2016 visual identity guide

Office of Marketing and Communication

VISUAL IDENTITY GUIDE

Table of Contents Introduction

BRAND IDENTITY

Overview

4

Color Palette

20

Mission Statement

5

Typography

22

Vision Statement

5

Photography

23

Core Values

5

BRAND Application BRAND FOUNDATION

Stationery

25

Brand Architecture

7

Presentation Templates

27

Internal Positioning Statement

8

Print Examples

28

Brand Attributes

8

Advertisements

32

Brand Messaging

9

Apparel and Merchandise

32

Campus Signage

32

Press Release “Boilerplate” Statement

10

“About the College” Statement

10

Elevator Speech

10

WORDMARK STANDARDS Wordmark Usage

13

Configuration

13

Color and Backgrounds

14

Spacing and Dimensions

15

Incorrect Uses

16

Sub-brands

17

The Wisconsin Lutheran College Seal

17

Athletics Marks

18

INTRODUCTION OVERVIEW mission statement Vision statement core values

OVERVIEW A clear and consistent visual identity is key to maintaining a strong image for Wisconsin Lutheran College. This visual identity includes graphic elements such as the wordmark and the seal, as well as the use of color and font. Graphic elements, used as outlined in this guide, provide a unified, recognizable, and consistent presence for WLC in the minds of the people and organizations with which the college communicates.

Following the guidelines presented will help protect the integrity of the Wisconsin Lutheran College brand and visual identity. Every logo, font, color, etc. associated with the WLC name helps define it. By keeping the design consistent, every person who comes into contact with the brand is positively impacted, increasing name recognition and brand awareness.

Each department, office, and program on campus will have specific needs and goals when producing marketing materials for print, web, advertising, and promotions. These efforts should be careful to consider, and not contradict, the overall messages and mission of the college. Correct use of the guidelines communicates that each unit of the college is part of a strong, cohesive, and first-class institution of higher learning. These standards also increase the overall quality of printed pieces and make the production of marketing items easier, faster, and less costly.

The standards outlined in this manual should be followed for all communication and marketing materials produced or distributed by any office of Wisconsin Lutheran College.

Departments wishing to develop external marketing materials, including program brochures, flyers, ads, exhibitions, banner, etc., may request design services through the Office of Marketing and Communication.

Any marketing materials designed by an external vendor should be shared with the Office of Marketing and Communication prior to production to ensure correct use of the wordmark and overall consistency with the WLC’s brand image. If materials are found not to conform to these standards, the department or office producing the materials will be required to take corrective actions at their expense.

Brands with ambiguous standards often suffer from an “identity crisis.�

Wisconsin Lutheran College is not one of those brands, and the following pages will help ensure that. Moving forward, these basic rules are the key to making the Wisconsin Lutheran College brand even stronger.

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MISSION STATEMENT Wisconsin Lutheran College, affiliated with the Wisconsin Evangelical Lutheran Synod, is a Lutheran liberal arts college for Christian men and women. The college is committed to providing quality teaching, scholarship, and service that are rooted in Holy Scripture; promoting the spiritual growth of students, faculty, and staff; and preparing students for lives of Christian leadership.

VISION STATEMENT Wisconsin Lutheran College strives to establish a distinctive identity as one of America’s finest liberal arts colleges characterized by faithfulness to the Scriptures and the Lutheran Confessions, rigorous pursuit of academic excellence, and dedication to preparing Christian leaders for the Church and the world.

CORE VALUES The following core values were identified as a result of the college’s brand development process. They were approved by the President’s Cabinet on March 31, 2014.

CHRISTIAN FAITH • LEADERSHIP • ACADEMICS • EXCELLENCE • SERVICE

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BRAND FOUNDATION Brand Architecture Internal Positioning Statement Brand Attributes Brand Messaging Press Release “Boilerplate” Statement “About the College” Statement Elevator Speech Brand Development Steering Committee

BRAND ARCHITECTURE A hierarchy or model that clearly defines the relationship between a primary enterprise brand and its respective subordinate brands.

