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The Brand

At UWF, our brand is more than a logo, mascot or tagline — it is the collective story of who we are, where we have been and where we are going. It reflects the heart of our mission, the strength of our community and the spirit of innovation that drives us forward. The brand functions as a lens through which every marketing message, community activity and personal interaction is filtered. The brand embodies UWF’s energy, spirit and character.

This portal is your guide to the foundations of the UWF brand so you can confidently reflect its essence in your work and conversations.

Why Consistent Branding Matters

Effective brand communications inspire awareness and leave a lasting impression.

Each member of the UWF community is responsible for creating the brand. Every time we contact potential donors, interact with prospective students and their parents, speak with alumni, communicate with the media, develop new collateral materials, approach community partners or talk about UWF, we influence the perception of the institution and our community.

As brand ambassadors, we must present a unified front in the form of a cohesive and consistent brand message. While we each contribute a voice, we all need to sing in the same chorus. This portal is designed to help you do exactly that.

UWF Brand Foundations

Brand Story

The University of West Florida’s story begins with a vision: A fully engaged University recognized for the strength of our graduates, responsiveness to the needs of the state, and an unrelenting competitive spirit. Together as Argonauts, we aim to empower the next generation of voyagers. 
Our iconic Nautilus shell, which has represented our brand since the University’s founding, symbolizes our enduring commitment to discovery, growth and innovation. Just as the shell evolves, so do we — facing challenges head-on, striving for excellence, and becoming the best versions of ourselves to make an impact on our campus, the community and beyond.

Our Argonaut mascot, voted by the first student body in 1967 to represent the strength of an athletic legacy to come, was selected based on a Greek myth from the saga of Jason and the Argonauts, telling the story of a band of heroes that took to the sea in search of “the golden fleece.” The Argonaut represents adventurous individuals seeking new experiences and challenges. Further, this meaning deepens through its connection to the Argonauta, a type of nautilus known to similarly voyage the sea.

From the pine-covered, winding roads of our Pensacola campus to our growing global presence, UWF is a beacon of possibility.

Brand Positioning Statement

For those ready to explore new possibilities, the University of West Florida is an inspiring institution with a rich history, innovative spirit and commitment to excellence that provides a supportive, learner-centered environment for students to chart their path to success.

Brand Promise

At UWF, we are committed to ensuring every student has the support, resources and inspiration needed to achieve their goals. We stand for integrity, transformation and the belief that every individual has the potential to make an impact.

In a Nutshell: Bringing the Brand to Life

The Evolving Nautilus Shell: The shell is a symbol of our roots and pursuit of growth. It represents our innovative and evolving nature while grounding us in our history.

The Argonaut: The Argonaut represents our championship athletics program, exemplifying the pursuit of new experiences and challenges.

University Heritage: Surrounded by pines and vibrant wildlife, white-sand beaches and Pensacola’s rich history, UWF is defined by our innovative learners, caring faculty and staff, championship athletics and rich traditions. These elements distinguish us from other universities.

Visual Continuity: Consistent branding reinforces brand recognition and trust. While there is always room for creativity, we must maintain alignment with the core visual identity and messaging as outlined on the portal to strengthen our impact.

UWF Brand Downloads

There are many resources on this portal including guidelines, logo and graphic downloads, templates and messaging. Below are some supplemental resources to help reinforce the UWF brand.