THE UW HELP BRAND IDENTITY
The UW HELP identity is the face of our brand. It is how we communicate our brand and represents our core values and offerings. It is what makes UW HELP recognizable wherever people may encounter it. The brand identity includes the logo, color palette, typography, and other supporting visual expressions. This document outlines each of these elements and how they can be used to visually bring the brand to life.
The UW HELP logo is a visual metaphor for our core brand values and offerings. It represents optimism, strength, support, and a beacon for the journey through the college process. It is our primary symbol and signals who we are and what we stand for.
Primary Use Logo(s)
There are three variations of the logo; pin only, horizontal with tagline, and vertical with tagline.
When using the pin only version, feel free to explore cropping, color, scale, transparency, and filling the pin with photography or pattern. Examples of this type of use can be seen further down this page.
Logo variations with the tagline should be used in applications that best suit their orientation and allow for the required clear space outlined within the logo usage guidelines.
Alternative Use Logo(s)
Logo Usage Guidelines
LOGO SIZE & SPACE
Regardless of the medium or the message when our logo is featured with the tagline, it must always be clearly legible and free of visual clutter. Clear space and minimum size standards HELP to ensure that our mark is given the prominence it deserves and ensures consistency.
The height of the pin is used as the ruler for relative vertical & horizontal clear space required around the logo. The same ruler applies to the vertical variation of the logo.
Clear space guidelines should not limit play and experimentation with the pin only version of the logo.
Minimum size refers to the smallest allowable size of the logo. It may be scaled down to a minimum size of .5 inches tall for print applications and 36 pixels tall for digital. There is no maximum size for the logo.
For all executions, the UW HELP logo must be at least equal to (if not larger than) any other logos (3rd party, other brands, etc.) appearing in the same layout.
When the logo appears with the tagline the
proportions and spacing relationships of this lockup never change. Never scale the pin or tagline separately and always maintain the logos original aspect ratio.
Our color palette reflects UW HELP’s personality and tone of friendly, vibrant, and optimistic, yet sophisticated. Over time, the consistent and prominent use of these colors builds brand recognition and helps to distinguish us among the academic landscape.
The color palette is made up of darks, brights and neutrals. Darks are colors we share with the UW System pallet to keep us connected to our roots. Brights are a more saturated derivative of darks and bring more contrast and vibrancy to the brand. Neutrals are variations of grey to give our pallet depth and keep the spectrum versatile.
UW HELP also owns the Red Violet Blue (RVB) gradient which is created by connecting red and blue from the brights palette. The gradient should be reserved for one element in a design piece and not over used.
COLOR MODE VALUES
Use the appropriate values for the correct application. Always rely on the Pantone Matching System® guides for color matching when printing.
* When printed, this document may not be 100% representative of the Pantone or Digital color values,
as colors will vary depending on the printer and paper.
It is always best to match colors using the Pantone®
as a reference.
The RVB gradient is comprised of the bright red
and bright blue to create a vibrant gradient or glow.
The red always appear to come from the top left
corner at a 45 degree angle.
Primary color palette for UW HELP.
