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Brand Identity System

VIEWS: 38 PAGES: 62

									Brand Identity System
                Spring 2011
Need assistance applying the Washington State University
                 Brand Identity System?
                      Please contact:

        Office of Marketing and Creative Services
                      509-335-7622
                  identity@lists.wsu.edu
  Information Technology Building, Room 2001, Pullman
                            or
                  University Publishing
                      509-335-3518
     Cooper Publications Building, Room 40, Pullman
                                                             Contents

COMMUnICaTIng OUR BRand
  Brand Consistency is Essential ......................................................... IV
  Resources for Managing the Brand ................................................. V
  Introduction...................................................................................... VI

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

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

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

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

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




       W A S H I N G T O N S T A T 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 T A N D A R D S • III
                                 Communicating Our Brand
    Brand Consistency is Essential

  “Washington State University’s education,                 standards presented in this document. You’ll find
                                                            useful tools and tips to help you create consistent
    research, and outreach activities make the
                                                            messaging that supports the WSU brand. Everyone
   world a better place. These activities contrib-          who communicates on the University’s behalf is
                                                            responsible for complying with these standards.
    ute to the economic and civic vitality of the
                                                               It is also important to remember that our brand is
    state, nation, and world, enhancing the qual-           about much more than logos, colors, and typefaces.
                                                            Our brand image is reflected in the way people think,
    ity of life for everyone in our ever-changing
                                                            feel, and respond when they hear the words “Wash-
    global society.”                                        ington State University.” We want our audiences to
                                                            associate those words with a mental picture of an
      Those words reflect Washington State University’s
                                                            organization dedicated to making the world a better
   brand promise—the central focus of all of the institu-
                                                            place for all of its citizens.
   tion’s activities.
                                                               Every Washington State University employee is
      In a world bombarded with competing mes-
                                                            a brand ambassador. Each time one of us represents
   sages delivered by a dizzying array of methods, it is
                                                            the University when communicating with some-
   critical to our success in marketing the University
                                                            one, we have an opportunity to reinforce the WSU
   that we speak with one voice, a voice united around
                                                            brand. Over the decades, our employees have built a
   the tenets of our brand promise. doing so creates a
                                                            powerful brand around the concepts of innovation, a
   consistent impression in the minds of our audiences
                                                            can-do spirit, high quality, and making a difference
   and builds WSU’s reputation. Communicating our
                                                            for others.
   brand in this manner is essential if we are to fulfill
                                                               In order to succeed in the future, we must re-
   our aspirations to become one of the nation’s leading
                                                            commit ourselves to these core principles. It is only
   land-grant research universities.
                                                            through this kind of sustained effort that we can
      One of the best ways we can strengthen the
                                                            fulfill a brand promise dedicated to enhancing the
   Washington State University brand is to follow the
                                                            lives of citizens in the state, nation, and world.




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




IV • S P R I N G 2 0 1 1
Resources for Managing the Brand

Because presenting a consistent brand image is critical         to both internal and external audiences for the purpose
to achieving Washington State University’s strategic            of advancing its goals and strategic vision. One of the
goals, a number of central campus resources have been           office’s major focal points is the management of Wash-
designated to provide assistance to units throughout the        ington State University’s Brand Identity System. Staff
WSU system in developing and executing their commu-             are available to provide integrated marketing and brand
nication and marketing activities.                              consultation to the WSU community.

                                                                Office of Marketing and Creative Services
Advancement and External Affairs
                                                                335-7622
advancement and External affairs supports and ad-
vances the goals and aspirations of Washington State
                                                                University Publishing
University by promoting the University’s brand; by en-
                                                                University Publishing staff provide knowledge and
hancing communication with all constituencies; and by
                                                                experience to guide the campus community in the
fostering alumni, community, and media relationships
                                                                creation of integrated marketing and communica-
to increase support for the University.
                                                                tion collateral, ranging from printed materials to Web
   advancement and External affairs is responsible for
                                                                sites. University Publishing works in partnership with
the overall leadership and management of WSU’s com-
                                                                Marketing and Creative Services and department faculty
munication strategies, including public relations, mar-
                                                                and staff to ensure that WSU communications meet the
keting, branding, media relations, events management,
                                                                standards identified by the WSU Brand Identity System.
alumni relations, and university publishing to support
the University’s overall marketing and branding goals.          University Publishing
                                                                335-7622
Office of Marketing and Creative Services
Marketing and Creative Services applies integrated mar-
keting strategies to communicate about the University




                                               WA 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 • V
Introduction to Brand Identity System


The Washington State University Brand Identity Stan-        Benefits of Branding
dards provide details about the underlying strategies,      •   greater awareness and understanding
positioning platform, messaging, creative elements, and         of WSU, its mission, and values
design specifications that together form the Univer-        •   differentiation from competing universities
sity’s brand identity. The standards have been created      •   Improved fund-raising potential
with a great deal of flexibility to address the needs and   •   Enhanced ability to succeed in
complexities of the WSU system while providing a high           reaching target audiences
degree of consistency.                                      •   Improved institutional credibility
   This document was created as a guide for WSU brand       •   Memorability
managers and internal staff members who create com-         •   Improved life-relationships with target audiences
munications in print or electronic form. following the
standards will ensure that the WSU brand is commu-          Important Steps to Achieving
nicated powerfully, elevating the University’s position     Brand Consistency
in the marketplace and in the hearts and minds of our       In order to implement a successful brand identity
target audiences, ranging from prospective students and     program at WSU, follow this checklist when creating
alumni to opinion leaders and donors.                       communications directed to external audiences:
   More detailed information about WSU’s brand stan-        1. does your messaging support the University’s brand
dards is available on the Web: identity.wsu.edu.               promise? See page a-2 for details.
                                                            2. does your messaging reflect the Brand drivers and
Why are Brand Standards Important?                             the tone, or voice, of WSU’s Brand Personality? See
In today’s competitive marketplace, it is challenging for      page a-2 for details.
an organization to be heard, seen, and remembered. In       3. have you followed the Visual Platform standards
the higher education arena, the competition for stu-           contained in this guide? See page C-1 for details
dents, faculty, and resources is fiercer than ever.         4. have you incorporated the University signature ap-
   In order to deliver messages more consistently and          propriately? See page C-3 and the graphic Identity
effectively, successful organizations organize their           Web site (identity.wsu.edu) for details.
marketing and communications efforts around a brand         5. have you worked closely with your campus or unit
identity. Washington State University is committed to          brand manager or the Office of Marketing and
developing communications strategies that strengthen           Creative Services or University Publishing on the
our image and build new and sustained loyalty among            Pullman campus to ensure that your communication
our audiences.                                                 accurately portrays the WSU brand?




VI • S P R I N G 2 0 1 1
                                       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.




               W A S H I N G T O N S T A T 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 T A N D A R D S • A-1
Key Elements

Brand Position                                              Brand Promise
The Brand Position Statement serves as the core defin-      The Brand Promise represents the short-hand method
ing statement for Washington State University in the        of describing the Brand Position. It was created to be
marketplace. All of the University’s marketing activities   memorable in the minds of all WSU stakeholders and
are implemented to support the Brand Position State-        target audiences.
ment. The statement typically remains unchanged over
long periods of time to ensure consistency of message.        Washington State University’s education, research,
The WSU community created the University’s position           and outreach activities make the world a better
statement in 2001, and it remains unchanged today.            place. These activities contribute to the economic
                                                              and civic vitality of the state, nation, and world,
   Washington State University is a world-class               enhancing the quality of life for everyone in our
   public research university that serves the people of       ever-changing global society.
   the state of Washington and the global society in
   which we live. We are the best choice for moti-          Brand Drivers
   vated, high-achieving students who seek a com-           To ensure that messages created by Washington State
   plete, culturally and intellectually diverse univer-     University support the Brand Position Statement and
   sity experience through engaged campus life and          the Brand Promise, five Brand Drivers have been identi-
   active learning in a research environment. Our           fied that should serve as reoccurring themes in institu-
   inclusive and supportive community values per-           tional communications:
   sonalized education through which we challenge,
   inspire, and enable our students to achieve their          World-class Faculty
   highest individual goals. Our groundbreaking               WSU faculty experts are nationally and interna-
   research, graduate studies, and outreach are major         tionally recognized for their contributions to
   drivers of innovation, invention, and technology           science, business, government, culture, and
   transfer throughout the world. We prepare our              society. Many faculty are members of prestigious
   students to lead wisely and responsibly in a global        national academies, while others have received
   society, and we create and disseminate knowledge           honors from organizations such as the National
   that improves the health and well being of indi-           Institutes of Health and the National Science
   viduals and our environment, fuels our economy,            Foundation for their research excellence. These
   and enhances and enriches our communities.                 faculty enable WSU to provide world-class edu-
                                                              cational and research opportunities for a diverse
                                                              student body from around the world.




