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Brand Identity SystemSpring 2011

Need assistance applying the Washington State University Brand Identity System?

Please contact:

Office of Marketing and Creative Services509-335-7622

[email protected] Technology Building, Room 2001, Pullman

orUniversity Publishing

509-335-3518Cooper Publications Building, Room 40, Pullman

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Contents

COMMUnICaTIng OUR BRandBrand Consistency is Essential ......................................................... IVResources for Managing the Brand ................................................. VIntroduction ......................................................................................VI

BRand PlaTfORM .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . a-1Key Elements ................................................................................... a-2Brand Platform ................................................................................ a-3Brand formula ................................................................................ a-4

EdITORIal aPPROaCh .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . B-1Copy Tips ........................................................................................ B-2Key Messages ................................................................................... B-3

VISUal aPPROaCh .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .C-1Overview .........................................................................................C-2Signature .........................................................................................C-3Color Palette ....................................................................................C-6Typography .....................................................................................C-8Photography .................................................................................C-11Optional graphic Elements ..........................................................C-15

COMMUnICaTIOn CaMPaIgnS .. . . . . . . . . . . . . . . . . . . d-1Examples .........................................................................................d-2

aPPlICaTIOn ExaMPlES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . E-1application of Core Elements .........................................................E-2application of Primary and Secondary Optional Elements ...........E-6Web and hTMl email ...................................................................E-18

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“Washington State University’s education,

research, and outreach activities make the

world a better place. These activities contrib-

ute to the economic and civic vitality of the

state, nation, and world, enhancing the qual-

ity of life for everyone in our ever-changing

global society.”

Those words reflect Washington State University’s brand promise—the central focus of all of the institu-tion’s activities.

In a world bombarded with competing mes-sages delivered by a dizzying array of methods, it is critical to our success in marketing the University that we speak with one voice, a voice united around the tenets of our brand promise. doing so creates a consistent impression in the minds of our audiences and builds WSU’s reputation. Communicating our brand in this manner is essential if we are to fulfill our aspirations to become one of the nation’s leading land-grant research universities.

One of the best ways we can strengthen the Washington State University brand is to follow the

Communicating Our BrandBrand Consistency is Essential

standards presented in this document. You’ll find useful tools and tips to help you create consistent messaging that supports the WSU brand. Everyone who communicates on the University’s behalf is responsible for complying with these standards.

It is also important to remember that our brand is about much more than logos, colors, and typefaces. Our brand image is reflected in the way people think, feel, and respond when they hear the words “Wash-ington State University.” We want our audiences to associate those words with a mental picture of an organization dedicated to making the world a better place for all of its citizens.

Every Washington State University employee is a brand ambassador. Each time one of us represents the University when communicating with some-one, we have an opportunity to reinforce the WSU brand. Over the decades, our employees have built a powerful brand around the concepts of innovation, a can-do spirit, high quality, and making a difference for others.

In order to succeed in the future, we must re-commit ourselves to these core principles. It is only through this kind of sustained effort that we can fulfill a brand promise dedicated to enhancing the lives of citizens in the state, nation, and world.

Elson S. floyd, Ph.d.President Washington State University

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Because presenting a consistent brand image is critical to achieving Washington State University’s strategic goals, a number of central campus resources have been designated to provide assistance to units throughout the WSU system in developing and executing their commu-nication and marketing activities.

Advancement and External Affairsadvancement and External affairs supports and ad-vances the goals and aspirations of Washington State University by promoting the University’s brand; by en-hancing communication with all constituencies; and by fostering alumni, community, and media relationships to increase support for the University.

advancement and External affairs is responsible for the overall leadership and management of WSU’s com-munication strategies, including public relations, mar-keting, branding, media relations, events management, alumni relations, and university publishing to support the University’s overall marketing and branding goals.

Office of Marketing and Creative ServicesMarketing and Creative Services applies integrated mar-keting strategies to communicate about the University

Resources for Managing the Brand

to both internal and external audiences for the purpose of advancing its goals and strategic vision. One of the office’s major focal points is the management of Wash-ington State University’s Brand Identity System. Staff are available to provide integrated marketing and brand consultation to the WSU community.

Office of Marketing and Creative Services335-7622

University PublishingUniversity Publishing staff provide knowledge and experience to guide the campus community in the creation of integrated marketing and communica-tion collateral, ranging from printed materials to Web sites. University Publishing works in partnership with Marketing and Creative Services and department faculty and staff to ensure that WSU communications meet the standards identified by the WSU Brand Identity System.

University Publishing335-7622

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Introduction to Brand Identity System

The Washington State University Brand Identity Stan-dards provide details about the underlying strategies, positioning platform, messaging, creative elements, and design specifications that together form the Univer-sity’s brand identity. The standards have been created with a great deal of flexibility to address the needs and complexities of the WSU system while providing a high degree of consistency.

This document was created as a guide for WSU brand managers and internal staff members who create com-munications in print or electronic form. following the standards will ensure that the WSU brand is commu-nicated powerfully, elevating the University’s position in the marketplace and in the hearts and minds of our target audiences, ranging from prospective students and alumni to opinion leaders and donors.

More detailed information about WSU’s brand stan-dards is available on the Web: identity.wsu.edu.

Why are Brand Standards Important?In today’s competitive marketplace, it is challenging for an organization to be heard, seen, and remembered. In the higher education arena, the competition for stu-dents, faculty, and resources is fiercer than ever.

In order to deliver messages more consistently and effectively, successful organizations organize their marketing and communications efforts around a brand identity. Washington State University is committed to developing communications strategies that strengthen our image and build new and sustained loyalty among our audiences.

Benefits of Branding• greater awareness and understanding

of WSU, its mission, and values

• differentiation from competing universities

• Improved fund-raising potential

• Enhanced ability to succeed in reaching target audiences

• Improved institutional credibility

• Memorability

• Improved life-relationships with target audiences

Important Steps to Achieving Brand ConsistencyIn order to implement a successful brand identity program at WSU, follow this checklist when creating communications directed to external audiences:1. does your messaging support the University’s brand

promise? See page a-2 for details.2. does your messaging reflect the Brand drivers and

the tone, or voice, of WSU’s Brand Personality? See page a-2 for details.

3. have you followed the Visual Platform standards contained in this guide? See page C-1 for details

4. have you incorporated the University signature ap-propriately? See page C-3 and the graphic Identity Web site (identity.wsu.edu) for details.

5. have you worked closely with your campus or unit brand manager or the Office of Marketing and Creative Services or University Publishing on the Pullman campus to ensure that your communication accurately portrays the WSU brand?

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Brand Platform

The Brand Platform represents the foundational

values of Washington State University, its competi-

tive advantages, and its unique traits of excellence.

The Brand Platform identifies the position WSU seeks

to own in the marketplace, defining the concepts

the institution wants its audiences to remember. The

platform is also aspirational.

All of the University’s communications should be

created around the values described in the platform.

The Brand Platform includes a Position Statement,

Brand Promise, Brand Drivers, and Brand Personality.

Editorial content, graphic design, and photog-

raphy should all support the ideas expressed in the

Brand Platform.

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Brand PositionThe Brand Position Statement serves as the core defin-ing statement for Washington State University in the marketplace. All of the University’s marketing activities are implemented to support the Brand Position State-ment. The statement typically remains unchanged over long periods of time to ensure consistency of message. The WSU community created the University’s position statement in 2001, and it remains unchanged today.

Washington State University is a world-class public research university that serves the people of the state of Washington and the global society in which we live. We are the best choice for moti- vated, high-achieving students who seek a com-plete, culturally and intellectually diverse univer-sity experience through engaged campus life and active learning in a research environment. Our inclusive and supportive community values per-sonalized education through which we challenge, inspire, and enable our students to achieve their highest individual goals. Our groundbreaking research, graduate studies, and outreach are major drivers of innovation, invention, and technology transfer throughout the world. We prepare our students to lead wisely and responsibly in a global society, and we create and disseminate knowledge that improves the health and well being of indi-viduals and our environment, fuels our economy, and enhances and enriches our communities.

