A unified graphic identity, as expressed through a consistent application of the university logo, other college symbols, and a standard stationery system, is a key underpinning of the college's communication efforts. The elements that make up the graphic identity work to define and communicate the image the college wishes to convey to its many audiences. Standardized usage is important to maintaining the integrity of the institution's graphic identity.
The Lawrence University graphic identity program consists of the university logo, the university seal and Lawrence heraldic coat of arms, the university stationery system of letterhead, envelopes, and business cards, and the Vikings athletic logo and related varsity sports indicia.
A. The University LogoThe university logo consists of a unified presentation of the Lawrence crest and Lawrence University wordmark. Use of the logo and its component parts--the crest and wordmark--is guided by the graphic identity program approved by the president and the president's administrative staff for adoption on July 1, 2001. Templates for approved presentations are available from the Office of Communications.
The typeface employed for the wordmark is Trajan. The font is available from Adobe Systems, Inc. (www.adobe.com).
A.2 Standards of UsageThe university logo may be reduced or enlarged, but the relationship of the parts (i.e., text and crest graphic) cannot be altered. Suitable space should surround the logo and accompanying text should not crowd the presentation of the logo. The logo is not to be used as a graphic embellishment and the stand-alone use of the crest without the wordmark is to be avoided. Any intended used of the stand-alone crest must be approved in advance by the Office of Communications.
In certain instances, the Lawrence University wordmark may be shortened to the single word Lawrence. This occurs only in specifically authorized applications, principally campus signage and the merchandising of college apparel.
A.3 Color VariationsPMS 294 is the standard for "Lawrence blue." When the crest is printed in two colors, the antelope, the top portion of the crest, and the outline of the crest (including the interior lines defining the cross) should be printed in black, and interior portions of the shield in the four corners which outline the cross should be printed using PMS 294. The accompanying wordmark is printed in black.
The PMS colors for two-color representation are black and PMS 294. No other colors may be substituted.
Where two-color printing of the logo is not appropriate, the crest and wordmark are normally presented in black. Other one-color logos may be employed, depending upon the application. In such cases, the selected color serves to replace the black in the presentation and must not be used to fill in the cross or four quadrants surrounding it.
A.4 ApplicationsThe university logo is used on university publications and is the principal element of the university stationery system (letterhead, envelopes, business cards). The logo is also used in exterior signage, as stipulated by the Wayfinding and Campus Signage Manual and, in certain instances, college merchandise. Release of the university logo for use for other purposes is subject to approval by the Office of Communications.
The seal and the Lawrence heraldic coat of arms are official identifications of Lawrence University and are generally reserved for use on diplomas, commencement programs, academic certificates, and other official documents as determined by the Office of the President.
The Lawrence University seal consists of an outer ring containing the name Lawrence University of Wis. and an inner circle with the English phrase Light! More Light!, the founding date of the university (1847), and the Latin Veritas Est Lux. The seal is printed in black on a white background.
In addition to its use on formal university publications, the seal may also, under certain circumstances and subject to approval by the Office of Communications, be used on other print reproductions and on college merchandize.
B.2 The Lawrence Heraldic Coat of ArmsThe Lawrence heraldic coat of arms is used on commencement publications and consists of the university crest reproduced with other, specified, color variations. When used as a heraldic adornment, the crest contains a shield of silver bearing a cross of red. In the upper third of the shield against a red background is a double-tailed lion in gold. The head of the antelope is in black, the antlers are in gold, and the antelope crest supported by a red and silver roll.
The Lawrence University athletic logo consists of the Viking head graphic, Lawrence University wordmark, and the word Vikings.
Trajan is used for both the Lawrence University wordmark and the word Vikings.
C.2 Standards of UsageThe Vikings athletic logo may be reduced or enlarged, but the relationship of the parts (i.e., text and Vikings graphic) cannot be altered. Suitable space should surround the logo and accompanying text should not crowd the presentation of the logo. None of the graphic elements may be separated from the others and the spatial relationship of each element to the others is to be maintained.
C.3 Color VariationsColors for presentation of the Vikings athletic logo should be limited to one throughout or, if two colors, to black and one additional color. Using more than two colors is discouraged.
C.4 ApplicationsThe logo may be used on newsletters, notecards, brochures, banners, or other printed matter that represents or promotes varsity athletics.
The Vikings athletic logo and its use are separate from the university stationery system of letterhead, envelopes, and business cards. Official correspondence from the Department of Athletics adheres to the campus-wide stationery system.
Other athletic images, such as the letters L and U, as well as the university wordmark may be employed on varsity sports team apparel. Use of any other images on varsity sports team apparel or any variation from the standards identified below are subject to the approval of the Director of Athletics.
When the letters L and U are used on caps, the L and U are in block style and are interlocking.
The wordmark Lawrence University is to be used on team uniforms and in other representations and should not be abbreviated to the single word Lawrence.
When used on varsity uniforms, Lawrence University is presented in block lettering with a curved presentation. Presentation of the words on baseball and softball uniforms, however, may be in script lettering.
Use of the words Lawrence University or Vikings in a vertical presentation (letters stacked vertically) is to be avoided.
Home uniforms normally contain the word Vikings. Away uniforms contain the words Lawrence University.
The Viking head when used alone on varsity sports team apparel may be enlarged or reduced but not redrawn.
D.2 Color VariationsColors for use on varsity team uniforms are restricted to dark blue (PMS 294), white, and gray. Gray may be used as a color substitution for the normal blue and white presentation.