A-2 • S P R I N G 2 0 1 1
                                                                                  Brand Platform


Leading Research                                                      Productive and Influential Alumni Personally
WSU is ranked as a top national research univer-                      Committed to the Cougar Ideal
sity by the Carnegie Foundation and U.S. News and                     WSU’s world-class education prepares graduates
World Report due to the groundbreaking research                       to be leaders in our global society and supplies
faculty conduct in areas ranging from global                          the workforce that drives the economic vitality of
health to sustainability issues involving energy,                     our state and beyond. WSU’s alumni serve their
the environment, agriculture, and building materi-                    communities and many hold key leadership roles
als. WSU-led research addresses critical challenges                   in their professions. They are living proof of the
facing our state, nation, and world—while produc-                     opportunities that result from the WSU educa-
ing significant economic returns and immense                          tional experience. Alumni embody the Cougar
benefits to the quality of people’s lives. The Uni-                   ideal: they are personally committed to using their
versity’s efforts result in an educated citizenry that                abilities, expertise, resources, and influence to
enhances the economic, civic, and cultural vitality                   make the world a better place.
of our communities.
                                                                  Brand Personality
Challenging Individual Involvement                                The Brand Personality statement describes the char-
WSU students receive real-world education and                     acteristics that should be reflected in the presentation
hands-on training through extensive involvement                   of the WSU brand, both editorially and visually. The
in class work, research, internships, and fieldwork.              tone of copy, the color palette, photos, other design
As a result, our graduates have up-to-date knowl-                 elements, and typography work together to create the
edge, professional skills, teamwork experience,                   University’s Brand Personality.
and a deep commitment to personal engagement,
equipping them to make significant and lasting                        Washington State University’s personality is confi-
contributions to the workforce and the world.                         dent, approachable, and genuine. It is also worldly
                                                                      without pretense, knowledgeable, inclusive,
Premier Student Experience                                            inquisitive, and reflects an enthusiastic, can-do
WSU is one of the world’s premier universities,                       spirit. In all of their efforts, our students, faculty,
providing access to world-class facilities, state-                    staff, and alumni are focused on making positive
of-the-art technology, and a range of academic,                       contributions to the quality of life for others as
artistic, cultural, and recreational opportunities.                   well as achieving success and fulfillment in their
WSU’s unique “learning communities” enhance                           own lives. Their efforts help to forge lasting rela-
the educational experience, and the close-knit                        tionships and reflect the University’s commitment
campus environment provides the opportunity to                        to making the world a better place.
forge life-long relationships.




                                             W A S H I N G T O N S T A T 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 T A N D A R D S • A-3
                                         Brand Formula


                                           Brand Platform
                                           Brand Position
                                           Brand Promise
                                           Brand Drivers
                                           Brand Personality




                    Editorial Approach                         Visual Approach
                    Compelling copy                            WSU signature
                    Address audience                           Typography
                    Emphasize benefits                         Color palette
                    Differentiate                              Photography
                    Keep copy short                            Color bars




                                    Consistent Communication
                                        and Brand Success




A-4 • S P R I N G 2 0 1 1
                     Editorial Approach

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.




              W A S H I N G T O N S T A T 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 T A N D A R D S • B-1
Copy Tips


Writing Effective Copy                                       Example:
There are a number of concepts to consider as you write      If a dining hall develops a new menu featuring items
copy to market Washington State University. Below are        grown using sustainable agricultural practices, a suc-
some general tips that should help you be more success-      cessful message would focus on the benefits of the new
ful in that endeavor.                                        menu rather than on the menu items alone.
                                                                 Instead of writing,
Write Copy that Addresses Your Audience’s Needs                  “We now use only wheat grown from
Too often the first instinct is to write copy that pro-          farmers using sustainable practices,”
motes the services or views of your unit or program. But
                                                               more effective copy might read,
effective marketing copy addresses the customer’s needs.
                                                               “You’ll feel healthier, and help the environment
The better you understand your audience, the more
                                                               when you try our new menu …”
directly you can target your message.
   One trick of writing successful marketing copy is to
                                                             Differentiate Yourself from the Competition
ask yourself the “so what” question. After drafting copy
                                                             In a globally linked world that provides more choices
for a Web site or printed publication, put yourself in
                                                             of products and services than ever before, it’s important
your audience’s shoes and ask: “So what? Why should
                                                             to write copy that convinces your audience why WSU’s
I care?” If your copy doesn’t pass this test, it won’t be
                                                             product is better than what the competition offers.
very persuasive to your target audience.
                                                                This concept, referred to as the “unique selling
                                                             proposition” spells out why your product is unique and
Example:
                                                             offers something that competitors do not. The WSU
  Instead of writing,
                                                             Brand Platform, through the Brand Position and Brand
  “The faculty in the Department of Zoology are world
                                                             Drivers, provides the foundational language for defin-
  class and have access to cutting-edge technology,”
                                                             ing the University’s unique aspects.
   rewrite the statement so that it reads,
   “You’ll learn from faculty considered                     Example:
   national peers in their fields. They’ll show                “There are many institutions of higher
   you how to use cutting-edge technologies                    education in the United States. But few
   to prepare you for a successful career.”                    offer the face-to-face interaction with
                                                               world-class faculty provided at WSU.”
Keep the Emphasis on Benefits, Not Features
                                                               So strive to highlight this aspect of the WSU experi-
It’s great that new academic programs or volunteer op-
                                                             ence consistently in marketing copy.
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?




B-2 • S P R I N G 2 0 1 1
                                                                       Editorial Approach
Key Messages

Use Headlines to Get the Reader’s Attention                              with research that reveals new knowledge. Or
Headlines are one of the most important parts of copy-                   you can design and conduct studies of your
writing. Executed well, they cut through the clutter of                  own with guidance from renowned scholars.
communication to grab attention. They also guide your
reader through copy, influencing what is and what is                 Include a Call to Action
not read.                                                            Don’t forget this important step. It is what moves mem-
   Clever headlines sometimes include a play on words,               bers of your audience from being passive prospects to
but that isn’t always effective. It’s safest to use headlines        taking the next step to becoming a customer. Tell them
to deliver information about a benefit of your program               exactly how they can obtain more information, sign up
or event. Use action words in headlines. Don’t simply                for a class, or purchase a service.
settle for a label.
                                                                     Example:
Example:                                                              “For more information, visit www.wsu.edu.”
  Instead of writing a headline that reads,                            or
  “A Message from the Dean” (label)                                   “Save 30 percent on tickets if purchased by May 30.”

  write
                                                                     Key Messages, Benefits for WSU Audiences
  “New Program to Emphasize More Field Experiences
                                                                     In addition to creating messaging built around the WSU
  for Students” (highlights point from dean’s message)
                                                                     Brand Platform, Brand Position, and Brand Drivers, here
                                                                     are the key WSU messages and the benefits they provide
Keep Copy Short
                                                                     to the University’s target audiences. Strive to incorpo-
As mentioned before, we live in a world bombarded by
                                                                     rate these messages and point out these benefits in your
millions of messages every day. To communicate
                                                                     marketing copy.
effectively, it is important to deliver your most impor-
tant points quickly. One way to approach this task is
                                                                     Key Messages
to focus on the benefits of your program, service, or
                                                                     Prospective Undergraduate Students
activity, and then decide how you can communicate a
                                                                     (Brand Drivers: Reasons Why)
couple of those points powerfully and quickly.
                                                                    • You will work side-by-side with faculty
                                                                       who care about your success…
Example:
You might decide that your program’s most compelling
                                                                    •  You will have the opportunity to
                                                                        participate in groundbreaking research,
benefit is the hands-on research opportunities students
                                                                        scholarship, and creative activities…
receive with the faculty. You might express that idea in
copy that begins like this:
                                                                    • You will be challenged to get personally
                                                                       engaged in a premier campus experience…
   (headline)
  “Unleash Your Curiosity. Explore Your World.”
                                                                    • You will become a “Coug,” part of a close-
                                                                       knit network of influential alumni…
  (copy)
  “At most universities, research opportunities                      Benefits/Outcomes
  belong exclusively to graduate students. But at                    Prospective Undergraduate Students
  Washington State University, as an undergraduate                  • …which will jump-start an
  you might assist internationally known faculty                       outstanding professional career