WLC’s primary enterprise brand is comprised of two major secondary brands, an institutional brand and an athletics brand. Although fully aligned, WLC’s institutional and athletic brands are separate and unique due to the diverse needs and expectations of their respective audiences.

The college’s secondary institutional brand always takes precedence over all of its subordinate brands (e.g., academics, arts, enrollment, and development).

While some subordinate brands may have unique marks or brand messages, the Office of Marketing and Communication reserves the right to develop, modify, retire, and/or manage any and all brand elements to ensure effective brand integration.

PRIMARY BRAND

ENTERPRISE SECONDARY BRANDS

INSTITUTIONAL ACADEMICS

ARTS

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ENROLLMENT

ATHLETICS

DEVELOPMENT

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INTERNAL POSITIONING STATEMENT A concise, slightly aspirational statement that communicates both a brand’s current realities and its desired state; also known as a brand promise or a unique selling proposition.

Wisconsin Lutheran College is the Christian college of choice for aspiring students who seek academic challenges in an authentic and intentionally Christcentered learning environment where they can grow intellectually, spiritually, morally, and socially.

Wisconsin Lutheran College’s core values energize our daily actions and provide opportunities for members of our community to grow in their relationship with Jesus Christ, and enhance the well-being of the communities we serve.

Wisconsin Lutheran College sets the standard for excellence in Christian higher education by preparing the next generation of culturally engaged Christians to secure challenging jobs, and seamlessly lead and serve their families, churches, workplaces, and communities.

BRAND ATTRIBUTES The words, phrases, or areas of emphasis used to convey the essence of an internal positioning statement, and are created to position a brand in the minds of its target audiences; also known as benefit segments or vivid descriptors.

Based on the results of a comprehensive market research study, the following brand attributes were identified as the most valued by WLC’s key stakeholders: • Growing in one’s Christian faith • Challenging and rigorous academics • Distinctive Christian learning environment • Personal attention from Christian teaching faculty • Superior student experience • Attractive campus and welcoming atmosphere • Strong educational value and affordable tuition • Christian leadership • Service to Christ and others • Milwaukee’s professional and cultural opportunities • Successful and well-prepared alumni

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BRAND MESSAGING The words, phrases, or areas of emphasis used to convey the essence of an internal positioning statement, and are created to position a brand in the minds of its target audiences; also known as benefit segments or vivid descriptors.

Action Verb Creative Concept This concept prominently displays a single bold, action verb that is both audience and context appropriate, and is immediately followed by a short descriptive statement. Each “action verb” helps to convey a core concept related WLC’s brand, and can be used for both relational and transactional calls-to-action.

Examples: SITUATION

POTENTIAL VERBS

Academics

Learn

Research

Investigate

Admissions

Apply

Transfer

Visit

Adult & Graduate Studies

Advance

Complete

Increase

Arts

Inspire

Create

Praise

Athletics

Compete

Challenge

Train

Campus Life

Connect

Join

Thrive

Career Preparation

Intern

Prepare

Network

Christian Leadership

Lead

Influence

Impact

Development

Invest

Support

Give

Location/Milwaukee

Explore

Experience

Appreciate

Spiritual Growth

Strengthen

Worship

Serve

Study Abroad

Engage

Care

Discover

Value

Afford

Succeed

Invest

Miscellaneous

Excel

Shine

Believe

Headline Message Wisconsin Lutheran College does not adhere to an official tagline, however, “Preparing Christian Leaders” was selected as a supporting headline message for use in limited, audience-appropriate situations. When surveyed, 61% of prospective students indicated that this message increased or greatly increased their interest in WLC.

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press release “boilerplate” statement A boilerplate statement is designed to accurately and concisely describe an organization to the news media. This statement, which should be approximately 50 words in length, appears at the end of most short-form media releases.

“Wisconsin Lutheran College is an independent, residential, Christian college in Milwaukee that serves nearly 1,200 traditional undergraduate, adult, and graduate students through its on-campus, on-location, and online programming. The college, which prepares students for lives of Christian leadership, is recognized for its academic excellence and superior student experience. For more information, visit wlc.edu.”

