GRAPHIC STANDARDS - Wilkes University
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GRAPHIC STANDARDS 1 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
W ILK ES UNI V ERSIT Y
BR A ND S T Y LE GUIDE
BRAND OVERVIEW............................................................... 3
BRAND PLATFORM............................................................... 4
BRANDMARKS....................................................................... 10
Primary Marks....................................................................11
Reverse Versions................................................................ 12
Minimum Safe Area......................................................... 13
Minimum Size.................................................................... 14
Improper Usage.................................................................. 15
Secondary Mark................................................................. 16
Spirit Mark............................................................................17
Athletic Marks.................................................................... 18
Official Seal.......................................................................... 19
Individual Colleges and Schools Marks....................20
Brandmarks At-A-Glance.............................................. 21
PALETTE & TYPEFACES...................................................22
Primary & Secondary Colors...............................................23
Primary Font.............................................................................24
Secondary Fonts.......................................................................25
System Fonts.............................................................................27
BRAND PHOTOGRAPHY...................................................28
BRAND ILLUSTRATION.................................................... 31
BRAND CREATIVE EXAMPLES....................................34
CONTACT.................................................................................. 41
2 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRAND OVERVIEW The Wilkes University brand is more than a marketing handbook. It’s our guiding vision, what makes us who we are. By defining our brand, we help everyone at Wilkes speak in a unified voice and present ourselves with distinction and pride. From the opportunities we offer both inside and outside the classroom, to the faculty and staff who partner with students for success, to our commitment to always keep evolving and growing to meet our students’ needs, Wilkes has carved a distinctive niche in higher education. We are proud of our diverse student body who seize all that we have to offer in order to reach their individual goals after graduation. Taken together, we are unique: a place that offers all of the educational opportunities of a large university in the mentoring culture of a small college, open to all who show potential. This is our identity, our promise. Our brand. 3 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRAND PLATFORM 4 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRAND PLATFORM | BRAND CHAPTERS
The story
of our brand
MORE THAN THE SUM OF OUR PARTS
Our brand chapters tell the Wilkes University story. Our blend of attributes makes us unique among
higher education institutions in our dedication to student success.
CHAPTER 01 CHAPTER 2
EDUCATIONAL OPPORTUNITIES MENTORING CULTURE
OF A LARGE UNIVERSITY OF A SMALL COLLEGE
Imagine a place that offers unparalleled opportunities inside Imagine a place where professors, staff members, and
and outside of the classroom across bachelor’s, master’s and coaches are true partners—wise guides—in helping
doctoral programs. Wilkes is a nationally ranked research students advance. Advising and mentoring starts before
university meeting the diverse needs of students from students arrive on campus and frequently lasts long
throughout the United States and around the world. after they leave. It’s not unusual for professors and
former students to become colleagues, attend each others’
PROOF POINTS:
weddings, and become lifelong friends. From hands-
• Categorized as a doctoral/professional university
on undergraduate research to job and graduate school
in the Carnegie Classification of Institutions of
counseling and recommendations, we work side by side
Higher Education
with students, measuring our success by theirs.
• 200 students on average receive financial support
for academic travel PROOF POINTS:
• $1.8 million in endowed funding to support • Award-winning E-mentoring Program matching
study abroad incoming freshmen with upperclassmen in their
• Doctoral degrees awarded in pharmacy, education, majors
nursing and nursing practice • 12:1 student:faculty ratio
• State-of-the-art facilities and equipment include • About 100 paid summer research positions
Cardell Financial Center, Mark Engineering Center, • University College advising for undeclared majors
Cohen Science Center, Karambelas Media and
Communication Center
5 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRAND PLATFORM | BRAND CHAPTERS
CHAPTER 03 CHAPTER 4
OPEN TO ALL WHO SHOW POTENTIAL A HIGH-VALUE HIGHER ED OPTION
Imagine a place welcoming to all students, regardless Imagine a place that demonstrates clear outcomes and
of background. We have always welcomed students of measurable returns for students. At Wilkes, we boost our
promise, no matter their socioeconomic, racial, ethnic graduates’ earning power.
and religious backgrounds. Here at Wilkes, it’s not about
PROOF POINTS:
where you’re from; it’s about where you’re going. The one
• Career Gateway Program
thing all our students have in common: a determined,
• Ranked 14th in nation for improving incomes by the
confident drive without a sense of entitlement. We open
Brookings Institution
doors for the go-getters of the world because we believe in
• Ranked 25th in nation for economic value by
your right to thrive.