                                                 W A S H I N G T O N S T A T 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 T A N D A R D S • B-3
                                                           most frequently encountered style issues is presented
•   …which will give you practical
    leadership experience and skills                       on WSU’s graphic identity site:
                                                              identity.wsu.edu/editorial-style/default.aspx
•   …which will empower you to
    achieve your highest goals                                For a more thorough explanation, please refer to
                                                           the Chicago Manual, which can be ordered from the
•   …which will give you a competitive
    edge in your career and in your life                   Students Book Corporation. The University of Chicago
                                                           Press also maintains a Q & A Web site  that posts an-
 Key Messages                                              swers to Chicago style-related questions:
 Donors/Influencers                                        www.chicagomanualofstyle.org/CMS_FAQ/new/new_
(Brand Drivers: Reasons Why)                               questions01.html
                                                              News releases and media relations communications
• You will partner with world-class faculty who
   are recognized experts in their fields…                 are based on the Associated Press Stylebook, in accor-
                                                           dance with industry standards. The WSU News Bureau
• You will enable leading research, eminent scholarship,
   and groundbreaking creative endeavors…                  can answer provide additional information about AP
                                                           style and media relations.
• You will strengthen one of the nation’s premier
   universities where students are challenged
   through individual involvement…                         Key Style Standards
                                                           First Reference to Washington State University
•  You will access the power of the “Cougs,” a
   global network of influential leaders…                  The first text reference to the University should in-
                                                           clude the full name: Washington State University or
 Benefits/Outcomes                                         Washington State University Vancouver, for example.
 Donors/Influencers                                        In subsequent references within the same section of a
                                                           communication, “WSU” or “WSU Vancouver,” using
• … which will connect you to leading-edge
   expertise and skill and help grow our state’s           the preceding examples, is acceptable.
   economy and benefit society at large
                                                           Titles
•  … which will lead to economic development
   for the state, creating new employment                  Write an individual’s title in lowercase except when it
   opportunities and businesses                            precedes his or her name or is used in a formal commu-
                                                           nication such as an invitation, a program, a certificate,
• … which will create the highly skilled
   workforce that attracts economic development            or a mailing address.
   and enriches our state and our nation
                                                           Series
•  … which will give you opportunities to
   make a personal difference and increase                 Use a comma before “and” and “or” in a series. “Enter-
   the prestige of our state and nation                    ing students will be required to take placement tests in
                                                           English, mathematics, and a foreign language.”
Style Guide
The editorial style manual for Washington State Univer-    Capitalization
sity’s print and electronic marketing materials is based   For unit names, capitalize full references and lowercase
on The Chicago Manual of Style (15th edition). A sum-      subsequent alternative references. College of Veterinary
mary of the Chicago Manual’s rules covering some of the    Medicine; the college. Department of Biology; the de-
                                                           partment, the biology department. Holland Library; the
                                                           library. Bohler Gym; the gym.



 B-4 • S P R I N G 2 0 1 1
                                  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.




                W A S H I N G T O N S T A T 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 T A N D A R D S • C-1
Overview

Goals                                                       Who Should Follow the Visual Platform
The overarching goal of the Visual Platform is to apply
the design elements to present a consistent graphic         Official Units
representation of the University, enabling the institu-     It is required that campus units follow the Visual Plat-
tion to “speak” with one voice. In other words, all WSU     form as described when creating communications.
communications should include foundational graphic
elements—applied in a similar manner system-wide—to         Student Groups
reinforce the WSU brand.                                    Generally, student groups are not required to apply the
   The following adjectives and phrases describe the        University’s identity elements to their communications.
goal for the visual tone of all University communica-       But they are encouraged to do so when communicating
tions. If your work reflects these terms, you’re well on    to external audiences in an official capacity on behalf of
your way to communicating the brand accurately.             the University.
•   Prestigious               •   High quality                 Student groups are encouraged to use the University’s
•   Approachable              •   Focused                   spirit marks (the freestanding cougar head, the script
•   Confident                 •   Modern                    word mark “Cougars” and the illustrated Butch)—rather
•   Sophisticated with        •   Straightforward           than WSU’s official academic signature—when creating
    a creative and            •   Refined energy            communications.
    enthusiastic edge         •   Sincere                      Student groups should contact their college’s com-
•   Less is more              •   Unambigious               munications director, the Office of Marketing and
                                                            Creative Services, or University Publishing for assistance
Applying the Elements                                       in ensuring the consistent application and presentation
A major goal of the Visual Platform is to convey the        of the University’s brand.
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.




C-2 • S P R I N G 2 0 1 1
                                                                              Visual Approach
Signature

Overview
Washington 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 typeface
   For more information about WSU’s signatures and
their use, please contact the Office of Marketing and
Creative Services or University Publishing.




                                              W A S H I N G T O N S T A T 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 T A N D A R D S • C-3
Core Brand Signature




Special Signatures




C-4 • S P R I N G 2 0 1 1
                                                                               Visual Approach



Additional Signatures
Special 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 Association
   There 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 Signature
The 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.



                                               W A S H I N G T O N S T A T 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 T A N D A R D S • C-5
                                                                  Visual Approach
Color Palette

Overview                                                  used only in combination with crimson). Colors in the
Consistent use of the Washington State University         Secondary Palette may be screened on a limited basis to
color palette is critical to building brand consistency   enhance communications, but the screened colors must
and strengthening brand awareness in the marketplace.     be used as supporting colors and not compete with the
Well-known brands use color as a primary component        colors in the Primary and Secondary palettes.
in creating brand equity. Target’s red and Home Depot’s      The Secondary Palette may be used in a variety of
orange are good examples of this.                         ways. For example, the colors can be used as blocks of
   The WSU color system is comprised of two palettes:     color to differentiate copy, as headings, bullets, and
Primary and Secondary.                                    graphical elements, and in similar ways to provide
                                                          accents and contrast to the Primary Palette.
Primary Palette                                              The red in the Secondary Palette may only be
Crimson and Gray                                          blended with the WSU crimson to brighten the overall
The Primary Palette consists of WSU crimson and gray,     tone of the crimson in University communications. But
which form the University’s core color identity and       the WSU crimson must remain the dominant and most
establish visual consistency. All WSU electronic and      recognizable portion of the blended reds.
print communications should feature crimson and/             Overall, the colors in the Secondary Palette must
or gray in a dominant manner. In other words, one or      serve in a complementary manner to the Primary Pal-
both of those colors should form the initial dominant     ette. The Secondary Palette colors should never dilute
color impression created by WSU communications such       the emphasis from the colors crimson and gray.
as printed material or a Web site. Crimson and/or gray
should appear on the outside covers of printed materi-    Two-color Printed Publications
als and serve as the prominent, defining color(s) in      Two-color printed publications that include photos,
electronic communications, including the entry page of    with few exceptions, must reproduced in black and
Web sites.                                                crimson (Pantone 201) or gray (Pantone 431) and crim-
   Generally, it is recommended that crimson be ap-       son to ensure acceptable reproduction of halftones.
plied as the dominant color, although there may be
occasions when it more appropriate to use gray in this    Single-color Printed Publications
manner.                                                   It is recommended that single-color printed publica-
   The color black may be used as part of the Primary     tions with photos be reproduced in black or brown
Palette when budget considerations prevent the use of     (Pantone 4975) to ensure acceptable reproduction of
crimson and gray.                                         halftones. It is recommended that single-color printed
   In multipage publications or Web sites, crimson and    publications without photos be reproduced in these col-
gray must be used prominently throughout the com-         ors, in descending order: black, crimson (Pantone 201),
munication to create visual consistency.                  brown (Pantone 4975), or blue (Pantone 534).

Secondary Palette                                         Screening Colors
Brown, Blue, Beige, Orange, Green, Aqua, Red              Generally, avoid screening or mimimize the screening
The Secondary Palette consists of seven colors selected   of colors in the color palette. The goal is create color
to complement crimson and gray. These colors include      consistency throughout WSU communications.
brown, blue, beige, orange, green, aqua, and red (to be




C-6 • S P R I N G 2 0 1 1
Reproducing the Brand Colors
Accurately reproducing the colors in the WSU color pal-
ette according to the formulas provided here is critical
to ensure brand consistency.

