WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY · brand identity west virginia university...

WEST VIRGINIAUNIVERSITYATHLETICSBRAND IDENTITY

BRAND IDENTITY

3WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY

VISION

The objective of this exercise is to make sure that the brand is consistent across all applications and captures new audiences in an authentic and meaningful way. This guide outlines the evolution of the athletics brand and will serve as a reference resource for implementing the West Virginia University Athletics brand identity system. It will provide helpful guidelines that enable West Virginia Athletics staff, partners and suppliers to express the West Virginia Athletics brand effectively and appropriately across a wide range of applications and media.

BRAND IDENTITY


PRIMARY IDENTITY

SECONDARY IDENTITY

BRAND APPLICATION

VISION ............................................................................... 3BRAND OVERVIEW ............................................................ 5FLYING WV MARK ............................................................. 7COLOR PALETTE ...............................................................12PRIMARY TYPEFACE .........................................................14NUMERALS .......................................................................17WORDMARKS ................................................................. 20 WEST VIRGINIA ........................................................... 22 MOUNTAINEERS .......................................................... 24 MONTANI SEMPER LIBERI ........................................... 26SECONDARY TYPEFACE ................................................... 29SPORT LOCK-UPS ..............................................................31 WV / MOUNTAINEER WORDMARK – STACKED .......... 33 WV / MOUNTAINEER WORDMARK – LINEAR ............. 35PATTERN .......................................................................... 37 MOUNTAINEER PATTERN ............................................ 38MOUNTAINEERS SCRIPT .................................................. 39SOCCER CREST ................................................................. 43INCORRECT USAGE .......................................................... 47BRAND & TRADEMARK LICENSING ................................ 49

TABLE OFCONTENTS

BRAND IDENTITY


BRANDOVERVIEW

We’ve created the building blocks for communicatingWest Virginia Athletics’ brand identity in a unified, consistent way. Composed of core elements including logo, color and typography, as well as extended expressions including treatments and textures, this wide range of tools is designed to be flexible and expandable—so you can use your creativity to innovate across all media. To effectively define West Virginia Athletics brand experience, these core elements must be aligned across every touch point.

The following sections provide creative guidance on how to use the brand palette. With a shared design sensibility, each element can be used to elevate the West Virginia Athletics brand in a way that is distinctive and immediately recognizable. The brand identity reinforces our commitment to create and sustain athletic programs for men and women characterized by comprehensive excellence.

BRAND IDENTITY


PRIMARYIDENTITY

BRAND IDENTITY


Created in 1980, the Flying WV logo was inspired by and is a fitting tribute to the beautiful mountains of the state of West Virginia. The combination of a “W” and a “V” flowing in a progressive, yet strong pattern was immediately distinctive and is now recognized as one of the strongest collegiate logos in the world. It not only represents WVU Athletics, but West Virginia University as a whole.

FLYINGWV MARK

BRAND IDENTITY


Sure, you can find the Flying WV logo on uniforms and countless products, but the famous logo can easily be spotted worldwide and is admired by WVU and non-WVU fans for its sleekness and versatility.

Debuting on September 6, 1980 with the opening of New Mountaineer Field, a new coach roamed the West Virginia sideline and embarked on a Hall of Fame career. Don Nehlen would take West Virginia football to heights never seen before and with him on the sidelines was the newly created Flying WV.

Acknowledging the rising popularity of the logo, other athletic teams began to adopt it in the following years. The University adopted it as the official school logo in 1985.

To an entire state, the Flying WV represents a symbol of pride as the University is the state’s land grant institution, and the Mountaineers are West Virginia’s team.

FLYINGWV MARK

BRAND IDENTITY


FLYING WV MARK – ONE COLOR – PREFERRED PRIMARY IDENTITY

BRAND IDENTITY


X

X

X

FLYING WV MARK – ONE COLOR – PREFERRED

The protected area around the logo ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the “X”:

PRIMARY IDENTITY

BRAND IDENTITY


FLYING WV MARK – ONE COLOR – PREFERRED

The logo can be used in the color variations shown below.