The Economist
PROOF POINTS: • Ranked in top 10% in return on investment by the
• 40% of first-time, full-time students Pell-eligible Georgetown Center on Education and the Workforce
• 92% of undergraduates awarded some form of • Washington Monthly “Best Bang for the Buck” school
financial aid • U.S. News & World Report “Top Performer for
• EDGE Program Social Mobility”
• Honors Program and Barre Scholars Program • Greater than 90% pass rates on nursing and pharmacy
• Bonner Leaders Program exams and 90% acceptance rates into law and
• Annual Founders Gala and First Generation medical schools
Scholarship Fund supporting first-generation students
6 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRAND PLATFORM | BRAND CHAPTERS
CHAPTER 05
A UNIVERSITY ALWAYS ON THE MOVE
Imagine a place that is constantly changing, evolving, and
growing to meet the needs of its students. We anticipate how the
world is changing and look ahead to the degrees, experiences, and
opportunities our students will need to succeed. As early adopters
of online delivery, most of our graduate students are pursuing
their degrees in this format.
PROOF POINTS:
• Recently completed $100 million campus
enhancement program
• Programs in bioengineering, sports management,
neuroscience, digital design and media art, and game
and emergent technology
• Students from throughout the country and around
the world in online programs in education, creative
writing, nursing and business administration
• Four-year Career Gateway Program begins preparing
students for life beyond college in the freshman year
7 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRAND PLATFORM | BRAND POSITIONING STATEMENT Where we stand, where we’re going OUR POSITIONING STATEMENT Imagine a place that offers all of the educational opportunities of a large university in the mentoring culture of a small college, open to all who show potential. Our positioning statement is more than what we strive When we infuse our brand positioning statement into for. It is what we stand for. It is how we place ourselves all that we say, do, and present, then it will truly take within the higher education community and in relation to root and come to life—in the hearts and minds of our our current, past, and community. future students. This is why we must keep this statement at the forefront of all of our communications: Our brand extends beyond a description of who we are. It’s about our relationship to others—everyone we meet, impact, and bring into our university community. 8 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRAND PLATFORM | BRAND VOICE
Understanding the
Wilkes University
brand voice
SPEAKING IN THE LANGUAGE OF WILKES
We’ve all heard the saying, “It’s not what you say but how you say it.” That’s why our tone matters in everything we say.
It’s what brings our brand to life.
» Inspiring and Motivational
Convince the reader they are capable of great things.
» Encouraging and Supportive
See their potential and help them see it, too.
» Confident and Intelligent
Convey a sense of presence and authority.
» Conversational and Down-to-Earth
Remain accessible and open.
» Honest and Direct
Establish a no-nonsense trustworthiness.
» Fun and Enthusiastic
Be someone others want to engage with.
9 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRANDMARKS 10 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRANDMARKS | PRIMARY BRANDMARKS People’s first impression of Wilkes begins with our mark THE SIGNIFICANCE OF THE WILKES UNIVERSITY BRANDMARK How we use our brandmark communicates our pride in who we are. By employing it thoughtfully and carefully, we build awareness and loyalty among our various audiences. PRIMARY BRANDMARKS Primary Brandmark – Horizontal Primary Alternate Brandmark – Stacked 11 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRANDMARKS | REVERSE VERSIONS
PRIMARY BRANDMARKS FOR REVERSE USAGE
There are times when the Wilkes brandmark will need to be printed over darker colors. The following are the
approved ways to render the mark in those instances to maximize effect and legibility.