Primary Palette                                                     Secondary palette
Crimson (Pantone 201)
                                                                    Red (or Pantone 186)
                                                                    Use only as a blend
                                                                    with Crimson
Gray (Pantone 431)                                                  (Pantone 201)



                                                                    Brown (or Pantone 4975)
Black

                                                                    Blue (or Pantone 534)

The colors in the color palette can be applied to Web
sites soon, after the University’s central cascading style          Cream (or Pantone 7501)
sheet is updated.
   Never rely on the output produced by a desktop
color printer to match the color created by offset presses.         Orange (or Pantone 716)
The color calibration of desktop printers typically does
not match the Pantone Matching System colors used by
offset printers.                                                    Green (or Pantone 390)



                                                                    Aqua (or Pantone 631)




                                                W A S H I N G T O N S T A T 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 T A N D A R D S • C-7
                                                                         Visual Approach
Typography

Overview                                                        need the Stone fonts to do work for the University must
Washington State University’s official corporate type-          purchase the fonts directly from any vendor that deals
faces for printed materials are the ITC Stone Serif and         in Adobe fonts.
Stone Sans family of fonts. These fonts feature a clean            For assistance in purchasing the Stone fonts through
contemporary look, enhance the readability of printed           the University, please contact:
materials, and contribute to the University’s image as a           Infomation Technology Site Licensing Program
progressive institution.                                           Information Technology Building, Pullman
                                                                   509-335-0459
Web Fonts
For University Web sites, use the font sets as specified             Applying the Brand Typefaces
in the central cascading style sheet. Because the Stone              The Stone Serif and Sans Serif family of type fonts pro-
fonts are not widely available on computers and there-               vide a great deal of flexibility in creating communica-
fore not practical for Web use, the Lucida Sans font was             tions for a wide variety of media.
chosen for the site identifier text and larger page heads               To strengthen the presentation of the WSU brand in
because of its similarity to Stone and wide availability.            printed communications, it is recommended that major
Arial is used for small text because Lucida Sans does not            headlines be created in Stone Serif medium type and
render well in smaller sizes on all popular browsers and             sub-headings be created in Stone Sans. Both the Stone
platforms.                                                           Serif and the Stone Sans fonts may be appropriate to use
   Consistent use of the Stone fonts in printed materials            for body copy or secondary copy. It is recommended
by the campus community strengthens WSU’s overall                    that body copy generally be typset in a medium weight.
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                                                                         1
do not produce printed documents distrib-
uted to external audiences may use Gara-
mond, Times, or another similar font for                                         Make an        Impact.
internal communication.
                                                                                              2
   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            Graduate and Professional Studies 3
monitoring font licenses.
   Independent graphic designers, com-               gradsch.wsu.edu

mercial printers, and other vendors who

                                                                Brochure cover
                                                                1. Main head Stone Serif Medium
                                                                2. Main head secondary content, Stone Sans Medium
                                                                3. Subhead Stone Sans Medium


C-8 • S P R I N G 2 0 1 1
ITC Stone Serif                                 ITC Stone Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZabc                   ABCDEFGHIJKLMNOPQRSTUVWXYZabcde
defghijklmnopqrstuvwxyz1234567890               fghijklmnopqrstuvwxyz1234567890

ITC Stone Serif Italic                          ITC Stone Sans Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcd                  ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefg
efghijklmnopqrstuvwxyz1234567890                hijklmnopqrstuvwxyz1234567890

ITC Stone Serif Semibold                        ITC Stone Sans Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZa                     ABCDEFGHIJKLMNOPQRSTUVWXYZabcd
bcdefghijklmnopqrstuvwxyz123456                 efghijklmnopqrstuvwxyz1234567890
7890
                                                ITC Stone Sans Semibold Italic
ITC Stone Serif Semibold Italic                 ABCDEFGHIJKLMNOPQRSTUVWXYZabcdef
ABCDEFGHIJKLMNOPQRSTUVWXYZa                     ghijklmnopqrstuvwxyz1234567890
bcdefghijklmnopqrstuvwxyz1234567
890                                             ITC Stone Sans Bold
                                                ABCDEFGHIJKLMNOPQRSTUVWXYZab
ITC Stone Serif Bold                            cdefghijklmnopqrstuvwxyz123456
ABCDEFGHIJKLMNOPQRSTUVWXY                       7890
Zabcdefghijklmnopqrstuvwxyz12
34567890                                        ITC Stone Sans Bold Italic
                                                ABCDEFGHIJKLMNOPQRSTUVWXYZabc
ITC Stone Serif Bold Italic                     defghijklmnopqrstuvwxyz12345678
ABCDEFGHIJKLMNOPQRSTUVWXYZ                      90
abcdefghijklmnopqrstuvwxyz1234
567890



For Web use only

Lucida                                         Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZabc                  ABCDEFGHIJKLMNOPQRSTUVWXYZabcd
defghijklmnopqrstuvwxyz12345678                efghijklmnopqrstuvwxyz1234567890
90
                                               Arial Italic
Lucida Italic                                  ABCDEFGHIJKLMNOPQRSTUVWXYZabcd
ABCDEFGHIJKLMNOPQRSTUVWXYZabc                  efghijklmnopqrstuvwxyz1234567890
defghijklmnopqrstuvwxyz12345678
90                                             Arial Bold
                                               ABCDEFGHIJKLMNOPQRSTUVWXYZabc
Lucida Bold                                    defghijklmnopqrstuvwxyz1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZa
bcdefghijklmnopqrstuvwxyz12345                 Arial Bold Italic
67890                                          ABCDEFGHIJKLMNOPQRSTUVWXYZabc
                                               defghijklmnopqrstuvwxyz1234567890
Lucida Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZa
bcdefghijklmnopqrstuvwxyz12345
67890




                           W A S H I N G T O N S T A T 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 T A N D A R D S • C-9
                           BIG IDEAS FOR YOUR LIFE.
                           Discover world-class lectures.
                           Art. Entertainment. Sports.
                                                                                                                                                    Andy Warho
                                                                                                                                                              l,   Marilyn, 197

                           Plus, some of the top
                                                                                                                                                                                3




                           undergraduate and graduate
                           programs in the country.

                           www.wsu.edu
When Cougars go digital.




                                                                                                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.
                                               Watch all those cool “Go Cougs” TV spots.
                                               (YouTube.com/user/WashingtonStateUniv)           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
                                               Connect your future Cougars to WSU.              with a veritable who’s who of leading U.S.
                                               (Facebook.com/WSUFutureCougars)
                                               Or enjoy exclusive Coug sport videos, check
                                                                                                universities.
                                               stats, and voice your views.
                                               (Facebook.com/WSUCougarAthletics)                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.
                                               Find new clients, subject experts, or even
                                               jobs in the Cougar Universe.
                                                                                                Better yet, discover the difference for yourself.
                                               (go.wsu.edu/linkedin)




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




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




                                                                                              PULLMAN • SPOKANE • TRI-CITIES • VANCOUVER • WORLDWIDE




                                                                                             Advertisements
                                                                                             1. Headline, Stone Sans Bold
                                                                                             2. Body text, Stone Serif Medium




  C-10 • S P R I N G 2 0 1 1
                                                                               Visual Approach
Photography

Overview                                                            Premier Brand Photos
Photos can powerfully communicate the essence of the                Premier photos should be carefully planned, as they
Washington State University brand. It is critical when              are one of the signature elements in building awareness
creating communications to select imagery that reflects             of WSU’s brand. They should communicate the brand
the WSU brand and supports the brand personality.                   promise.
                                                                       Premier photos in printed communications or on
Subjects                                                            the home page of a Web site should be close up, tightly
WSU’s brand promise is focused on the variety of ways               cropped, and contain a shallow depth of field to focus
the University makes a positive impact on the lives of              attention on the primary activity depicted. Use blurred
everyone it touches: students, alumni, donors, citizens,            motion, exaggerated vertical or horizontal cropping
etc. In order to support the brand promise pictorially,             techniques, or unusual angles to accomplish this goal.
choose photos that also demonstrate the various ways                Whenever possible, crop photos tightly to highlight the
in which WSU makes the world a better place.                        verticalness or horizontalness of images to accentuate
   For example, students pictured in a recruiting bro-              the brand photography style.
chure might be photographed while involved in hands-                   When selecting Premier images for use in collateral,
on research. A faculty member might be photographed                 try to select a single, compelling image that engages
near a field of wheat that thrived thanks to his or her             the viewer and tells a powerful story. Use the Premier
research.                                                           photo(s) in a visually dominant manner. Additional im-
                                                                    ages should be used throughout the communication to
Style                                                               support the featured photo(s).
Whenever possible, photography should reflect the                      Black-and-white, as well as color photographs, can be
dynamic nature of WSU by featuring close up, bold,                  used to depict the University’s brand.
colorful images. Complex, busy, or lower-quality photos
should be minimized by cropping to highlight the area               Supporting Photos
of interest or by using them smaller. Consider using                Additional images in communications should provide
stock imagery when high-quality images are not avail-               complementary information to the Premier photo(s).
able via campus resources.                                          For example, supporting photos might tell more of the
   A two-tiered approach to photography has been                    story pictorially than what is revealed in the Premier-
established to create a distinctive style that features the         level image(s). Supporting photos also should be used at
impact of WSU’s activities.                                         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.




