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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.
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.
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.
The W icon may be used on its own for social media and less formal applications, such as t-shirts.
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.
Please read the following guidelines before downloading and using any variation of Westminster College's logo. All materials using Westminster College's logo or brand may be reviewed and modified to meet these guidelines.
Use the W icon on its own for less formal uses such as flyers and posters.
Add margins to the logo. The logo should be at least one “shield” distant from margins and other elements in your design.
Add approved photography into the W. The W logomark is a vessel, and you can use it to frame an image that best represents your program or office.
Use the logo without the 1875 if printed smaller than one inch, or in embroidery, screen printing, and online.
Rotate the W icon 90 degrees for less formal applications. Please do not rotate the logotype (“Westminster College”).
School logos: Westminster’s schools have official logos as well. The school logos can only be printed in three colors—night, copper, or flint (if needed to stand out against a dark background, birch or snow is also approved).
Department logos: your department or program can have its own logo. The new visual branding included a template that we can use to create an official college logo with your department/program name on it. Department logos can only be printed in three colors—night, thistle, or flint (if needed to stand out against a dark background, birch or snow is also approved).
Never add any software effect to the logo (outlines, drop shadow, bevel, etc.).
Never change the “Westminster College” font.
Never use the logo in any color other than the official colors (night, thistle, snow, copper, flint, sky, and birch).
Never cover the logo.
Never place a snow (white) logo on a purple background (birch, sky, and thistle make great substitutes for snow).
Never use a Sky logo without Night or Thistle on the design.
Never use a Birch logo on a Snow (white) background.
Never use multiple colors on the logo.
Never use the old logo.
Never use an outline of the logo.
Never stretch, warp, or squash the logo.
All materials using Westminster College's logo or brand may be reviewed and modified to match brand guidelines.
The primary typefaces for Westminster are Cera and Mercury. The two should be used for all professional, print, and
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.
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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.
Download our PowerPoint templates to jump-start your next presentation. We also have an email signature and letterhead for use.
Westminster College PowerPoint Template
Westminster College PowerPoint Template 2
Westminster College PowerPoint Template 3
Westminster College PowerPoint Template 4
Westminster College Email Signatures
Westminster College Digital Letterhead