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Brand Guidelines

Each heading below provides an explanation of how to use Gardner-Webb University's logo, color palette, patterns, fonts, and photography, with visuals to illustrate each piece.

Click here to download a printable PDF of the brand guidelines.

Logo Usage Guidelines

The Gardner-Webb logo is the centerpiece of the University's visual identity. Consistent usage of the logo and its supporting elements across all marketing and communications materials is extremely important. When done properly, adherence to these guidelines will improve brand recognition, and strengthen the overall perception of the University.

Logo Variations

The stacked, centered and shaded logo is the default, primary logo treatment for Gardner-Webb University. Use this logo treatment whenever possible. Only under certain circumstances should one stray from this treatment. Alternative treatments are provided below.

Horizontal Logo: The alternate Gardner-Webb logo is the horizontal shaded version. This lockup should only be used when there is not enough space for the vertical lockup or the logo is left-aligned on the page.

Logo on Colored Backgrounds: When the logo is on a black background, the shaded logo should be used with white text. When the logo is on a colored background, it should be in the 1C white version (see example below). The logo should not appear on any background color other than the primary colors, or the dark red or dark orange from the secondary colors.

This image shows the primary vertical logo, horizontal logo, and logo on colored backgrounds.

Alternate Logos

The Gardner-Webb primary logo is the preferred default logo. However, there are certain instances when an alternate logo is necessary. These instances are described below.

This image shows instances when the alternate logo is acceptable to use.

Logo Usage Guidelines

Placement: The Gardner-Webb logos are central to the University's visual identity and should be used on all communications and branding materials within the organization, including official university documents, branding collateral, marketing materials, stationery, business cards, and on the website. Using the logo in a consistent manner will enhance the recognition of the logo within the community. Do not alter the log in any way, including changing the type, the spacing, the size of the mark, or adding outlines or embellishments.

Size and Proportion: The Gardner-Webb logos must always be scaled proportionally, so that they do not stretch either vertically or horizontally. The vertical logo must also always be at least 1 inch wide on any print form. The horizontal logo must be at least 1.5 inches wide on any print form.

Clear Space Requirements: To ensure the impact of the mark, a certain amount of white space is required around the logo on all sides. A space of "x" (marked in the example provided), which is measured from the height of the logotype, should be given on all sides of the logo.

This image shows correct placement, size and proportion, and clear space requirements for the logo.

Unacceptable Logo Treatments

Do not stretch, distort, change the typeface, add a stroke, add a drop shadow, place on a non-GWU color, alter spacing, make new shapes, or add photos or graphics to the logo.

This image shows unacceptable logo treatments, such as stretching and distorted logos.

Logo Treatment on Photography

When using the logo on top of a photograph, the area of the photo behind the logo should be burned. This requires a very soft-edged darkening of the area that the logo will sit on. This is different than adding a drop shadow or a solid black box, neither of which are acceptable.

The logo should be placed on a part of the photograph that is not busy. Burning should look natural, not manufactured or forced.

This image shows how to place the logo on photographs.

University Seal

The Gardner-Webb University seal is, and always will be, an important part of the Gardner-Webb brand. Use of the seal indicates institutional sanction for official, legal, and ceremonial purposes, and should be reserved for these special uses. If you would like to request use of the seal, contact us.

This image shows correct usage of the university seal.

Bulldog

The Gardner-Webb Runnin' Bulldog logo is only used for athletic-related materials unless special permission is requested and approved.

The Gardner-Webb Runnin' Bulldog logo is only used for athletic-related materials unless special permission is requested and approved.

Logo Requests

Please contact the Office of Creative Services for guidance regarding logo usage or if you need a copy of the official logo.

Brand Architecture

Brand architecture is a top-level plan to manage the relationship between an institution’s brand, sub-brands, campaign brands and partner brands. Done well, brand architecture helps guide the various entities within an organization in the creation and governance of a brand’s visual elements.

What Brand Architecture does for Gardner-Webb:

  • It reinforces the Gardner-Webb brand by encouraging consistency across individual university departments.
  • It extends the virtues associated with the Gardner-Webb brand to all Gardner-Webb departments – establishing and building value in each.
  • It simplifies Gardner-Webb’s communications – both internal and external – and bolsters the viewer’s perception of the university.

Visual Architecture

Core Institution Brand: The core institution brand represents Gardner-Webb University as a whole. Use only the primary vertical logo, or its horizontal counterpart, as shown below. The vertical logo is preferred if the design allows. Otherwise, use the horizontal logo.

Primary Sub-brands: Use the primary sub-brands for donor-sponsored logos or school logos; these logos pair with the Gardner-Webb wordmark. Never break the logos apart or use them beside core institution brand logos.

Secondary Sub-brands: Use secondary sub-brands for departments, programs, and clubs. To differentiate between each, use the appropriate font weight and color for each entity.

