Graphic Standards Branding The University’s image is conveyed, in part, through visual symbols that build awareness over time and firmly establish a solid WTAMU presence in the minds of our audiences. While it is impossible to address every circumstance or application, messages should always promote consistency, continuity and a reverence for the West Texas A&M University brand. Executive Summary University and University-supported entities may not create/display logos and/or tag lines that compete with or replace WTAMU approved symbols or the “Discover the Buff in You” theme. Every publication, collateral, specialty item, etc. must prominently include at least one of the following: - University signature
- Unit signature
- University wordmark
- Traditional acronym
- Flame symbol
- Buffalo symbol
- Spirit WT symbol
These marks and symbols should be WTAMU maroon or reversed white out of a solid-colored background, preferably maroon. Your choice or combination of choices of visual identifier(s) will be determined by purpose, audience and space availability. Brand identifiers must be displayed prominently and presented according to rules outlined in this document and may not be distorted, altered, combined with any other design to create a new logo, replaced by other artwork, defaced or vandalized in any way. Click Here for a Printable PDF The primary colors on all University materials (print, web and promotional) should be maroon and white, the official school colors. In printer’s language, the official WTAMU maroon is PMS (Pantone Matching System) 202 for coated (C) stock or PMS 201 for uncoated (U) stock. Maroon and white may be used with PMS 404C or PMS 404U, which is a grey tone. The following colors may be used in conjunction with the maroon and white and/or grey as “attention grabbers” in very limited quantities: PMS 660C/PMS 660U (blue); PMS 138C/PMS 130U (orange); PMS 103C/PMS 606U (olive green); PMS 3135C/PMS 3135U (teal); and PMS 136C/PMS 122U (collegiate gold). Disclaimer: Color swatches are shown here as examples only. Only professional printers can match PMS colors accurately. Some suppliers for items such as T-shirts, specialty items and paint don’t reference PMS colors. Regardless, colors should match the approved selections as closely as possible. The University’s website home page illustrates the proper use of maroon, white and accent colors in WTAMU’s color palette. Approved art of the University’s signature, marks and symbols are available for download. West Texas A&M University Seal The West Texas A&M University seal is the most sacred of all University symbols. Its use is restricted to formal applications, such as official documents, diplomas, certificates, flags and ceremonial materials. Primarily reserved for presidential use, the seal should never give the impression it's the seal of any division, department or entity within the University. It may not be distorted or altered in any way. It should be reproduced in maroon (PMS 202C/PMS 201U) and should never appear smaller than 1 inch in diameter. The Texas A&M University System Seal There may be some occasions when it’s appropriate to use The Texas A&M University System seal. For more, visit the A&M System style and graphic guidelines. West Texas A&M University Signature Three variations of the West Texas A&M University signature—(1) horizontal logo, (2) stacked horizontal logo and (3) vertical logo—in order of preference, have been designed and adopted for use on University publications, advertising and other collaterals. Your choice of logo will be determined by purpose, audience and space availability. - The University signature (or unit signature, see following entry) must appear prominently on the primary surface (most often the front cover) of all University publications. On publications with more than one printed surface, a logo, wordmark or symbol should also appear on the secondary outside surface.
- University signatures should never be distorted in any way or used in combination with any other image or type to create another logo.
- University signatures should retain a protected area that remains free of distracting type or imagery. An area at least the width of the “x” in “Texas” should be maintained around the signature.
- Minimum size applications for University signatures are 1/2-inch height for the horizontal logo, 2-inch width for the stacked horizontal logo and 1-inch height for the vertical logo.
- Signatures should be reproduced in WTAMU maroon or reversed white out of a solid-colored background, preferably maroon.
Unit Signatures (Academic College, Department, Office) Signatures have been developed (or will be upon request) for all University entities. These signatures may be used in place of the University signature on publications and other collaterals that are unit specific, such as a college brochure; however, similar usage rules apply (see University Signature). Because each signature is different and requires special attention to spacing and other graphic details, contact the Office of Communication and Marketing Services at 806-651-2121 before using. 
