UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008

An identity system is much more than the format

and use of a symbol, such as a logo or a wordmark.
A comprehensive visual identity system is a structure for
communicating and presenting information logically,
clearly, and with distinction.
When you apply system guidelines, you make it easier for your audience to quickly
identify that your publication is coming from the University of Waterloo, immediately
putting your message in context.
The fonts, colours, and wordmarks outlined in this guide are in response to feedback
from marketers and communicators on campus. We’ve also built on what was learned
from the 50th anniversary marketing and communications.
UW’s Executive Council endorses these changes as a first step in a larger UW identity
review project that should roll out by the end of this calendar year (2008).
The larger project is in response to calls for a recognizable institutional identity, or
“brand”, supported by messages highlighting UW’s distinguishing traits or attributes.
This project will address the fact that the multitude of promotional materials we
now produce, with very different looks and styles, is a sign that there is a lack of an
agreement on campus when it comes to UW’s public identity, and UW’s positioning with
our many audiences. The project will also address the need for a UW identity system to
align with the Sixth Decade Plan and the institutional positioning that plan strives for.
Contents

The Logo 2
Protection Space and Positioning 3
Colour 4
Colour Backgrounds 6
Incorrect Uses 7
Faculty and School Wordmarks 8
The Waterloo Wordmark 10
Stationery System 12
Letterhead 13
Business Card 17
Envelope 18
Fonts 18
 The Logo

2
UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008 |

The University of Waterloo logo consists of type

and the shield.
It features the University shield stylized from our armorial bearings and the name of
the university above. The shield of the University of Waterloo has been used for over
50 years. It is very well recognized, and is our mark under Canadian law.
The logo is to be used on all University materials. When the logo is used, its shape
should not be altered in any way. The logo should not appear with any other mark,
symbol, graphic, logo or logotype other than the approved wordmarks presented here.

The University of Waterloo logo is available for download

from the Graphics website.
The various formats are available at www.graphics.uwaterloo.ca/design/logos.php.
Protection Space and Positioning

The space separating the

shield from the type
should never be altered.

The clearance space 3

needed around the logo is
the width of the “W”.

| UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008

Do not use the logo
smaller than .8 inch
or 2 cm wide.

In order for the logo to be used effectively in a variety of

applications, the Visual Identity Guide provides guidelines
to protect the space and positioning of the type and shield
that make the logo.
The logo has a unique proportion that must not be altered in any way. When the logo is
reduced or enlarged, it should always be treated as one unit. All elements must be sized
proportionately. The logo must not be reduced any smaller than .8 inch or 2 cm wide.
A minimum clear zone equal to the width of the “W” in the word Waterloo is required.
The shield and type must always be used together to form the logo, and may not be separated.
 Colour

One and Two Colour

4
1 colour
UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008 |

The logo can be used in any one colour version as well as reversed.
(black and white shown here)
The University logo may be printed in
black or as a white reverse.
The logo may be reproduced as a colour
as long as there is good contrast between
the logo and background colour.

Special Print Techniques

The entire logo may be engraved,
1 colour
When using as a metallic, embossed or metal foil stamped.
use PMS 871. If printing a metallic ink, use PMS 871.
Four-colour Process, Pantone Colours and Web Colours
5

| UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008

4-colour process Pantone colours

Black Yellow Red Black Yellow Red

C=0 C=0 C=5 PMS 7403 PMS 187
M=0 M=11 M=100
Y=0 Y=51 Y=71
K=100 K=0 K=22

Web/RGB equivalent * When printing items from these guidelines on an inkjet

printer it is important to know the colour representation
Black Yellow Red
will not be accurate. The only true way to achieve
r=0 r=255 r=185
g=0 g=224 g=20
accurate colour representation on important projects is
b=0 b=144 b=57 to have them professionally printed. Pantone colours
web=000000 web=ffe090 web=b91439 are only truly represented in printed materials where
these Pantone colours have been specified.
 Colour Backgrounds

Solid Colour

6 Textured Background
UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008 |

Textured Background

The logo may be printed on any solid colour or texture that

provides sufficient contrast and legibility.
Although the logo may be printed on a variety of backgrounds, no images or words should
overlap or merge with it. It should never be integrated into an illustration, cartoon or other
symbol or logo.
Incorrect Uses

University of
Waterloo

Improper proportion Different type style Framing

Reduce and enlarge the logo The provided type is the only The logo should never be framed in
proportionately. The size of the typeface allowed in the logo format. a restricting box, shape or specific
shield in relationship to the type area. Please refer to page 3 for
should not be altered. protection space.

