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Logo/Identity Guidelines

The importance of university identity

The visual identity of Western Oregon University is more than just a logo or a name. The immediate recognition of Western Oregon University and its mission, values and distinctions is even more than image or reputation. Consistency in the way our publications and collateral pieces look and read will help the university build and maintain its reputation. Continuing this practice will help us establish an image so distinguished that people will automatically associate Western Oregon University with a level of excellence seen as an industry standard others will strive to achieve. To build and protect the university’s brand, deliberate campus-wide measures must be taken to create a consistent approach to its visual identity and standards for communication. To this end, the public relations office is responsible for the procedures and guidelines that must extend across all academic units and dealings with commercial vendors.

Western Oregon University’s visual identity is maintained by using just the right words, photography, fonts, color and design. Tools such as the primary logo and other marks, the color palette, the university fonts and the official writing standards, must be used properly to ensure that materials produced by all units stay true to WOU’s style and visual identity.


Become a vendor (licensing for merchandise)

To protect and maintain our identity marks and branding, WOU is represented by Learfield Licensing Partners: http://learfieldlicensing.com/essential_grid/western-oregon-university/. If you have any questions, please contact Denise Visuano ( visuanod@wou.edu) or Barbara Dearing ( dearingb@wou.edu)


Academic logo marks:

For information and/or approval on the use of all academic logos and wordmarks, please contact Denise Visuano, director, publications and creative services | 503-838-8349 | visuanod@wou.edu

To download a pdf of the academic identity manual, click here.

Athletic logo marks:

For information and/or approval on the use of all athletic logos and wordmarks, please contact Barbara Dearing, executive director, intercollegiate athletics | 503-838-8094 | dearingb@wou.edu

To download a pdf of the athletic identity manual, click here.


Academic graphic standards

Color is one of the most important elements of the Western Oregon University identity system. Red (PMS 186) and white are the official primary colors for all of the Western Oregon University logos and wordmarks. If these colors are not available the logos should be printed in all black. Black is the official secondary color for all of the Western Oregon University logos and should be used to compliment the primary colors. WOU gray and silver are optional colors. The academic logos are available in one- and two-color versions.

Primary colors Secondary colors
wou_red   wou_white   wou_black   wou_gray   wou_silver
*Pantone® PMS 186
CMYK: 0c 100m 81y 4k
RGB: 227R 24G 55B
HEX#: db0a29 WHITE
CMYK: 0c 0m 0y 0k
RGB: 255R 255G 255B WOU BLACK
*Pantone® Process Black
CMYK: 0c 0m 0y 100k
*Pantone® PMS 421
CMYK: 0c 0m 0y 26k
RGB: 196R 198G 200B WOU SILVER
*Pantone® PMS 877 (Metallic)
CMYK: 0c 0m 0y 40k
RGB: 167R 169G 172B

*Pantone® is a registered trademark of Pantone, Inc. The colors shown on this page are not intended to match the PANTONE Color Standards. For the PANTONE Color Standards, refer to the current edition of the PANTONE Color Formula Guide.

Reproduction of marks

Each of the Western Oregon University logos have an established safe zone. This safe zone is intended to maintain the logo’s integrity and to avoid visual confusion. No other type or graphic element (including folds, trims or edges) should fall within the safe zone shown.

In order to maintain legibility of the wordmark in every application, blank space should be left around it equal to the letter height of the word “university.” When using the shield alone, blank space should be at the top and lower edges of the shield, and maintain a square dimension around the perimeter.


Primary logo

The Western Oregon University official primary logo and other marks are the foundation upon which WOU will build a lasting and indelible visual identity. They articulate and symbolize the core values, beliefs and traditions of the university. To download jpg, tif, or eps versions of the academic marks, click here.

Two-color mark
primary logo: two color

Two-Color Mark (jpg)

Two-Color Mark (PDF)

One-color: black One-color: red One-color: white
primary logo: two color
On-Color:Black (eps)

One-Color:Black (jpg)

One-Color:Black (PDF)

One-Color:Red (esp)

One-Color:Red (jpg)

Red background for visual purposes only.

Secondary logo: WOU shield

The Western Oregon University marks were designed to create a consistent “look and feel” between the academic and athletic marks and logos. The “WOU Shield” can be used on brochures, posters, etc., only if the school name or WOU is identified in a prominent place.

Black shield Red shield White shield  Athletic shield
woiu_academic_shield_blk   wou_academic_shield_red   wou_academic_shield_wht   wolves_shield_2C
Black Shield (esp)

Black Shield (jpg)

Red Shield (esp)

Red Shield (jpg)

Red background for visual purposes only. For information on the use of all athletic logos and wordmarks, please contact the athletics office:
Barbara Dearing, executive director, intercollegiate athletics

University seal

The seal incorporates an illustration of Campbell Hall, the oldest building at Western and in the Oregon State System of Higher Education, with the university’s founding date, 1856. It is to be used only on official items, such as certificates, diplomas, transcripts, medallions, and plaques. It should not be combined with another logo. In order to maintain legibility of the seal, it should appear no smaller than 3/4-inch in circumference.


Writing standards

Whether you’re composing copy for a letter, a brochure, a flier or a webpage, the writing comes first. These guidelines are not designed to dictate what or how to write, they simply are a resource for how to refer to specific stylistic elements when you write.

The university adopted its guidelines from two primary reference works: The Associated Press Stylebook and Webster’s New Collegiate Dictionary. Every effort should be made to adopt these guidelines when developing copy for external publications or simple correspondence.


Minion is a traditional, serif font best suited for projects that are more formal, as well as for academic and educational projects. This font is preferred for all university publications, as well as for general campus correspondence.

Avenir is strong, yet neutral, contemporary font. It’s considered readable and friendly, and works well with the university’s established identity.

If those fonts are not available, Garamond is an alternate font to Minion and Arial is an alternate font to Avenir. Arial should be used on the Web. For more information on using and/or purchasing the Minion and Avenir fonts, contact the Public Relations office.


Publications and Creative Services

(503) 838-8349 | or e-mail: visuanod@wou.edu
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