“ABOUT THE COLLEGE” statement An “about us...” statement is intended to concisely communicate basic organizational information to readers of promotional publications, online directories, search engines, and when appropriate, media releases. While slightly longer than a press release “boilerplate,” each of the statements are intended to complement one another.

“Wisconsin Lutheran College (WLC) is an independent, residential, Christian college in Milwaukee. Consistently ranked as one of America’s Best Colleges by U.S. News & World Report, WLC serves nearly 1,200 traditional undergraduate, adult, and graduate students through its on-campus, onlocation, and online programming. The college, which prepares students for lives of Christian leadership, is recognized for its academic excellence and superior student experience. Caring, Christian faculty work directly with students, who benefit from numerous research, service, and co-curricular opportunities designed to enhance academic and spiritual growth. For more information, visit wlc.edu.”

ELEVATOR SPEECH Intended to be an audience-appropriate, 30-to-45 second oral “commercial” for an organization, an elevator speech seeks to both inform and persuade the listener. Effective elevator speeches are conversational in tone and encourage the listener to ask follow-up questions.

Tell me about Wisconsin Lutheran College...

“WLC prepares students for lives of Christian leadership. We’re located in Milwaukee and serve nearly 1,200 students – a growing and record enrollment. We’re known for our academic excellence and Christ-centered student experience, and our alumni succeed in their professional careers and in graduate school.”

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Additional “Situation-Appropriate” Statements: Academics: “All of our courses, which are founded on and grounded in the liberal arts, are taught from a Christian worldview. Our accomplished Christian faculty work directly with students, and we’ve been consistently ranked as one of America’s Best Colleges by U.S. News and World Report.”

AGS: “WLC’s College of Adult and Graduate Studies, or AGS, serves more than 300 full-time on-campus and online students in its adult accelerated and Master of Arts programs. AGS also offers a number of certification programs, including a Transition to Teaching program, specifically designed to meet the needs and interests of adult learners.”

Athletics: “More than 400 student athletes, or WLC Warriors, compete on 18 varsity level NCAA Division III teams. Our athletics program is intentionally designed to complement our student athletes’ education, while helping them develop lifelong leadership, teamwork, and goal setting skills.”

Fine Arts: “WLC offers a wide variety of fine arts programming, including nationally touring choral and instrumental ensembles. Our students also display their God-given talent in our thriving arts and theatre program.”

Christian Leadership: “WLC students have the opportunity to develop their Christian leadership skills through countless educational and service opportunities. In fact, we even offer our students an opportunity to earn a certificate in Christian leadership along with their academic degree.”

Alumni Outcomes: “Graduates of WLC excel in a wide range of industries and become Christian business professionals, scientists, nurses, writers, public school educators, and the list goes on. Our alumni positively impact their churches, families, workplaces, and communities through their Christian servant leadership.”

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WORDMARK STANDARDS WORDMARK USAGE CONFIGURATION COLOR AND backgrounds SPACING AND DIMENSIONS INCORRECT USES Sub-brands THE WISCONSIN LUTHERAN COLLEGE SEAL ATHLETICS MARKS

WORDMARK USAGE A wordmark is a text-based graphic representation of an institution’s name. The Wisconsin Lutheran College wordmark uses the serif font Weiss, and has been set to an exact size and letter spacing specification. The wordmark must never be cropped, rotated, or manipulated. Do not apply effects that change the look of the graphic, modify the color, or add text, symbols, or graphics.

Do not attempt to re-create or retype the wordmark in a similar font under any circumstances.

To provide a consistent visual image and to demonstrate that every WLC publication is related, it is important that each publication appear as a member of a family, sharing common graphic elements. All print and web communications should clearly be identified as originating from Wisconsin Lutheran College through the use of the wordmark. The wordmark must be used in the authorized configurations shown in this guide.

CONFIGURATION The WLC wordmark is available in two configurations to accommodate a wide range of applications. While not applicable for every design or layout, preference is given to Wisconsin Lutheran College’s one-line wordmark over its stacked wordmark. It was been suggested that the one-line wordmark better communicates the word “college,” and helps to differentiate WLC from both Wisconsin Lutheran High School and Wisconsin Lutheran Seminary (both located in southeastern Wisconsin).