Primary Brandmark – Horizontal, Reversed
Alternate Brandmark – Stacked, Reversed
Primary Brandmark – Horizontal, Yellow
Alternate Brandmark – Stacked, Yellow
12 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021BRANDMARKS | MINIMUM SAFE AREA
MINIMUM SAFE AREA
To ensure its visibility and integrity, the Wilkes University brandmark should always be given it’s proper space,
clear of competing graphics, images, and text.
The ”Brandmark Safe Area” is calculated in values of ”X”
X = 1x the height of the “U” in “University”
Safe area = 1x
Safe area = 1x
13 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021BRANDMARKS | MINIMUM SIZE
MINIMUM SIZE
The brandmark should always be legible and clear. Maintaining a minimum size is critical
for ensuring its readability and effectiveness.
1.5”
0.75”
0.5”
14 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021BRANDMARKS | IMPROPER USAGE
IMPROPER USAGE
Respecting the brandmark is also respecting ourselves. Using it improperly will diminish our ability to
establish our identity and maximize our brand’s effectiveness.
Never alter the colors in the brandmark. Never alter the brandmark in any way.
Never outline elements of the brandmark. Never use over a color that renders
the brandmark unreadable.
Never change the size relationships or Never use over a background that renders
positioning of the brandmark elements. the brandmark unreadable.
Never add effects such as bevels, Never use over a background that renders
textures, drop shadows, or glow. the brandmark unreadable.
Ultimate Frisbee
Never adapt the logo or imply
official university endorsement.
15 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021BRANDMARKS | SECONDARY BRANDMARK
SECONDARY BRANDMARK 1.5”
There are certain scenarios where the single logotype
“Wilkes” may be used in place of the primary
brandmark. Like the primary brandmark, the
secondary mark may appear in Wilkes navy, yellow or
reversed in white, but may never be altered.
0.75”
MINIMUM SIZE
The secondary brandmark should always be legible
and clear. Maintaining a minimum size is critical for
ensuring its readability and effectiveness. 0.5”
SECONDARY BRANDMARK USAGE AND EXAMPLES
There are certain scenarios where the single logotype “Wilkes” may be used in place of the primary brandmark.
Like the primary brandmark, the secondary mark may appear in Wilkes navy, yellow or reversed in white, but
may never be altered. Examples of secondary brandmark usage include, but are not limited to:
• applications smaller than our approved
minimum size, such as on keychains or
thumb drives
• merchandise or apparel promoting academic
departments, groups or events
16 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021BRANDMARKS | SPIRIT BRANDMARK
SPIRIT BRANDMARK
We all know the Wilkes “W.” It’s part of our architecture and
our legacy. The Wilkes University spirit brandmark represents
the pride and drive of the Colonels, both on and off the field.
The familiar W, long a fixture of the Wilkes brand, is the symbol
for athletics and non-academic university entities such as
student clubs and activities. Permitted color variations include
a 2-color, navy and yellow version, and 1-color navy, blue or
reversed versions.
MINIMUM SIZE
The spirit brandmark should always be legible and clear. Maintaining a
minimum size is critical for ensuring its readability and effectiveness.
.35”
SPIRIT BRANDMARK USAGE
The “W” serves as our informal mark, not to be confused with our official brandmark. It is integral to athletics
branding, but also can be used for non-academic and student groups, organizations and events. These organizations
are permitted to create their own logos using the spirit mark, as long as they do not alter the mark in any way and
comply with brand guidelines. Examples of the spirit brandmark usage include, but are not limited to:
• athletics (please see following page)
• merchandise promoting non-academic
departments, groups or events
STUDENT ORGANIZATIONS
Student organizations who wish to
develop a logo to brand themselves may
do so. To maintain the integrity of the
Wilkes brand, any logos created must not
incorporate official Wilkes University
brandmarks or type treatments. Official
university colors may be used. The
“W” spirit mark may be incorporated
according to instructions on this page.