Brand PromiseThe Brand Promise represents the short-hand method of describing the Brand Position. It was created to be memorable in the minds of all WSU stakeholders and target audiences.

Washington State University’s education, research, and outreach activities make the world a better place. These activities contribute to the economic and civic vitality of the state, nation, and world, enhancing the quality of life for everyone in our ever-changing global society.

Brand DriversTo ensure that messages created by Washington State University support the Brand Position Statement and the Brand Promise, five Brand Drivers have been identi-fied that should serve as reoccurring themes in institu-tional communications:

World-class FacultyWSU faculty experts are nationally and interna-tionally recognized for their contributions to science, business, government, culture, and society. Many faculty are members of prestigious national academies, while others have received honors from organizations such as the National Institutes of Health and the National Science Foundation for their research excellence. These faculty enable WSU to provide world-class edu-cational and research opportunities for a diverse student body from around the world.

Key Elements

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Brand Platform

Leading ResearchWSU is ranked as a top national research univer-sity by the Carnegie Foundation and U.S. News and World Report due to the groundbreaking research faculty conduct in areas ranging from global health to sustainability issues involving energy, the environment, agriculture, and building materi-als. WSU-led research addresses critical challenges facing our state, nation, and world—while produc-ing significant economic returns and immense benefits to the quality of people’s lives. The Uni-versity’s efforts result in an educated citizenry that enhances the economic, civic, and cultural vitality of our communities.

Challenging Individual InvolvementWSU students receive real-world education and hands-on training through extensive involvement in class work, research, internships, and fieldwork. As a result, our graduates have up-to-date knowl-edge, professional skills, teamwork experience, and a deep commitment to personal engagement, equipping them to make significant and lasting contributions to the workforce and the world.

Premier Student ExperienceWSU is one of the world’s premier universities, providing access to world-class facilities, state-of-the-art technology, and a range of academic, artistic, cultural, and recreational opportunities. WSU’s unique “learning communities” enhance the educational experience, and the close-knit campus environment provides the opportunity to forge life-long relationships.

Productive and Influential Alumni Personally Committed to the Cougar IdealWSU’s world-class education prepares graduates to be leaders in our global society and supplies the workforce that drives the economic vitality of our state and beyond. WSU’s alumni serve their communities and many hold key leadership roles in their professions. They are living proof of the opportunities that result from the WSU educational experience. Alumni embody the Cougar ideal: they are personally committed to using their abilities, expertise, resources, and influence to make the world a better place.

Brand PersonalityThe Brand Personality statement describes the char-acteristics that should be reflected in the presentation of the WSU brand, both editorially and visually. The tone of copy, the color palette, photos, other design elements, and typography work together to create the University’s Brand Personality.

Washington State University’s personality is confi-dent, approachable, and genuine. It is also worldly without pretense, knowledgeable, inclusive, inquisitive, and reflects an enthusiastic, can-do spirit. In all of their efforts, our students, faculty, staff, and alumni are focused on making positive contributions to the quality of life for others as well as achieving success and fulfillment in their own lives. Their efforts help to forge lasting rela-tionships and reflect the University’s commitment to making the world a better place.

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Visual ApproachWSU signatureTypographyColor palettePhotographyColor bars

Brand Platform Brand PositionBrand PromiseBrand DriversBrand Personality

Editorial ApproachCompelling copyAddress audienceEmphasize benefitsDifferentiateKeep copy short

Consistent Communication and Brand Success

Brand Formula

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Messaging created for WSU’s electronic and print

communications should support the University’s

Brand Platform. Copy should reflect the themes

described in the Brand Drivers, while the tone of

messages should reflect the qualities described in the

Brand Personality.

In order to fully succeed in creating effective com-

munications that deliver WSU’s brand promise, keep

these concepts in mind when writing copy:

• Write compelling copy that is to the point. We

live in an Information Age in which audiences are

overwhelmed with the amount of information

they receive. Writing shorter copy increases the

possibility that audiences will read and retain mes-

sages from the University.

• Consider all of the media available to you when

creating communications. Utilize the media to

your advantage. For example, all of the informa-

tion about a program or activity doesn’t neces-

sarily need to be included in a print publication.

Additional information can be incorporated on a

Web site, through e-mail, or in an advertisement.

Editorial Approach

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Writing Effective CopyThere are a number of concepts to consider as you write copy to market Washington State University. Below are some general tips that should help you be more success-ful in that endeavor.

Write Copy that Addresses Your Audience’s NeedsToo often the first instinct is to write copy that pro-motes the services or views of your unit or program. But effective marketing copy addresses the customer’s needs. The better you understand your audience, the more directly you can target your message.

One trick of writing successful marketing copy is to ask yourself the “so what” question. After drafting copy for a Web site or printed publication, put yourself in your audience’s shoes and ask: “So what? Why should I care?” If your copy doesn’t pass this test, it won’t be very persuasive to your target audience.

Example: Instead of writing,

“The faculty in the Department of Zoology are world class and have access to cutting-edge technology,”

rewrite the statement so that it reads,

“You’ll learn from faculty considered national peers in their fields. They’ll show you how to use cutting-edge technologies to prepare you for a successful career.”

Keep the Emphasis on Benefits, Not FeaturesIt’s great that new academic programs or volunteer op-portunities offer plenty of features, but describing those features isn’t enough to persuade the target audience. Instead, focus on benefits—what do the features provide to your audience?

Example: If a dining hall develops a new menu featuring items grown using sustainable agricultural practices, a suc-cessful message would focus on the benefits of the new menu rather than on the menu items alone.

Instead of writing,

“We now use only wheat grown from farmers using sustainable practices,”

more effective copy might read,

“You’ll feel healthier, and help the environment when you try our new menu …”

Differentiate Yourself from the CompetitionIn a globally linked world that provides more choices of products and services than ever before, it’s important to write copy that convinces your audience why WSU’s product is better than what the competition offers.

This concept, referred to as the “unique selling proposition” spells out why your product is unique and offers something that competitors do not. The WSU Brand Platform, through the Brand Position and Brand Drivers, provides the foundational language for defin-ing the University’s unique aspects.

Example:

“There are many institutions of higher education in the United States. But few offer the face-to-face interaction with world-class faculty provided at WSU.”

So strive to highlight this aspect of the WSU experi-ence consistently in marketing copy.

Copy Tips

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Use Headlines to Get the Reader’s AttentionHeadlines are one of the most important parts of copy-writing. Executed well, they cut through the clutter of communication to grab attention. They also guide your reader through copy, influencing what is and what is not read.

Clever headlines sometimes include a play on words, but that isn’t always effective. It’s safest to use headlines to deliver information about a benefit of your program or event. Use action words in headlines. Don’t simply settle for a label.

Example: Instead of writing a headline that reads,

“A Message from the Dean” (label)

write

“New Program to Emphasize More Field Experiences for Students” (highlights point from dean’s message)

Keep Copy ShortAs mentioned before, we live in a world bombarded by millions of messages every day. To communicate effectively, it is important to deliver your most impor-tant points quickly. One way to approach this task is to focus on the benefits of your program, service, or activity, and then decide how you can communicate a couple of those points powerfully and quickly.

Example: You might decide that your program’s most compelling benefit is the hands-on research opportunities students receive with the faculty. You might express that idea in copy that begins like this:

(headline) “Unleash Your Curiosity. Explore Your World.”

(copy)

“At most universities, research opportunities belong exclusively to graduate students. But at Washington State University, as an undergraduate you might assist internationally known faculty

with research that reveals new knowledge. Or you can design and conduct studies of your own with guidance from renowned scholars.

Include a Call to ActionDon’t forget this important step. It is what moves mem-bers of your audience from being passive prospects to taking the next step to becoming a customer. Tell them exactly how they can obtain more information, sign up for a class, or purchase a service.

Example: “For more information, visit www.wsu.edu.”or

“Save 30 percent on tickets if purchased by May 30.”