The term “wordmark” refers to the style and typeface used when printing the name West Texas A&M University. It’s part of the University signatures, but may also stand alone as a separate graphic element or major heading. In such cases, Times Europa Roman is the preferred typeface. The following rules apply to use of the West Texas A&M University wordmark: - The official wordmark reads exactly as West Texas A&M University.
- One space should appear before and after but not between the “A,” the “&” and the “M.”
- The University wordmark should be reproduced in WTAMU maroon or reversed white out of a solid-colored background, preferably maroon.
- If the flame symbol is used with the wordmark, the preferred form is to use the horizontal signature. If the horizontal signature is not conducive to the print area, the wordmark may be used and the flame symbol also used in a separate area of the design.
West Texas A&M University (WTAMU) Traditional Acronym West Texas A&M University’s official acronym is WTAMU. This traditional treatment of the acronym may supplement other identifying graphic elements or stand alone when space is limited. It should be reproduced in WTAMU maroon or reversed white out of a solid-colored background, preferably maroon; should appear no smaller than 1/4 inch in height; must maintain a reasonably protected space; and may not be distorted or altered in any way. The Flame symbol is part of the University’s family of signatures but is often used as a stand alone on specialty items and other materials that cannot accommodate a complete logo. - The symbol should never be distorted in any way or used in combination with any other image or type to create another logo.
- The symbol should be at least 1/2 inch in height. The symbol is sometimes used in conjunction with the University’s acronym. In such cases, the artwork should measure at least 3/4 inches in height.
- The symbol should retain a protected area that remains free of distracting type or imagery. Space equal to one-third its width should surround the University symbol.
- The symbol should be reproduced in WTAMU maroon or reversed white out of a solid-colored background, preferably maroon.
The Buffalo symbol was designed to stand alone or as a complementary graphic to other University marks. It should be reproduced in WTAMU maroon or reversed white out of a solid-color background, preferably maroon; must maintain a reasonably protected space; and may not be distorted or altered in any way. The Spirit WT acronym was designed to stand alone or as a complementary graphic to other University signatures. It should be reproduced in WTAMU maroon or reversed white out of a solid-color background, preferably maroon; must maintain a reasonably protected space; and may not be distorted or altered in any way. Campaign Platform The campaign theme is designed to leverage the symbolic mightiness of the University mascot and to capitalize on the buffalo as a means to describe the power, strength and stability of West Texas A&M University. It was well received in focus-group testing and should become part of our everyday marketing language. Suggested Fonts Suggested fonts for headings and subheadings are Times Europa Roman LT Std Bold (serif) and Helvetica Neue Medium (sanserif).
Suggested fonts for text are Times Europa Roman (serif—used as the body text of this publication), Times (serif), Goudy (serif) and Helvetica Neue Light (sanserif). Trademark and Licensing
The University’s logos, wordmark, symbols, etc. are registered through the State of Texas and licensed with Strategic Marketing Affiliates, Inc. (SMA). This trademark licensing creates cooperative working relationships between the University, the manufacturers of approved and authorized products and the retail community. It assures that all merchandise bearing a WTAMU mark promotes and protects the image of the University while fulfilling the needs of consumers. Retail and promotional materials bearing a West Texas A&M University mark must be purchased through an SMA-licensed vendor. NOTE: Many retail outlets are not themselves licensed (and, therefore, will not appear on the approved vendors list) but do place orders with licensed manufacturers; such an arrangement does comply with University guidelines. The West Texas A&M University Bookstore is one such example. The University’s trademark licensing program is directed by Gary Barnes, vice president for business and finance. He may be contacted at 806-651-2095 or gbarnes@wtamu.edu. University Business Cards, Letterhead and Envelopes These items are based on strict guidelines and must be ordered through the University Print Shop. For business cards, provide Print Shop personnel with your name, title, office/department, University mailing address, phone and fax numbers and email address, and they’ll take care of the rest. Referencing West Texas A&M University Just as there are appropriate ways to reference the University on brochure covers and other collaterals, there are right and wrong ways to reference West Texas A&M in speeches and correspondence. West Texas A&M University Is Number One In print or when speaking, West Texas A&M University should always be mentioned first. For example, instead of saying the Office of Communication and Marketing Services at West Texas A&M University, we should refer to the West Texas A&M University Office of Communication and Marketing Services. West