17 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021BRANDMARKS | ATHLETIC BRANDMARKS
ATHLETICS PRIMARY BRANDMARKS AND WORDMARKS
The Wilkes Athletics brandmark is the primary representation of the athletics brand and is used as the main
identifying device. It is an instantly recognizable symbol representing Wilkes University Athletics. Reinforcement
of the primary identity builds brand equity. Below are the athletics primary and secondary brandmarks.
Please contact the Office of Marketing Communications for the complete athletics brand guidelines.
Primary Brandmark Secondary Brandmark
Primary Wordmark Secondary Wordmark
18 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021BRANDMARKS | OFFICIAL SEAL
WILKES UNIVERSITY OFFICIAL SEAL
The University seal represents the authority of the administration of Wilkes University. It is exclusively used for
formal academic, ceremonial, presidential and board-related functions of the University and is appropriately used
on diplomas and certificates or documents originating from the president’s office, officers of the University, or the
board of trustees. In some instances, the seal can be used for formal academic occasions and products, including
items for commencement, gift items and environmental signage.
0.50”
MINIMUM SIZE
The University seal should always be legible and clear.
Maintaining a minimum size is critical for ensuring its
readability and effectiveness.
0.50”
19 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021BRANDMARKS | INDIVIDUAL COLLEGES AND SCHOOLS MARKS INDIVIDUAL COLLEGES AND SCHOOLS MARKS These variations of the brandmark help to establish and express various school and department relationships within Wilkes University while maintaining the overall integrity of our brandmark system. 20 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRANDMARKS | AT-A-GLANCE
BRANDMARKS AT-A-GLANCE
Below are guidelines to help you determine appropriate use of various brand marks and images. If you have questions or
need clarification, please contact the Office of Marketing Communications.
BRANDMARKS USAGE
The Wilkes primary brandmark (stacked or horizontal) should be used for:
• Academic groups and organizations
• Any formal university communications to internal and external audiences
Primary Brandmark
(Horizontal or Stacked) Please see further instructions on pages 11–15
The Wilkes secondary brandmark (stacked or horizontal) should be used for:
• Academic groups, organizations and office
• Informal uses such as apparel or merchandise only
Secondary Brandmark Please see further instructions on page 16
The Wilkes spirit brandmark (the “W”) should be used for:
• Athletics
• Non-academic groups, organizations and offices
• Student organizations
Spirit Brandmark Please see further instructions on page 17
The Wilkes official seal should be used exclusively for:
• Formal academic, ceremonial, presidential and board-related functions
• Diplomas, certificates or documents originating from the president’s office
• Other materials for officers of the University, or the board of trustees
Official Seal Please see further instructions on page 19
The lockups for all Wilkes individual colleges and schools have been previously
created and should not be altered in any way. The lockups are used only for:
[COLLEGE OR SCHOOL NAME HERE]
• Individual colleges and schools
Individual Colleges and
Schools Marks Please see further instructions on page 20
21 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021PALETTE & TYPEFACES 22 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
PALETTE & TYPEFACES | PRIMARY & SECONDARY COLORS
COLOR PALETTE
The Wilkes color palette is subdued and sophisticated. The primary colors are chosen to represent the Wilkes University
tradition. The secondary colors are representative of the colors that surround our valley campus.
This palette should be used to influence the tones in photography chosen.
PRIMARY COLORS SECONDARY COLORS
The Wilkes University Primary Blue and Wilkes All secondary colors can be used to complement the
University Primary Yellow are Wilkes University’s primary color palette. Secondary colors should never
central colors. The combination of these two colors are a overwhelm the primary colors in any application
main representation of the University. and should be used when appropriate. Secondary colors
MUST appear with one of the colors from the Primary
Both Wilkes University Primary Blue and Yellow can be
Color Palette. Best usage of these colors are in headlines,
used as the main color in marketing materials. Examples
callouts, quotes, and graphics.
of usage are headlines, callouts, quotes, graphics, and
large fields of color.
