WSU / Community Capabilities, Mission, Vision & Aspirations Defining our Brand WSU / Community Capabilities, Mission, Vision & Aspirations Student, Faculty, Admin, External Constituents Needs, Capabilities, Aspirations Brand Identity

Branding We are all part of branding…every contact every day Brand messaging should communicate our feelings, capabilities, value, values & aspirations and resonate with all constituencies Faculty support and participation is a critical success factor for maximum effectiveness Branding ≠ Logo

Summary of Input Research indicated: Serif Typeface, Biplane: Iconic, Unique, Necessary Office of Marketing indicated: Numerous technical issues rendering current logo in myriad formats emerging since introduction in 1998 Faculty indicated: Do not alter iconic photo-based logo, keep Wilbur and do not spend money on logo changes (e.g., signage, stationery)

Solution: The current logo is capable of supporting the emerging brand…but better if we Address technical issues in a way that does not necessitate an incremental spend Replace signs and stationery as they are at end of cycle or depleted Make modifications such that a ‘mixed logo’ environment is acceptable and subtle for a number of years

GOLD WITH MORE CONTRAST

GOLD WITH MORE CONTRAST SOLID DROPSHADOWS

GOLD WITH MORE CONTRAST SOLID DROPSHADOWS UNIVERSITY IN GREEN

GOLD WITH MORE CONTRAST SOLID DROPSHADOWS CONSISTENT TYPEFACE UNIVERSITY IN GREEN

GOLD WITH MORE CONTRAST SOLID DROPSHADOWS RICHER, VIBRANT GREEN CONSISTENT TYPEFACE UNIVERSITY IN GREEN

GOLD WITH MORE CONTRAST SOLID DROPSHADOWS RICHER, VIBRANT GREEN THICKENED TYPOGRAPHY CONSISTENT TYPEFACE UNIVERSITY IN GREEN