                                              W A S H I N G T O N S T A T 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 T A N D A R D S • C-11
Original full-frame photo                           Cropped for dramatic impact




                                                        Cropped to emphasize horizontal perspective




Original full-frame photo    Cropped to emphasize
                             vertical perspective




C-12 • S P R I N G 2 0 1 1
Original full-frame photo




Cropped to emphasize horizontal perspective




                                          W A S H I N G T O N S T A T 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 T A N D A R D S • C-13
C-14 • S P R I N G 2 0 1 1
                                                                               Visual Approach
Optional Graphic Elements

Overview                                                            Primary Optional Elements
The Washington State University Visual Platform en-                 There are two Primary Optional Elements:
sures creation of communications that strongly reflect              • Circles, or portions of circles
the University’s brand. Combining the required colors,              • Color bars
typography, photography, and the WSU signature as                   When a Primary Optional Element is applied, it is rec-
outlined provides a solid framework for unifying all of             ommended that one—but not both—be added to create
the institution’s communications. Communicators will                additional sophistication and visual consistency. Again,
always meet the Visual Platform requirements by incor-              remember the overall goal of the Brand Identity System
porating these elements as specified in the communica-              is design simplicity.
tions they produce.
   In addition to the required core elements, optional              Secondary Optional Elements
graphic elements are provided as part of the design                 The Secondary Optional Elements should be used only
toolkit. The optional elements include two levels of ad-            in combination with one of the Primary Optional Ele-
ditional graphics: Primary and Secondary.                           ments. Use of the Secondar Optional Elements is never
   It is highly recommended that one—but not both—                  required. When a Primary Element is used, it is recom-
of the Primary Optional Elements be applied when this               mended that not more than one of the Secondary Ele-
option is selected. Once a Primary Element is choosen,              ments be incorportated.
then one of the Secondary Optional Elements can be                     The Secondary Optional Elements consist of three
added. Communicators are encouraged to use only one                 graphic devices:
of the two Primary Elements and not add any of the                  • Radius-cornered boxes or rules which
Secondary elements to communications. The Second-                      may be used for photos or text
ary Elements should be used very selectively: for specific          •  Textured backgrounds
marketing campaigns; special communications; or to                  • Exaggerated punctuation
additionally brand an event, new program, or activity.                 The 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.




                                              W A S H I N G T O N S T A T 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 T A N D A R D S • C-15
                                                                      Visual Approach
Primary Optional Elements
Circles or Portions of Circles
Overview                                                     •   A partial circle may be created by a line which
One of the distinctive graphic devices included as a             represents an arc, or a portion of a circle’s perimeter.
Primary Optional Element is the circle, or portions of       •   Generally, circles or portions of circles, such as half
a circle. This shape represents the global perspective           circles, should be used as a screened element to add
and impact of the University’s activities, reinforcing           dimension to a print or a electronic communication.
key attributes described in the Brand Platform. Circles      •   Use a small circle, for example, to emphasize
and portions of circles also represent the University’s          a key letter or word in a headline. It would
commitment to providing a complete, culturally and               also be appropriate to place each page number
intellectually diverse educational environment that              in a circle in a multi-page publication.            1
transforms lives.                                            •   When a circle shape is represented as the perimeter
   This graphic element also serves a number of practi-          of a partial circle, it should incorporate a single
cal design purposes. It provides a distinct, unifying ele-       color from the approved color palette and should
ment that adds sophistication and visual dimension to            not resemble a curved, two- or three-color bar.
WSU communications. In addition, circles or portions         •   Three or four circles portions displayed parallel to
of circles can be used to call attention to headlines or         each other, with each portion using a different tint
key messages.                                                    of the same color, is an effective way to apply this
                                                                 element in a sophisticated manner. See page C-20.
Applying Circles or Portions of Circles                      •   Avoid using a large number of circles or partial circles
There are some basic principles to keep in mind when             on a single print or electronic page. Application of
applying circles or partial circles to University commu-         the element in this manner conflicts with the overall
nications.                                                       design goal of achieving understated sophistication.
• A circle is defined as a plane figure bounded by a         •   Do not use garish color combinations
   single curved line, every point of which is equally           to create circles or partial circles.
   distant from the point at the center of the figure.       •   Complete circles—unlike partial circles—should not
•  Shapes such as ovals or ellipses are not circles and          be repeated on a page to create a background pattern.
   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.

                                                                                                  Do not incorporate
                                                                  Partial circle                  multiple colors
                                                                  perimeter                       when creating a
                                                                                                  circle perimeter




  Circle shape               Do not create
                             ovals or ellipses




C-16 • S P R I N G 2 0 1 1
                                                    Make an                         Impact.


     Graduate and Professional Studies


     gradsch.wsu.edu



Publication cover
1. Use of portions of circles in a subtle manner.




                                             W A S H I N G T O N S T A T 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 T A N D A R D S • C-17
                                                                      Visual Approach
Primary Optional Elements
Color Bars
Overview                                                         a maximum of three picas in height. A vertical
The other distinctive graphic device adopted as one of           color bar is defined as a minimum of six points
the Primary Optional Elements is the color bar. Color            and a maximum of three picas in width. A color
bars represent the University’s commitment to the                bar should be adjusted proportionately when
diverse ideas, perspectives, and cultural experiences            applied to materials that are substantially larger
required to identify creative solutions for addressing the       than the size of a common printed page.
world’s challenges.                                          •   For electronic communications, a horizontal
   Color bars also serve a number of practical design            color bar is defined as a minimum of five pixels
purposes. They provide a distinct, unifying graphic ele-         and a maximum of 15 pixels in height. A vertical
ment and a means of incorporating color accents into             color bar is defined as a minimum of five pixels
University communications. In addition, color bars               and a maximum of 15 pixels in width.
serve as a visual anchoring device for photographs and       •   A good rule of thumb is to plan no more than
as an element to call attention to headlines or key mes-         one color bar per page. Remember the power of
sages in communications.                                         simplicity.
   Colors bars should be used to create visual consis-       •   Do not use garish color combinations from the
tency in University communications. They must not                Primary and Secondary Palettes to create color
compete with identity elements such as the dominant              bars. They should serve as a complementary
crimson and gray palette. Rather, color bars serve in a          design element to enhance communications.
complementary role.                                          •   Bars may be placed vertically or horizon-
                                                                 tally on a page.
Applying Color Bars                                          •   Bars may be positioned top or bottom, left or
There are some basic principles to keep in mind when             right, bleeding or not bleeding off a page.
applying color bars to University communications.            •   Bars may bisect other graphic devices, with
• A color bar consists of two or three distinct                  the exception of the University signature.
  segments. Each segment must be one of the colors           •   Color bars should not be used as a background
  from the approved color palette. The colors may                pattern.
  be solid or screened, with the exception of the            •   Do not compromise the integrity of the shape of
  WSU crimson, which may not be screened.                        the color bar by attaching other shapes to it.
• For printed communications, a horizontal color             •   Do not use radius corners on color bars.
  bar is defined as a minimum of six points and              •   Color blends or tints may not be
                                                                 incorporated into color bars.




Color bar minimum height                                     Do not incorporate radius corners



                                                             Do not incorporate blends

Color bar maximum height




C-18 • S P R I N G 2 0 1 1
                                                                                                                                                                                       G R O W I N G    P A R T N E R S H I P S




          Sustainability                                                                                       Research
          Preserving Our Environment…                                                                          The Economic Engine that Could
          while Growing Our Economy
          The challenge of sustainability is to meet the needs of today without compromising                   Research conducted by WSU scientists has clearly helped boost and diversify Washington

          the ability of future generations to meet the needs of tomorrow. In response,                        state’s economy in everything from human and animal health, to materials science and

          WSU integrates sustainability into our research, teaching, and student life. We’re                   engineering, to clean technology and biofuels.

          developing new ideas, new approaches, and even innovative new building                                 Today WSU’s brightest students at all levels collaborate with our faculty in the search

          materials. And everything we learn we pass along to communities statewide—                           for practical, hands-on solutions to common challenges. Whether it’s research to create jet

          providing a blueprint for shrinking your resource footprint as you build your                        fuel from agricultural waste, or efforts to build hydrogen fuel cells for tomorrow’s vehicles.

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



                                                rain runs tHrougH it. Pervious pavers, a hybrid                Better Livestock HeaLtH. With the global cost of           cLearing tHe air. WSU professors Brian Lamb
                                                concrete/turf driving surface, allow a greater degree of       tick-borne animal diseases estimated at between $13.9      and George Mount oversee a regional air-quality
                                                stormwater infiltration than does standard petroleum-          and $18.7 billion annually, WSU researcher Wendy           model called AIRPACT, tracking and predicting
                                                derived pavement. They’re part of a larger effort to           Brown is working hard to develop vaccines for crippling    urban air pollution in the Pacific Northwest. They
                                                develop regional stormwater management programs in             maladies such as bovine babesiosis and anaplasmosis.       also use computer modeling to study how global
                                                the Puget Sound basin and to protect our threatened water      Recently, Dr. Brown and her WSU research team              warming could affect the air we breathe—no matter
                                                quality. By advancing this kind of innovation, WSU             developed a new screening tool that greatly speeds the     where in the state we live.
                                                researchers, such as Curtis Hinman at the WSU Puyallup         process of producing and purifying proteins for testing.
                                                Research and Extension Center, are redefining the urban        It’s just one more step towards a cure for some of the
                                                environment and mainstreaming low-impact development.          most serious threats to livestock.




