Appendix M: Campaign for Washington University Identity Guidelines

Purpose

The logotype for the Campaign for Washington University was developed to serve as a memorable image of the public phase of the campaign, which runs from September 1998 to June 30, 2004. The logotype, developed with input from a Task Force for Campaign Publications, was approved for the Campaign by the Vice Chancellor for Alumni and Development Programs, the Chancellor, the University Council, and the Board of Trustees.

The entire logotype consists of “Campaign for Washington University” in the typeface Weiss, a sunburst and large initial “W,” and “A Partnership for the 21st Century,” which appears in a color bar at the bottom of the image.

Use of the logotype is limited to events and communications directly related to the campaign—not for general use or correspondence. For questions about appropriateness of use in a particular situation, contact the Vice Chancellor for Alumni and Development Programs at 935-5850, the Vice Chancellor for Public Affairs at 935-5476, or the Executive Director of Publications at 935-5233. (On the Medical Campus, consult with the Associate Vice Chancellor and Executive Director of Medical Public Affairs at 286-0106 or with the Director for Medical Publications at 286-0114.)

For campaign publications, the entire campaign logo should appear on the front of the piece. In instances where it is not possible to use the entire logo, the words “Campaign for Washington University” and “A Partnership for the 21st Century” must appear in type on the front cover; in that instance, the complete logo must appear on the opening spread of a printed piece. It may also be used on the outside back cover of a printed piece.

(Exceptions to using the campaign logo on a front cover must receive advance approval from the Publications Office, the Medical Publications Office, the Vice Chancellor for Public Affairs, and sometimes from the Vice Chancellor for Alumni and Development Programs.) Under no circumstances, however, should the large initial W be used by itself. As is standard policy for printed (or other) communications materials paid for with University funds, the University’s logotype must appear on an outside cover—the back cover is preferred for campaign pieces. Where appropriate, this can be one of the school-specific versions of the WU logo.

To obtain artwork for the campaign logotype

You may obtain electronic files of the campaign logotype by contacting the WU Publications Office or the Medical Publications Office. You may request artwork from the Electronic Production Manager (935-6594), the Art Director (935-4158), the Production Editor (935-5634), or the Executive Director (935-5233) in Publications. In Medical Publications, contact the Art Director (286-0103) or the Director (286-0114). Be sure to indicate whether you are working on an IBM or Macintosh system, and what page layout program you are using.

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