Key Messages, Benefits for WSU AudiencesIn addition to creating messaging built around the WSU Brand Platform, Brand Position, and Brand Drivers, here are the key WSU messages and the benefits they provide to the University’s target audiences. Strive to incorpo-rate these messages and point out these benefits in your marketing copy.

Key Messages Prospective Undergraduate Students (Brand Drivers: Reasons Why)

• You will work side-by-side with faculty who care about your success…

• You will have the opportunity to participate in groundbreaking research, scholarship, and creative activities…

• You will be challenged to get personally engaged in a premier campus experience…

• You will become a “Coug,” part of a close-knit network of influential alumni…

Benefits/Outcomes Prospective Undergraduate Students

• …which will jump-start an outstanding professional career

Editorial ApproachKey Messages

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• …which will give you practical leadership experience and skills

• …which will empower you to achieve your highest goals

• …which will give you a competitive edge in your career and in your life

Key Messages Donors/Influencers (Brand Drivers: Reasons Why)

• You will partner with world-class faculty who are recognized experts in their fields…

• You will enable leading research, eminent scholarship, and groundbreaking creative endeavors…

• You will strengthen one of the nation’s premier universities where students are challenged through individual involvement…

• You will access the power of the “Cougs,” a global network of influential leaders…

Benefits/Outcomes Donors/Influencers

• … which will connect you to leading-edge expertise and skill and help grow our state’s economy and benefit society at large

• … which will lead to economic development for the state, creating new employment opportunities and businesses

• … which will create the highly skilled workforce that attracts economic development and enriches our state and our nation

• … which will give you opportunities to make a personal difference and increase the prestige of our state and nation

Style GuideThe editorial style manual for Washington State Univer-sity’s print and electronic marketing materials is based on The Chicago Manual of Style (15th edition). A sum-mary of the Chicago Manual’s rules covering some of the

most frequently encountered style issues is presented on WSU’s graphic identity site:

identity.wsu.edu/editorial-style/default.aspxFor a more thorough explanation, please refer to

the Chicago Manual, which can be ordered from the Students Book Corporation. The University of Chicago Press also maintains a Q & A Web site that posts an-swers to Chicago style-related questions: www.chicagomanualofstyle.org/CMS_FAQ/new/new_questions01.html

News releases and media relations communications are based on the Associated Press Stylebook, in accor-dance with industry standards. The WSU News Bureau can answer provide additional information about AP style and media relations.

Key Style StandardsFirst Reference to Washington State UniversityThe first text reference to the University should in-clude the full name: Washington State University or Washington State University Vancouver, for example. In subsequent references within the same section of a communication, “WSU” or “WSU Vancouver,” using the preceding examples, is acceptable.

TitlesWrite an individual’s title in lowercase except when it precedes his or her name or is used in a formal commu-nication such as an invitation, a program, a certificate, or a mailing address.

SeriesUse a comma before “and” and “or” in a series. “Enter-ing students will be required to take placement tests in English, mathematics, and a foreign language.”

CapitalizationFor unit names, capitalize full references and lowercase subsequent alternative references. College of Veterinary Medicine; the college. Department of Biology; the de-partment, the biology department. Holland Library; the library. Bohler Gym; the gym.

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Visual Approach

A powerful, unified visual identity is a critical part of

achieving brand success in the marketplace. When

applied correctly, the Washington State University

Visual Platform will help communicate important

institutional attributes to all audiences.

The core graphic elements described in these stan-

dards form the visual identity that represents WSU.

To ensure consistent presentation of the University’s

brand, use of these core elements is required in all

WSU communications.

In addition to the core elements, additional op-

tional graphic elements are provided as part of the

design toolkit. These optional elements may be used

selectively for specific marketing campaigns, special

communications, or to enhance general University

communications. See page C-15 for more details.

Please consult the Office of Marketing and Creative

Services or University Publishing for advice regarding

the implementation of these design standards.

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Overview

GoalsThe overarching goal of the Visual Platform is to apply the design elements to present a consistent graphic representation of the University, enabling the institu-tion to “speak” with one voice. In other words, all WSU communications should include foundational graphic elements—applied in a similar manner system-wide—to reinforce the WSU brand.

The following adjectives and phrases describe the goal for the visual tone of all University communica-tions. If your work reflects these terms, you’re well on your way to communicating the brand accurately.

Applying the ElementsA major goal of the Visual Platform is to convey the Washington State University brand simply but power-fully. It is important to remember that often in graphic design less is more. Simplicity in design and messaging increases the likelihood that the communication cre-ated will make a memorable impression with the target audience.

The core WSU visual identity consists of four basic components:

• WSU signature (logo), including tagline

• Typography

• Color palette

• Photography style Use of the University signature, specified type fonts,

color palette, and photography style is required in all communications to ensure consistency of brand presen-tation to WSU audiences. Additional optional graphic elements are provided as part of the brand design toolkit.

Who Should Follow the Visual Platform

Official UnitsIt is required that campus units follow the Visual Plat-form as described when creating communications.

Student GroupsGenerally, student groups are not required to apply the University’s identity elements to their communications. But they are encouraged to do so when communicating to external audiences in an official capacity on behalf of the University.

Student groups are encouraged to use the University’s spirit marks (the freestanding cougar head, the script word mark “Cougars” and the illustrated Butch)—rather than WSU’s official academic signature—when creating communications.

Student groups should contact their college’s com-munications director, the Office of Marketing and Creative Services, or University Publishing for assistance in ensuring the consistent application and presentation of the University’s brand.

• Prestigious

• Approachable

• Confident

• Sophisticated with a creative and enthusiastic edge

• Less is more

• High quality

• Focused

• Modern

• Straightforward

• Refined energy

• Sincere

• Unambigious


OverviewWashington State University’s official signatures are one of the most important core elements of the Visual Platform. The signature serves to identify the University in all forms of communications, and it preserves the integrity of its reputation for academic quality, innova-tion, and leadership in higher education.

The appropriate signature from those shown must be incorporated into all WSU communications. No other signatures, marks, logos, representations, or WSU signa-ture variations may be used to represent the University or its units, divisions, or programs.

In almost all instances, WSU Pullman communica-tions will feature the tagline version of the academic signature. The signature consists of three elements:

• The logotype, which consists of the words Washington State University set as shown in the official ITC Stone Serif STD typeface

• The symbol, which consists of the letters W, S, and U arranged to form a Cougar head, framed by a crest that is accented by a chevron

• The tagline World Class. Face to Face., set in the ITC Stone Serif italic typefaceFor more information about WSU’s signatures and

their use, please contact the Office of Marketing and Creative Services or University Publishing.

Visual ApproachSignature

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Core Brand Signature

Special Signatures


Additional SignaturesSpecial signatures have been created for selected WSU units to recognize their unique missions and the needs of their audiences while maintaining a strong relation-ship to the central University signature hierarchy. The following units are authorized to use custom signatures:

• Washington State University Spokane, Tri-Cities, Vancouver

• Extension

• Center for Distance and Professional Education

• The Intercollegiate Athletics Program

• The WSU Foundation

• The WSU Alumni AssociationThere are specific standards governing use of each of

these signatures. Please refer to the University’s graphic identity Web site for details: identity.wsu.edu. The site will be updated soon to reflect revised standards.

Applying the SignatureThe appropriate signature must be applied according to the following standards:

• In almost all cases, the signature should be applied to the front outside cover of printed

materials. Occasionally, compelling editorial or design considerations may make it more appropriate to apply the signature to the outside back cover. This option should be exercised infrequently.

• The logotype, symbol, and tagline were designed to be used as one unit, and must not be separated. In special circumstances—and only with the permission of the Office of Marketing and Creative Services—the symbol may be used a stand-alone element.

• The signature must not appear as the dominant element in the nameplate of a newsletter.

• The signature must never be used as a headline.

• The signature must always be reproduced from official University artwork.

• Use the non-tagline version of the signature when the name of a college or division is placed underneath the signature, as shown.

Visual Approach

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OverviewConsistent use of the Washington State University color palette is critical to building brand consistency and strengthening brand awareness in the marketplace. Well-known brands use color as a primary component in creating brand equity. Target’s red and Home Depot’s orange are good examples of this.