Page spread




                                                                                     W A S H I N G T O N S T A T 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 T A N D A R D S • C-19
                                                                          Visual Approach
Secondary Optional Elements

Radius-cornered Boxes
Radius-cornered boxes are one of the Secondary Op-            1
tional Elements that can be used to create a distinctive
feel for displaying photos or text. The shape conveys             Washington’s state university
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-
                                                                  Whether you live in Aberdeen, Seattle, Walla Walla—or anywhere in between—Washington State University




                                                              enriches your life.
ners with text or photos that appear as part of the same
communication.
                                                                  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




                                                            Print advertisement
                                                            1. Use of radius corners




C-20 • S P R I N G 2 0 1 1
Secondary Optional Elements

Textured Backgrounds
Textured 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-                     Breathing Easier
nications. Other textured backgrounds may be added in
the future.                                                                                                          Thanks to Professor Brian Lamb and
                                                                                                                     other members of the WSU Laboratory
   Consider use of textures very carefully. Applied                                                                  for Atmospheric Research (LAR), millions
                                                                                                                     of Pacific Northwest residents are

correctly, they can add great dimension to a commu-                                                                  breathing easier.
                                                                                                                        Dr. Lamb and his colleagues created

nication. Applied incorrectly, they can clutter commu-                                                               a regional air-quality forecast system
                                                                                                                     that gathers data used to predict

nication and compromise the goal of achieving design                                                                 concentrations of ozone, particulate
                                                                                                                     matter, and other pollutants in the air.
                                                                                                                     Forecasters use the system to make air-
simplicity.                                                                                                          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




                                                                  Print advertisement




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



                                            W A S H I N G T O N S T A T 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 T A N D A R D S • C-21
                                                                                                                                           Visual Approach
Secondary Optional Elements

Exaggerated Punctuation
Exaggerated 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
                                                                                                             {Opens Your Mind}
                                                                                                                         Education that

                                                                                                                                                            1
in an exaggerated form.
An exclamation point,
                                                                                                                                                 Our courses help
for example, might be                                                                                                                            you identify your
presented in one of the                                                                                                                          goals, find your
accent colors from the                                                                                                                           passion, and

brand palette and used                                                                                                                           discover
                                                                                                                                                 new interests.
to call additional atten-      In 2007, more than 3,000         • Through our unique Freshman Focus program, you’ll take two courses
                               freshmen received the book,        together and get the opportunity to know your fellow students, and

tion to a headline in a        Flu: The Story of the Great
                               Influenza Pandemic of 1918 and
                                                                  your professors, better. Course options vary by residence and include
                                                                  world civilizations, fine arts, environmental science, communications,
                               the Search for the Virus That
                                                                  economics, and more.

printed booklet. Simi-
                               Caused It and then studied
                               various aspects of               • The Common Reading program engages your critical thinking skills
                               the epidemic—from                  and strengthens your connection to the University community.

larly, brackets on a Web
                               economics to virology—
                               across numerous courses.         • Our top-ranked university-wide writing program gives you guidance and
                                                                  confidence in communicating, no matter what your major might be.


page might be present-                                                                                                                                          John Stark
                                                                                                                                                                senior, hospitality
                                                                                                                                                                business management

ed in a bright color and                                                                                                                                     “Beyond the world of textbooks, WSU provides
                                                                                                                                                                numerous opportunities for students to improve their


placed on each side of
                                                                                                                                                                community through civic engagement and to gain
                                                                                                                                                                multicultural and global perspectives.”




an important sentence          4                                                                                                                                                                                       5


to call attention to it.
   Be cautious in apply-                                                                                           Publication spread
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.




C-22 • S P R I N G 2 0 1 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.




                  W A S H I N G T O N S T A T 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 T A N D A R D S • D-1
                            Education that


                      Changes
                      Lives

                                             Website landing page




                                                                  Education that
                                                 Changes Lives.
          www.wsu.edu




Publication cover




Changes Lives
            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.                                                  visit.wsu.edu




Secondary brochure cover                     Print advertisement



D-2 • S P R I N G 2 0 1 1
Application Examples




 W A S H I N G T O N S T A T 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 T A N D A R D S • E-1
                                                        Application Examples
Application of Core Elements


                                                                                2                                  1
                                                                      Spurring
                                                                      Economic
              Spurring                                                Growth                                                         Spurring
              Economic                                                Enhancing
                                                                      Civic Vitality
                                                                                                                                     Economic
                                                                                                                                     Growth
              Growth                                             3
                                                                      THE BENEFITS OF

                                                                                           Spurring                                  Enhancing
                                                                                                                                     Civic Vitalit
              Enhancing
                                                                      C O R P O R A T E –U N I V E R S I T Y




                                                                                           Economic
                                                                      PA R T N E R S H I P S

                                                                                                                                     THE BENEFITS OF




              Civic Vitality
                                                                                                                                     C O R P O R A T E –U N I V E R S I T Y




                                                                                           Growth
                                                                                                                                     PA R T N E R S H I P S




               THE BENEFITS OF                                                             Enhancing
               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
                                                                                           Civic Vitality
                                                                                            THE BENEFITS OF

                                                                                            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
                                                                  5                                            4



                                                          Brochure cover (with primary grpahic elements)
                                                          1. Crimson (Pantone 201) and Red (Pantone 186)
                                                             blended but crimson remains dominant
                                                          2. ITC Stone Serif in the main headline
                                                          3. Stone Sans for subhead information
                                                          4. Neutral cream color (Pantone 7501) as a background
                                                             and significant amounts of open space
                                                          5. WSU tagline signature prominently displayed in
                                                             crimson and gray




E-2 • S P R I N G 2 0 1 1
                                                                                                                                                                                                                      More Info

                                                An Opportunity to Form                                                                                                                                                To learn more

                                                a Dynamic Partnership                                                                                                                                                 can develop a
                                                                                                                                                                                                                      State Universit




                                                A
                                                         new world economy based on knowledge                                                                                                                         Corporate and
                                                         and human capital presents tremendous                                                                                                                        Town Centre,
                                                         opportunities for public and private partners                                                                                                                PO Box 64192
                                                whose core strategies align with Washington State                                                                                                                     Pullman, WA 9
                                                University’s vision and expertise.                                                                                                                                    509-335-2109
                                                   Cutting-edge research conducted by WSU faculty—                                                                                                                    Fax: 509-335-8
                                                and often brought to market in conjunction with our
                                                industry colleagues—creates technologies and products                                                                                                                 Devon Anders
                                                that provide significant economic returns and immense                                                                                                                 Vice President
                                                benefits to our quality of life.                                                                                                                                      Corporate and
                                                   Our success stories are abundant. For example,                                                                                                                     509-335-2077
                                                research conducted in tandem with agriculture                                                                                                                         danders@wsu.
         Elson S. Floyd took office as the      interests has led to the state’s position as one of the
         10th president of Washington State     world’s top wheat producers and the emergence of
         University on May 21, 2007. WSU        Washington’s viticulture and enology industry. The
         is classified among the nation’s       wood-plastic composite formulations developed by our
         96 leading public and private          Wood Materials & Engineering Laboratory for industry
         universities with very high research   generates $1 billion-plus in annual revenues.
         activity by the Carnegie Foundation       We are committed to building our portfolio of
         for the Advancement of Teaching


                                                                                                                                      Pullman
                                                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.
                                                                                                                                            Spokane
                                                President, Washington State Univesity


                                                                                                                                      Tri-Cities
                                                                                                                                          Vancouver

Brochure interior spread (with
                                                                                                                                                                                                                 More InforMatIon


primary graphic elements)                                                                                                             An Opportunity to Form
                                                                                                                                  1   a Dynamic Partnership
                                                                                                                                                                                                                 To learn more about how your cor
                                                                                                                                                                                                                 can develop a world-class partners
                                                                                                                                                                                                                 State University, please contact:

1. ITC Stone Serif in the main headline
                                                                                                                                      A
                                                                                                                                               new world economy based on knowledge                              Corporate and Foundation Relatio
                                                                                                                                               and human capital presents tremendous                             Town Centre, Suite 301


2. Crimson (Pantone 201) and red (Pantone 186)
                                                                                                                                               opportunities for public and private partners                     PO Box 641925
                                                                                                                                      whose core strategies align with Washington State                          Pullman, WA 99164-1925
                                                                                                                                      University’s vision and expertise.                                         509-335-2109
                                                                                                                                         Cutting-edge research conducted by WSU faculty—

   blended but crimson remains dominant
                                                                                                                                                                                                                 Fax: 509-335-8419
                                                                                                                                      and often brought to market in conjunction with our
                                                                                                                                      industry colleagues—creates technologies and products                      Devon Anderson
                                                                                                                                      that provide significant economic returns and immense                      Vice President