NOTE: Use good judgment to ensure legibility. A mark that is too small doesn’t serve any communicative function. There may be cases where it is difficult to allow the full-recommendedclear space (e.g., a very small display ad), and your best judgment should prevail. It is very important that designers or desktop publishers do not attempt to construct the logo themselves. Do not reproduce the logo by scanning a previously printed version. Such “second-generation” art will degrade the quality of the image and may alter the scale of the various elements.

PRIMARY IDENTITY

BRAND IDENTITY


COLORPALETTE

When it comes to communicating The West Virginia University Athletics brand, color is quintessential. The following color configurations show how West Virginia’s primary and secondary colors can be expanded analogously to build harmonious color palettes and complementary pairings. Color is one of the most important elements of the West Virginia identity system.

The colors were adopted by the school’s upperclassmen in 1890, according to West Virginia University: A Pictorial History, 1867-1979. The color choices were taken from the West Virginia state seal. Additionally, the words “gold and blue” are sung in the first verse of HAIL WEST VIRGINIA.

HAIL WEST VIRGINIALet’s give a rah for West Virginia And let us pledge to her anew,Others may be black or crimson,but for us it’s Gold and Blue.Let all our troubles be forgotten,Let college spirit rule,We’ll join and give our loyal effortsFor the good of our old school.

It’s West Virginia, It’s West VirginiaThe Pride of every Mountaineer.Come on you old grads, join with us young lads,It’s West Virginia now we cheer!Now is the time, boys, to make a big noiseNo matter what the people say,For there is naught to fear; the gang’s all here,So hail to West Virginia, Hail.

BRAND IDENTITY


COLOR PALETTE

GOLDPMS 124 C0/30/100/5234/170/0EAAA0011372464

PANTONE:CMYK:

RGB:HTML:

MADEIRA:ROBISON/

ANTON:BLUEPMS 295 C100/69/8/540/40/8500285510432303

1.1.

2.

PRIMARY PALETTE

4.ANTHRACITEPMS 447 C50/30/40/9055/58/54373A3611642565

3.

SECONDARY PALETTE

DARK STEEL GREYPMS 424 C30/20/19/58112/115/114 707372 10412565

BRAND IDENTITY


PRIMARYTYPEFACE

MOUNTAINEERS FONTType tells a story. The right typeface, used consistently, builds character. The Mountaineers font fuses modern foundational forms with universal functionality. To assist in creating a consistent look for a wide variety of athletics communications, a custom display typeface and numeral set has been designed as an enhancement to the overall identity.

Strong block typography is an essential component of the West Virginia Athletics heritage. It speaks to the no-nonsense, hardworking nature of players, coaches and fans.

BRAND IDENTITY


PRIMARY TYPEFACE MOUNTAINEERS FONT – FULL ALPHABET

BRAND IDENTITY


PRIMARY TYPEFACE MOUNTAINEERS FONT – FULL ALPHABET

The primary typeface can be used in the color variations shown below.


BRAND IDENTITY


PRIMARY TYPEFACE MOUNTAINEERS FONT – NUMERALS – ONE COLOR – PREFERRED

BRAND IDENTITY


PRIMARY TYPEFACE MOUNTAINEERS FONT – NUMERALS – TWO COLOR – LIMITED USE

The primary typeface can be used in the color variations shown below.Two color numerals are only available on gray backgrounds.


BRAND IDENTITY


WORDMARKS

BRAND IDENTITY


.5X

X

.5X

WORDMARKS WEST VIRGINIA

The protected area around the logo ensures that no other graphic ele-ments interfere with its clarity and integrity. The depth of the protect-ed area is equivalent to the height of the “X”:

BRAND IDENTITY


WORDMARKS WEST VIRGINIA


NOTE: Use good judgment to ensure legibility. A mark that is too small doesn’t serve any communicative function. The recommended minimum size for printing wordmarks on all materials is .25” in cap-height. The cap height is the distance from the top of the capital letter to its bottom. Larger minimum sizes may be necessary for other media such as video and film, or products that require specialized manufacturing. There may be situations where West Virginia Athletics marks will need to appear smaller than the minimum shown (e.g., lapel pins, pens, pencils and CD spine labels). Contact WVU Brand and Trademark Licensing Office for guidance. There may be cases where it is difficult to allow the full-recommended clear space (e.g., a very small display ad), and your best judgment should prevail. It is very important that designers or desktop publishers do not attempt to construct the logo themselves. Do not reproduce the logo by scanning a previously printed version. Such “second-generation” art will degrade the quality of the image and may alter the scale of the various elements.

BRAND IDENTITY


.5X

X

.5X

WORDMARKS MOUNTAINEERS


BRAND IDENTITY


WORDMARKS MOUNTAINEERS



BRAND IDENTITY


.5X

X

.5X

WORDMARKS MONTANI SEMPER LIBERI


BRAND IDENTITY


WORDMARKS MONTANI SEMPER LIBERI



BRAND IDENTITY


SECONDARYIDENTITY

BRAND IDENTITY


SECONDARYTYPEFACE

The secondary sans-serif typeface Frutiger was selected to complement the primary typography and directly tie back to the West Virginia Brand Identity. Frutiger is part of a family that offers an exceptionally wide range of weights, providing great versatility and legibility.

This typeface may be used as headline and body copy for athletics department marketing materials and support verbiage (i.e., specific sport marks, event tickets, brochures, etc.).

BRAND IDENTITY


Frutiger 57 Condensed

A BCD EF GH I J K L M N O P Q RSTUVWXYZ 0123456789abcde fgh i jk lmnopqr s tuvwxyzFrutiger 55 Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789abcdefghijklmnopqrstuvwxyz

Frutiger 56 Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwxyzFrutiger 65 Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwxyzFrutiger 75 Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789abcdefghijklmnopqrstuvwxyz

SECONDARY IDENTITY SECONDARY TYPEFACE—FRUTIGER

Frutiger 45 Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwxyz

BRAND IDENTITY


Sport-specific wordmarks supply freshness and uniqueness to products when needed as well as represent specific university athletics programs. They unify athletics and promote consistency across the brand by sharing a common visual language and hierarchy.

Each sport benefits from identification as part of West Virginia Athletics and assists in building the core brand while communicating the diversity of the athletics program.

SPORTSPECIFICLOCK-UPS

BRAND IDENTITY


SECONDARY IDENTITY SPORT SPECIFIC LOCK-UPS

BRAND IDENTITY


.5X

.5X

X

WV / MOUNTAINEER WORDMARK – STACKED SPORT LOCK-UP


SECONDARY IDENTITY

BRAND IDENTITY


WV / MOUNTAINEER WORDMARK – STACKED SPORT LOCK-UP

The sport lock-ups can be used in the color variations shown below.

SECONDARY IDENTITY


BRAND IDENTITY


.5X

X

.5X

SECONDARY IDENTITY WV / MOUNTAINEER WORDMARK – LINEAR SPORT LOCK-UP


BRAND IDENTITY


WV / MOUNTAINEER WORDMARK – LINEAR SPORT LOCK-UP

The sport lock-ups can be used in the color variations shown below.

SECONDARY IDENTITY


BRAND IDENTITY


PATTERN

Unique prints or patterns can create separation and elevate the West Virginia brand. A custom print has been designed to represent WVU and enrich the overall identity package. The Mountaineer Pattern is a distinguishing brand element that evokes consistency and ultimately a sense of pride in the institution.

The Mountaineer pattern serves as a complement to the flowing, progressive and strong lines of the Flying WV. The pattern, also reminiscent of the bold and scenic mountains of West Virginia, is a visual accessory, which can be used in a variety of ways, including but not limited to uniforms, graphics, publications and marketing. The Mountaineer Pattern provides an additional branding opportunity that will be identifiable by fans.

BRAND IDENTITY


MOUNTAINEER PATTERN

The pattern can be used in the color variations shown below.

