2. 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

3. 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

4. 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)

5. 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

7. GOLD WITH MORE CONTRAST

8. GOLD WITH MORE CONTRAST
SOLID
DROPSHADOWS

9. GOLD WITH MORE CONTRAST
SOLID
DROPSHADOWS
UNIVERSITY IN
GREEN

10. GOLD WITH MORE CONTRAST
SOLID
DROPSHADOWS
CONSISTENT
TYPEFACE
UNIVERSITY IN
GREEN

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

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