3. Neutral cream color (Pantone 7501) as a background
                                                                                                                                      benefits to our quality of life.                                           Corporate and Foundation Relatio
                                                                                                                                         Our success stories are abundant. For example,                          509-335-2077
                                                                                                                                      research conducted in tandem with agriculture                              danders@wsu.edu
                                                                                           Elson S. Floyd took office as the          interests has led to the state’s position as one of the

   and significant amounts of open space                                                   10th president of Washington State
                                                                                           University on May 21, 2007. WSU
                                                                                                                                      world’s top wheat producers and the emergence of
                                                                                                                                      Washington’s viticulture and enology industry. The



                                                                                                                                                                                                 3
                                                                                           is classified among the nation’s           wood-plastic composite formulations developed by our
                                                                                           96 leading public and private              Wood Materials & Engineering Laboratory for industry
                                                                                           universities with very high research       generates $1 billion-plus in annual revenues.
                                                                                           activity by the Carnegie Foundation           We are committed to building our portfolio of
                                                                                           for the Advancement of Teaching


                                                                                                                                                                                                 Pullman
                                                                                                                                      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.
                                                                                                                                                                                                       Spokane
                                                                                                                                      President, Washington State Univesity



                                                                                                              2                                                                                  Tri-Cities
                                                                                                                                                                                                     Vancouver




                                                       W A S H I N G T O N S T A T 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 T A N D A R D S • E-3
                                                                                           Thirty-fourth

                                            Edward R. Murrow Symposium
                                                                                                   7:30 p.m. Thursday, April 3, 2008
                                                                                                   Beasley Performing Arts Coliseum




                                                                                                   with Edward R. Murrow Award
                                                                                                   recipient and keynote speaker

                                                                                                   Don Hewitt
                                                                                                   60 Minutes creator and
                                                                                                   CBS News executive producer




                                                                                                            The Edward R. Murrow
                                                                                                           School of Communication
  120797 Feb 2008




                                                                                         Poster (with primary graphic elements)
                                         Thirty-fourth
                                                                                         1. ITC Stone Serif in the main headline
                            1 Edward R. Murrow Symposium                                 2. Crimson (Pantone 201) and Red (Pantone
                                                 7:30 p.m. Thursday, April 3, 2008
                                                 Beasley Performing Arts Coliseum           186) blended but crimson remains
                                                                                            dominant
                                                                                         3. Photo with blurred background
                                                                                     2   4. WSU tagline signature prominently
                    3
                                                 with Edward R. Murrow Award
                                                 recipient and keynote speaker              displayed
                                                 Don Hewitt                              5. Stone Sans for subhead information
                                                 60 Minutes creator and
                                                 CBS News executive producer




                                           4
                                                          The Edward R. Murrow


                                           5
                                                         School of Communication
120797 Feb 2008




E-4 • S P R I N G 2 0 1 1
       Breathing Easier
                                                            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




Print advertisement (with primary graphic elements)
1. ITC Stone Serif in the main headline
2. Crimson (Pantone 201) and Red (Pantone 186) blended but crimson remains
   dominant
3. Photo with blurred background
4. WSU tagline signature prominently displayed
5. Stone Sans for subhead information




                           W A S H I N G T O N S T A T 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 T A N D A R D S • E-5
                                                                                               Application Examples
           Application of Primary and Secondary Optional Elements


                                                                                                                                                         1
                                                  More InforMatIon

                                                  To learn more about how your corporation or foundation
                                                  can develop a world-class partnership with Washington
                                                  State University, please contact:
                                                                                                                Spurring
undation
                                                                                                                Economic Growth
ington
                         Spurring                 Corporate and Foundation Relations Office
                                                  Town Centre, Suite 301
                                                  PO Box 641925
                                                  Pullman, WA 99164-1925

                         Economic Growth          509-335-2109
                                                  Fax: 509-335-8419


                                                  Devon Anderson
                                                  Vice President
                                                  Corporate and Foundation Relations
                                                  509-335-2077
                                                  danders@wsu.edu




                                                                                                                Enhancing
                                                                                                                Civic Vitality

    Pullman                                                                                                     ThE BEnEFiTS oF
                                                                                                                C o r p o r AT E - U n i v E r S i T y
                                                                                                                pA r T n E r S h i p S


          Spokane
    Tri-CitiesEnhancing
        Vancouver
              Civic Vitality
                                                                                                                             w w w. w s u . e d u




                         ThE BEnEFiTS oF
                         C o r p o r AT E - U n i v E r S i T y                                            Brochure cover (with primary and
                         pA r T n E r S h i p S                                                            secondary graphic elements)
                                                                                                           1. Color bars using primary and
                                                                                                              secondary colors




                                       w w w. w s u . e d u




           E-6 • S P R I N G 2 0 1 1
                                                                                                                                                                                                                 More Info

                                                An Opportunity to Form                                                                                                                                           To learn more

                                                a Dynamic Partnership                                                                                                                                            can develop a
                                                                                                                                                                                                                 State Univers




                                                A
                                                         new world economy based on                                                                                                                              Corporate an
                                                         knowledge and human capital                                                                                                                             Town Centre,
                                                         presents tremendous opportunities                                                                                                                       PO Box 64192
                                                for public and private partners whose core                                                                                                                       Pullman, WA
                                                strategies align with Washington State                                                                                                                           509-335-2109
                                                University’s vision and expertise.                                                                                                                               Fax: 509-335-
                                                   Cutting-edge research conducted by WSU
                                                faculty—and often brought to market in                                                                                                                           Devon Ander
                                                conjunction with our industry colleagues—                                                                                                                        Vice Presiden
                                                creates technologies and products that provide                                                                                                                   Corporate an
                                                significant economic returns and immense                                                                                                                         509-335-2077
                                                benefits to our quality of life.                                                                                                                                 danders@wsu
         Elson S. Floyd took office as the         Our success stories are abundant. For
         10th president of Washington State     example, research conducted in tandem with
         University on May 21, 2007. WSU        agriculture interests has led to the state’s
         is classified among the nation’s       position as one of the world’s top wheat
         96 leading public and private          producers and the emergence of Washington’s
         universities with very high research   viticulture and enology industry. The wood-
         activity by the Carnegie Foundation    plastic composite formulations developed by
         for the Advancement of Teaching


                                                                                                                                          Pullman
                                                our Wood Materials & Engineering Laboratory
                                                for industry generates $1 billion-plus in
                                                annual revenues.
                                                   We are committed to building our portfolio


                                                                                                                                                Spokane
                                                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.
                                                                                                                                          Tri-Cities
                                                Elson S. Floyd, Ph.D.
                                                President, Washington State Univesity
                                                                                                                                              Vancouver

Brochure interior spread                                                              1                                                                                                                   More InforMatIon

1. Color bars using primary colors                                                                                                       An Opportunity to Form                                           To learn more about how your cor




2. Radius corners on photo boxes
                                                                                                                                     3   a Dynamic Partnership                                            can develop a world-class partnersh
                                                                                                                                                                                                          State University, please contact:




                                                                                     2                                                   A
                                                                                                                                                  new world economy based on                              Corporate and Foundation Relatio
                                                                                                                                                  knowledge and human capital                             Town Centre, Suite 301


3. Subtle use of exaggerated punctuation
                                                                                                                                                  presents tremendous opportunities                       PO Box 641925
                                                                                                                                         for public and private partners whose core                       Pullman, WA 99164-1925
                                                                                                                                         strategies align with Washington State                           509-335-2109
                                                                                                                                         University’s vision and expertise.                               Fax: 509-335-8419
                                                                                                                                            Cutting-edge research conducted by WSU
                                                                                                                                         faculty—and often brought to market in                           Devon Anderson
                                                                                                                                         conjunction with our industry colleagues—                        Vice President
                                                                                                                                         creates technologies and products that provide                   Corporate and Foundation Relatio
                                                                                                                                         significant economic returns and immense                         509-335-2077
                                                                                                                                         benefits to our quality of life.                                 danders@wsu.edu
                                                                                              Elson S. Floyd took office as the             Our success stories are abundant. For
                                                                                              10th president of Washington State         example, research conducted in tandem with
                                                                                              University on May 21, 2007. WSU            agriculture interests has led to the state’s
                                                                                              is classified among the nation’s           position as one of the world’s top wheat
                                                                                              96 leading public and private              producers and the emergence of Washington’s
                                                                                              universities with very high research       viticulture and enology industry. The wood-
                                                                                              activity by the Carnegie Foundation        plastic composite formulations developed by
                                                                                              for the Advancement of Teaching


                                                                                                                                                                                          Pullman
                                                                                                                                         our Wood Materials & Engineering Laboratory
                                                                                                                                         for industry generates $1 billion-plus in
                                                                                                                                         annual revenues.
                                                                                                                                            We are committed to building our portfolio


                                                                                                                                                                                                Spokane
                                                                                                                                         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.
                                                                                                                                                                                          Tri-Cities
                                                                                                                                         Elson S. Floyd, Ph.D.
                                                                                                                                         President, Washington State Univesity
                                                                                                                                                                                              Vancouver