  • Departments: Avenir LT Std Heavy, orange
  • Programs: Avenir LT Std Medium, dark orange
  • Clubs: Avenir LT Std Light, dark red

Never place these logos beside the core institution brand logos.

This image shows the relationship among the core institution brand, primary sub-brands, and secondary sub-brands.

Color

Color helps aid in creating a cohesive brand by developing a consistent look and feel. Gardner-Webb has a primary color palette of red and black and a secondary color palette of dark red, dark orange, orange and yellow that supports the Gardner-Webb primary color palette.

Primary Color Palette: Gardner-Webb's colors of red and black comprise the Gardner-Webb primary color palette.

Gardner-Webb has a primary color palette or red and black.

Secondary Color Palette: Gardner-Webb's secondary color palette is made up of warm colors, including dark red, dark orange, orange and yellow. These colors should be used as supporting colors to the primary black and red. They can be used liberally, yet not heavy-handed, to provide a bit of energy and variety to designed materials.

Complementary Colors

Complementary Color Palette: The complementary colors may be used very sparingly and primarily as accent colors that call the viewer's eye to important information like calls-to-action. Typography should not be set in these colors. They should not be used as large fields of color. None of the complementary colors may be used on or behind the Gardner-Webb logo.

Neutral Color Palette: The neutral color palette consists of cool grays and should only be used primarily as background color and for typography.

Color Usage Guideline: Colors should be used in the proper ratio. Primary colors are most prominent, followed by secondary colors. Neutral colors should be background supporting colors. Complementary colors should be used sparingly.

Gardner-Webb has a complementary color palette and a neutral color palette.

Color Usage Examples

When applying various color palettes to Gardner-Webb brand materials, balance the use of each against another in a proper ratio. Primary colors are most prominent, followed by secondary colors. Employ complementary colors sparingly as a way to draw the viewer's eye to important information like calls-to-action. Use the neutral color palette for background colors and for typography.

Here are some examples of how to use the color palette.

Patterns

Use patterned backgrounds to accent branded materials. These help add texture and interest to the design in a subtle and sophisticated way that references the curves of the Gardner-Webb flame. There are three variations: black, red and orange.

Use patterned backgrounds to accent branded materials.

Pattern Usage Guidelines

The diagram below shows where to crop the pattern for different materials.

  1. When using the pattern on a 8.5x11 piece of paper or other rectangular printed material, begin cropping in the upper left-hand corner of the pattern document. Examples include folders, ads, etc.
  2. When using a long strip of the pattern, begin cropping where the flames intersect. The curve of the flame will help guide the viewer's eye. Examples include envelopes, business cards, etc.

This diagram shows where to crop the pattern for different materials.

Supergraphics

Use supergraphics strictly with university-wide communications and marketing efforts. Do not apply them to materials from individual schools, programs, departments, or events.

Use supergraphics strictly with university-wide communications and marketing efforts.

Typography

In order to create and maintain a consistent look throughout all Gardner-Webb's materials, the same families and styles of typography should be used at all times.

Primary Typography

The primary typeface for Gardner-Webb is Avenir LT Std. The typeface offers a high degree of legibility at many sizes.

Avenir should be used as the primary typeface for Gardner-Webb. However, if it is not able to be used, either from lack of access or technical limitations (like on the internet), the substitute typeface Arial may be used.

The primary typeface is Avenir Lt Std. The substitute typeface is Arial.

Secondary Typography

Complementary Typeface: When long form copy is being used, a serif font may be useful to improve legibility. For these occasions, the Chaparral Pro typeface may be used. The font should be used secondary to Avenir LT Std.

Substitute Typeface: Chaparral Pro should be used as the complementary typeface for Gardner-Webb. However, if it is not able to be used, either from lack of access or technological limitations (like on the internet), the substitute typeface Times New Roman may be used.

Complementary Script Typeface: The script typeface Natural Script should be used very sparingly and only as an accent typeface or as featured headlines on ads, banners, etc. It should never be used as body copy or headlines in body copy.

Chaparral Pro typeface may be used in long form copy. Times New Roman may be substituted.

Applying the Brand

Stationery

Stationery is an important factor in creating a unified look for a university.

If the cost of printing is an issue, alternate templates may be used. Business cards may be printed one sided. Envelopes may be printed with black text on a white background instead of knocked out text.

Stationery is an important factor in creating a unified look.

Business Cards and Envelopes

Photography

Content: Photography is an excellent way to engage with those who view your content.

The best photography assets engage viewers with active pictures taken in the subject's environment. Creative use of depth-of-field and effective cropping will help draw in and hold the viewer's focus.

Avoid using photos that are poorly lit or disproportionately scaled. Photos should remain above 300 DPI when scaled to their printed size.

Technical Guidelines: Photos must be high resolution.
Photo size minimum: 9 in by 12 in, 2700 x 3600 px.
Image resolution: 300 DPI
Format: JPG, TIFF, or RAW

Photography Guidelines favor active pictures in the subject's environment.