Visual Identity Program

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.

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

Black 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




Approved Embroidery Thread Colors

  • Gold - Madeira thread: 1137
  • Brown - Marathon thread: 1310


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 to purchase Eurostole Demi by Adobe. If you have the Adobe Creative Suite, this font should be available as Eurostile Bold.

powerpoint template


Standard (4:3)

Widescreen (16:9)

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.

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.
Swatch Spot color Process color (CMYK) HSL RGB Hex
WMU Brown
Pantone 4625
0, 60, 100, 79
18, 50%, 18%
68, 36, 22
WMU Gold
Custom Mix
0, 28, 100, 6
45.6, 97.5%, 52.4%
252, 195, 15

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
Sky Blue
Aviation Flight Science
Pantone 639
100, 1, 5, 5 195, 100%, 38% 0, 145, 193 #0091c1
Green Apple
Aviation Management and Operations
Pantone 376
53, 0, 96, 0
80, 100%, 36%
122, 183, 0
Aviation Technical Operations
Pantone 5135
37, 61, 9, 26
311, 17%, 45%
134, 95, 127

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.


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.