INTERIM STYLE MANUAL
2015
TABLE OF CONTENTS
INSTITUTIONAL LOGOS & USAGE
introduction................................................................................................................................................................... 3
primary logo................................................................................................................................................................... 3
color palette...................................................................................................................................................................4
signature logos (Division/College/Program)................................................................................................. 5
color application........................................................................................................................................................6
clear space guidelines........................................................................................................................................... 7
minimum size guidelines.................................................................................................................................... 8
chancellor’s seal..........................................................................................................................................................9
logo use violations................................................................................................................................................. 10
application of logo.................................................................................................................11
(stationery templates, additional templates, merchandise samples, signage)
recognized student organizations/club sports nomenclature.............................13
INTRODUCTION
The name Western Carolina University is the most potent public face and
emblem of our brand. This entire branding effort aims to define and amplify
what those three words truly stand for, what we aspire to be, and what we should
communicate to the world.
WCU must build its brand on the shoulders of its heritage, its good name and
its already strong and growing reputation. This elegant, unadorned logo does a
powerful job of articulating that. It places no barrier between the viewer and the
core idea that is Western Carolina University.
Perhaps the clearest message communicated by this logo is that WCU
stands on its name alone. By not relying on a secondary visual image or any
representational concepts, it projects a definitive, grounded brand that speaks
of confidence, strength and quality.
Consistent presentation of WCU’s name using this artful logo proudly proclaims
that it is yours alone. It transmits a sense of pride – of place, people, programs
and heritage. With no frills, visual gimmicks or secondary concepts, this logo will
endure far into the future.
PRIMARY LOGO
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COLOR PALETTE
purple power
The Western Carolina brand primary color palette is composed of three colors – WCU purple,
WCU gold and WCU nonmetallic gold when metallic gold is not practical. Please refer to the
corresponding Pantone, HEX, RGB and CMYK breakdowns indicated below.
WCU purple 267
WCU purple 267
WCU metallic gold 872
WCU metallic gold 872
WCU nonmetallic gold 465
WCU nonmetallic gold 465
Pantone 267 CVC
Pantone 872 CVC metallic
Pantone 267 CVU
Pantone 872 CVU metallic
Use Pantone 465 in place of gold 872
when metallic gold is not practical.
R: 89 G: 44 B: 136
R: 193 G: 168 B: 117
Pantone 465 CVC nonmetallic
C: 89 M: 100 Y: 0 K: 0
C: 20 M: 32 Y: 58 K: 0
Pantone 465 CVU nonmetallic
HEX: 592C88
HEX: C1A875
R: 193 G: 168 B: 117
C: 20 M: 32 Y: 58 K: 0
HEX: C1A875
Pantone® is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the Pantone® Color
Standards; use Pantone® chips for accurate color matching.
PRIMARY LOGO
full-color application
The full-color application of the primary Western Carolina logo is shown below, with
the “Western Carolina” in WCU purple (Pantone 267) and the “University” in WCU gold
(Pantone 872 metallic or Pantone 465 nonmetallic when not practical or cost efficient). For
more information, go to branding.wcu.edu, or contact the Director of Brand Experience at
branding@wcu.edu or 828.227.2077.
Pantone 267
Pantone 872 metallic or 465 nonmetallic
single-color application
A one-color version may be more appropriate
for certain applications.
Pantone 267
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SIGNATURE MARKS
Western Carolina Signature marks consist of the institutional word mark, and a division/
college/program etc. descriptor, which can be used when a significant benefit to the
consumer is obtained by specifying the area of the university represented. The signature is
not required; you can always default to using the university logo alone.
When selecting text for your signature here are a few guidelines.
1. Not to be used as a personal identifier; i.e. it is not appropriete for a faculty/staff members
name to be used in the descriptor space.
2. Signature mark should be specific to one entity, unit or organization: do not list multiple
units or levels within an organization, such as college/school and program.
3. Refrain from using acronyms and excessive capitalization whenever possible.
4. Signature mark type is a specific format and font, do not try to replicate it using your own fonts.
5. Signature marks are one color, all white, purple, gold or black depending on the use.
See the following page for additional use specifications and examples.
preferred horizontal
MOMOGRAM
optional vertical
initials-only
For limited use, an initials-only version of the logo has been developed. This is to be
used only when the full university name is not necessary, such as for an internal audience
or when there is high familiarity with the WCU identity. For more information go
to branding.wcu.edu, or contact the Director of Brand Experience at branding@wcu.edu
or 828.227.2077.
two-color
one-color
Pantone 267
Can be used in Pantone 267,
872 or 465, as well as black or white
Pantone 872 or 465
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LOGO USE GUIDELINES
CONTINUED
one-color application
Shown below are the acceptable one-color applications in which the logo may appear: black,
Western Carolina purple (Pantone 267) or Western Carolina gold (Pantone 872).