* Colors for web accessibility passing
Pantone 194 C 7 C 153 R 100 M 0 G 54 Y 51 B 35 K #990033
Pantone 192 C 0 C 245 R 97 M 0 G 60 Y 51 B 0 K #f50033
Pantone 261 C 62 C 76 R 98 M 21 G 90 Y 64 B 45 K #4c1540
Pantone 2415 C 39 C 127 R 100 M 1 G 0 Y 115 B 7 K #7f0173
Pantone 295 C 100 C 0 R 68 M 35 G 8 Y 86 B 52 K #002356
Pantone 285 C 90 C 0 R 48 M 116 G 0 Y 255 B 0 K #0074ff
Pantone 3155 C 100 C 29 R 8 M 79 G 26 Y 96 B 38 K #1d4f60
Pantone 3395 C 74 C 41 R 0 M 214 G 52 Y 139 B 0 K #29d68b
Pantone Rhod. Red C 9 C 252 R 87 M 0 G 0 Y 232 B 0 K #fc00e8
Pantone 3935 C 6 C 243 R 2 M 229 G 77 Y 63 B 0 K #f3e53f
Pantone Black 6 C 100 C 30 R 78 M 30 G 44 Y 31 B 91 K #1e1e1f
Pantone Cool Grey 10 C 38 C 99 R 29 M 100 G 20 Y 102 B 58 K #636466
Pantone Cool Grey 1 C 3 C 230 R 2 M 231 G 4 Y 232 B 5 K #e6e7e8
Pantone 7636 C* 0 C 197 R 93 M 42 G 57 Y 72 B 20 K #c52a48
Pantone 255 C* 49 C 126 R 100 M 26 G 10 Y 112 B 19 K #7e1a70
Pantone 7683 C* 75 C 56 R 45 M 105 G 0 Y 161 B 21 K #3869a1
Pantone 555* 66 C 49 R 0 M 132 G 55 Y 103 B 38 K #318467
Pantone 512* 20 C 139 R 79 M 58 G 0 Y 113 B 37 K #8b3a71
Brandon Grotesque is the UW HELP primary typeface. It should be used whenever possible on all branded materials. It’s shape and design is a derivative of Futura, the UW System typeface, with slightly rounded corners which feel approachable and friendly yet sophisticated.
LICENSING AND USE
A license is required to use Brandon Grotesque. The current license allows for use in all print, digital, and on-screen applications. You may not share the font with third parties for use other than UW HELP brand materials. If there is a need for use not listed above, please reach out for more details, or to purchase an extended license.
If you absolutely can not gain access to Brandon Grotesque, please first seek to use Futura. If you do not have access to Futura use Verdana (Regular and Bold) as a last resort. Verdana is a system font that is available on all PC and Mac systems and web safe.
When possible, online applications should use a font replacement technique that allows Brandon Grotesque to be displayed as a web font. Verdana should be used for web materials only when a font replacement technique is absolutely not possible.
Sentence case is always preferred for long from body copy. Sentence case means only the first letter of the first word in a series of words is capitalized. This keeps our brand more conversational as well as improves legibility. It is recommended that all caps is used for headlines, subheads, calls-to-action, and otherwise reserved for the word “UW HELP” when it’s written
in the context of a sentence.
Leading is the space between lines of type.
When type is below 16pt., leading should be 6 points greater than the type size. Above 16pt., leading should be 5 points greater than the type size.
Tracking is the space between letters.
Never set type with less than 0 tracking. Letters should never touch each other.
It is important that the width of a column of type
is optimal for legibility. Column widths greater than
70 characters or less than 20 should be avoided.
Photography focuses on people and their point of view and celebrates them as the hero of the stories.
To create a dynamic and consistent visual story when using photography follow these guidelines:
- To create consistency use black and white images
- Combine black and white images with a gradient overlay using the UW HELP color palette
- If using full color images, look for a elements in the image that pull directly from the UW HELP color palette
- Use a variety of scale – zoomed wide and close in
- Use a variety of perspective – birds eye view and worms eye view
- Crop images in dynamic ways
- Moments should feel candid and not posed
- Scenes and environments should feel authentic
and not staged
- Lighting should appear natural to the environment
- If using models, show them as everyday people
Iconography & UI Elements
Iconography and UI elements are simple and streamlined to align with the line weight within the UW HELP logo. They should be represented in solid flat colors, not gradients.
Pattern & Texture
The linework patterns and texture below are derived from the UW Help logo and may be used as a secondary graphic element.
Logo With Imagery
To create a playful and diverse expression the logo may be used with patterns, textures and imagery. When creating communication materials consider the following suggestions:
- Make sure there is enough visual contrast between the pin and the imagery
- If the background imagery is colorful consider making the pin a transparent white
- If the background imagery is black and white consider using the gradient pin as a transparent overlay
- Consider the scale of imagery behind or within the pin for visual contrast
Please feel free to contact the department for additional files. If you have any questions about these guidelines please contact Mary Vilmo or from UW HELP.