Texas A&M University should never take a subservient role. University and University-supported entities may not create/display unit-specific logos and/or tag lines that compete with or replace WTAMU approved symbols or the “Discover the Buff in You” theme. West Texas A&M University should be spelled out in its entirety in the first reference. West Texas A&M, WTAMU or the University may be used thereafter. Capitalize the word “university” when referring specifically to West Texas A&M University. (Note there are no spaces between the “A,” the ampersand and the “M” in the University’s name. There are no spaces, no periods and no ampersand in the acronym.) West Texas A&M University should be used in the first reference. Appropriate second and subsequent references are West Texas A&M, the University, WTAMU and WT (although WT should never appear in writing except in a quote). Decisions regarding second references will depend on content flow, subject matter and audience. (For example, if you are speaking to a group in Dallas that is not very familiar with the University, you might choose to use West Texas A&M, emphasizing our membership in The Texas A&M University System. If you are speaking to several generations of alums, you might choose to use WT, which is appropriate for and inclusive of all the University’s names.) The Texas A&M University System Affiliation Phrase Because the University’s name indicates affiliation with The Texas A&M University System, a separate affiliation notation is no longer required. However, use of the affiliation phrase may be advantageous for some applications. In such cases, the following rules apply: - The affiliation phrase reads—A Member of The Texas A&M University System
- Each word of the phrase, with the exception of the “of,” is capitalized. One space should appear before and after but not between the “A,” the ampersand and the “M.”
- The affiliation phrase should never appear in a larger type size than the University logo or wordmark.
- There may be times when a sentence is preferred to a phrase. In such cases, the following is suggested: West Texas A&M University is a Member of The Texas A&M University System. (If you are referencing the University’s affiliation in copy text, rather than as a stand-alone element, the word “member” does not have to be capitalized.)
Student Organizations Two types of student organizations exist at West Texas A&M: University student organizations and registered student organizations. University Student Organizations University student organizations receive substantial funding from West Texas A&M (either directly from departments or in the form of student service fees) and are directed by University faculty and/or staff as part of their employment assignments. Examples of University student organizations include Student Government, RHA, Forensics Team, PULSE, SIFE and Maroon Productions. Organizations that fall into this category must follow the same Branding Manual guidelines that apply to all WTAMU offices and departments.
(Exceptions: Because of their student media designations, KWTS, the Prairie and the Eternal Flame are exceptions to this rule, but should adhere to the spirit of the guidelines as closely as possible. Some organizations, like SIFE, have national organizations; in such cases, organizations are allowed to display the logo of their national organizations as well the WTAMU logo but should follow other rules outlined in the Branding Manual.) Registered Student Organizations Registered student organizations, such as the Greek chapters, Bible chairs and mutual-interest groups, are affiliated with the University but operate independently in many ways. These organizations may or may not choose to use University-approved marks and symbols. However, if an organization elects to use one or more of the University’s marks or symbols or any semblance thereof, the organization must follow the guidelines outlined in the Branding Manual. Even if an organization does not use a University mark or symbol, and is, therefore, exempt from Branding Manual guidelines, it will be expected to adhere to rules of good taste and high standards.
(Exception: Some registered organizations also report to national organizations; in such cases, WTAMU chapters are allowed to display the logo of their national organizations as well as the WTAMU logo but should then follow other rules outlined in the Branding Manual.) Special Events One-time and/or annual University-sponsored events, such as Buff Branding, Pigskin Revue and University Formal as well as a Herdsmen fund-raiser or a special Eternal Flame promotion, are exempt from selected portions of the Branding Manual guidelines. Organizers may use an event-specific slogan and artwork as long as it complements and does not alter, deface, vandalize, etc. existing University marks and symbols. Specialty Items Branding and design issues may become a bit more complicated when it comes to specialty items such as coffee cups, T-shirts, caps, logo pins, etc. Allowances to the guidelines may be made for specialty items and other problematic applications, but the design must adhere to standards of good taste and the spirit of the West Texas A&M brand. Artwork Approval Contacts Ann Underwood, aunderwood@wtamu.edu, 806-651-2125, fax 806-651-2123 Mary Boswell, mboswell@wtamu.edu, 806-651-2128, fax 806-651-2123 | |
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