Washington University’s graphic identity is a visual representation of our traditions, culture and values. Clear, consistent use of our graphic identity reinforces our reputation throughout the world, and enables us to create content that speaks to specific audiences while maintaining a single unified voice.

We are an institution composed of many schools on multiple campuses; hundreds of departments, centers and units; thousands of people, all simultaneously speaking to each other and a global audience on an infinite number of topics. This diversity is intrinsic to who we are and at the same time a challenge to presenting a clear picture of what it means to “look like WashU.”

Yet in today’s design-driven, electronic media age, it is more important than ever to establish a distinctive visual identity that makes a meaningful impression upon audiences inundated with content. A visual vocabulary of consistently employed elements —logo, color, typography and photographic style — are significant contributors to the WashU story even before our audience reads the first word.

These elements of visual identity and the way they are combined are more than just aesthetic choices. They are intended to strategically support the key attributes of the university. The university embraces design that is confident, direct, intelligent, human-focused, purposeful and effectively communicates content. Sending clear, consistent visual signals over time leads to a greater sense of familiarity between the university and our audiences. We want them to feel a personal connection without having to rediscover us each time they encounter us.

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