Bicentennial Visual Identity and Narrative

B I C E N T E N N I A L V I S U A L I D E N T I T Y

& N A R R A T I V E

GW’S BICENTENNIAL is an incredible, historic milestone, representing 200 years of phenomenal growth from humble origins to a top comprehensive, global research university in the heart of the Nation’s Capital.

Our bicentennial logo is the visual marker of this celebration. The following pages set forth recommendations and guidelines on its use during the bicentennial year.

If you have questions regarding the use of the logo or any other visual element in this document, please e-mail [email protected]. If you have questions about GW’s Bicentennial Celebration, please e-mail [email protected].

mailto:[email protected]


T H E B I C E N T E N N I A L L O G O

L O G O & V I S U A L I D E N T I T Y

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THE BICENTENNIAL LOGO is meant to remind our

audiences of the persistent commitment of generations of

students, faculty and staff.

Communications & Marketing encourages you to submit for

review to [email protected] any proposed designs

that employ the bicentennial logo.


Rollout of the logo will be completed in two phases:

1) a preview phase to drum up excitement and interest

and 2) a public phase to communicate broadly that GW is

celebrating its bicentennial year. JANUARY 11, 2021 FEBRUARY 9, 2021 OCTOBER 3, 2021 Preview Phase Public Phase/Bicentennial Bicentennial Celebration Begins Celebration Begins Concludes

The preview phase began The preview phase will roll into the public The bicentennial logo

January 11, 2021, as the phase beginning February 9, 2021, when the should be withdrawn

frst countdown e-mail was Bicentennial Celebration offcially begins. from any digital or print

sent to students, faculty, At this time, main university web properties, applications after October 3,

staff, and alumni. During this accounts, and platforms—where appropriate and 2021. Please take care not to

phase, Communications & available—will begin prominently displaying the apply the bicentennial logo

Marketing, in coordination bicentennial logo. Additionally, faculty and staff to any materials that could

with Development & are also encouraged to begin publicly displaying extend beyond this date.

Alumni Relations, will elements from the internal toolkit.

be solely responsible

for communicating and

previewing bicentennial-

related content and events.

R O L L O U T

L O G O & V I S U A L I D E N T I T Y2


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L O G O S

This is the full suite of the George Washington University’s Bicentennial “200” logos. The bicentennial logo should be used in close visual proximity to a university masterbrand mark whenever it is reasonable to do so. It should always complement— and never replace—any of the masterbrand marks identifed in GW’s Identity Standards and Guidelines.

Primary Bicentennial Logo

This is the primary celebration logo and is acceptable for most applications, provided it is used above the minimum size requirements on page 4.

Shortened “200” Logos

These shortened versions of the primary logo are best suited for smaller applications and for situations where space is a concern. Where possible, the version containing “1821-2021” is preferred.

Do not alter, redraw or add any additional words or graphic elements to the logo. Always use approved and provided electronic artwork.

Communications & Marketing encourages you to submit for review to [email protected] any proposed designs that employ the bicentennial logo.

1. Primary (Full) Bicentennial Logo (flenames beginning: “200_full_”)

2. Shortened (Mid and Small) “200” Logos (flenames beginning with: “200_mid_” and “200_small_”)


Minimum Size for Print Minimum Size for Digital


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M I N I M U M S I Z E S

To ensure visibility and legibility, the logos should never be presented in sizes smaller than the requirements shown on this page. To maintain visual integrity, applications using alternative reproduction techniques such as embroidery and silkscreen may require presenting the logos at larger sizes than indicated here. These are only minimum sizes. Logos should be sized appropriately for the piece being designed.

1.5” 300px


Communications & Marketing encourages you to .75” 150pxsubmit for review to [email protected] any proposed designs that employ the bicentennial logo.

.5” 100px



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C O L O R C O N F I G U R A T I O N S

The followiong color confgurations are available for each version of the bicentennial logo.

Preferred Full-Color Logo

The full-color logos are preferred.

1-Color Logos

Use the solid color-scheme for applications that do not support the use of gradients, such as embossing, debossing, die-cutting or extrusion. This logo version is also useful when cost is a consideration.

Reverse Logos

Use the reverse logos for applications on color or photographic backgrounds. Use the 2-Color Reverse Logo on solid blue (302) backgrounds only.