The WSU color system is comprised of two palettes: Primary and Secondary.

Primary Palette Crimson and GrayThe Primary Palette consists of WSU crimson and gray, which form the University’s core color identity and establish visual consistency. All WSU electronic and print communications should feature crimson and/or gray in a dominant manner. In other words, one or both of those colors should form the initial dominant color impression created by WSU communications such as printed material or a Web site. Crimson and/or gray should appear on the outside covers of printed materi-als and serve as the prominent, defining color(s) in electronic communications, including the entry page of Web sites.

Generally, it is recommended that crimson be ap-plied as the dominant color, although there may be occasions when it more appropriate to use gray in this manner.

The color black may be used as part of the Primary Palette when budget considerations prevent the use of crimson and gray.

In multipage publications or Web sites, crimson and gray must be used prominently throughout the com-munication to create visual consistency.

Secondary Palette Brown, Blue, Beige, Orange, Green, Aqua, RedThe Secondary Palette consists of seven colors selected to complement crimson and gray. These colors include brown, blue, beige, orange, green, aqua, and red (to be

used only in combination with crimson). Colors in the Secondary Palette may be screened on a limited basis to enhance communications, but the screened colors must be used as supporting colors and not compete with the colors in the Primary and Secondary palettes.

The Secondary Palette may be used in a variety of ways. For example, the colors can be used as blocks of color to differentiate copy, as headings, bullets, and graphical elements, and in similar ways to provide accents and contrast to the Primary Palette.

The red in the Secondary Palette may only be blended with the WSU crimson to brighten the overall tone of the crimson in University communications. But the WSU crimson must remain the dominant and most recognizable portion of the blended reds.

Overall, the colors in the Secondary Palette must serve in a complementary manner to the Primary Pal-ette. The Secondary Palette colors should never dilute the emphasis from the colors crimson and gray.

Two-color Printed PublicationsTwo-color printed publications that include photos, with few exceptions, must reproduced in black and crimson (Pantone 201) or gray (Pantone 431) and crim-son to ensure acceptable reproduction of halftones.

Single-color Printed PublicationsIt is recommended that single-color printed publica-tions with photos be reproduced in black or brown (Pantone 4975) to ensure acceptable reproduction of halftones. It is recommended that single-color printed publications without photos be reproduced in these col-ors, in descending order: black, crimson (Pantone 201), brown (Pantone 4975), or blue (Pantone 534).

Screening ColorsGenerally, avoid screening or mimimize the screening of colors in the color palette. The goal is create color consistency throughout WSU communications.

Visual ApproachColor Palette


Reproducing the Brand ColorsAccurately reproducing the colors in the WSU color pal-ette according to the formulas provided here is critical to ensure brand consistency.

Primary PaletteCrimson (Pantone 201)

Gray (Pantone 431)

Black

The colors in the color palette can be applied to Web sites soon, after the University’s central cascading style sheet is updated.

Never rely on the output produced by a desktop color printer to match the color created by offset presses. The color calibration of desktop printers typically does not match the Pantone Matching System colors used by offset printers.

Secondary palette

Red (or Pantone 186) Use only as a blend with Crimson (Pantone 201)

Brown (or Pantone 4975)

Blue (or Pantone 534)

Cream (or Pantone 7501)

Orange (or Pantone 716)

Green (or Pantone 390)

Aqua (or Pantone 631)

C-8 • S P R I N G 2 0 1 1

Overview Washington State University’s official corporate type-faces for printed materials are the ITC Stone Serif and Stone Sans family of fonts. These fonts feature a clean contemporary look, enhance the readability of printed materials, and contribute to the University’s image as a progressive institution.

Web FontsFor University Web sites, use the font sets as specified in the central cascading style sheet. Because the Stone fonts are not widely available on computers and there-fore not practical for Web use, the Lucida Sans font was chosen for the site identifier text and larger page heads because of its similarity to Stone and wide availability. Arial is used for small text because Lucida Sans does not render well in smaller sizes on all popular browsers and platforms.

Consistent use of the Stone fonts in printed materials by the campus community strengthens WSU’s overall brand presence. It is required that all print publications directed to external audiences (future students, donors, alumni, friends, etc.) use the Stone fonts. Only the Adobe version of the ITC Stone fonts meets the Brand Identity Stanards. Individuals who do not produce printed documents distrib-uted to external audiences may use Gara-mond, Times, or another similar font for internal communication.

The OpenType version of Adobe’s ITC Stone Serif and Stone Sans fonts is available for purchase. All University computers that contain the Stone fonts must be licensed to do so. Departments are responsible for monitoring font licenses.

Independent graphic designers, com-mercial printers, and other vendors who

need the Stone fonts to do work for the University must purchase the fonts directly from any vendor that deals in Adobe fonts.

For assistance in purchasing the Stone fonts through the University, please contact:

Infomation Technology Site Licensing ProgramInformation Technology Building, Pullman509-335-0459

Applying the Brand TypefacesThe Stone Serif and Sans Serif family of type fonts pro-vide a great deal of flexibility in creating communica-tions for a wide variety of media.

To strengthen the presentation of the WSU brand in printed communications, it is recommended that major headlines be created in Stone Serif medium type and sub-headings be created in Stone Sans. Both the Stone Serif and the Stone Sans fonts may be appropriate to use for body copy or secondary copy. It is recommended that body copy generally be typset in a medium weight.

Visual ApproachTypography

Graduate and Professional Studies

Make an Impact.

gradsch.wsu.edu

1

2

3

Brochure cover1. Main head Stone Serif Medium 2. Main head secondary content, Stone Sans Medium3. Subhead Stone Sans Medium


ITC Stone SerifA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

ITC Stone Serif ItalicA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

ITC Stone Serif SemiboldA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

ITC Stone Serif Semibold ItalicA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

ITC Stone Serif BoldA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

ITC Stone Serif Bold ItalicA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

ArialA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

Arial ItalicA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

Arial BoldA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

Arial Bold ItalicA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

LucidaA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

Lucida ItalicA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

Lucida BoldA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

Lucida Bold ItalicA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

ITC Stone SansA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

ITC Stone Sans ItalicA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

ITC Stone Sans SemiboldA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

ITC Stone Sans Semibold ItalicA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

ITC Stone Sans BoldA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

ITC Stone Sans Bold ItalicA B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

For Web use only

C-10 • S P R I N G 2 0 1 1

Advertisements1. Headline, Stone Sans Bold 2. Body text, Stone Serif Medium

When leading companies in the state and across the nation need the best-prepared employees, where do they turn? According to The Wall Street Journal, they turn to Washington State University.

In fact, The WSJ recently listed WSU among the top 25 “Recruiter Picks” in the country, making us the only Pacific Northwest school on the list. WSU shares the honors with a veritable who’s who of leading U.S. universities.

What gives our grads the edge? Here they get extensive hands-on learning opportunities through class work, internships, and fieldwork—preparing them to succeed in the marketplace. Just ask company recruiters.

Better yet, discover the difference for yourself.

PULLMAN • SPOKANE • TRI-CITIES • VANCOUVER • WORLDWIDE

B IG IDEAS FOR YOUR L I FE .Discover world-class lectures. Art. Entertainment. Sports.

Plus, some of the top undergraduate and graduate programs in the country.

www.wsu.edu

Andy Warhol, Marilyn, 1973

When

Cougars

go d

igit

al.

Watch all those cool “Go Cougs” TV spots. (YouTube.com/user/WashingtonStateUniv)

Connect your future Cougars to WSU. (Facebook.com/WSUFutureCougars)Or enjoy exclusive Coug sport videos, check stats, and voice your views.(Facebook.com/WSUCougarAthletics)

Find new clients, subject experts, or even jobs in the Cougar Universe.(go.wsu.edu/linkedin)

Discover the excitement of scientific and scholarly exploration.(wsm.wsu.edu/discovery)

Follow your favorite WSU programs, peopleand campuses to be first to hear about events and news—in real time.(twitter.wsu.edu)


Overview Photos can powerfully communicate the essence of the Washington State University brand. It is critical when creating communications to select imagery that reflects the WSU brand and supports the brand personality.

