Using the University Name and Logo
The University Name
- Use Western State Colorado University for primary references.
- For secondary references, Western is appropriate.
- Western State is not optimal but permitted.
- Never use “WSCU.”
- The noun “university” is not capitalized when it stands alone.
Western's Legal and Communicative Names
There is a distinction between the communicative name and the full or legal name. The full name Western State Colorado University is official and used for formal communications and contracts. It appears in the logo, headings, address blocks and everywhere we present the university officially. The communicative name is simply “Western.” It refers to the most recognized and communicative component of the full name. The use of Western is authorized once you establish clear understanding of the full name. University communications require the first reference to the university to display the full name. Thereafter, you may use Western alone. Western may be used in headlines and subheadings, provided the logo is clearly displayed at the . When displaying “Western State Colorado University” or “Western”in headline or text, use upper and lower case letters. Avoid all uppercase letters, and do not try to replicate the logotype in text. Do not use all lowercase letters to display the name. Do not use the acronym “WSCU” in outward facing communications. However, you may used it for strictly internal use. Casual references to the university will occur, but the preferred references are either “Western State Colorado University” or “Western.” “Western State” is not optimal, but it is permitted. Do not refer to the institution as “Western University,” “State,” or “State Colorado University”.
Answering the Phone at Western
- Say “Western State Colorado University” when greeting.
- Then, following first use, simply say “Western” for the rest of the conversation.
The Western State Colorado University logo comprises two elements: a stylized W symbol and a serifed logotype. The W symbol incorporates several elements that have special meaning for Western. The red W draws on our rich heritage. It speaks to a strong tradition of excellence. The W letter form is a modern, custom rendering, displaying a snowcapped mountain peak, symbolizing the high-altitude mountain environment that is uniquely Western. The highest peak in the center of the W is a metaphor for students reaching their highest potential at Western. The dimensionality inherent in the symbol rendering depicts the multi-faceted, full-dimension experience students engage in at Western. This sharp, edgy, facet concept is carried throughout the Western brand system to visually reinforce our message of precision, performance and high-altitude challenge that is the Western experience.
The logotype is a customized variation of the typeface Utopia Semibold at 95 percent width. It features title caps that are 110 percent wider and 115 percent taller than the rest of the name. Additionally, the logotype features "State” smaller, encased in two rule lines as a reference to the past, while being subordinate to a future naming strategy. This arrangement or format of the symbol and logotype is called the Primary Horizontal Logo and is generally the preferred logo format. See other acceptable logo formats on page 1.3.
The logo may be endorsed with a tagline, school or department name, by adding a rule line and the approved endorsement. The tagline “Learning, Elevated.” is typeset in Utopia Italic. Set school and department names in uppercase Franklin Gothic Medium. Either the tagline, school or department name may appear below the line in a logo. Do not display more than one department name and do not mix taglines and department names. Future department and school names must be approved by Marketing & Media Relations.
We have created special artwork for the tagline of each department. Never typeset or alter the tagline or department endorsement. Always use master artwork created specifically