Examples of misusage would be where white text or logos
WILKES UNIVERSITY SECONDARY COLOR PALETTE
are reversed out of the yellow background. When using
large fields of yellow, there should always be sufficient WHITE CMYK - 0 / 0 / 0 / 0
contrast for best legibility. RGB - 255 / 255 / 255
HEX - ffffff
PANTONE 376 C* CMYK - 54 / 0 / 100 / 0
RGB - 132 / 189 / 0
HEX - 84bd00
WILKES UNIVERSITY PRIMARY COLOR PALETTE
Wilkes University CMYK - 100 / 69 / 8 / 54 PANTONE Black 6 C* CMYK - 100 / 79 / 44 / 93
Primary Blue RGB - 0 / 40 / 85 RGB - 16 / 24 / 32
PANTONE 295 C* HEX - 002855 HEX - 101820
Wilkes University CMYK - 0 / 14 / 100 / 0 PANTONE 5405 C* CMYK - 68 / 35 / 17 / 40
Primary Yellow RGB - 255 / 205 / 0 RGB - 79 / 117 / 139
PANTONE 116 C* HEX - ffcd00 HEX - 4f758b
*PMS and PANTONE are registered trademarks of Pantone, LLC.
The colors shown are a representation. Always consult PANTONE
Publications to visually evaluate any result before utilization.
23 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021PALETTE & TYPEFACES | PRIMARY FONT
PRIMARY FONT: SENTINEL
This is the primary font for Wilkes University. It pairs well with the current Wilkes University brandmark, and it
comes in numerous weights to choose from, making it versatile enough to use in all applications: headlines, body
copy, quotes, etc. (Please refer to the creative examples section on pages 35-40 for examples of usage.)
SENTINEL LIGHT SENTINEL SEMIBOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
SENTINEL LIGHT ITALIC SENTINEL SEMIBOLD ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
SENTINEL BOOK SENTINEL BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
SENTINEL BOOK ITALIC SENTINEL BOLD ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
SENTINEL BLACK
SENTINEL MEDIUM
ABCDEFGHIJKLNOPQRSTUVWXYZ
ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz 0123456789 0123456789
SENTINEL MEDIUM ITALIC
SENTINEL BLACK ITALIC
ABCDEFGHIJKLNOPQRSTUVWXYZ ABCDEFGHIJKLNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
24 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021PALETTE & TYPEFACES | SECONDARY FONTS
SECONDARY FONT: BROWN
Brown should not be used for body copy. It can be used for pull quotes and large body content blocks and paired with
Sentinel for interesting headline treatments. It should never appear in italics and should be limited to Regular, Medium,
Bold, and Extra Bold weights. All caps is the preferred treatment. (Please refer to the creative examples section on pages
35-40 for examples of usage.)
BROWN EXTRA BOLD CONDENSED
BROWN LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 0123456789
BROWN REGULAR BROWN HEAVY
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 0123456789
BROWN MEDIUM BROWN BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 0123456789
BROWN MEDIUM CONDENSED BROWN BLACK CONDENSED
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 0123456789
BROWN BOLD
BROWN ULTRA
ABCDEFGHIJKLNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
BROWN BOLD CONDENSED
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
BROWN EXTRA BOLD
ABCDEFGHIJKLNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
25 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021PALETTE & TYPEFACES | SECONDARY FONTS
SECONDARY FONT: BEMBO
Bembo is an alternative serifed typeface that can be used in place of Sentinel in more formal print applications,
such as invitations and announcements, or anywhere a more formal look and feel are required. It is available in
several weights in both Roman and Italic styles.
BEMBO REGULAR BEMBO BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 0123456789
BEMBO BOLD ITALIC
BEMBO ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz 0123456789
0123456789
BEMBO EXTRA BOLD
BEMBO SEMIBOLD
ABCDEFGHIJKLNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 0123456789
BEMBO EXTRA BOLD ITALIC
BEMBO SEMIBOLD ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
26 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021PALETTE & TYPEFACES | SYSTEM FONTS
SYSTEM FONTS
When the Wilkes primary and secondary fonts are not accessible, alternative fonts can be used in Word
documents, PowerPoint presentations or other applications where the Wilkes brand fonts are not available.