Pantone 267 | Pantone 872 metallic or 465 when metallic not available | Black
reverse applications: one-color
Following are samples of acceptable and un acceptable uses of the Western Carolina logo,
shown reversed out in white and gold on a solid, dark background (such as black, Western
Carolina purple or Western Carolina gold, as shown).
A one-color gold logo is not to be printed on a black background, and a one-color black logo is not to
be printed on a gold background.
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LOGO USE GUIDELINES
CONTINUED
clear space guidelines
To ensure that the Western Carolina logo maintains distinction from all other graphic
elements, no type, symbols or marks of any kind should intrude in the clear space area
indicated – a space equal to the proportional height of the letter “l” from “Carolina.”
WCU Signature marks require – a space equal to the proportional height of the
interlinked letters “WC”.
Monogram require– a space equal to the proportional height of the letter “U” from “WCU.”
Clear space minimum distance
College of Education
and Allied Professions
Clear space preferred distance
Clear space preferred distance
College of Education
and Allied Professions
Clear space
minimum distance
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SIGNATURE MARKS
minimum size guidelines
CONTINUED
To ensure maximum legibility and impact of the Western Carolina logo, it should appear
no smaller than .5 inches tall for the primary logo.
.5”
.5”
.5”
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CHANCELLOR’S SEAL
The circular logo shown below is the official Western Carolina University seal. While
the university seal historically has represented our campus community in selected
applications, its use is now restricted exclusively to the Office of the Chancellor. As such,
all uses and applications of the Western Carolina University seal must be approved by the
chancellor for official activities of his office and those of Western Carolina University’s
Board of Trustees.
full-color
one-color
clear space guidelines
To ensure that the chancellor’s seal maintains distinction from all other graphic elements,
no type, symbols or marks of any kind should intrude in the clear space area indicated – a
space equal to the width of the ring surrounding the seal.
Clear space minimum distance
minimum size guidelines
To ensure maximum legibility and impact of the chancellor’s seal, it should appear no
smaller than 1 inch.
1”
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LOGO USE VIOLATIONS
The examples provided below address some obvious misuses of color and structure for
the Western Carolina University logo. The guidelines apply to ALL primary, subbrand
and secondary logos associated with Western Carolina University. For more information
go to branding.wcu.edu, or contact the Director of Brand Experience at branding@wcu.edu
or 828.227.2077.
Do not use the logo in any color other
than those approved in this guide.
Do not skew, stretch or distort the logo.
Do not change “university” to represent a
department/field/office.
Do not alter the size or positioning
relationship between the type and the logo.
Do not apply a drop-shadow to the logo.
Do not place the logo over a busy,
distracting background.
Do not add other elements or symbols of
any kind to the logo.
Do not add the logo to other elements or
symbols of any kind.
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stationery templates: LETTERHEAD
Stationery is the primary means of establishing Western Carolina’s image at the personal level. As such, all items
in the stationery system follow a consistent format and feature a distinct presentation of the Western Carolina
University logo, colors and typography. Letterhead also is printed on a specific white, uncoated stock.
To order any elements of the stationery package, please contact the Print Shop at 828.227.7159. Other items
not shown here also are available, i.e., note cards, large envelopes, window envelopes, name badges and directional
signage templates. Electronic letterhead can be created for your unit by submitting a request with all necessary
information (just as if it were the printed version) to the Print Shop.
When selecting text for your signature mark here are a few guidelines (full listing on page 5)
1. Not to be used as a personal identifier; i.e. it is not appropriete for a faculty/staff members name
to be used in the descriptor space.
2. Signature mark should be specific to one entity, unit or organization: do not list
multiple units or levels within an organization, such as college/school and program.
University
Marketing
left margin .75 inches
top margin 1.5 inches
Date
Text (body copy) specifications
10 pt FreightTextPro
Left aligned
No indents
1 line space between paragraphs
and your title in italics
Name
Street Address
City, State, Zip
14.91 pt no & 2 word min.
16.7 pt leading no names
Dear Person X,
right margin .75 inch
Lorem ipsum dolor sit amet, eius vituperatoribus et vel, nam elit doctus delectus ea, vel no nobis tantas. Est laoreet verterem
democritum id, omittam commune perfecto ex eos. Nisl aliquid gubergren ut cum. Mel error graeco an, quo ei reque
vivendum probatus. Est cu doming audire aperiam.
Cum an percipit adipiscing, eam quis fastidii gloriatur cu, ea mei duis constituto. Tamquam fuisset ex mei. Saepe maiorum
mei ut, his accusam deserunt percipitur no. Ad pri natum regione. Qui cu aperiri sapientem ullamcorper. His ei dicit nullam
complectitur, nec ad amet delectus apeirian, ex case eirmod perpetua mei. Eu eum mollis tincidunt, at pro aliquip honestatis.
In regione adipisci nam. Id cibo ridens praesent qui, movet maluisset posidonium in eum. Posse fastidii appellantur in pri. No
diceret delicata est. Mei ex wisi sale error.