7
Improper placement of shield Distracting Background Enclosure or framing
The logo positioning should never be The logo should never be placed on The shield should not be contained by

| UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008

altered. The placement of the shield backgrounds that distract or overpower. any visual elements. The logo should
relative to the type must never be never be partially or fully enclosed or
modified. framed in a restricting shape.

Presentation Notes
Warriors

Transparency Overlapping of visual elements Distortion

The logo should never be screened or The logo should never be encumbered The logo should never be distorted
placed behind any type or graphic. by other visual elements. Copy, slogans, or manipulated.
symbols or images should never overlap
or be aligned with the logo.

To establish and maintain consistent and effective use of

the University of Waterloo logo, it is essential to follow the
standards set in this manual.
The examples on this page show how the logo may not be used.
Such misuse will undermine the University’s effort to present a strong and unified image,
and will alter the meaning of the logo itself.
Although only one version of the logo is used in these illustrations, all of the official
versions are subject to these parameters.
 Faculty and School Wordmarks
The following wordmarks have been approved by the The following wordmarks have been approved by the
Executive Council for the branding of each Faculty by Executive Council for the branding of each School by
the University. the University.
4-colour process or 2-colour 1-colour (reversed version available) 4-colour process or 2-colour 1-colour (reversed version available)

8
UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008 |

Special Approval When a wordmark is used, its shape should not

be altered in any way.
The following wordmark for the Faculty of Engineering’s
fundraising campaign has been given special approval by The various formats are available at
the university. If you have a case like this please contact www.graphics.uwaterloo.ca/design/logos.php.
the Office of the Vice-President, External Relations.
Faculty and School Wordmark Usage Guide

The words “University of” can be

omitted in this case because
the University logo is on the
same page.

| UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008

back and front cover
(note usage of full Faculty Wordmark University of
200 University
Waterloo
Avenue West

on the cover and UW logo on back cover)

Waterloo, Ontari
o, Canada
N2L 3G1

When the University of Waterloo logo and the Faculty, School

or Special Approval wordmarks are on the same page you do
not have to repeat the “University of” in the wordmark.
A professional designer will have the software to manipulate the file to take away the
“University of” when appropriate.
 The Waterloo Wordmark

10
UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008 |

The Waterloo wordmark has been developed to use as a

graphic element. When it is used on the cover of
publications, it is to be used in combination with the words
University of Waterloo. In this case, the full logo must
appear on the back cover.
When the wordmarks are used, its shape should not be altered in any way. The same logo
guidelines apply to all wordmarks.
 Waterloo Wordmark Usage Guide

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| UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008

TUDIES

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 Stationery System









 













Name BA, MASc

Title
FACULTY OR DEPARTMENT
University of Waterloo
��� University Avenue West
Waterloo, Ontario, Canada N�L �G�
���-���-����, ext. XXXXX
Fax: ���-XXX-XXXX







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www.site.uwaterloo.ca







FACULTY OR DEPARTMENT
University of Waterloo

12
200 University Avenue West
Waterloo, Ontario, Canada N2L 3G1
UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008 |

FACULTY OR DEPARTMENT
University of Waterloo
��� University Avenue West
Waterloo, Ontario, Canada N�L �G�
���-���-����, ext. XXXXX
Fax: ���-XXX-XXXX
name@uwaterloo.ca
www.server.uwaterloo.ca

A comprehensive stationery system for the University

of Waterloo is a key component of our identity.
A basic stationery system consists of 8.5" x 11" letterhead, 3.5" x 2" business card
and a No. 10 envelope.
Solex is the typeface to be used when displaying all information.
Ink colours are PMS 7403 and PMS 187.
Starwhite is the stock that the letterhead and business cards are printed on and is archival
and acid free, elemental chlorine free (only some fibres are chlorine free), inkjet and laser
compatible, recyclable but no recycled content and is fsc certified.
(Matching No. 10 envelopes are available.)
Letterhead