The fonts on this page are “system” fonts and can be found on most computers. Do not use these fonts if
Wilkes brand fonts are available.
FRANKLIN GOTHIC BOOK GEORGIA
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 0123456789
FRANKLIN GOTHIC MEDIUM GEORGIA BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 0123456789
FRANKLIN GOTHIC DEMI GEORGIA ITALIC
ABCDEFGHIJKLMNOPQRSTUV WX YZ ABCDEFGHIJKLNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 0123456789
GEORGIA BOLD ITALIC
ABCDEFGHIJKLNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
The sans serif fonts above can be substituted for The serif fonts above can be substituted for
the Brown font family. Sentinel and Bembo font families.
SENTINEL
BROWN
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 0123456789
BEMBO
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
27 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021BRAND PHOTOGRAPHY 28 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRAND PHOTOGRAPHY | OVERVIEW An image is worth a thousand words for our brand DOING WHAT WORDS CAN’T Photographs are a critical element in conveying the Wilkes University story. They communicate a vibrance and sense of connection like nothing else can. When choosing photography for marketing and communications, find images that reinforce and humanize our brand positioning statement and chapters. Showcase all that our students and faculty are doing. Feature real people doing real work. Let the reader see the confidence and collaboration that fuels the Wilkes community. 29 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRAND PHOTOGRAPHY | ATTRIBUTES WHAT MAKES AN IMAGE A “WILKES IMAGE”? Our imagery should build a rich narrative interweaving all the components of our brand chapters, all while conveying a feeling of aspiration, confidence and openness. • Opportunity • Mentoring • Diversity • Innovation • Success 30 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRAND ILLUSTRATIONS 31 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRAND ILLUSTRATIONS | OVERVIEW Using a simplified illustration style to tell the Wilkes story THE WILKES ILLUSTRATION STYLE We know who we are and what we stand for. Our brand is honest and to the point. Our illustration style should be too. By using simple lines and a limited, subtle color palette, we allow our illustrations to come to life in a different way. While our photography evokes the heart and imagination, our illustrations call up ideas and connect with the subject. Illustrations can be integrated into both infographics and photography, or used as stand alone icons to succinctly illustrate a point. Stock illustrations may be used as long as they match the line weight, color palette and overall style of those displayed here. 32 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRAND ILLUSTRATIONS | PRESIDENTIAL PRESIDENTIAL ILLUSTRATIONS Illustrations can also be used in more formal situations, such as presidential events and collateral, and acquired upon request. These illustrations have been specifically crafted to evoke a sense of tradition and history, and also speak to the Wilkes legacy. 33 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRAND CREATIVE EXAMPLES 34 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021
BRAND CREATIVE EXAMPLES
Bringing it all together
creates a strong, clear
brand for Wilkes
USING THE BRAND STYLE GUIDE
AS A SOLID FOUNDATION
More than anything, use this guide as inspiration.
Sure, we have a have few “don’ts” in here, but see
instead all that you can do and say about Wilkes
University with the vision and tools provided here.
With the brand statement and chapters as your
compass and the tone guidelines as the wind at your Office of Admissions
84 West South Street, Wilkes-Barre, Pa. 18766
back, you can help solidify the Wilkes brand identity
in everything you do.
84 West South Street, Wilkes-Barre, PA 18766 | wilkes.edu
The wait is over!
WE CAN’T WAIT TO WELCOME YOU TO CAMPUS.
You are about to embark on the adventure of a lifetime—one that will begin right here at Wilkes!
All of us are so happy you will be joining us in the fall. There are so many great things for you to look forward to.
Experience Wilkes
Where unparalleled academic opportunities and caring professors will help you
translate ambition to reality. Because we believe in your right to thrive.
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Professors, staff and coaches are Build your resume and connect
dedicated to helping you achieve. with potential employers.
Hands-on Learning High-demand, Job-growth Degrees
Work side by side with scholars and Select a major that pays dividends
researchers as early as your first year. after graduation.