One-line: The one-line workmark is the preferred format.

CMYK (Process Colors)

Pantone 3425

Black

Reversed (White)

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Stacked: The stacked wordmark should be used when the one-line wordmark does not fit well, as in narrow, horizontal applications.

CMYK (Process Colors)

Pantone 3425

Black Reversed (White)

These institutional wordmarks can be used for internal and external communications, including stationery, advertisements (print, TV, online), as well as brochures, posters, and flyers. Usage of either the one-line or stacked version depends on the context in which it is used. Please contact the Office of Marketing and Communication for guidance in using the wordmarks. We will help you choose the proper version, size, and file type.

COLOR AND backgrounds The Wisconsin Lutheran College wordmark should always appear in one color — either black or WLC green — when placed over a light-colored background. The wordmark may be reversed in white when used against a dark background. In either case, there should be enough contrast between the wordmark and the background. The wordmark should never be faded or appear with a reduced transparency.

If the background is at 40% opacity or lighter, the black or WLC green wordmark should be used.

If the background is at 50% opacity or darker, the reversed, white wordmark should be used.

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If the wordmark is placed on top of or reversed out of a photo, the area surrounding it must have very little pattern or texture and the background should provide distinct contrast so the wordmark appears legible and stands out noticeably.

spacing and dimensions To prevent a cluttered look, maintain a comfortable white space around the wordmark equal to the size of the capital “W” in Wisconsin. No graphic elements should be allowed in this area.

If the wordmark needs to be scaled, the entire graphic must be enlarged or reduced proportionately to preserve the width-to-height ratio. For printed publications, the one-line wordmark must not be reproduced smaller than 1/8” (0.125”) high; the stacked wordmark must not be reproduced smaller than 1/2” (0.5”) high.

One-line wordmark min. height: 1/8” (0.125”)

Stacked wordmark min. height: 1/2” (0.5”)

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INCORRECT USES It is extremely important for the Wisconsin Lutheran College wordmark to be displayed correctly. This includes always using the correct typefaces and correct relative positioning and size.

The examples on this page illustrate unacceptable displays of the WLC oneline wordmark, but apply to the entire family of Wisconsin Lutheran College wordmarks, WLC seal, and Athletics marks and logos.

Wisconsin Lutheran College Do not modify or retype the letters.

Do not place the wordmark over backgrounds that interfere with its legibility.

Do not place a dark-colored wordmark over a dark-colored background.

Do not add effects or outlines to the wordmark.

Do not place a light-colored wordmark on a light-colored background.

Wisconsin Lutheran College Editorial Style Guide

Do not add visual elements or text that is not part of the original design.

Do not screen the wordmark or reduce its opacity.

Do not rotate the wordmark or skew its original proportion.

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sub-brands A complementary system of department wordmarks has been created for each of the college’s offices, departments, and programs. The WLC one-line wordmark is used in combination with the department name. These sub-brand wordmarks may be used in signs, banners, publications, websites, and other materials.

One very important key to a strong brand identity is consistency. If everyone at WLC uses a different mark or symbol to represent their department, then that consistency is lost. Departments, therefore, may not create their own logos or sub-brands independent of the college’s identity. On a case-by-case basis, the Office of Marketing and Communication may develop a look for a broad institutional goal, such as a capital campaign or a celebration. No publications or promotional materials are exempt from the visual identity standards.

THE WISCONSIN LUTHERAN COLLEGE SEAL The seal is used as an official emblem of Wisconsin Lutheran College in applications such as official college awards and recognition, diplomas, and official college communications as approved by the president and directed by the Office of Marketing and Communication. In order to maintain the dignity and ceremonial quality of the seal, usage is strictly limited. The vast majority of WLC communications, print, web, or any other media should use the wordmark, not the seal.

The seal is primarily used by the Office of the President and the Office of the Provost. It may only be used with the permission of the Office of Marketing and Communication.