Letterhead - Vertical Letterhead - Horizontal

Please note that the size FACULTY OR DEPARTMENT University of Waterloo, ��� University Avenue West, Waterloo, Ontario, Canada N�L �G�
���-���-����, ext. ����� | Fax: ���-���-���� | name@uwaterloo.ca | www.uwaterloo.ca

and positioning of the logo

can not be altered.







 













13

| UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008

Please note that this information can
FACULTY OR DEPARTMENT
University of Waterloo
FACULTY OR DEPARTMENT
not be altered or added to in any way.
��� University Avenue West
University of Waterloo
Waterloo, Ontario, Canada N�L �G�
��� University Avenue West
Without a secondary visual identifier,
���-���-����, ext.Canada
XXXXX
Waterloo,
Fax:
Ontario,
���-XXX-XXXX
N�L �G�
name@uwaterloo.ca
the customized information is
���-���-����, ext. �����
www.server.uwaterloo.ca
Fax: ���-���-���� positioned slightly lower.
name@uwaterloo.ca
www.uwaterloo.ca

There are two options for letterhead. In both versions, the logo
at the top left identifies the University.
The faculty name, mailing address, telephone numbers, email address and website are listed
either on the left-hand section of the letterhead, or across the top.
The University of Waterloo logo size or positioning, the type of information listed, the size and
the font, can not be modified.
Please talk to UW Graphics about the additional costs for printing a secondary visual identifier
at the bottom left.
 Letterhead with Secondary Logos

Adding a secondary logo Adding a secondary logo

to the Letterhead - Vertical to the Letterhead - Horizontal
Please note that the size FACULTY OR DEPARTMENT University of Waterloo, ��� University Avenue West, Waterloo, Ontario, Canada N�L �G�
���-���-����, ext. ����� | Fax: ���-���-���� | name@uwaterloo.ca | www.uwaterloo.ca

and positioning of the logo

can not be altered.







 












 


















Please note that the secondary

14 visual identifier on the horizontal
letterhead must be located in
the bottom right and can be no
UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008 |

larger than 1.25" (3.2 cm) wide

x .65" (1.7 cm) tall and can be
reproduced in 1-4 colours.

FACULTY OR DEPARTMENT
University of Waterloo
FACULTY OR DEPARTMENT ��� University Avenue West
University of Waterloo Waterloo, Ontario, Canada N�L �G�
��� University Avenue West
���-���-����, ext. XXXXX
Waterloo,
FACULTY OROntario, Canada
DEPARTMENT
Fax: ���-XXX-XXXX
N�L �G� of Waterloo
University
��� University Avenue
���-���-����,
Waterloo,
West
ext. �����
Ontario, Canada N�L �G�
Fax: ���-���-����
Please note that the secondary name@uwaterloo.ca
www.server.uwaterloo.ca

name@uwaterloo.ca
���-���-����, ext. XXXXX
www.uwaterloo.ca
Fax: ���-XXX-XXXX
visual identifier on the vertical
name@uwaterloo.ca
www.server.uwaterloo.ca letterhead must be located in
the bottom left and can be no VISION 2010 CAMPAIGN

larger than 1.25" (3.2 cm)

wide x .65" (1.7 cm) tall and can
be reproduced in 1-4 colours.

You may add a secondary visual identifier to the letterhead.