Share your great news
Next Steps DATES TO REMEMBER at #wilkesaccepted
1 Visit virtually or in person!
Go to wilkes.edu/visit to see all your
options for connecting with professors,
current students and staff members.
Oct. 1, 2020
Free Application for Federal Student Aid
(FAFSA) form opens for 2021-2022
at fafsa.ed.gov.
/WilkesUniversityAdmissions @WilkesUAdm @wilkesuAdmissions Wilkes_u
2 Complete the Free Application for
Federal Student Aid (FAFSA) form at
fafsa.ed.gov as soon as possible after the
2021-22 form goes online Oct. 1. Make
Jan. 15, 2021
Wilkes begins mailing financial aid packages.
sure to list Wilkes University; our school Feb. 15, 2021
code is 003394. Preferred deadline to file the FAFSA
3 Reserve your seat by submitting your
non-refundable $300 deposit online at
wilkes.edu/deposit.
May 1, 2021
Deposit deadline*
4 Watch for details on an accepted student
event next spring!
* Early Decision deadline is Feb. 15.
35 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021BRAND CREATIVE EXAMPLES | PRINTED MATERIALS
PRINTED MATERIALS
RETURN
From the university viewbook to direct mail
postcards and brochures, print offers many
on Education
opportunities to reinforce the Wilkes brand.
Engineering BRANDON BREA ’20
PHYSICS AND ELECTRICAL
ENGINEERING MAJOR
Hometown: Wilkes-Barre,
RICHARD SUPKOWSKI ’20
MECHANICAL ENGINEERING MAJOR
Hometown: Mountain Top, Pennsylvania
Pennsylvania
Involvement: American Society of
Now: Failure Analysis Engineer Mechanical Engineers president, physics
at Qualcomm teaching assistant, research
LACEY BRADSHAW MARCOLLA ’20
ELECTRICAL ENGINEERING MAJOR Now: Mechanical Design Engineer at
Borton-Lawson and Innovation Assistant
Hometown: Needmore, Pennsylvania NICOLE HART ’20 at Precise Visual Technologies
ENVIRONMENTAL ENGINEERING
Involvement: Admissions ambassador, teaching assistant, vice
MAJOR
president of Society of Women Engineers, Institute of Electrical
and Electronic Engineers member, Engineering Olympics Hometown: Candor, New York
Now: Engineer 1 at Pike Engineering Now: Law Student at University
of Buffalo “Mechanical engineering can get you into a lot of doors,” Rich
says. “It opens the field for a lot of things.” He made sure to
explore as many as he could. He used coding skills learned
Lacey’s cooperative learning, or co-op, experience at ON Semiconductor freshman year to help a professor researching fuel additives
was monumental in her Wilkes career. “I strongly recommend that every SEAN WESTAWSKI ’20
that limit fires during vehicle crashes or spills. His skills earned
college student have at least one internship before graduating so that they can ELECTRICAL ENGINEERING
him internships with MTF Biologics and Borton-Lawson
understand what they want to do in the future.” MAJOR
Engineering, where he now works full time.
Hometown: Hanover Township,
The Wilkes community makes it easy to get involved on campus and meet new Pennsylvania
people, she says. “It feels like everyone at Wilkes is part of my extended family.
I loved my first year at Wilkes so much that my sister, who is a year younger
Now: Engineer at Lockheed “Here, professors get to know you.
than me, chose to attend Wilkes as well.”
Martin
It’s not just getting to know your name.”
Wilkes-Barre, PA 18766
84 West South Street
Office of Admissions
IF YOU ARE: Wilkes University
Honors Program Values
• self-directed and self-motivated
wilkes.edu/honors • ambitious in welcoming challenges LEADERSHIP
• curious and eager to learn about INTEGRITY
the world around you
instagram.com/wilkeshonors
SELF-AWARENESS
• open to encountering the unfamiliar,
ACADEMIC DISTINCTION
twitter.com/WilkesHonors
facebook.com/wilkesuniversityhonors with all of its risks and rewards
CONNECT WITH US
then you will find the Wilkes Honors
community a welcome home.
