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West Virginia University Strategic Communicationsand Marketing
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Visual Identity

Our brand's key visual components

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These brand assets and more can be found in our Adobe CC and Canva Libraries.

Access to Adobe’s Creative Suite is provided through ITS. Once installed, visit the link below to get access to the WVU Brand Kit. You must be logged in to your Adobe account to access the link. For more information on our Canva Library and to purchase a license, please contact Mark Webb using the link below.
To find guidance on the use of our fonts, colors, and elements across the range of our audiences, visit our Audience Toolkits page.
Adobe CC Library Canva Library Access

Logo and Identity

Visit the page linked below to learn about appropriate use of our logos, wordmarks, and seal, as well as where you can download or request these assets.

About Logo and Identity Usage

Typography

WVU employees can access our fonts through our Adobe CC Library and can download them via Adobe Fonts. You can add our new font families to your Adobe account using the links below.

Add Config Variable Family Add Antonia Variable Family

WVU Fonts

New ConfigVariable
Features:
  • Bold/Display Widths
  • Variable Styles 100+
  • Modern and Active

A more intentional display font, Config variable has a wide variety of styles and is built to read easily while conveying a modern clarity and precision.

WITH TIGHT LEADING, ASCENDERS AND DECENDERS. DON’T FOUL LINES ABOVE AND BELOW.

A zoomed shot of two lines of config variable type showing that the two lines of text do not overlap

Usage Examples:

Headline Subhead

Lorem ipsum dolor sit amet, consectetur adipisicing elit. Pariatur distinctio nisi reiciendis quaerat exercitationem. Animi, non illum. Consequatur tenetur delectus tempore illum ducimus, quod est nostrum obcaecati. Sapiente, ipsum deleniti.

Headline Subhead

Lorem ipsum dolor sit amet, consectetur adipisicing elit. Pariatur distinctio nisi reiciendis quaerat exercitationem. Animi, non illum. Consequatur tenetur delectus tempore illum ducimus, quod est nostrum obcaecati. Sapiente, ipsum deleniti.

New AntoniaVariable Features:
  • Established and Refined
  • Variable Styles 100+
  • Formal, Personal, Serious

An elegant serif font, Antonia variable can be dialed into a variety of messaging — feeling refined and personal. It also pairs well and contrasts nicely with other WVU brand fonts.

MORE THAN MEETS THE EYE, ANTONIA FEATURES UNIQUE TRAITS THAT ADD A TOUCH PERSONALITY.

Usage Examples:

Headline Subhead

Lorem ipsum dolor sit amet, consectetur adipisicing elit. Pariatur distinctio nisi reiciendis quaerat exercitationem. Animi, non illum. Consequatur tenetur delectus tempore illum ducimus, quod est nostrum obcaecati. Sapiente, ipsum deleniti.

Headline Subhead

Lorem ipsum dolor sit amet, consectetur adipisicing elit. Pariatur distinctio nisi reiciendis quaerat exercitationem. Animi, non illum. Consequatur tenetur delectus tempore illum ducimus, quod est nostrum obcaecati. Sapiente, ipsum deleniti.

HelveticaUtility/Standard Features:
  • Established and Refined
  • Variable Styles 100+
  • Formal, Personal, Serious

When we simply need to convey information clearly, Helvetica is a perfect choice. It has been the preferred general typeface for campus signage, standardized wordmarks, products, and web pages for many years. We will continue its use where and when appropriate.

Type Pairing and Range

Considering tone, place, and audience for messaging can help inform type choice.

Informal/Louder

Be Bold Enough To Dream Big. Large-sized heading using config extra bold italic typeface. Apply now! Medium-sized subheading using antonia heavy italic typeface.

The first thing you’ll learn here is that “impossible” is just a challenge. We have 129 undergraduate majors – everything from criminology to engineering. Scan the list and you may find some options you hadn’t considered.

Small-sized body copy using helvetica typeface.

Serious/Quieter

Reflecting on my journey Large-sized heading type using antonia bold typeface. President Gee Looks Back Before the Next Chapter Medium-sized subheading type using antonia typeface in all-caps.

As my final Commencement as West Virginia University president approaches, I am reflecting on my journey as our graduates do. As ever, my thoughts often lead me down our state’s country roads.

Small-sized body copy using antonia typeface.

Color

These colors and the other elements of our visual identity are available in our Adobe Creative Cloud and Canva Libraries.

For digital designs, be sure to use our web-optimized colors for enhanced contrast and accessibility purposes. Our colors for websites can be found on our Design System website.

