing Office. A formal licensing program has been established to ensure university control over its identity, facilitate the process of securing authorization for legitimate third party uses, and to ensure that the University secures a legitimate royalty from the promotional or commercial use of the marks.

Nikki Goodenow Director Brand & Trademark Licensing Box 6903 48 Donley Street 3rd Floor Marina Tower Morgantown, WV 26506 P: (304) 293-4756

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY 49