Eam ea impedit epicurei, stet wisi no pri, eius vocent posidonium vel cu. Ad stet honestatis suscipiantur eos. Ad eam libris
dolorum urbanitas, facete labores ex sit. Et option malorum disputationi mei, duo liber integre minimum ad. Quo eu
voluptatum assueverit delicatissimi, assum repudiare id est. Ne his unum legere facete, solet nemore admodum vis an. Sit ne
splendide adversarium intellegebat.
Harum utinam ridens ea nam, vel at facer dictas omittantur. Ea sit reque adipiscing. Eos latine principes id, cu mazim
efficiantur nec, has id fuisset consulatu. No qui audire recteque dissentias.
In fugit constituam vix, forensibus adipiscing reprimique ad mel. Nonumes voluptaria ut sit, oratio nonumes principes ne
est. Eam eu commodo quaeque molestiae, quo ad impedit offendit liberavisse. Id soluta regione facilis sea. Tation corpora
dissentias nam ei.
Sincerely,
Your Name Here
Title
bottom margin minimum of 2 inches
ONE COLOR OPTION
Purple Graphic/White Text
PRINT AND MAIL SERVICES
274 Norton Road / 1 University Drive / Cullowhee, NC 28723 / 828.227.7159 tel / 828.227.7063 fax / printshop@wcu.edu
TWO COLOR OPTION
Gold Graphic/Purple Text
WESTERN CAROLINA UNIVERSITY
401 H.F. Robinson / 1 University Drive / Cullowhee, NC 28723 / 828.227.3559 tel / www.wcu.edu
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stationery templates: BUSINESS CARD
The double-sided business card features the Western Carolina University insitutional logo and contact information
on the front. You can choose from either the full purple or open white version.
FULL NAME
optional line for unit/college etc.
This information will be included on all Cullowhee cards
The Post Office only recognizes 1 University Drive,
Cullowhee, NC 28723 as the address for WCU
exclude the word “email”
Maximum on 12 lines of content
PURPLE OPTION
Purple Graphic/White Logo
Title
Unit/Program or College
Office Address
1 University Drive
Cullowhee, NC 28723
828.227.XXXX tel
828. 227.XXXX fax
name@wcu.edu
www.wcu.edu
WHITE OPTION
White background/Purple Logo
SECOND SIDE (Back) of the business card is not optional and cannot be customized
stationery templates: ENVELOPE
The business envelopes include the university logo, contact information, all printed in purple.
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RECOGNIZED STUDENT
ORGANIZATIONS
AND CLUB SPORTS
NOMENCLATURE
Affiliation of Recognized Student Organizations
with the University and Naming/Logo Guidelines
When referring to a recognized student organization (RSO) including club sports please
indicate affiliation by location of the RSO at Western Carolina University, as opposed to
inferring university governance or control over the RSO or Club Sport such as Western
Carolina University (WCU) RSO or Club Sport Name.
Examples:
Correct Usage: Relay for Life at WCU
Incorrect Usage: WCU Relay for Life
Recognized Student Organizations: University Representation,
Logo Creation and Usage
RSOs are allowed to recognize and identify themselves as part of the University through
logo usage. When using the WCU logo or name, organizations are representing the
university and should conduct themselves as such including any slogans or taglines that
are developed.
RSOs can use the University’s institutional primary mark on uniforms, signage, website,
social media for publicity, recruitment but must not be incorporated into a custom logo
and must adhere to the graphic style guide. (branding.wcu.edu) RSOs may use a selfdesigned logo which does not incorporate any University trademark, or logo so long as
such use does not infringe upon the trademarks, copyrights, or other rights of a third party.
Special Permission: Club Sport and University Representation
with Athletics Logo
Club Sport teams participate in athletic competition and represent WCU within local,
regional, and national leagues and tournaments. In support of these athletes, the university
has authorized the use of the Athletics stacked cat head logo for use by the Club Sports
Program and its club sport teams.
The logo by itself may only be used on in-game uniforms and only be worn by the club
players in the game. If a club sport chooses to use the Athletic logo on practice, warm-up
and work-out attire/apparel, it must include the club sport team name. Club Sport teams
can also use the Athletic logo on signage, websites, and social media but the logo must not
be incorporated into a custom logo and must strictly adhere to the graphic style guide.
• No other sponsor logos may be used on apparel or equipment that uses any
university mark or logo.
• No club sport can sell any merchandise with any university mark or logo to anyone.
Any violations of these guidelines may result in sanctions as defined by the Code of
Student Conduct.
Any items produced using WCU, Western Carolina University, or any official university
logos must adhere to the graphic style guide and be ordered and sold through an officially
licensed vendor. For information on approved vendors contact Learfield Licensing Partners
(www.learfieldlicensing.com) or WCU Brand Experience (branding@wcu.edu)
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