Please note that if you choose the vertical format of letterhead the secondary visual identifier must
be located at the bottom left. If you choose the horizontal format the secondary visual identifier
must be located at the bottom right. (size restrictions and samples above)
Please talk to UW Graphics about the additional costs for printing a secondary visual identifier.
 Sample Vertical Letterhead Template

top margin text alignment �" date – right justified �.�" from top

February 27, 2008 date – right

justified text
Ms. Prospective Volunteer alignment .��"
left margin
text alignment �" 1234 Westmount Avenue
Waterloo ON N2L 1L8

Dear: Volunteer:

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed varius nunc ut eros. Aliquam right margin text
tincidunt. Aenean pellentesque mattis est. Aenean rhoncus blandit magna. Vivamus est
mauris, commodo non, cursus nec, gravida vel, mi. Nulla venenatis imperdiet nulla.
alignment .��"
15
Fusce eu felis. Aenean est quam, adipiscing eu, consequat eu, lacinia ac, massa. Fusce nec

| UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008

nisl. Sed orci ante, condimentum id, imperdiet nec, mollis at, est. Nulla molestie nisl eget
nunc. Praesent id erat. Phasellus quam diam, suscipit quis, porta et, viverra et, lorem.
Praesent faucibus sapien ornare massa. Sed sit amet elit. In pellentesque mauris in est.
Integer ac nunc. Vestibulum id justo. Phasellus aliquet. Curabitur blandit. Aliquam sodales
sem eu velit. Morbi tempor, ligula vitae ultricies accumsan, sem neque sollicitudin lectus,
sit amet mollis lacus massa eu ligula. Nulla facilisi.

Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas.
Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus.
Praesent congue est eget purus. Morbi tempor, ligula vitae ultricies accumsan, sem neque
sollicitudin lectus, sit amet mollis lacus massa eu ligula. Nulla facilisi.

letter body Praesent ullamcorper rhoncus nibh. Ut adipiscing, dolor a varius pretium, lorem arcu
copy ��pt accumsan urna, vel vestibulum turpis mi eget risus. Vivamus sodales turpis id est.
Times New Pellentesque a nisi. Pellentesque lacinia orci id risus. Morbi tempor, ligula vitae ultricies
Roman accumsan, sem neque sollicitudin lectus, sit amet mollis lacus massa eu ligula. Nulla facilisi.
auto leading
left justified, Vestibulum id justo. Phasellus aliquet. Curabitur blandit. Aliquam sodales sem eu velit.
ragged right Morbi tempor, ligula vitae ultricies accumsan, sem neque sollicitudin lectus,
sit amet mollis lacus massa eu ligula. Nulla facilisi.

Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas.
Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus.
Praesent congue est eget purus. Morbi tempor, ligula vitae ultricies accumsan, sem neque
sollicitudin lectus, sit amet mollis lacus massa eu ligula. Nulla facilisi.

FACULTY OR DEPARTMENT
University of Waterloo
��� University Avenue West With my best regards, signature and
Waterloo, Ontario, Canada title – right
University of Waterloo
N�L �G�
��� University Avenue West
justified
���-���-����,
Waterloo, Ontario,ext. �����N�L �G�
Canada NOT to fall
Fax: ���-���-����
���-���-���� David Johnston below this
name@uwaterloo.ca
www.uwaterloo.ca President baseline .���"
www.uwaterloo.ca
from the
bottom
of page

signature and title –

right justified
text alignment .��"
 Sample Horizontal Letterhead Template
UW letter setup:Layout 1 10/15/08 11:11 AM Page 2

top margin text alignment �"

FACULTY OR DEPARTMENT University of Waterloo, ��� University Avenue West, Waterloo, Ontario, Canada N�L �G�
���-���-����, ext. ����� | Fax: ���-���-���� | name@uwaterloo.ca | www.uwaterloo.ca

left margin
text alignment �" February 27, 2008

Ms. Prospective Volunteer

1234 Westmount Avenue
Waterloo ON N2L 1L8

16 Dear: Volunteer: right margin text

alignment .��"
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed varius nunc ut eros. Aliquam tincidunt.
UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008 |

Aenean pellentesque mattis est. Aenean rhoncus blandit magna. Vivamus est mauris, commodo non, cursus
nec, gravida vel, mi. Nulla venenatis imperdiet nulla.

