A strong visual identity is a powerful communication tool for any institution.
The College of Aviation identity is a reflection of the entire school, and every effort must be made to maintain identity consistency to protect the College of Aviation brand.
Below are the approved College of Aviation promotional W mark and secondary mark logos. Please contact the College of Aviation's Recruitment and Outreach Department at (269) 964-6375 if you have any questions. A comprehensive list of art and how to use the promotional W mark and secondary mark is available by downloading the Brand Guidebook.
Do not alter the color of any of this art—this includes turning color marks into gray scale or changing the opacity to less than 100 percent.
W mark logos
Gold W with brown type
Gold W with black type
Brown W
Black W
Horizontal w mark logos
Gold and brown type signature one line
Gold and black type signature one line
Novelty logo mark
If using the novelty mark for apparel, please consult the WMU College of Aviation Brand Book for proper logo use.
Gold novelty mark
Brown novelty mark
Black novelty mark
Gold novelty mark with Brown Outline
Brown novelty mark with Gold Outline
Nametag
Approved Embroidery Thread Colors
- Gold - Madeira thread: 1137
- Brown - Marathon thread: 1310
typography
There are two approved font types to represent the College of Aviation on any printed or digital communication.
Body copy font
Source Sans Pro
GOLD slogan font
Eurostile Demi - If this font is not standard in your software, visit myfonts.com to purchase Eurostole Demi by Adobe. If you have the Adobe Creative Suite, this font should be available as Eurostile Bold.
powerpoint template
WMU Aviation color palette
The University's official colors are WMU Brown and WMU Gold. The following guidelines apply when working with the color palette:
- Primary colors must be used on all materials to ensure that the promotional W mark is produced in the proper color combinations.
- Accent colors may be used in small amounts (20 percent or less of the layout) in addition to the primary color palette to ONLY distinguish between the three College of Aviation academic programs.
- The W mark and secondary mark may only be placed on white, WMU Brown, or WMU Gold colors. Other colors—such as gray—may only be used with permission from the College of Aviation's Recruitment and Outreach Department.
Primary colors
Always used at 100 percent and as a strong part of the color scheme.
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A customer color mix replacing PMS 131 only for spot color printing. The CYMK formula remains the same. Contact Kim Nelson, director of
university creative services, for more information.
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| Swatch | Spot color | Process color (CMYK) | HSL | RGB | Hex |
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WMU Brown
Pantone 4625
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0, 60, 100, 79
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18, 50%, 18%
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68, 36, 22
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#442416
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WMU Gold
Custom Mix
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0, 28, 100, 6
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45.6, 97.5%, 52.4%
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252, 195, 15
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#fcc30f
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Accent colors
May only make up 20 percent or less of layout and used only to distinguish between the three College of Aviation academic programs.
| Swatch | Spot color | Process color (CMYK) | HSL | RGB | Hex |
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Sky Blue
Aviation Flight Science
Pantone 639
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100, 1, 5, 5 | 195, 100%, 38% | 0, 145, 193 | #0091c1 |
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Green Apple
Aviation Management and Operations
Pantone 376
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53, 0, 96, 0
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80, 100%, 36%
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122, 183, 0
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#7ab700
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Plum
Aviation Technical Operations
Pantone 5135
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37, 61, 9, 26
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311, 17%, 45%
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134, 95, 127
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#865f7f
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Color matching will vary between computer monitor, digital printing, desktop printing, paper choice, and spot vs. cmyk printing. A master color match guide is available in the College of Aviation's Recruitment and Outreach Department or at University relations.
Conclusion
The guidelines were developed based on best practices in higher education visual identity programs after a review of such programs at universities comparable in size, complexity and stature to WMU. The promotional W mark usage and color palettes were developed in consultation with personnel across the College of Aviation who produce communication and marketing materials for the College. Initial guidelines were reviewed by members of the College of Aviation staff. Feedback was invited over a period of time, and the guidelines were refined based on the feedback. The guidelines were then reviewed by the College’s senior leadership, including the Manager of Recruitment and Outreach, and approved by the Dean of the College of Aviation.