SubjectsWSU’s brand promise is focused on the variety of ways the University makes a positive impact on the lives of everyone it touches: students, alumni, donors, citizens, etc. In order to support the brand promise pictorially, choose photos that also demonstrate the various ways in which WSU makes the world a better place.

For example, students pictured in a recruiting bro-chure might be photographed while involved in hands-on research. A faculty member might be photographed near a field of wheat that thrived thanks to his or her research.

StyleWhenever possible, photography should reflect the dynamic nature of WSU by featuring close up, bold, colorful images. Complex, busy, or lower-quality photos should be minimized by cropping to highlight the area of interest or by using them smaller. Consider using stock imagery when high-quality images are not avail-able via campus resources.

A two-tiered approach to photography has been established to create a distinctive style that features the impact of WSU’s activities.

Premier Brand PhotosPremier photos should be carefully planned, as they are one of the signature elements in building awareness of WSU’s brand. They should communicate the brand promise.

Premier photos in printed communications or on the home page of a Web site should be close up, tightly cropped, and contain a shallow depth of field to focus attention on the primary activity depicted. Use blurred motion, exaggerated vertical or horizontal cropping techniques, or unusual angles to accomplish this goal. Whenever possible, crop photos tightly to highlight the verticalness or horizontalness of images to accentuate the brand photography style.

When selecting Premier images for use in collateral, try to select a single, compelling image that engages the viewer and tells a powerful story. Use the Premier photo(s) in a visually dominant manner. Additional im-ages should be used throughout the communication to support the featured photo(s).

Black-and-white, as well as color photographs, can be used to depict the University’s brand.

Supporting PhotosAdditional images in communications should provide complementary information to the Premier photo(s). For example, supporting photos might tell more of the story pictorially than what is revealed in the Premier-level image(s). Supporting photos also should be used at a smaller size and not compete with Premier images.

Supporting photos may, but are not required, to employ shallow depth of field, tight cropping, blurred motion, or any of the other traits that define Premier photos.

Visual ApproachPhotography

C-12 • S P R I N G 2 0 1 1

Original full-frame photo

Original full-frame photo Cropped to emphasize vertical perspective

Cropped to emphasize horizontal perspective

Cropped for dramatic impact


Original full-frame photo

Cropped to emphasize horizontal perspective

C-14 • S P R I N G 2 0 1 1


Overview The Washington State University Visual Platform en-sures creation of communications that strongly reflect the University’s brand. Combining the required colors, typography, photography, and the WSU signature as outlined provides a solid framework for unifying all of the institution’s communications. Communicators will always meet the Visual Platform requirements by incor-porating these elements as specified in the communica-tions they produce.

In addition to the required core elements, optional graphic elements are provided as part of the design toolkit. The optional elements include two levels of ad-ditional graphics: Primary and Secondary.

It is highly recommended that one—but not both—of the Primary Optional Elements be applied when this option is selected. Once a Primary Element is choosen, then one of the Secondary Optional Elements can be added. Communicators are encouraged to use only one of the two Primary Elements and not add any of the Secondary elements to communications. The Second-ary Elements should be used very selectively: for specific marketing campaigns; special communications; or to additionally brand an event, new program, or activity.

Primary Optional ElementsThere are two Primary Optional Elements:

• Circles, or portions of circles

• Color bars When a Primary Optional Element is applied, it is rec-ommended that one—but not both—be added to create additional sophistication and visual consistency. Again, remember the overall goal of the Brand Identity System is design simplicity.

Secondary Optional ElementsThe Secondary Optional Elements should be used only in combination with one of the Primary Optional Ele-ments. Use of the Secondar Optional Elements is never required. When a Primary Element is used, it is recom-mended that not more than one of the Secondary Ele-ments be incorportated.

The Secondary Optional Elements consist of three graphic devices:

• Radius-cornered boxes or rules which may be used for photos or text

• Textured backgrounds

• Exaggerated punctuationThe Office of Marketing and Creative Services and

University Publishing are happy to provide assistance to campus units to help guide the integration of optional elements into communications.

Visual ApproachOptional Graphic Elements

C-16 • S P R I N G 2 0 1 1

Visual ApproachPrimary Optional Elements Circles or Portions of CirclesOverview One of the distinctive graphic devices included as a Primary Optional Element is the circle, or portions of a circle. This shape represents the global perspective and impact of the University’s activities, reinforcing key attributes described in the Brand Platform. Circles and portions of circles also represent the University’s commitment to providing a complete, culturally and intellectually diverse educational environment that transforms lives.

This graphic element also serves a number of practi-cal design purposes. It provides a distinct, unifying ele-ment that adds sophistication and visual dimension to WSU communications. In addition, circles or portions of circles can be used to call attention to headlines or key messages.

Applying Circles or Portions of CirclesThere are some basic principles to keep in mind when applying circles or partial circles to University commu-nications.

• A circle is defined as a plane figure bounded by a single curved line, every point of which is equally distant from the point at the center of the figure.

• Shapes such as ovals or ellipses are not circles and should not be included in WSU communications.

• A partial circle may be represented as a half circle or some other portion of a complete circle. Generally, if a partial circle is used it should bleed off a page to maintain the integrity of the circle shape and to avoid creating other distracting shapes.

• A partial circle may be created by a line which represents an arc, or a portion of a circle’s perimeter.

• Generally, circles or portions of circles, such as half circles, should be used as a screened element to add dimension to a print or a electronic communication.

• Use a small circle, for example, to emphasize a key letter or word in a headline. It would also be appropriate to place each page number in a circle in a multi-page publication.

• When a circle shape is represented as the perimeter of a partial circle, it should incorporate a single color from the approved color palette and should not resemble a curved, two- or three-color bar.

• Three or four circles portions displayed parallel to each other, with each portion using a different tint of the same color, is an effective way to apply this element in a sophisticated manner. See page C-20.

• Avoid using a large number of circles or partial circles on a single print or electronic page. Application of the element in this manner conflicts with the overall design goal of achieving understated sophistication.

• Do not use garish color combinations to create circles or partial circles.

• Complete circles—unlike partial circles—should not be repeated on a page to create a background pattern.

Do not incorporate multiple colors when creating a circle perimeter

Partial circle perimeter

Circle shape Do not create ovals or ellipses

1


Graduate and Professional Studies

Make an Impact.

gradsch.wsu.edu

Publication cover1. Use of portions of circles in a subtle manner.

C-18 • S P R I N G 2 0 1 1

Overview The other distinctive graphic device adopted as one of the Primary Optional Elements is the color bar. Color bars represent the University’s commitment to the diverse ideas, perspectives, and cultural experiences required to identify creative solutions for addressing the world’s challenges.

Color bars also serve a number of practical design purposes. They provide a distinct, unifying graphic ele-ment and a means of incorporating color accents into University communications. In addition, color bars serve as a visual anchoring device for photographs and as an element to call attention to headlines or key mes-sages in communications.

Colors bars should be used to create visual consis-tency in University communications. They must not compete with identity elements such as the dominant crimson and gray palette. Rather, color bars serve in a complementary role.

Applying Color BarsThere are some basic principles to keep in mind when applying color bars to University communications.

• A color bar consists of two or three distinct segments. Each segment must be one of the colors from the approved color palette. The colors may be solid or screened, with the exception of the WSU crimson, which may not be screened.

• For printed communications, a horizontal color bar is defined as a minimum of six points and

a maximum of three picas in height. A vertical color bar is defined as a minimum of six points and a maximum of three picas in width. A color bar should be adjusted proportionately when applied to materials that are substantially larger than the size of a common printed page.

• For electronic communications, a horizontal color bar is defined as a minimum of five pixels and a maximum of 15 pixels in height. A vertical color bar is defined as a minimum of five pixels and a maximum of 15 pixels in width.

• A good rule of thumb is to plan no more than one color bar per page. Remember the power of simplicity.