Fusce eu felis. Aenean est quam, adipiscing eu, consequat eu, lacinia ac, massa. Fusce nec nisl. Sed orci
ante, condimentum id, imperdiet nec, mollis at, est. Nulla molestie nisl eget nunc. Praesent id erat. Phasellus
quam diam, suscipit quis, porta et, viverra et, lorem. Praesent faucibus sapien ornare massa. Sed sit amet
elit. In pellentesque mauris in est. Integer ac nunc. Vestibulum id justo. Phasellus aliquet. Curabitur blandit.
Aliquam sodales sem eu velit. Morbi tempor, ligula vitae ultricies accumsan, sem neque sollicitudin lectus,
sit amet mollis lacus massa eu ligula. Nulla facilisi.

Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Cum sociis
natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Praesent congue est eget purus.
Morbi tempor, ligula vitae ultricies accumsan, sem neque sollicitudin lectus, sit amet mollis lacus massa eu
ligula. Nulla facilisi.
letter body
copy ��pt Praesent ullamcorper rhoncus nibh. Ut adipiscing, dolor a varius pretium, lorem arcu accumsan urna, vel
Times New vestibulum turpis mi eget risus. Vivamus sodales turpis id est. Pellentesque a nisi. Pellentesque lacinia orci
Roman id risus. Morbi tempor, ligula vitae ultricies accumsan, sem neque sollicitudin lectus, sit amet mollis lacus
auto leading massa eu ligula. Nulla facilisi.
left justified,
ragged right Vestibulum id justo. Phasellus aliquet. Curabitur blandit. Aliquam sodales sem eu velit. Morbi tempor, ligula
vitae ultricies accumsan, sem neque sollicitudin lectus, sit amet mollis lacus massa eu ligula. Nulla facilisi.

Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Cum sociis
natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Praesent congue est eget purus.
Morbi tempor, ligula vitae ultricies accumsan, sem neque sollicitudin lectus, sit amet mollis lacus massa eu
ligula. Nulla facilisi.

signature and
With my best regards,
title – left
justified
NOT to fall
below this
baseline .���" David Johnston
from the President
bottom
of page

signature and title –

left justified
text alignment .��"
Business Card
Please note that the size
and positioning of the logo
can not be altered.

Name BA, MASc

Title
Please note that this style can
FACULTY OR DEPARTMENT not be altered or added to in
University of Waterloo any way, including the font
��� University Avenue West and size.
Waterloo, Ontario, Canada N�L �G�
���-���-����, ext. XXXXX
Fax: ���-XXX-XXXX







 name@uwaterloo.ca







www.site.uwaterloo.ca







Optional back of card with Secondary Visual Identifier 17

| UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008

Name BA, MASc
Title
FACULTY OR DEPARTMENT
OPTION A - Image and copy University of Waterloo
Please note that the secondary visual identifier can be no ��� University Avenue West
larger than 1" (2.5 cm) wide x .75" (1.9 cm) tall and the Waterloo, Ontario, Canada N�L �G�
type of information, font and size can not be altered.
���-���-����, ext. XXXXX
Fax: ���-XXX-XXXX
name@uwaterloo.ca
www.site.uwaterloo.ca

OPTION B - Image only

Please note that the secondary visual identifier can
be no larger than 2.25" (5.7 cm) wide x .75" (1.9 cm)
tall and the type of information, font and size can not
be altered.

The ultimate purpose of a business card is to act as a communicator

of information as well as a symbol of the university.
If you choose to have a two-sided card you may add a secondary visual identifier as well as the type of information
listed. Please note the size of the identifier and type can not be modified.
Please talk to UW Graphics about the additional costs for printing a two-sided card.
 Envelope

FACULTY OR DEPARTMENT
University of Waterloo
200 University Avenue West
Waterloo, Ontario, Canada N2L 3G1

18
UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008 |

Respective to indicia and postal regulations, the University of

Waterloo logo and corresponding return mailing address are
positioned beside each other in the top left corner of the envelope.
The University of Waterloo logo size or positioning can not be modified. The type of information
listed, the size and the font can not be modified.
Fonts

Solex - a san-serif font

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Eidetic - a serif font

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

The fonts to use when creating official University documents 19

are Solex and Eidetic.

UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDE 2008 |

A professional designer will have access to these fonts.
Alternative fonts when creating internal documents include Times New Roman and
Franklin Gothic Medium.
 If you need further information please contact
the Office of the Vice-President, External Relations.

october 2008