Design Elements

Primary elements

The main design elements used in WU print products are called primary elements. These primary elements consist of stylized façade components of WU buildings, representative of the university’s unique, modern, and dynamic character.

Only one primary element is used per subject; combinations are not permitted. Placement of the elements is flexible, but they should be cropped and positioned toward the lower edge.

In exceptions, if necessitated by the choice of subject, the primary element may be placed over a single large image positioned no bleed at the bottom of the layout.

On white backgrounds, use the primary WU brand color at 100% opacity. Alternatively, a subbrand color or black at 100% opacity may be used.

For overlays on background images, negative white at 100% opacity must be used.

Download primary elements

The title bar

A title bar in the main WU color or a subbrand color is placed beneath the headline. The bar height equals 1/6 of the headline height. The distance from the headline may be 3/6, 4/6, 5/6, or, in exceptional cases, 6/6 of the headline height. The recommended width is 1/3 of the headline width. For very short headlines, the width may be 1/2 of the headline width.

The appropriate spacing depends on the medium, headline size and length, and overall proportions, and must be determined on a case-by-case basis.

The globe

The globe is a design element integrated into some printed materials (e.g. envelopes, certificates) and optional in others.

Permitted globe colors are dark blue (P 282) on a white background, black on a white background, and 7% gray when used as an underprint.

On white backgrounds, use the main WU color at 100% opacity. Alternatively, a subbrand color or black at 100% opacity may be used.

For overlays on background images, negative white at 100% opacity must be used.

The minimum size requirements on all printed materials are 8 mm width, with a maximum width of 15 mm. As an underprint, the globe may be depicted in a minimum width of 60 mm and a maximum width of 90 mm.

Download globe