                                                      W A S H I N G T O N S T A T 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 T A N D A R D S • E-7
                                                                                          Thirty-fourth

                                             Edward R. Murrow Symposium
                                                                                                  7:30 p.m. Thursday, April 3, 2008
                                                                                                  Beasley Performing Arts Coliseum




                                                                                                  with Edward R. Murrow Award
                                                                                                  recipient and keynote speaker

                                                                                                  Don Hewitt
                                                                                                  60 Minutes creator and
                                                                                                  CBS News executive producer




                                                                                                           The Edward R. Murrow
                                                                                                          School of Communication
          120797 Feb 2008




                                                                                        Poster (with primary and
                            1             Thirty-fourth                                 secondary graphic elements)
                                Edward R. Murrow Symposium                              1. Application of secondary color palette to
                                                  7:30 p.m. Thursday, April 3, 2008
                                                  Beasley Performing Arts Coliseum         color bars
                                                                                        2. Subtle use of partial circle in the
                                                                                           background

                                                  with Edward R. Murrow Award
                                                  recipient and keynote speaker

                                                  Don Hewitt
                                                  60 Minutes creator and
                                                  CBS News executive producer




                                                                                    2
                                                           The Edward R. Murrow
                                                          School of Communication
120797 Feb 2008




E-8 • S P R I N G 2 0 1 1
                     Education that

         ChangesLives
       www.wsu.edu




Publication cover




                       W A S H I N G T O N S T A T 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 T A N D A R D S • E-9
                                                                                    Graduate Studies in
                                                                                    Education




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




       education.wsu.edu


Publication cover




E-10 • S P R I N G 2 0 1 1
      Spring 2008




                                           Commencement
                                                  S a t u r d a y ,     M a y     T h i r d




Publication cover




                    W A S H I N G T O N S T A T 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 T A N D A R D S • E-11
                                                                                                   {
                            Education that

Changes Lives                                                                                          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
       Washington State University is working with students                                            in the Pacific Northwest.

       every day to enhance the economic, civic, and cultural
                                                                                                       Challenges that help prepare you and your classmates to
                                ,
       vitality of our community our state, and our world.                                             become future leaders of our global society, drivers of our
                                                                                                       state and nation’s economies, and engaged, caring citizens
                                                                                                       of the 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.”




 2   Education that Changes Lives                                                                                                                                    Washington State University   3




Publication spread




E-12 • S P R I N G 2 0 1 1
                                                                                                                                                                                                                        Internationally
                                                                                                                                                                                                                        recognized
     Jose Delgado-Frias                                                          Heather Streets                                                       J. Thomas Dickinson
                                                                                                                                                                                                                        faculty
     Professor, Electrical Engineering and Computer Science and                  Associate Professor, History                                          Eminent Professor, Regents Professor of Physics & Material       Their contributions to science, business,
     Boeing Centennial Chair in Computer Engineering                                                                                                   Science, & the Paul A. Anderson Professor of Physics
                                                                                                                                                                                                                        government, culture, and society.
     “I constantly promote independent thinking by asking questions              “History is about concepts—it’s who we are and how we got             “A balance between teaching and research is very important. It
                                                                                  to where we are. Many of our class discussions are about the          keeps us involved in breakthroughs in technology and science    Many WSU faculty are members of prestigious national
      and assigning projects that require students to critically analyze
      what they have learned.“                                                    connections between the past and what’s going on now.”                and becomes incorporated into our classrooms. ”                 academies and have received honors from organizations such
                                                                                                                                                                                                                        as the National Institutes of Health and the National Science
                                                                                 + author or co-author of four books and numerous articles             + Fellow of the American Physical Society, the American Vacuum
     + co-author of 160+ technical papers and co-editor of five books
                                                                                                                                                         Society, and the American Association for the Advancement      Foundation for their research excellence.
     + holds 27 patents in high performance computer hardware                    + area editor for Britain and the British Empire for the 2008 Ency-     of Science
     + senior member of the IEEE                                                   clopedia of the Modern World
                                                                                                                                                       + given over 300 invited talks around the world                  WSU provides world-class educational and research
                                                                                 + loves teaching freshmen
                                                                                                                                                       + working to improve the undergraduate research experience       opportunities for a diverse student body from around the
                                                                                                                                                         through the WSU Teaching Academy
                                                                                                                                                                                                                        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.




                                             Grace Harchuk
                                             senior, 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.”




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                                                                                                   Pac-10 sports
                                                                                                   Whether you’re in the stands or on the

                 Education that                                                                    sidelines, you can feel the excitement


         Includes More                                                                             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.
          The close-knit campus environment provides opportunities to
                                                                                                   Recent visitors to Pullman include
          forge lifelong friendships.                                                              renowned primatologist Jane Goodall,
                                                                                                   famed artist Faith Ringgold, comedian
          Your first year at Washington State, you’ll live on campus at the heart of the action:
                                                                                                   Howie Mandell, Pulitzer Prize-winning
          all undergraduate residence halls are within a 10-minute walk of the center of
                                                                                                   newspaper columnist Leonard Pitts, Jr.,
          campus; fraternities and sororities are right in the neighborhood.
                                                                                                   and singer Taylor Swift.




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E-14 • S P R I N G 2 0 1 1
                                                                                                                                                                                               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.




                      Grace Harchuk                                                                              Heather Streets                                                 J. Thomas Dickinson
                      senior, history                                                                                                                                            Eminent Professor, Regents Professor of Physics & Material
                                                                                                                 Associate Professor, History
                                                                                                                                                                                 Science, & the Paul A. Anderson Professor of Physics
                     “The smaller classes allow time for a lot of discussion and detailed subject
                      coverage. The professors are truly interested in helping students succeed. For                                                                             “A balance between teaching and research is very important. It
                                                                                                                 “History is about concepts—it’s who we are and how we got
                      example, I had one professor give me books from his own collection because                  to where we are. Many of our class discussions are about the    keeps us involved in breakthroughs in technology and science
                                                                                                                  connections between the past and what’s going on now.”          and becomes incorporated into our classrooms. ”
                      he recognized my interest in the topic.”




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                                                                                       Heather Streets
                                                                                       Associate 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 connec-
                                                                                    tions between the past and what’s
                                                                                    going on now.”




                                 One on one with Faculty
                                                          Many WSU faculty are members               l   Access to advanced computer
                                                          of prestigious national academies              labs all across campus;
                             Our faculty are nationally   and have received honors from              l   High speed Ethernet connec-

                             and internationally          organizations such as the Na-                  tivity in every residence hall;
                                                          tional Institutes of Health and the        l   High-tech classrooms like
                             recognized for their         National Science Foundation for                the Boeing Classroom of the

                             contributions to science,    their research excellence.                     Future, the Edward R. Murrow
                                                             WSU provides world-class                    School of Communication’s
                             business, government,        educational and research oppor-                state-of- the-art television
                             culture, and society.        tunities for a diverse student body            production studios and audio
                                                          from around the world. We are                  labs, and the new Vogel Plant
                                                          committed to providing the re-                 Sciences Building.
                                                          sources students need to succeed:




                                                                          The Honors College                                  Grace Harchuk
                                                                                                                              senior, history

                                                                          offers opportunities                                “The smaller classes
                                                                                                                               allow time for a lot of

                                                                          to delve deep into                                   discussion and detailed
                                                                                                                               subject coverage. The
                                                                                                                               professors are truly
                                                                          subjects that interest                               interested in helping
                                                                                                                               students succeed. For
                                                                          you.                                                 example, I had one
                                                                                                                               professor give me books from his own col-
                                                                                                                               lection because he recognized my interest in
                                                                                                                               the topic.”




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E-16 • S P R I N G 2 0 1 1
                                                                                     {Opens Your Mind}
                                                                                                 Education that




                                                                                                                                               Our courses help
                                                                                                                                               you identify your
                                                                                                                                               goals, find your
                                                                                                                                               passion, and
                                                                                                                                               discover
                                                                                                                                               new interests.
       In 2007, more than 3,000         • Through our unique Freshman Focus program, you’ll take two courses
       freshmen received the book,        together and get the opportunity to know your fellow students, and
       Flu: The Story of the Great        your professors, better. Course options vary by residence and include
       Influenza Pandemic of 1918 and     world civilizations, fine arts, environmental science, communications,
       the Search for the Virus That
                                          economics, and more.
       Caused It and then studied
       various aspects of               • The Common Reading program engages your critical thinking skills
       the epidemic—from                  and strengthens your connection to the University community.
       economics to virology—
       across numerous courses.         • Our top-ranked university-wide writing program gives you guidance and
                                          confidence in communicating, no matter what your major might be.

                                                                                                                                                              John Stark
                                                                                                                                                              senior, 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.”



   4                                                                                                                                                                                                                 5




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                             Application Examples




           Web pages




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              W A S H I N G T O N S T A T 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 T A N D A R D S • E-23
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