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University of West Florida lettermark University of West Florida logo University of West Florida logo

Primary Logo

The UWF primary logo is the institution’s central identity mark and the foundation of our visual identity system. Since UWF’s founding, the Nautilus Shell has been an important symbol of UWF’s history and identity, representing growth, progress and our connection to place. While the shell will always remain a part of UWF, the current version of our logo reflects a more contemporary and unified representation of the University and positions us to communicate more clearly and consistently across all audiences.

From left to right: Primary Lettermark, Primary Vertical, and Primary Horizontal

University of West Florida primary logo versions - primary lettermark, primary vertical, and primary horizontal.

In order to maintain consistency, the standards for use of the UWF’s official primary logo are as follows:

  • The UWF Primary logo consists of a stylized lettermark highlighting the UWF acronym, shown in Argo Navy and Argo Green with a thin white stroke separating the colors and an internal chiseled shadow for depth and dimension shown in Cannon Green. The Greek-inspired letterforms extend the visual language already present in our athletic branding, drawing on classical design elements associated with the era of Jason and the Argonauts. The lettermark can be used on its own, or with the full University of West Florida wordmark in a vertical or horizontal orientation.
  • The UWF primary logo should never be recreated or emulated and alterations are prohibited. This includes alterations to the shadows, lines, shapes and colors within the lettermark, the accompanying text and the proportions of all elements. The addition of taglines, icons or graphic elements is also prohibited. Please refer to the Improper Usage page for more details.
  • The UWF primary logo must be surrounded by an official clear area. Do not place text over the logo or modify elements of the logo. Please refer to the chart below illustrating the standards for the official clear area.

The UWF primary logo is available in four-color, three-color and one-color versions. Each version is provided in the official logo package and has been uniquely configured for its intended application. These versions must not be altered, recreated or used interchangeably.

From left to right: Four-Color, Three-Color, One-Color, and White

University of West Florida logo in four colors versions - four color, three color, one color, and white.
  • The four-color version uses Argo Navy for the “University of West Florida” wordmark, the external outline of the lettermark and for the horizontal or vertical rule. The full-color lettermark uses Argo Navy, Argo Green, Cannon Green and white. This is the primary color configuration to be used whenever possible.
  • The three-color version is available for limited uses where the internal shadow is too complex such as small embroidery projects or promo items. This version removes the shadow and uses Argo Navy, Argo Green and white.
  • The four and three-color versions of the logo should be displayed over a white or light colored background at all times.
  • One-color versions are reserved for promo items or collateral with color limitations or unavoidable dark backgrounds.
    • The one-color version may only be used in Argo Navy, black and white.
    • The white version of the logo should be displayed on UWF brand colors whenever possible.
  • When scaling, the full-color lettermark should never be scaled smaller than .5 inches in width and the three-color version should never be scaled smaller than .4 inch in width. The one-color versions should never be scaled smaller than .25 inches in width. The orientation and color versions should be selected based on the space allotted for the logo.

Secondary Logo

A secondary configuration of the primary logo provides a solution to vertically narrow spatial restrictions. The secondary logo should follow the same standards as the UWF primary logo, however, the full color version should never be scaled smaller than 2.65 inches in width and the one-color never smaller than 1.5 inches in width.

University of West Florida secondary logo.

Official Clear Area

All University logos and official identifiers are to be surrounded by a clear area. This is the protected area around the logos. No other graphics or words are to overprint, touch or appear in this clear area. To ensure that clear space is maintained around the logo for legibility, text and graphics must follow the standard illustrated here. Use the height of the letters in the University of West Florida wordmark as a measuring tool to help maintain an appropriate clear area.

University of West Florida logo with clear area visualized with four W letters around the logo with one W on each side.

Logo Downloads

Download the institutional logos: UWF Logos (zip)

All downloads must be used according to the standards as outlined above.