APPLY to the Wilkes University Honors Program!
BARTHOLOMEW, In recognition of your record of outstanding academic performance and leadership,
I invite you to apply for the Wilkes University Honors Program.
WE HEAR YOU’RE INTERESTED IN Honors students benefit from educational opportunities that enhance their intellectual, personal, and
professional development; their participation in the Wilkes campus community; and their preparation for
post-graduation success. These opportunities include enriched academic work; access to grant funding
SCIENCE
to support experiential learning outside of class; a community that builds student networks across a
variety of backgrounds and interests; preferential course selection; social events such as field trips and
introductions to notable campus speakers; and a special notation on the transcript.
The online application process enables you to tell us more about who you are, what you have
achieved, and what aspirations you might pursue at Wilkes.
The Honors Program is limited to only 40 students, so be sure to apply before our Jan. 15 priority
deadline. To apply, click on the Honors Application in your Wilkes application portal.
Best wishes!
A N I N V I TAT I O N F RO M
THE WILKES UNIVERSITY
Jonathan Kuiken, Ph.D., Honors Program Director
HONORS
P RO G R A M
36 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021BRAND CREATIVE EXAMPLES | LETTERHEAD AND MAILING
LETTERHEAD AND MAILING
Below are several examples of how the primary brandmark can be
locked with the address on letterhead and mailing panels.
Office of Admissions
84 West South Street, Wilkes-Barre, Pa. 18766
Office of Admissions | 84 West South Street | Wilkes-Barre, Pa. 18766
Office of Admissions
84 West South Street
Wilkes-Barre, Pa. 18766
37 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021BRAND CREATIVE EXAMPLES | DIGITAL BRANDING
DIGITAL
The Wilkes brand has a strong online presence, and it is more important than ever to solidify the
Wilkes brand with strong, impactful and consistent graphics.
ICONS
The icons below can be used primarily for social media profiles in either circle or square formats.
Academic Usage Non-academic Usage
DISPLAY
The following are examples of both static or animated display ads.
728 x 90, animated
300 x 600, static 320 x 250, animated
38 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021BRAND CREATIVE EXAMPLES | SOCIAL MEDIA
SOCIAL MEDIA
Below are several example of how to take advantage of static and animated ads, and stories, on social media platforms
such as Facebook, Instagram and Snapchat. These designs should be consistent with other Wilkes digital materials.
Wilkes University
Sponsored
Wilkes University Wilkes University
Sponsored Sponsored
Wilkes University Wilkes University Wilkes University
Sponsored Sponsored Sponsored
39 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021BRAND CREATIVE EXAMPLES | GRADUATE DIGITAL BRANDING
DIGITAL BRANDING FOR GRADUATE AUDIENCE
Materials created for Wilkes graduate audience should be distinct from the undergraduate materials,
yet still adhere to the brand guidelines. Typically, graduate materials are more refined, do not include
illustrations or large fields of yellow, and are more serious in style and tone. They should reflect the focused
goals and maturity of the audience.
Wilkes University
Sponsored
Wilkes Icon for Graduate Audience
Social Media Ad for Graduate Audience
Display Ads for Graduate Audience
40 Wilkes University - Graphic Standards 2018 - Updated : April/7/2021IN C LOS ING
G R A PHI C S TA N DA RD S QUESTIONS
Following the standards outlined here will promote All questions regarding the Wilkes University
Wilkes University in meaningful and compelling Brand Style Guide should be addressed to:
ways. By establishing a visual consistency in the way
OFFICE OF MARKETING
the Wilkes brand is presented, we increase our brand
value among our community and within the higher Kim Bower-Spence
Executive Director Marketing
education field. Doing this fuels and grows a shared kimberly.bowerspence@wilkes.edu
affinity and enthusiasm for Wilkes University among (5 70) 4 0 8 - 476 4
our constituencies and audiences.
Ashleigh Crispell
Assistant Director of Creative Services
www.wilkes.edu ashleigh.crispell@wilkes.edu
(5 70) 4 0 8 - 3 8 2 5You can also read