The seal may never be cropped, rotated, or manipulated. Do not remove or modify its graphic elements, apply effects that change the look of the graphic, modify the color(s), or add text, symbols, or graphics.

The seal should never appear with more than one color. WLC green and black are both acceptable options. A reversed (white) seal is available from the Office of Marketing and Communication. At no time should the seal’s opacity be less than 100%.

If the seal must be scaled, the entire graphic must be enlarged or reduced proportionately to maintain the appropriate width-to-height ratio. At no time should the seal be reproduced smaller than 1/2” (0.5”) high. Do not crowd the seal with text or images that interfere with its legibility. The seal should have a minimum clear space of 1/4” surrounding it at all times.

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ATHLETICS MARKS In October 2012, Wisconsin Lutheran College introduced its new Athletics visual identity guide. This guide includes the new family of Athletics wordmark images, refined colors and typefaces, and rules for use. The new visual identity reinforces Wisconsin Lutheran College’s core values.

WLC’s new primary logo mark features a curved, forward moving “Warriors” team name and the institution’s full “Wisconsin Lutheran College” brand name.

In honor of the college’s original sword imagery, a set of alternative letter mark images was created to include a historically accurate sword image from the time of Martin Luther (1483-1546).

The Wisconsin Lutheran College Warriors logo marks must never be altered or changed in any way. The logo must never be typeset. Use only approved art provided by the WLC Warriors Director of Athletics or the Office of Marketing and Communication.

These graphics are provided for reference. Please refer to the Wisconsin Lutheran College Warriors Athletics Branding Guide for detailed information and guidelines regarding the Athletics marks.

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brand identity color palette typography photography

color palette Color is an essential element of Wisconsin Lutheran College’s identity and must be used consistently in key applications including graphic communications (publications, advertising, websites, multimedia presentations, etc.) as well as stationery, business forms, and signage.

When used as predominant design and communication elements, the college’s primary colors not only create a vibrant and distinctive impression, but they also communicate collegiate pride, tradition, and strength.

Primary Color Palette With tradition and market distinctiveness in mind, green (Pantone 3425) is WLC’s primary brand color, and should be used in publications and promotional materials.

The WLC green is consistent with the college’s historic brand presentation as well as the new athletic marks introduced in 2012. Green is also a color that is not being used by other colleges in WLC’s direct competitor set. The color is viewed as bold and inviting while remaining connected to the college’s distinguished, stable, and unwavering foundation of academic excellence. Black, gray, and white are also part of the primary color palette.

WLC GREEN

BLACK

GRAY

PMS 3425 100C/10M/69Y/44K 0R/102G/67B HEX# 006643

PMS Process Black 0C/0M/0Y/100K 30R/30G/30B HEX# 1E1E1E

30% Black 0C/0M/0Y/30K 188R/190G/192B

WHITE 0C/0M/0Y/0K 255R/255G/255B

Secondary Color Palette Five secondary colors have been selected to complement the primary logo colors and provide a variety of hues with similar values. The secondary palette should be used sparingly and only with the permission of the Office of Marketing and Communication.

LIME GREEN

AQUA

GOLD

PMS 369 67C/0M/98Y/5K 88R/166G/24B HEX# 58A618

PMS 321 100C/2M/32Y/12K 0R/139G/149B HEX# 008B95

PMS 125 8C/31M/100Y/19K 184R/139G/0B HEX# B88B00

RED

PLUM

PMS 1807 7C/94M/65Y/31K 158R/48G/57B HEX# 9E3039

PMS 261 62C/98M/9Y/45K 90R/36G/90B HEX# 5A245A

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Ensuring Correct Print Colors Colors viewed online can vary significantly from one monitor to another. Color can also vary when printed on office color printers. To obtain the best color representation, please ask the printer to match the PMS color and provide a color proof (non-electronic). Check the color proof for color discrepancies. For assistance with proofing colors, please contact the Office of Marketing and Communication.

Screens Screens of the primary colors may be used to extend the color palette and for layering purposes. The secondary color palette may only be used at 100% opacity.