• Do not use garish color combinations from the Primary and Secondary Palettes to create color bars. They should serve as a complementary design element to enhance communications.

• Bars may be placed vertically or horizon- tally on a page.

• Bars may be positioned top or bottom, left or right, bleeding or not bleeding off a page.

• Bars may bisect other graphic devices, with the exception of the University signature.

• Color bars should not be used as a background pattern.

• Do not compromise the integrity of the shape of the color bar by attaching other shapes to it.

• Do not use radius corners on color bars.

• Color blends or tints may not be incorporated into color bars.

Visual ApproachPrimary Optional Elements Color Bars

Color bar minimum height Do not incorporate radius corners

Do not incorporate blends

Color bar maximum height


Page spread

Better Livestock HeaLtH. With the global cost of

tick-borne animal diseases estimated at between $13.9

and $18.7 billion annually, WSU researcher Wendy

Brown is working hard to develop vaccines for crippling

maladies such as bovine babesiosis and anaplasmosis.

Recently, Dr. Brown and her WSU research team

developed a new screening tool that greatly speeds the

process of producing and purifying proteins for testing.

It’s just one more step towards a cure for some of the

most serious threats to livestock.

G R O W I N G P A R T N E R S H I P S

Research conducted by WSU scientists has clearly helped boost and diversify Washington

state’s economy in everything from human and animal health, to materials science and

engineering, to clean technology and biofuels.

Today WSU’s brightest students at all levels collaborate with our faculty in the search

for practical, hands-on solutions to common challenges. Whether it’s research to create jet

fuel from agricultural waste, or efforts to build hydrogen fuel cells for tomorrow’s vehicles.

When the answers emerge—as they often do—we all benefit.

ResearchThe Economic Engine that Could

The challenge of sustainability is to meet the needs of today without compromising

the ability of future generations to meet the needs of tomorrow. In response,

WSU integrates sustainability into our research, teaching, and student life. We’re

developing new ideas, new approaches, and even innovative new building

materials. And everything we learn we pass along to communities statewide—

providing a blueprint for shrinking your resource footprint as you build your

financial bottom line.

Sustainability Preserving Our Environment… while Growing Our Economy

rain runs tHrougH it. Pervious pavers, a hybrid

concrete/turf driving surface, allow a greater degree of

stormwater infiltration than does standard petroleum-

derived pavement. They’re part of a larger effort to

develop regional stormwater management programs in

the Puget Sound basin and to protect our threatened water

quality. By advancing this kind of innovation, WSU

researchers, such as Curtis Hinman at the WSU Puyallup

Research and Extension Center, are redefining the urban

environment and mainstreaming low-impact development.

cLearing tHe air. WSU professors Brian Lamb

and George Mount oversee a regional air-quality

model called AIRPACT, tracking and predicting

urban air pollution in the Pacific Northwest. They

also use computer modeling to study how global

warming could affect the air we breathe—no matter

where in the state we live.

C-20 • S P R I N G 2 0 1 1

Visual ApproachSecondary Optional Elements

Radius-cornered BoxesRadius-cornered boxes are one of the Secondary Op-tional Elements that can be used to create a distinctive feel for displaying photos or text. The shape conveys a friendly, more conversational tone than traditional perpendicular-cornered boxes. Rounded corners also help create a more modern tone, or feel.

Radius corners may be applied from one to all four corners of a picture or text box. However, when using radius corners, apply them in a consistent man-ner within a stand-alone printed publication, to a series of advertisements, or on a Web site. In other words, don’t randomly use a different number of radius cor-ners with text or photos that appear as part of the same communication.

Print advertisement1. Use of radius corners

World-class academic programs to prepare tomorrow’s leaders. Research to spur the economy. Statewide outreach that delivers the best of what we do to keep communities vibrant.

Our job is to serve your needs.

That’s why we now offer mid-career professionals across the state the opportunity to earn an Executive MBA degree.

It’s why our scientists conduct cutting-edge research to benefit the state’s agriculture industry.

And it’s the reason we have campuses in Pullman, Spokane, Tri-Cities, and Vancouver—plus extension offices and learning centers in all 39 Washington counties.

Find out more.

Washington’s state university is here for you.

www.wsu.edu

Whether you live in Aberdeen, Seattle, Walla Walla—or anywhere in between—Washington State University

enriches your life.

Washington’s state university

1


Textured BackgroundsTextured backgrounds are another Secondary Optional Element that can be used to create visual consistency and sophistication in electronic and print communica-tions. Apply textures selectively as a subtle element in communications. An example is shown at right.

The three textures shown below are the only cur-rently approved textures for use in University commu-nications. Other textured backgrounds may be added in the future.

Consider use of textures very carefully. Applied correctly, they can add great dimension to a commu-nication. Applied incorrectly, they can clutter commu-nication and compromise the goal of achieving design simplicity.

Textures may be applied using any of the approved colors from the Color Palette.

Secondary Optional Elements

Thanks to Professor Brian Lamb and

other members of the WSU Laboratory

for Atmospheric Research (LAR), millions

of Pacific Northwest residents are

breathing easier.

Dr. Lamb and his colleagues created

a regional air-quality forecast system

that gathers data used to predict

concentrations of ozone, particulate

matter, and other pollutants in the air.

Forecasters use the system to make air-

quality alert decisions.

Imagine a future in which:

• Health-care costs related to air

pollution illnesses plummet

• Individuals live healthier and more

productive lives

• The public is better-educated about

air pollution issues

Dr. Lamb is one of dozens of

Washington State University researchers

engaged in a daily quest to make the

world a better place. WSU: because the

world needs big ideas.

researchnews.wsu.edu

EasierBreathing

Print advertisement

C-22 • S P R I N G 2 0 1 1

Visual ApproachSecondary Optional Elements

Exaggerated PunctuationExaggerated punctuation is the third of the Secondary Optional elements. It consists of a variety of common punctuation devices—such as exclamation points, brackets, or quota-tion marks—presented graphically in an unusu-al way. Any commonly understood punctuation mark may be presented in an exaggerated form. An exclamation point, for example, might be presented in one of the accent colors from the brand palette and used to call additional atten-tion to a headline in a printed booklet. Simi-larly, brackets on a Web page might be present-ed in a bright color and placed on each side of an important sentence to call attention to it.

Be cautious in apply-ing exaggerated punctuation to communications. Used carefully, these graphics show a progressive organi-zation. But overuse of exaggerated punctuation can leave a reader not knowing where to focus his or her attention when viewing a communication and create a circus-like tone to a message.

5

• Through our unique Freshman Focus program, you’ll take two courses

together and get the opportunity to know your fellow students, and

your professors, better. Course options vary by residence and include

world civilizations, fine arts, environmental science, communications,

economics, and more.

• The Common Reading program engages your critical thinking skills

and strengthens your connection to the University community.

• Our top-ranked university-wide writing program gives you guidance and

confidence in communicating, no matter what your major might be.

Opens Your MindEducation that

4

In 2007, more than 3,000

freshmen received the book,

Flu: The Story of the Great

Influenza Pandemic of 1918 and

the Search for the Virus That

Caused It and then studied

various aspects of

the epidemic—from

economics to virology—

across numerous courses.

Our courses help

you identify your

goals, find your

passion, and

discover

new interests.

John Starksenior, hospitality business management

“Beyond the world of textbooks, WSU provides

numerous opportunities for students to improve their

community through civic engagement and to gain

multicultural and global perspectives.”

{ } 1

Publication spread

W A S H I N G T O N S TAT E U N I V E R S I T Y • B R A N D I D E N T I T Y S TA N D A R D S • D-1

Communication Campaigns

To maximize the impact of Washington State

University’s brand in the marketplace, the Office

of Marketing and Creative Services will collaborate

with campus partners to ensure that communication

campaigns created to support key institutional strategic

objectives are unified in editorial and graphic approach.

