Introducing UWF Graphic Identity Standards

When people see University of West Florida signature graphics, they make a mental connection to our school. That connection carries with it every perception and personal experience an individual has made with us. UWF graphics represent not only the place, they represent our vision, mission and promise. Enhancing that connection is the purpose behind this UWF Graphic Identity Standards manual. Why does that involve you? There are several reasons.

First, UWF has a distinctive personality. A consistent look is a powerful tool that helps establish our institutional identity in the minds of the public.

Second, without consistency, we squander possible economies of scale. The university’s impact is greater as a whole, when each university communication uses a single logo that distinguishes it as part of the UWF family.

And third, using a variety of logo styles creates the impression of a lack of unity between colleges, divisions and departments, which is confusing to the community, our students, alumni and anyone else who cares about UWF.

The UWF Graphic Identity Standards were created so that the “look” is consistent yet flexible enough to suit everyone on campus. Bob Sevier, a marketing expert specializing in higher education, explains it this way, “It’s much like watching a Cubs baseball game. You will notice that every player (even the coaches) is wearing the same uniform. You will also notice each player has his own name on the back of his jersey. This bit of individuality is important, but it is carefully managed within the larger identity established by the Cubs... individuals working together, but one team.”

If the University of West Florida is to further distinguish itself for its unique qualities, we must look and act like a team. That is why anyone developing or preparing promotional communications for the university is expected to comply with the graphic standards established in this manual.