Commercial use

A business undertaking with the intent to make a profit.


The legal right granted to an author, publisher, or distributor to exclusive publication, production, sale or distribution of an artistic work.

Clear space

Area that must separate the WMU promotional W mark from surrounding type or graphic elements.


A type face or a collection of all characters comprising the entire character set of a typeface.

Four-color process or cmyk

The method of separating color and/or photos with filters into the four process colors: cyan, magenta, yellow and black.


An image printed in black and in one or more shades of gray.


Unauthorized use of a trademark or service mark that belongs to another; or use of a trademark or service mark so similar to that of another as to cause the likelihood of confusion in the minds of the public as to the source (affiliation or sponsorship) of the product or service.


The Western Michigan University name carefully rendered as vector art.

Promotional W mark

It is the block W used with or without the Western Michigan University nameplate.

Pixel art

Photographic images are made up of pixels and cannot be enlarged without loss of quality. For printed publications, a resolution of 300 ppi must be maintained.


The promotional W mark combined with the nameplate.

Vector art

Line art created in Adobe Illustrator that can be enlarged with no loss of quality.

Visual identity guidelines

The set of formal guidelines describing WMU’s names, symbols, logos, trademarks, service marks, designs, seals, or any combination of these marks, which correlate to the Western Michigan University licensing program.

File formats


Encapsulated PostScript language file, a file format used to transfer PostScript data within compatible applications. Use this format to reproduce the promotional mark in the highest quality. An EPS is vector art.


Graphics Interchange Format is a 256-color bitmap format that supports animations, but has largely been replaced by the Portable Network Graphics format.


A compressed bitmap format, developed by the Joint Photographic Experts Group of the International Standards Organization. JPEG is generally used to create files of photographic images.


Portable Network Graphics format is a 24-bit color plus transparency format. In all Web applications other than animation, PNG is preferred over GIF for all non-photographic images.