Our Brand

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Visual identity is the packaging or wrapping on a brand. It can be described as an empty vessel: the message of Westminster’s brand core fills it with meaning. When used consistently and over time, the images can take on and represent the meaning we fill them with.

Our logo is bold, independent, and confident. We honor our tradition as we reflect the modern mountain west.

Primary Logo

The primary logo is the W icon stacked over the logotype. It is to be used as the first option for the majority of collateral.

Secondary Logo

The secondary, or horizontal logo, is the W icon with the logotype aligned on the right. The logotype is also left-justified rather than centered. The secondary logo should only be used in situations where the primary logo is not a desirable option.

W Icon

The W icon may be used on its own for social media and less formal applications, such as t-shirts.

Small Scale W Icon

The W icon, in any version of the logo, may scale down to 1 inch before it is required to drop the 1875 from the shield. Below 1 inch, use the small scale W icon.

Color

Night

  • PMS 274 C
  • CMYK 100, 94, 0, 5
  • HEX #211551

Copper

  • PMS 10134 Metallic
  • CMYK 0, 55, 86, 43
  • HEX #9D581F

Snow

  • PMS White
  • CMYK 0, 0, 0, 0
  • HEX #FFFFFF

Flint

  • PMS Black 6 C
  • CMYK 100, 79, 44, 93
  • HEX #101820

Birch

  • PMS 9064 C
  • CMYK 0, 2, 12, 0
  • HEX #F1F1DE

Thistle

  • PMS 265 C
  • CMYK 51, 61, 0, 0
  • HEX #9063CD

Sky

  • PMS 306 C
  • CMYK 75, 0, 11, 0
  • HEX #00B5E2

Typography

Primary Typography

The primary typefaces for Westminster are Cera and Mercury. The two should be used for all professional, print, and marketing pieces.

Secondary Typography

The secondary typefaces are Lato and Merriweather. The two may be used campus-wide, by students and faculty when the primary faces may not be available.

Lato

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789 | !@#?

Download Lato

Merriweather

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789 | !@#?

Download Merriweather

Photography

More than any other element of the brand, photography has the power to communicate nuanced emotion and complex narratives in an instant. Avoid stock photos, paid models, overly posed set-ups or artificial emotion. Celebrate real people, natural light, unexpected moments, and genuine feeling.

Selection Criteria

  • Select images that show individuals engaged in their surroundings
  • Capture details of the focal object
  • Consider unique and compositionally interesting cropping
  • Select landscape images with a clear foreground, focal point, and background
  • Mix and match black and white photography with color photography