Brand Visual Identity

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.

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Logo Variations

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.

Logo Usage and Guidelines

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.

Dos

Card image cap

Use the W icon on its own for less formal uses such as flyers and posters.

Card image cap

Add margins to the logo. The logo should be at least one “shield” distant from margins and other elements in your design.

Card image cap

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.

Card image cap

Use the logo without the 1875 if printed smaller than one inch, or in embroidery, screen printing, and online.

Card image cap

Rotate the W icon 90 degrees for less formal applications. Please do not rotate the logotype (“Westminster College”).

Card image cap

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).

Card image cap

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).

Don'ts

Logo with drop shadow

Never add any software-effect to the logo (outlines, drop shadow, bevel).

Comic sans logo, wrong font

Never change the “Westminster College” font.

Green logo not on brand

Never use the logo in any color besides the official colors (night, thistle, snow, copper, flint, sky, and birch).

Sun blocking the logo

Never cover the logo.

White logos on purple backgrounds

Never place a snow (white) logo on purple background (birch, sky, and thistle make great substitutes for snow).

Blue logo without purple on the design piece

Never use a Sky logo without Night or Thistle on the design.

Birch logo on white background

Never use a Birch logo on a Snow (white) background.

Two-tone logo

Never use multiple colors on the logo.

Old logo

Never use the old logo.

Outlined logo

Never outline the logo.

Distorted and warped logos

Never stretch, warp, or squash the logo.

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All materials using Westminster College's logo or brand may be reviewed and modified to match brand guidelines.

Brand Colors

Night

  • PMS 274 C
  • CMYK 100, 100, 34, 36
  • RGB 33, 21, 81
  • HEX #211551

Copper

  • PMS 10134 Metallic
  • CMYK 0, 55, 86, 43
  • RGB 157, 88, 31
  • HEX #9D581F

Snow

  • PMS White
  • CMYK 0, 0, 0, 0
  • RGB 255, 255, 255
  • HEX #FFFFFF

Flint

  • PMS Black 6 C
  • CMYK 100, 79, 44, 93
  • RGB 16, 24, 32
  • HEX #101820

Birch

  • PMS 9064 C
  • CMYK 0, 2, 12, 0
  • RGB 241, 241, 222
  • HEX #F1F1DE

Thistle

  • PMS 265 C
  • CMYK 51, 61, 0, 0
  • RGB 144, 99, 205
  • HEX #8252C7

Sky

  • PMS 306 C
  • CMYK 75, 0, 11, 0
  • RGB 0, 181, 226
  • 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