Always ensure that the background you choose provides suffcient clear space and contrast for the logo.


Communications & Marketing encourages you to submit for review to [email protected] any proposed designs that employ the bicentennial logo.

Preferred Full-Color

1-Color Blue

1-Color Black

2-Color Reverse

1-Color Reverse



BICENTENNIALBICEN-TENNIALBICENTENNIAL BICENTENNIALBICEN-TENNIALBICENTENNIAL BICENTENNIALBICEN-TENNIALBICENTENNIAL BICENTENNIALBICEN-TENNIALBICENTENNIAL

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V I S U A L S Y S T E M A B C D A

O V E R V I E W

A system of visual elements has been created to complement the bicentennial logo. These elements draw inspiration from the university’s history, and should be used primarily on materials related to bicentennial signature events, or at the discretion of Communications & Marketing. If you wish to use any of these elements on bicentennial-related materials, please e-mail [email protected].

GW started

with just

26 students

and faculty

members

The art on this page is meant to represent an overall look and feel for bicentennial-related materials.

C F A F A

In addition to color washes using GW’s core primary palette, elements include:

A Wavy line pattern inspired by historic reproduction methods

B Step-and-repeat style typographic arrangements constructed from a bicentennial-exclusive typeface chosen to complement the “200” logo artwork.

C

D

E

F

“200” logo artwork cropped in ways to add visual interest

Graphic background pattern with a dynamic arrangement of GW visuals, such as our logotype, tempietto, founding year, and a star-and-stripe icon inspired by the university’s sesquicentennial celebration logo

Various historical graphic elements pulled from relevant items in GW’s archives

Non-historical photography that conveys a sense of pride, optimism, and excitement

E D

Onward March to Our

THIRD CENTURY

BICENTENNIALBICEN-F B E

TENNIALBICENTENNIAL BICENTENNIALBICEN-TENNIALBICENTENNIAL BICENTENNIALBICEN-TENNIALBICENTENNIAL BICENTENNIALBICEN-

L O G O & V I S U A L I D E N T I T Y7

S A M P L E A P P L I C A T I O N S

N A R R A T I V E & R E F E R E N C E

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H O W T O R E F E R T O G W ’ s B I C E N T E N N I A L C E L E B R A T I O N

BCapitalization

Capitalize “Bicentennial” only in the phrase “GW’s Bicentennial Celebration.” In all other instances, “bicentennial” should not be capitalized.

George Washington University’s Bicentennial Celebration

GW’s Bicentennial Celebration

GW’s bicentennial year

GW’s bicentennial

#Social Media Hashtag

“#GW200” is the proper hashtag to use on social media to tag content related to GW’s Bicentennial Celebration.


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N A R R A T I V E

The bicentennial narrative provides a framework for communicating about GW’s 200-year-long commitment to a greater world. The narrative is organized into three sections developed to reinforce GW’s brand positioning. They are:

1) “Celebrating GW’s Generations of Progress,”

2) “Global University, Global Impact,”

3) “Leading to a Greater World.”

In addition to language that describes the three key messages, each key message also comes with several proof points. These are purposely included to serve as possible examples for demonstrating how the key messages are applied in the real world. We encourage you to use these examples in your work and have provided additional guidance for you throughout this section.

Please use this framework to guide content creation for any materials that reference GW’s bicentennial.

1) Celebrating GW’s Generations of Progress

The George Washington University’s bicentennial is an incredible, historic milestone, representing 200 years of phenomenal growth from humble origins to a top comprehensive, global research university in the heart of the Nation’s Capital.

USAGE GUIDELINES: Some of the proof points that indicate how far GW has come since 1821 include the following:

GW started with just 20 students and 6 faculty members.

Today, more than 27,000 students and thousands of faculty call GW home. They hail from every state and more than 130 countries worldwide and live this legacy of learning and innovation.

With access and proximity to infuential institutions that span the Washington region—Capitol Hill, the White House, NIH, Smithsonian and World Bank, every generation of the GW community is bound together by an education that provides an unparalleled front-row seat to history.

Our success was neither inevitable nor preordained. Through the persistence of generations of students, faculty and staff, the university has become a world-renowned institution with ten schools and colleges encompassing hundreds of disciplines.