WLC Green (PMS 3425)

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

90%

80%

70%

60%

50%

40%

30%

20%

10%

Black

100%

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typography Typography is essential in communicating the college’s identity. The typefaces for Wisconsin Lutheran College are Adobe Garamond Pro, Weiss, Helvetica Neue, and Interstate. These fonts were chosen to complement the existing WLC wordmark font and include both a serif and sans serif option that can be used for both headlines and body text. Please contact the Office of Marketing and Communication for additional information regarding appropriate use of typefaces.

Adobe Garamond Pro and Weiss Adobe Garamond Pro and Weiss are serif fonts that communicate a sophisticated, classical impression. Weiss is used in WLC’s wordmark, and Adobe Garamond closely mirrors that traditional font while being more readily available and printer-friendly. These fonts are recommended primarily for body text, especially in correspondence and copy.

Adobe Garamond Pro ABCDEFGHIJKLM​ N OPQRSTUVWXYZ Regular abcdefghijklm​ n opqrstuvwxyz 1234567890 Helvetica Neue and Interstate Helvetica Neue and Interstate are sans serif fonts that communicate a clean, modern impression and subtly contrast the more traditional look of Adobe Garamond Pro and Weiss. Both Helvetica Neue and Interstate provide tremendous flexibility with multiple weights and variations and are recommended for headlines and body text.

Helvetica Neue ABCDEFGHIJKLM​ N OPQRSTUVWXYZ Regular abcdefghijklm​ n opqrstuvwxyz 1234567890

Interstate ABCDEFGHIJKLM​ N OPQRSTUVWXYZ Regular abcdefghijklm​ n opqrstuvwxyz 1234567890

Interstate ABCDEFGHIJKLM​ N OPQRSTUVWXYZ Black abcdefghijklm​ n opqrstuvwxyz 1234567890

NOTE: Do not re-create the WLC wordmark using Weiss, Adobe Garamond Pro, or any similar font.

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PHOTOGRAPHY Photography is an integral part of the Wisconsin Lutheran College brand identity. The images chosen to portray the college are just as important as the words chosen to convey our brand. A photograph’s ability to instantly tell a story makes it a powerful tool to convey WLC’s visual identity and brand attributes.

Choosing how to communicate that story visually is as important as the words you choose.

The WLC photography style is natural, authentic, and focused on people.

Photos should be high quality and highlight students and professors engaged in their dynamic learning and living environment. Imagery featuring students and mentors actively involved in research, creative projects, and community involvement should be used in combination with snapshots of individuals or groups in static poses. When possible, utilize photos that have a warm, welcoming appearance. It is important to maintain an age, gender, and ethnic balance with the photo subjects.

WLC photography is: • Personal focused on the individual in their environment • Active highlights students and professors actively involved in learning, discovery, and engagement • Natural simple and balanced • Consistent showcases ambitious, friendly people • Vibrant captures diversity in and out of the classroom Wisconsin Lutheran College maintains an extensive photography archive that includes both topic specific and general brand imagery. For photo inquiries, please contact the Office of Marketing and Communication.

Custom photography is preferred, due to the total control of subject matter and composition it offers. Images should enhance the overall brand and reputation of the college and must display the department and the work of its faculty and staff in a professional, relevant manner.

Stock photography, although convenient and immediately available, conveys a generic presentation that is not campus- or person-specific. Use of stock photography should be carefully considered and used sparingly, particularly in instances where the college’s direct competition may also be using the same image.

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BRAND APPLICATION STATIONERY PRESENTATION TEMPLATES PRINT EXAMPLES ADVERTISEMENTS APPAREL AND MERCHANDISE campus SIGNAGE

STATIONERY Wisconsin Lutheran College has standardized stationery that must be used for official college business. A comprehensive stationery system (letterhead, envelopes, business cards, and note cards) has been designed as a result of its brand development process. As stationery is distributed widely outside the college, it is a critical tool in maintaining a consistent institutional brand presentation.

Please contact the Office of Marketing and Communication for any stationery needs. Do not attempt to create your own stationery.