SECONDARY IDENTITY

BRAND IDENTITY


X

X

X

SECONDARY IDENTITY MOUNTAINEERS SCRIPT – BASEBALL ONLY – ONE COLOR


BRAND IDENTITY


SECONDARY IDENTITY MOUNTAINEERS SCRIPT – BASEBALL ONLY – ONE COLOR



BRAND IDENTITY


X

X

X

SECONDARY IDENTITY MOUNTAINEERS SCRIPT – BASEBALL ONLY – TWO COLOR


BRAND IDENTITY


SECONDARY IDENTITY MOUNTAINEERS SCRIPT – BASEBALL ONLY – TWO COLOR



BRAND IDENTITY


SOCCERCREST

A point of pride for the West Virginia University women’s and men’s soccer teams, the WVU soccer shield debuted in 2004 following the women’s team’s first of 17 conference championships.

The shield serves to brand the two squads and follow the common practice among international soccer clubs to identify with a team shield. While the WVU soccer shield prominently features the Mountaineers’ school colors, the eye is drawn to the strength of the Flying WV in the middle of the shield. Proudly representing West Virginia University in the sport of soccer is the foundation for the two programs, and the crest leads the Mountaineers’ soccer brand.

BRAND IDENTITY


X

X

X

WV SOCCER CREST – SOCCER ONLY


SECONDARY IDENTITY

BRAND IDENTITY


SECONDARY IDENTITY WV SOCCER CREST – SOCCER ONLY

The crest can be used in the color variations shown below.


BRAND IDENTITY


BRANDAPPLICATION

When it comes to developing a brand, consistency is key. That doesn’t mean everything has to look the same. Using the brand identity system in a consistent manner will build credibility for the brand, speed recognition, and it also will differentiate us from the competition. As you evolve the design elements of current design systems, remember one of the cornerstones of a memorable brand experience is our continued, consistent expression of that brand.

The West Virginia Athletics Brand Identity System is designed to support a range of creative expression, from the calm to the dynamic. You can now infuse any expression with precisely the right tone to support the right marketing message for your audience. No matter what expression you choose, your communications will be supported by a foundation built on design integrity and quality.

BRAND IDENTITY


Identity elements should not be used as an outline.

At no time should anything (other logos, type, etc.) be placed over the identity elements.

Identity elements should not be used as a repeat in closed patterns.

Identity elements should not be modi-fied, stretched or distorted in any way.

321

Identity elements should not be used in any other color combi-nations other than those specifically called outin this manual.

Identity elements should not appear against any distracting textures or repeated patterns.

Identity elements should not be outlined in any other way other than those specifically called out in this identity manual.

654

At no time should effects be added to the identity elements. (Glow, posterize, etc.)

Do not crop the identity elements in any way.

987

INCORRECT USAGEBRAND APPLICATION

BRAND IDENTITY


Never reproduce the logo at widths smaller than 1.5 inches.

At no time should the proportions of the sport lock-ups be changed.

At no time should the positions of the identity elements in the sport lock-ups be modified.

Identity elements should not be tilted or rotated.

121110

Do not fill primary mark with textures or patterns.

Identity elements should not be placed on photographic backgrounds.

At no time should additional graphics be added to the identity elements.

151413

16

INCORRECT USAGEBRAND APPLICATION

BRAND IDENTITY


BRAND & TRADEMARKLICENSING

West Virginia University has delegated the responsibility for this program to the WVU Brand and Trademark Licensing Office. A formal licensing program has been established to ensure university control over its identity, facilitate the process of securing authorization for legitimate third party uses, and to ensure that the University secures a legitimate royalty from the promotional or commercial use of the marks.

Nikki GoodenowDirector Brand & Trademark Licensing Box 690348 Donley Street3rd Floor Marina TowerMorgantown, WV 26506P: (304) 293-4756

WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY · brand identity west virginia university...

Documents

Transcript of WEST VIRGINIA UNIVERSITY ATHLETICS BRAND IDENTITY · brand identity west virginia university...