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WASHINGTON STATE UNIVERSITY 
ATHLETICS DEPARTMENT
Brand Identity Guidelines
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INTRODUCTION
About Our Identity ............................................................................ 05
Goal .................................................................................................. 07
Concept ............................................................................................ 09
Brand Architecture ............................................................................ 10
IDENTITY
Color
Primary ....................................................................................... 13
Typography
Primary ....................................................................................... 16
Secondary ................................................................................... 18
Primary Identity
Logotype .................................................................................... 20
Secondary Identity
Wordmarks .................................................................................. 26
Primary Logotype & Wordmark .................................................... 34
Tertiary Identity
Sport-Specific Wordmarks ........................................................... 36
RESOURCES
Identity Standards ....................................................................... 41
Use Proper Artwork ..................................................................... 42
Using Trademarks & Registered Marks ......................................... 46
Electronic Files ............................................................................ 47
4
Introduction
5
Introduction
ABOUT OUR IDENTITY
The Washington State Athletics brand is distinguished by a simple philosophy:  
To cultivate a championship athletics program that promotes excellence, quality 
and accountability. This new concept creates a cohesive identity program that not 
only respects the traditions of the university but also looks ahead to the promise 
of a great future.
The qualities and values of Washington State Athletics are expressed in the 
design of its brand identity. These guidelines allow strategic partners to work with 
the elements of the design so that their application and presentation achieves 
a powerfully consistent effect. This manual provides simple ground rules. By 
following these guidelines in our communications, we contribute to the rising 
reputation for excellence across the country and around the globe.
Presenting the Washington State Athletics visual identity with consistency and 
quality is crucial in maintaining our competitive edge as a leader. It is imperative 
that we always use these guidelines when designing any materials for athletics. 
These guidelines will not constrain creativity but will ensure the full and beneficial 
impact of the athletics brand image.
6
Introduction
7
Introduction
GOAL
To promote consistency across Washington State Athletics by developing a 
strong, timeless and innovative athletic identity system that reflects the unique 
characteristics of Washington State University.
8
Introduction
9
Introduction
CONCEPT
With the publication of these brand guidelines, we introduce the new  
Washington State Athletics identity. Comprised of new wordmarks as well as  
refined colors and typefaces, this new brand identity is being introduced to 
underscore the Athletics Department’s commitment to a strategic direction that  
is anchored to athletic and academic excellence. 
The identity has been enhanced to reinforce the core values of Washington State 
Athletics. Its essence includes strength of character and exceptional performance 
both in the classroom and on the field of play.
Washington State Athletics embodies the following attributes:
Unification
Toughness
Passion
Loyalty
Pride
10
Introduction
BRAND ARCHITECTURE
Primary—The Statement
A consistent primary identity has been developed to accurately represent the 
university and confidently position it for the future. The identity is both timeless 
and strong. Reinforcement of the primary mark will build worldwide brand equity.
Secondary—The Suppor t
The secondary identity works closely in support of the primary identity to 
represent the university. It gives the identity flexibility while staying consistent 
with the primary look and feel.
Tertiary—The Connection
The tertiary identity connects with specific programs and traditional mascots. 
These marks can supply freshness to products when needed as well as 
representing specific aspects of the university.
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