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West Virginia University Strategic Communicationsand Marketing
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Audience Toolkits

How to balance brand variety and intent

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Use these toolkits to guide your decisions about what WVU brand assets and tones to use when addressing our key audiences. Having a more consistent visual style in our messaging will reinforce our brand identity and help us create stronger marketing strategies.

Prospective
Students

  • Bold, fun, and informative

  • Showcase campus and people (photo) to convey what it is like to be here

  • Brighter colors - conversational voice

  • Easily accessible information

Colors

  • Gold
  • Blue
  • Safety Blue
  • Wildflour
  • Star City Blue
  • Canary
  • Coopers Gray
  • Sunset
  • Not Quite White
  • Seneca Gray
  • Rattler Gray

Patterns

  • Topo Solid
  • Distressed Lines
WVU Topo Solid pattern
WVU Pinstripe pattern

Stickers

  • foam finger
  • R1 tag
  • fan flag
  • woodburn clock tower
  • mountaineer statue
  • PRT
WVU stickers including the foam finger, R1 tag, fan flag, woodburn clock tower, mountaineer statue, and PRT.
A slider ranging from informal/louder to serious/quieter with the indicator sitting toward the informal/louder end.
WVU logo and Let's Go tagline in Config Variable font

Current
Students

  • WIDE VARIETY OF COMMS AND DEPARTMENTS

  • TONE SHOULD MEET EACH MESSAGE

  • FULL RANGE OF VISUAL TOOLS AND FOCUSED PER MESSAGE AND/OR INITIATIVE

  • CONSISTENCY IS KEY AND DEFINING UNIQUE VISUAL APPROACH FOR LARGER GROUPS

Colors

  • Gold
  • Blue
  • Safety Blue
  • Wildflour
  • Star City Blue
  • Canary
  • Coopers Gray
  • Sunset
  • Not Quite White
  • Seneca Gray
  • Rattler Gray
  • Old Gold
  • Woodburn
  • Hemllock
  • Coal

Patterns

  • Topo Solid
  • Distressed Lines
  • Topo Dashed
  • Rolling Hills
WVU Topo Solid pattern
WVU Pinstripe pattern
WVU Topo Solid pattern
WVU Rolling Hills pattern

Stickers

  • Hot air balloon
  • 'Let's Go' flag
  • Woodburn clock tower
  • Coonskin hat
  • Pepperoni roll
  • Football helmet
WVU stickers including the hot air balloon, Let's Go flag, Woodburn clock tower, Coonskin hat, Pepperoni roll, Football helmet.
A slider ranging from informal/louder to serious/quieter with the indicator in the middle of the range.
Flying WV bug and Let's Go tagline in Config Variable font.

Parent
Audience

  • CARING, WARM, AND INFORMATIVE

  • PERSONABLE VOICE AND APPROACH

  • BRIGHTER STANDARD COLORS

  • RESOURCE AND COMMUNITY

Colors

  • Gold
  • Blue
  • Safety Blue
  • Wildflour
  • Star City Blue
  • Canary
  • Coopers Gray
  • Sunset
  • Not Quite White

Patterns

Parents Club
WVU Parents Club pattern
A slider ranging from informal/louder to serious/quieter with the indicator sitting slightly toward the serious/quieter end.
Mountaineer Parents Club Logo and Let's Go tagline in Antonia Variable font.

Faculty
And Staff

  • DIRECT AND INFORMATIVE

  • SHOWCASE CAMPUS NEWS AND INFORMATION

  • STANDARD COLORS AND VOICE

  • INSTITUTION AND PROGRAMMATIC

Colors

  • Gold
  • Blue
  • Safety Blue
  • Not Quite White
  • Coopers Gray
  • Star City Blue
  • Canary
  • Wildflour

Patterns

  • Topo Solid
  • Distressed Lines
WVU Topo Solid pattern
WVU Pinstripe pattern
A slider ranging from informal/louder to serious/quieter with the indicator sitting slightly toward the serious/quieter end.
Flying WV bug and Let's Go tagline in Config Variable font

Alumni

  • STORIED HISTORY AND NOSTALGIA

  • SHOWCASE TRADITIONS, HOST EVENTS

  • STANDARD AND RETRO PALETTE/FEEL

  • CONVERSATIONAL VOICE (OLD FRIEND)

Colors

  • Gold
  • Blue
  • Not Quite White
  • Wildflour
  • Old Gold
  • Star City Blue
  • Coopers Gray
  • Safety Blue
  • Buckskin
  • Hemllock
  • Woodburn
  • Coal

Patterns

  • Topo Morgantown
  • Rolling Hills
WVU Topo Morgantown pattern
WVU Rolling Hills pattern

Stickers

  • Coonskin hat
  • Fan flag
  • Foam finger
  • Mountaineer statue
  • University seal
WVU stickers including the coonskin hat, fan flag, foam finger, Mountaineer statue, and the University seal.
A slider ranging from informal/louder to serious/quieter with the indicator sitting slightly toward the informal/louder end.
Let's Go tagline in Antonia Variable font.

StatePartners

  • TARGETED AND SOPHISTICATED

  • SHOWCASE IMPORTANCE TO STATE AND TIES

  • TRADITIONAL AND STRONG CORE COLORS

  • CLEAR TONE AND PRECISE MESSAGING

Colors

  • Gold
  • Blue
  • Not Quite White
  • Wildflour
  • Old Gold
  • Star City Blue
  • Coopers Gray
  • Safety Blue
  • Hemllock
  • Woodburn
  • Coal

Patterns

  • Pinstripes
  • Topo Solid
WVU Pinstripes pattern
WVU Topo Solid pattern

Stickers

  • Rhododendron
  • Cardinal
  • Blackbear
  • Trout
  • Honey bee
WVU stickers including the Rhododendron, Cardinal, Blackbear, Trout, Honey bee.
A slider ranging from informal/louder to serious/quieter with the indicator sitting fully toward the serious/quuieter end.
Let's Go tagline in Antonia Variable font.

General
Brand

  • CORE BRAND LOOK AND FEEL

  • AUDIENCE OFTEN INCLUDES THOSE OUTSIDE UNIVERSITY OR STATE

  • BOLD BRANDING AND CLARITY OF MESSAGE

  • CONSISTENT MARKS AND STRONG PHOTOGRAPHY SHOWCASING UNIVERSITY, OUR PEOPLE, AND THEIR CONTRIBUTIONS TO THE STATE/WORLD

Colors

  • Blue
  • Gold
  • Safety Blue
  • Not Quite White
  • Star City Blue
  • Coopers Gray
  • Wildflour
  • Sunset
  • Canary
  • Coal

Patterns

  • Pinstripes
  • Topo Solid
WVU Pinstripes pattern
WVU Topo Solid pattern

Stickers

  • R1
  • Woodburn clock tower
  • Mountaineer statue
  • PRT
  • 'Let's GO!' flag
WVU stickers including the R1, Woodburn clock tower, Mountaineer statue, PRT, 'Let's GO!' flag.
A slider ranging from informal/louder to serious/quieter with the indicator in the middle of the range.
WVU logo and Let's Go tagline in Config Variable font.

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