USAGE GUIDELINES: The following proof points speak to 1) some of GW’s enduring values and characteristics

that have remained true throughout its existence; and 2) A few examples of historic contributions made at GW. Please use these examples—or else examples that you have at your disposal that have similar themes to help demonstrate GW’s role in making history:

GW embodies the belief that each of us has the potential to utilize knowledge to alter the course of history for the better.

While the university has grown and changed over time, what has endured is GW’s never-ending commitment to creating a greater world through its students and faculty who have contributed to many moments in history, including:

• The frst medical school in the nation’s capital founded in 1825 where its faculty physicians have treated the most powerful fgures in Washington, including President Lincoln and President Reagan after their respective assassination attempts.

• In 1939, Niels Bohr announced at a physics conference hosted by GW that scientists had successfully split and atom paving the way for nuclear fssion technology. Almost ten years later, GW faculty member George Gamow and doctoral student Ralph Asher Alpher would publish their groundbreaking work on the Big Bang Theory.

• For the past 50 years, GW’s campus has been a favored location by presidents, presidential candidates, international leaders and the media to make news and give speeches, including the home of CNN’s Crossfre as well as the site of the World Bank and IMF’s annual meeting, just to name a few.


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N A R R A T I V E

2) Global University, Global Impact

For two centuries, generations of students have come to GW to take full advantage of our location and excellent academic opportunities, often gaining frst-hand insight from some of the most infuential leaders of our time inside and outside of the classroom.

USAGE GUIDELINES: The proof points directly below demonstrate how GW attracts some of the world’s most infuential fgures to campus, as well as shows precisely how the contributions of GW’s students, faculty, staff and alumni creating a university with true global focus and reach. Feel free to use these specifc examples or else treat them as a guide for the types of examples to use when articulating GW’s international impact:

GW is a tapestry of Only at GW experiences—of inaugurations and internships, protests and celebrations, debates and discoveries—that occur in the Nation’s Capital and all around the world that are the hallmark of a GW education. GW’s global footprint includes:

• International students from 135 countries around the world have chosen GW as their academic home.

• In more normal times, nearly half of all GW students participate in study abroad programs and international experiences.

• GW’s partnerships and proximity give students access to a vast network of opportunities with leading international organizations:

• U.S. State Department and USAID

• Numerous embassies

• Multilateral organizations including the United Nations Foundation, Red Cross, Inter-American Development Bank, Organization of American States, World Bank, International Monetary Fund, Pan-American Health Organization, World Health Organization, UN World Food Programme, and many more.

In the last few years alone, students have learned from and interacted with leaders:

• On-campus: President Emmanuel Macron of France, late Supreme Court Justice Ruth Bader Ginsburg, Apple CEO Tim Cook, Black Lives Matter leader DeRay McKesson, and dozens of cabinet secretaries and members of Congress.

• Virtual: Even in these unprecedented times of virtual education, GW students have still learned frst-hand from NIH’s Dr. Anthony Fauci, former U.S. Attorney General Eric Holder, Supreme Court Justice Stephen Breyer, Pulitzer Prize-winning New York Times journalist and 1619 Project creator Nikole Hannah-Jones, and many more.

Our students have been recognized for their outstanding achievements:

• Dozens of student recipients of prominent national and international awards, including Marshall Scholars, Goldwater Scholars and Thomas R. Pickering Foreign Affairs Fellows.

• In addition, GW is often recognized as one of top schools for producing Fulbright scholars, as well as Peace Corps and Teach for America volunteers.

USAGE GUIDELINES: The next theme within this section focuses on GW’s faculty, who are regarded as mission driven in both educating future leaders and advancing knowledge that can be applied to help solve real-world problems in society. Below are several examples that illustrate these themes. Again, feel free to use these specifc proof points or else regard this as a guide for the kinds of examples to use:

GW’s faculty are known for their dedication to educate our future leaders and advance knowledge that makes a global impact on millions of lives, including new technological innovations, improvements in human health and greater understanding of both our world and humanity. Our celebrated faculty include:

Our faculty lead top-ranked programs in several globally-focused disciplines, including international affairs, international business, international law, global health and international global policy and administration

123 endowed faculty, seven members of the National Academies, a Pulitzer Prize winner for fction and dozens of former and active Fulbright scholars.

In addition to their teaching, our full-time faculty conduct pioneering research to fght global poverty, HIV/AIDS, cancer, climate change, terrorism and other challenges facing our world. In fact, GW’s sponsored-research collaborations can be found in more than 85 countries on six continents.