For example, additional editorial and design

guidance will be provided for communication

campaigns directed to these key audience segments:

• Prospective undergraduate students

• Prospective graduate students

• University influencers, including donors, alumni,

opinion leaders

This guidance will include additional specifics about

how to apply editorial and visual standards to ensure

brand consistency in communications directed to these

audiences.

Additionally, Marketing and Creative Services staff

will provide assistance in branding special events,

new University programs or activities, or other unique

marketing opportunities that advance WSU’s strategic

goals.

Please consult the Office of Marketing and Creative

Services or University Publishing for more information.

D-2 • S P R I N G 2 0 1 1

Education that

You probably already appreciate the impact of Washington State University on your life.

As the University charts its course for the 21st century, we want you to know we’re rededicating ourselves to providing transformative experiences to our students.

We seek to prepare leaders for our global, diverse society. To educate students who approach problem solving in an engaged, hands-on way. To graduate students grounded in the concepts of community service and creating a more vibrant world.

If you have a child approaching college age, visit campus and experience the impact of a WSU education. You’ll both be glad you did.

Changes Lives.

visit.wsu.edu

Print advertisement

Website landing page

Secondary brochure cover

Education that

Changes Lives

www.wsu.edu

Publication cover

Changes LivesEducation that

W A S H I N G T O N S TAT E U N I V E R S I T Y • B R A N D I D E N T I T Y S TA N D A R D S • E-1

Application Examples

E-2 • S P R I N G 2 0 1 1

Application ExamplesApplication of Core Elements

Brochure cover (with primary grpahic elements)1. Crimson (Pantone 201) and Red (Pantone 186)

blended but crimson remains dominant2. ITC Stone Serif in the main headline3. Stone Sans for subhead information4. Neutral cream color (Pantone 7501) as a background

and significant amounts of open space5. WSU tagline signature prominently displayed in

crimson and gray

Spurring Economic GrowthEnhancing Civic VitalityT H E B E N E F I T S O F

C O R P O R A T E–U N I V E R S I T Y

PA R T N E R S H I P S










12

3

45

w w w. w s u . e d u

An Opportunity to Form a Dynamic Partnership

Elson S. Floyd took office as the

10th president of Washington State

University on May 21, 2007. WSU

is classified among the nation’s

96 leading public and private

universities with very high research

activity by the Carnegie Foundation

for the Advancement of Teaching

Spurring Economic GrowthA new world economy based on knowledge

and human capital presents tremendous

opportunities for public and private partners

whose core strategies align with Washington State

University’s vision and expertise.

Cutting-edge research conducted by WSU faculty—

and often brought to market in conjunction with our

industry colleagues—creates technologies and products

that provide significant economic returns and immense

benefits to our quality of life.

Our success stories are abundant. For example,

research conducted in tandem with agriculture

interests has led to the state’s position as one of the

world’s top wheat producers and the emergence of

Washington’s viticulture and enology industry. The

wood-plastic composite formulations developed by our

Wood Materials & Engineering Laboratory for industry

generates $1 billion-plus in annual revenues.

We are committed to building our portfolio of

dynamic public-private partnerships. I invite you to

join us as seek to serve as a catalyst for the economic

and social development of the state, the nation, and the

world.

Elson S. Floyd, Ph.D.

President, Washington State Univesity

T h E B E n E F i T S o F

C o r p o r A T E - U n i v E r S i T y

pA r T n E r S h i p S

More InforMatIon

To learn more about how your corporation or foundation

can develop a world-class partnership with Washington

State University, please contact:

Corporate and Foundation Relations Office

Town Centre, Suite 301

PO Box 641925

Pullman, WA 99164-1925

509-335-2109

Fax: 509-335-8419

Devon Anderson

Vice President

Corporate and Foundation Relations

509-335-2077

[email protected]

PullmanSpokane

Tri-CitiesVancouver

EnhancingCivic Vitality











Spurring Economic GrowthA new world economy based on knowledge

and human capital presents tremendous

opportunities for public and private partners

whose core strategies align with Washington State


Cutting-edge research conducted by WSU faculty—

and often brought to market in conjunction with our

industry colleagues—creates technologies and products

that provide significant economic returns and immense


Our success stories are abundant. For example,

research conducted in tandem with agriculture

interests has led to the state’s position as one of the

world’s top wheat producers and the emergence of

Washington’s viticulture and enology industry. The

wood-plastic composite formulations developed by our

Wood Materials & Engineering Laboratory for industry

generates $1 billion-plus in annual revenues.

We are committed to building our portfolio of

dynamic public-private partnerships. I invite you to

join us as seek to serve as a catalyst for the economic

and social development of the state, the nation, and the

world.






More InforMatIon






PO Box 641925


509-335-2109

Fax: 509-335-8419

Devon Anderson

Vice President


509-335-2077

[email protected]

PullmanSpokane

Tri-CitiesVancouver



Brochure interior spread (with primary graphic elements)1. ITC Stone Serif in the main headline2. Crimson (Pantone 201) and red (Pantone 186)

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The Edward R. MurrowSchool of Communication

Thirty-fourth

with Edward R. Murrow Award recipient and keynote speaker

Don Hewitt60 Minutes creator andCBS News executive producer

Edward R. Murrow Symposium7:30 p.m. Thursday, April 3, 2008Beasley Performing Arts Coliseum

120797 Feb 2008


Thirty-fourth




120797 Feb 2008

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Poster (with primary graphic elements)1. ITC Stone Serif in the main headline2. Crimson (Pantone 201) and Red (Pantone

186) blended but crimson remains dominant

3. Photo with blurred background 4. WSU tagline signature prominently

displayed5. Stone Sans for subhead information


Thanks to Professor Brian Lamb and

other members of the WSU Laboratory

for Atmospheric Research (LAR), millions

of Pacific Northwest residents are

breathing easier.

Dr. Lamb and his colleagues created

a regional air-quality forecast system

that gathers data used to predict

concentrations of ozone, particulate

matter, and other pollutants in the air.

Forecasters use the system to make air-

quality alert decisions.

Imagine a future in which:

• Health-care costs related to air

pollution illnesses plummet

• Individuals live healthier and more

productive lives

• The public is better-educated about

air pollution issues

Dr. Lamb is one of dozens of

Washington State University researchers

engaged in a daily quest to make the

world a better place. WSU: because the

world needs big ideas.

researchnews.wsu.edu

EasierBreathing

Print advertisement (with primary graphic elements)1. ITC Stone Serif in the main headline2. Crimson (Pantone 201) and Red (Pantone 186) blended but crimson remains

dominant3. Photo with blurred background 4. WSU tagline signature prominently displayed5. Stone Sans for subhead information

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Spurring Economic Growth

A new world economy based on

knowledge and human capital

presents tremendous opportunities

for public and private partners whose core

strategies align with Washington State


Cutting-edge research conducted by WSU

faculty—and often brought to market in

conjunction with our industry colleagues—

creates technologies and products that provide

significant economic returns and immense


Our success stories are abundant. For

example, research conducted in tandem with

agriculture interests has led to the state’s

position as one of the world’s top wheat

producers and the emergence of Washington’s

viticulture and enology industry. The wood-

plastic composite formulations developed by

our Wood Materials & Engineering Laboratory

for industry generates $1 billion-plus in

annual revenues.

We are committed to building our portfolio

of dynamic public-private partnerships.

I invite you to join us as seek to serve as

a catalyst for the economic and social

development of the state, the nation, and the

world.






More InforMatIon






PO Box 641925


509-335-2109

Fax: 509-335-8419

Devon Anderson

Vice President


509-335-2077

[email protected]

PullmanSpokane

Tri-CitiesVancouver


Brochure cover (with primary and secondary graphic elements)1. Color bars using primary and

secondary colors

1

































annual revenues.






world.






More InforMatIon






PO Box 641925


509-335-2109

Fax: 509-335-8419

Devon Anderson

Vice President


509-335-2077

[email protected]

PullmanSpokane

Tri-CitiesVancouver


Application ExamplesApplication of Primary and Secondary Optional Elements

































annual revenues.






world.