Letterhead and Envelopes The official Wisconsin Lutheran College letterhead is used as the first page of all off-campus correspondence. Letterhead will be imprinted with the WLC one-line wordmark, the designated department (when applicable), telephone and fax numbers, email address, website, and official address of the college. All letterhead is printed on white 70# Cougar.

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Business Cards Department chairs or supervisors are responsible for determining the need and authorizing the printing of personalized business cards for their faculty and staff members.

Business cards contain the following information: • Name • Job title • Office or department name • Email address • Direct phone number • Campus address • College website • College phone number • College vision statement (on back) Optional: • Department fax number • Cell phone number • Twitter account • Department-specific website

Front

Back Wisconsin Lutheran College Editorial Style Guide

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PRESENTATION TEMPLATES PowerPoint presentations should reflect and maintain the Wisconsin Lutheran College identity. Fonts used in presentations should be the approved WLC fonts in black, WLC green, or white. If you are presenting on behalf of the college, you should use an official college PowerPoint presentation template. Please do not create one of your own or use one provided by Microsoft. Images on the cover slide can be customized to represent your specific presentation topic.

Cover Template

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PRINT EXAMPLES WLC’s primary creative concept uses a single bold verb to frame a specific attribute of Wisconsin Lutheran College’s brand. Layers of imagery, color, and information are used to lead the viewer through the marketing application.

Bold colors, clean lines, and motion graphics are used to grab attention, quickly communicate important information, and move the viewer through each piece.

Prominent use of WLC’s green and the horizontal one-line workmark are a priority. The following print examples demonstrate how the brand elements can be used in combination to further solidify and promote WLC’s brand.

Double-page Spread

Billboard

LEAD

. . . AT A CARING CHRISTIAN COLLEGE

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Admissions Visit Invitation

Front cover

Inside spread

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Believe in the Green Save the Date Postcard 2nd Annual

Believe In the Green Celebration Event

SAVE THE DATE Wednesday May 14, 2014 5:00 to 9:00 p.m.

233 East Chicago Street Milwaukee, WI 53202 BIG SAVE THE DATE POSTCARD.indd 1

3/7/14 1:17 PM

Adult Accelerated Postcard

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Warrior Orientation Weekend (WOW) Postcard

Congratulations on your upcoming high school graduation!

Next StOp

WiSCONSiN LutherAN COLLege!

LCO

WE

&

W

2015

ME

SAve the dAteS fOr theSe WArriOr OrieNtAtiON ANd WeLCOme (WOW) eveNtS.

AR

RI

OR O ENT RI

I AT

ON

WOW Summer Camp

WOW Weekend

July 16-17 or July 18-19, 2015

August 28-30, 2015

Meet new friends and prepare for your first year of college at an optional, on-campus, overnight opportunity. Space is limited for this fun program, which allows you to get a head-start on your college experience and explore Milwaukee.

Get ready for college! We are excited to welcome you to campus with a weekend of scheduled sessions and events that will introduce you to the WLC Community. You’ll meet your classmates through interactive programs and activities, learn about involvement opportunities on and off campus, and prepare for classes.

All new students must attend WOW Weekend.

Register online at wlc.edu/wow; your cost is $25.

Note: This program is optional for new students. It does not fulfill the requirement of attending WOW Weekend.

2015 WOW Postcard.indd 1

5/8/15 2:03 PM

Quad-fold Brochure Layout

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ADVERTISEMENTS The Wisconsin Lutheran College wordmark should be prominently displayed in all public advertisements that promote college-sponsored programs and events.

Please contact the Office of Marketing and Communication for assistance.

APPAREL AND MERCHANDISE Individual departments are responsible for ensuring that vendors they contract with to produce apparel, merchandise, and other promotional materials follow the usage guidelines outlined in this document. Anyone wishing to use the college’s name or wordmark on merchandise must first request design approval from Office of Marketing and Communication.

campus signage All visual identity guidelines apply to signs and banners. Materials and lettering should be matched as closely as possible to the college’s color palette. Please contact the Office of Marketing and Communication for assistance.

M A R K E T I N G & C O M M U N I C AT I O N