Marketing and Strategic Communications

Visual Identity

Our logo represents all of Western Michigan University. It unifies our brand and brings together all aspects of the University. The more consistently and correctly we use our logo and visual identity, the greater the positive impact it will have in strengthening our brand. 

That’s where you come in. University employees at all levels need to communicate about Western. Marketing professionals, writers, designers and web developers maintain much of the University’s official face to the world. We must all express Western’s visual identity according to shared guidelines. 

Faculty, staff, students and outside partners are invited to make use of WMU brand assets where appropriate and are expected to apply the standards set forth in this guide. When everyone works from the same playbook, a unified visual brand emerges.

Find our brand assets

University logo

Learn how to use the WMU logo consistently. Find approved versions, clear usage guidelines, and specifications for size and placement across all materials.

Download the University logo

Color palette

Use Western’s official colors correctly. Find exact shades, formulas and guidance to ensure your materials are consistent and unmistakably WMU.

Explore our color guide

Photography

Access a curated library of high-quality, University-approved images ready for your projects. Save time and strengthen your visual storytelling with authentic WMU photography.

Learn how to request access to University photography

Templates

Start with professionally designed templates that already meet WMU brand standards. Ensure consistent logo use, layout and visual elements without starting from scratch.

Download branded templates

Brand typography

Using a limited group of complementary typefaces (fonts) contributes to a strong brand identity. Consistent typography is one unifying element that pulls our work together and creates harmony among WMU documents and publications.

Over time, you may see other fonts used as part of a specific WMU marketing campaign or event. Do not use any typeface other than those specified here unless approved by the Office of Marketing and Strategic Communications. Specific uses such as mathematical or scientific symbols may require use of additional font resources.

Sans Serif Typeface

Primary: Montserrat font family

Montserrat is the University’s preferred typeface for all marketing and communication materials. This typeface is appropriate for print and digital use, and the font family includes a range of weights.

Download Montserrat

Alternate: Arial font family

If Montserrat is not available, Arial is an acceptable substitute. Note that Arial has a limited number of available type weights compared to Montserrat.

Arial is available as part of most software packages and is supported by MacOS and Windows.

Serif Typeface

Georgia Font Family

Occasionally, using a serif typeface may be preferred to lend formality or a traditional feel to a printed piece, such as a letter or invitation. Georgia is the approved serif typeface for the WMU brand.

Georgia is available as part of most software packages and is supported by MacOS and Windows.

Have questions about WMU's visual identity?

The Office of Marketing and Strategic Communications is here to help. Whether you need guidance on colors, photography, templates or logo usage, our MarCom team can point you in the right direction and ensure your materials align with University standards.

Primary contact: Kim C. Nelson, Marketing and Creative Services

Public Relations and News
Paula M. Davis
Office of Marketing and Strategic Communications

Digital Strategy
Megan Looker
Office of Marketing and Strategic Communications

Social Media Manager
Kaitlin Petrillo
Office of Marketing and Strategic Communications

Secure an External Vendor
Nicholas Cutler
Purchasing

Wayfinding and Building Signs
Eleonora Philopoulos
Logistical Services

Archival Photography
Zhang Legacy Collections Center: 
Archives and Regional History
@email