More InforMatIon






PO Box 641925


509-335-2109

Fax: 509-335-8419

Devon Anderson

Vice President


509-335-2077

[email protected]

PullmanSpokane

Tri-CitiesVancouver



Brochure interior spread1. Color bars using primary colors2. Radius corners on photo boxes3. Subtle use of exaggerated punctuation 2

3

1

































annual revenues.






world.






More InforMatIon






PO Box 641925


509-335-2109

Fax: 509-335-8419

Devon Anderson

Vice President


509-335-2077

[email protected]

PullmanSpokane

Tri-CitiesVancouver



Thirty-fourth




120797 Feb 2008

E-8 • S P R I N G 2 0 1 1

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1Poster (with primary and secondary graphic elements)1. Application of secondary color palette to

color bars2. Subtle use of partial circle in the

background


Thirty-fourth




120797 Feb 2008


Publication cover

www.wsu.edu

Education that

ChangesLives

E-10 • S P R I N G 2 0 1 1

Publication cover

education.wsu.edu

Engage in research and scholarship • Realize your leadership potental • Understand globalization and diversity

Graduate Studies in

Education


CommencementS a t u r d a y , M a y T h i r d

S p r i n g 2 0 0 8

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Education that

Changes LivesWashington State University is working with students

every day to enhance the economic, civic, and cultural

vitality of our community, our state, and our world.

Vanessa Serratore senior, zoology

“My education at Washington State has expanded myhorizons

and opened me up to new possibilities. I have learned

important lessons about life, leadership, confidence,

responsibility, and overcoming obstacles.”

Education that Changes Lives Washington State University2 3

{ Hands-on involvement in class work, research, internships,

and fieldwork.

World-class facilities, including advanced computer labs,

high-tech classrooms, and one of the largest library systems

in the Pacific Northwest.

Challenges that help prepare you and your classmates to

become future leaders of our global society, drivers of our

state and nation’s economies, and engaged, caring citizens

of the world.


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Internationally recognized faculty

Their contributions to science, business, government, culture, and society.

Many WSU faculty are members of prestigious national

academies and have received honors from organizations such

as the National Institutes of Health and the National Science

Foundation for their research excellence.

WSU provides world-class educational and research

opportunities for a diverse student body from around the

world. We are committed to providing the resources students

need to succeed:

• Access to advanced computer labs all across campus;

• High speed Ethernet connectivity in every residence hall;

• High-tech classrooms like the Boeing Classroom of the

Future, the Edward R. Murrow School of Communication’s

state-of-the-art television production studios and audio

labs, and the new Vogel Plant Sciences Building.

Heather StreetsAssociate Professor, History

“History is about concepts—it’s who we are and how we got to where we are. Many of our class discussions are about the connections between the past and what’s going on now.”

+ author or co-author of four books and numerous articles

+ area editor for Britain and the British Empire for the 2008 Ency-clopedia of the Modern World

+ loves teaching freshmen

J. Thomas DickinsonEminent Professor, Regents Professor of Physics & Material Science, & the Paul A. Anderson Professor of Physics

“A balance between teaching and research is very important. It keeps us involved in breakthroughs in technology and science and becomes incorporated into our classrooms. ”

+ Fellow of the American Physical Society, the American Vacuum Society, and the American Association for the Advancement of Science

+ given over 300 invited talks around the world

+ working to improve the undergraduate research experience through the WSU Teaching Academy

Jose Delgado-FriasProfessor, Electrical Engineering and Computer Science and Boeing Centennial Chair in Computer Engineering

“I constantly promote independent thinking by asking questions and assigning projects that require students to critically analyze what they have learned.“

+ co-author of 160+ technical papers and co-editor of five books

+ holds 27 patents in high performance computer hardware

+ senior member of the IEEE

Grace Harchuksenior, history

“The smaller classes allow time for a lot of discussion and detailed subject

coverage. The professors are truly interested in helping students succeed. For

example, I had one professor give me books from his own collection because

he recognized my interest in the topic.”

E-14 • S P R I N G 2 0 1 1

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Pac-10 sports

Whether you’re in the stands or on the

sidelines, you can feel the excitement

of Pac-10 competition at WSU. Varsity

sports include men’s and women’s

basketball, track and field, golf, and

cross-country; men’s football and

baseball; and women’s volleyball,

soccer, tennis, swimming and rowing.

Come out and play

Washington State University is home

to one of the best student recreation

centers in the country. With top-of-

the-line equipment and a wide range

of facilities, this is the place to exercise,

socialize, join one of 30 different club-

level sports teams, or take off on an

outdoor adventure.

Arts and entertainment

The University attracts many popular

music groups, ballets, outstanding

symphony concerts, and speakers of

national and international acclaim.

Recent visitors to Pullman include

renowned primatologist Jane Goodall,

famed artist Faith Ringgold, comedian

Howie Mandell, Pulitzer Prize-winning

newspaper columnist Leonard Pitts, Jr.,

and singer Taylor Swift.

The close-knit campus environment provides opportunities to

forge lifelong friendships.

Your first year at Washington State, you’ll live on campus at the heart of the action:

all undergraduate residence halls are within a 10-minute walk of the center of

campus; fraternities and sororities are right in the neighborhood.

Education that

Includes More


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“The smaller classes allow time for a lot of discussion and detailed subject

coverage. The professors are truly interested in helping students succeed. For

example, I had one professor give me books from his own collection because

he recognized my interest in the topic.”


“History is about concepts—it’s who we are and how we got to where we are. Many of our class discussions are about the connections between the past and what’s going on now.”

J. Thomas DickinsonEminent Professor, Regents Professor of Physics & Material Science, & the Paul A. Anderson Professor of Physics

“A balance between teaching and research is very important. It keeps us involved in breakthroughs in technology and science and becomes incorporated into our classrooms. ”

Our faculty are nationally and internationally recognized for their contributions to science, business, government, culture, and society.

Many WSU faculty are members

of prestigious national academies

and have received honors

from organizations such as the

National Institutes of Health and

the National Science Foundation

for their research excellence.

E-16 • S P R I N G 2 0 1 1

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“The smaller classes allow time for a lot of discussion and detailed subject coverage. The professors are truly interested in helping students succeed. For example, I had one professor give me books from his own col-lection because he recognized my interest in the topic.”


“History is about concepts—it’s who we are and how we got to where we are. Many of our class discussions are about the connec-tions between the past and what’s going on now.”

Many WSU faculty are members

of prestigious national academies

and have received honors from

organizations such as the Na-

tional Institutes of Health and the

National Science Foundation for

their research excellence.

WSU provides world-class

educational and research oppor-

tunities for a diverse student body

from around the world. We are

committed to providing the re-

sources students need to succeed:

l Access to advanced computer

labs all across campus;

l High speed Ethernet connec-

tivity in every residence hall;

l High-tech classrooms like

the Boeing Classroom of the

Future, the Edward R. Murrow

School of Communication’s

state-of- the-art television

production studios and audio

labs, and the new Vogel Plant

Sciences Building.

Our faculty are nationally and internationally recognized for their contributions to science, business, government, culture, and society.

The Honors College offers opportunities to delve deep into subjects that interest you.

One on one with Faculty


5

• Through our unique Freshman Focus program, you’ll take two courses

together and get the opportunity to know your fellow students, and

your professors, better. Course options vary by residence and include

world civilizations, fine arts, environmental science, communications,

economics, and more.

• The Common Reading program engages your critical thinking skills

and strengthens your connection to the University community.

• Our top-ranked university-wide writing program gives you guidance and

confidence in communicating, no matter what your major might be.

Opens Your MindEducation that

4

In 2007, more than 3,000

freshmen received the book,

Flu: The Story of the Great

Influenza Pandemic of 1918 and

the Search for the Virus That

Caused It and then studied

various aspects of

the epidemic—from

economics to virology—

across numerous courses.

Our courses help

you identify your

goals, find your

passion, and

discover

new interests.

John Starksenior, hospitality business management

“Beyond the world of textbooks, WSU provides

numerous opportunities for students to improve their

community through civic engagement and to gain

multicultural and global perspectives.”

{ }

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