Primary Colors

  • Gold

    • Hex: #F0AF13
    • Hex (web-optimized): #EEAA00
    • RGB: (240, 175, 19)
    • CMYK: (5%, 33%, 100%, 0%)

  • Blue

    • Hex: #193059
    • Hex (web-optimized): #002855
    • RGB: (25, 48, 89)
    • CMYK: (98%, 86%, 38%, 31%)

Secondary Colors

  • Star City Blue

    • Hex: #9DDAE6
    • Hex (web-optimized): #9DDAE6
    • RGB: 157, 218, 230
    • CMYK: (36%, 2%, 9%, 0%)

  • Safety Blue

    • Hex: #0B74BB
    • Hex (web-optimized): #0062A3
    • RGB: 11, 116, 187
    • CMYK: (86%, 51%, 2%, 0%)

  • Canary

    • Hex: #F7DE63
    • Hex (web-optimized): #FFE539
    • RGB: 247, 222, 99
    • CMYK: (4%, 8%, 74%, 0%)

  • Sunset

    • Hex: #F6937C
    • Hex (web-optimized): #F58672
    • RGB: 246, 147, 124
    • CMYK: (0%, 51%, 47%, 0%)
  • New

    Woodburn

    • Hex: #8D4638
    • Hex (web-optimized): #8D4638
    • RGB: 141, 70, 56
    • CMYK: (31%, 76%, 77%, 26%)
  • New

    Hemlock

    • Hex: #7C8B61
    • Hex (web-optimized): #6A724F
    • RGB: 124, 139, 97
    • CMYK: (53%, 32%, 71%, 9%)

  • Wild Flour

    • Hex: #F1E5C2
    • Hex (web-optimized): #F2E6C2
    • RGB: 241, 229, 194
    • CMYK: (5%, 7%, 26%, 0%)

  • Buckskin

    • Hex: #B9AB6F
    • Hex (web-optimized): #B3A169
    • RGB: 185, 171, 111
    • CMYK: (29%, 26%, 66%, 1%)

  • Old Gold

    • Hex: #A3862F
    • Hex (web-optimized): #7F6310
    • RGB: 163, 134, 47
    • CMYK: (35%, 41%, 98%, 9%)

Neutral Colors

  • Rattler Gray

    • Hex: #554741
    • Hex (web-optimized): #554741
    • RGB: 85, 71, 65
    • CMYK: (56%, 61%, 64%, 42%)

  • Not Quite White

    • Hex: #F7F5F5
    • Hex (web-optimized): #F7F7F7
    • RGB: 247, 245, 245
    • CMYK: (2%, 2%, 2%, 0%)

  • Coopers Gray

    • Hex: #BDB7b3
    • Hex (web-optimized): #BEB7B3
    • RGB: 189, 183, 179
    • CMYK: (26%, 24%, 25%, 0%)

  • Seneca Gray

    • Hex: #877B77
    • Hex (web-optimized): #988E8B
    • RGB: 135, 123, 119
    • CMYK: (48%, 47%, 47%, 9%)

  • Coal

    • Hex: #1C2B39
    • Hex (web-optimized): #1C2B39
    • RGB: 25, 31, 35
    • CMYK: (78%, 67%, 62%, 73%)

Patterns

These patterns and the rest of our visual identity are available in our Adobe Creative Cloud and Canva Libraries.

  • New

    Pinstripes

  • New

    Distressed Lines

  • New

    Rolling Hills

  • New

    Topo - Dashed

  • Topo - Solid

  • Topo - Morgantown

Elements

These elements and the rest of our visual identity are available in our Adobe Creative Cloud and Canva Libraries.

Tags

  • Slashes

    WVU arrow elements in wvu blue, wvu gold, and not quite white

  • Arrows

    WVU arrow elements in wvu blue, wvu gold, and not quite white

  • Corner Slashes

    WVU arrow elements in wvu blue, wvu gold, and not quite white

  • Locations

    WVU arrow elements in wvu blue, wvu gold, and not quite white

  • POIs

    WVU arrow elements in wvu blue, wvu gold, and not quite white

Social Icons

Icons for Facebook, Instagram, YouTube, Tiktok, and X in gold circles.

Stickers

Stickers can add a touch of personality and be general or more specific for an audience or event.

New Various WVU sticker elements such as a coonskin cap, Woodburn clock tower, and our state animals.

QR Containers

Qr code containers in various brand colors.

State Outlines

State of West Virginia outlines in various brand colors.

Photography

Visual Standards

WVU photography should showcase the grandness of a scene. Grandness isn’t limited to landscapes. It should bleed into impactful research, powerful emotions, and cutting-edge innovation. Our photos should feel impressive.

We’ll use images to set the scene ... starting wide, before narrowing in on a specific moment, person, or topic. We’ll utilize tight shots to create emotion, draw the viewer in, and showcase people without losing context of the situation.

We’ll immerse ourselves in the moment so we can better showcase a feeling and unique authenticity. Our photos will feel warmer and more vibrant.

WVU Men's soccer coach in a huddle at sunset.
Students eating popsicles on the Mountainlair lawn.
Amelia Rose poses with a WVU flag at Cranberry Glades.
SmugMug Photo Library Download Lightroom Presets Photo and Video Guide

On This Page

Training and Guides

Brand Libraries

Visit the link below to get access to the WVU Adobe CC Brand Kit. Contact Mark Webb for information on our Canva Library.