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N A R R A T I V E

2) Global University, Global Impact (continued)

Our adjunct faculty are often leading experts and practitioners in their feld and have included Supreme Court Justices, prominent journalists and leaders from the World Bank, State Department and NASA.

More than 300 international scholars each year teach at GW to provide their expertise with the university’s vast intellectual resources and share their insights with our community.

USAGE GUIDELINES: Last but not least, the fnal theme featured in this section concerns GW’s alumni community. For two centuries, GW has produced an illustrious array of leaders in virtually every endeavor. Our alumni are numerous, global and vital to the success or our society at large. Here are some proof points for you to help demonstrate that:

Indeed, the collective force of GW’s two centuries is embodied by our remarkable alumni—now numbering more than 300,000 worldwide. Our distinguished alumni include:

Global leaders: Former U.S. Secretaries of State John Foster Dulles and Colin Powell, former First Lady Jacqueline Kennedy Onassis, the First President of South Korea Syngman Rhee, Senators Tammy Duckworth, Mark Warner and Elizabeth

Warren, Deputy secretary general of the North Atlantic Treaty Organization (NATO) Rose Gottemoeller, Saudi Ambassador HRH Princess Reema bint Bindar Al Saud, former Prime Minister of Pakistan Shahid Khaqan Abbasi, former Prime Minister of Mongolia Chimediin Saikhanbileg, Premier of Bermuda Edward “David” Burt

• Changemakers and Activists: Roslyn Brock, Chairman Emeritus of the NAACP, EMILY’s List Founder Ellen Malcolm, Paraguayan anti-poverty social entrepreneur Martin Burt

• Innovators: Biochemist and Nobel Laureate Julius Axelrod, XPrize Foundation CEO Anousheh Ansari, Computer Scientist and Gordon Bell Prize winner Philip Emeagwali, former Samsung chairman Lee Kun-Hee, Peloton Co-Founder Tom Cortese, NASA Astronaut Serena Aunon-Chancellor

• Creators: Actors Kerry Washington and Yvonne Orji, Poet Elizabeth Acevedo, Chef and Author Ina Garten


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3) Leading to a Greater World

USAGE GUIDELINES: As GW honors its great progress over the past 200 years, the bicentennial is also an opportunity for GW to articulate where it is heading into its third century and beyond. Below are multiple examples that underscore GW’s commitment to meeting the world’s most challenging issues head-on, making sure the institution itself serves as an agent of change, and recognizing GW’s responsibility for helping create a greater world. Again, please use the proof points below to demonstrate this forward-thinking theme, or else regard them as a guide for the kind of points you should use to help you describe GW’s vision for the future.

The GW community embraces the challenge of solving the world’s most urgent problems and possesses the courage to create the future.

GW scholars are leading new areas of research and discovery and multiplying the effect of their knowledge with powerful partnerships in D.C. and beyond.

In our third century, GW will continue to be a university where our students and faculty not only study the world, but also can actively work to change it.

GW will tackle global challenges through research and scholarship by:

Building on traditional areas of strength that often have implications for governance and policymaking.

Simultaneously, with recognition that all felds will require a deep understanding of the power of data and information to generate new knowledge, GW is fnding ways to connect and collaborate across disciplines to further their reach and potential.

By bolstering our strengths, GW is pioneering discovery in cybersecurity, tissue regeneration, robotics, autism, fghting extremism, HIV/AIDS research, combating violence against women and girls worldwide, nanotechnology, and building sustainable ecosystems.

GW is also exploring ways to the ensure that the university is an agent of positive change by:

Reducing its carbon footprint by divesting its endowment from funds that focus on the extraction of fossil fuels, aspiring to go beyond carbon neutrality post 2030 and—as part of the Bicentennial celebration—remove all the greenhouse gas emissions the university has produced since its 1821 founding.

Reexamining names and traditions to ensure alignment with our commitment to diversity and inclusion.

Redoubling efforts to make a GW education accessible to all qualifed students, regardless of their fnancial circumstances.

May the future generations at GW continue to understand that progress is not a given, and to be inspired to use their gifts and opportunities in nurturing a greater world.

Bicentennial Visual Identity and Narrative

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Transcript of Bicentennial Visual Identity and Narrative