Identity Toolkit - Creative Approach
The WSU Extension sub-brand connects with audiences by constantly communicating its five brand drivers:
- World Class Educators
- Premier Educational Experience
- Leading Research for Innovative Change
- Leveraging Partnerships for Community Change
- Driving Sustainable Economic Development
Design Elements
The WSU Extension sub-brand is about communicating the reach and strength of the University’s outreach capabilities, and the resources it can provide the state. With a combination of local partnerships, volunteers, experts, and the resources of a world-class research university, WSU Extension enriches lives across the state.
- Layout is simple yet sophisticated. A use of grid patterns and white space allows designers of all levels to promote WSU Extension’s programs in a clear, consistent, and elegant manner. Brand design elements are expressed primarily in layout, utilizing imagery and text in negative space. Rectangular blocks of color echo the core brand’s use of geometric shapes.
- The sub-brand color palette includes Washington State University’s1 crimson, grey, and black, as well as a complimentary chocolate brown (which has recently been added to the University’s color pallette). Two additional colors, a sky blue and a sea green, round out the WSU Extension color palette. Chosen for their fresh appearance, they—together with the chocolate brown—honor WSU Extension’s traditional and current connection to the land and the environment. The crimson of the core brand represents the warmth of the organization’s connection to communities and individuals.
- Headlines and copy utilize a third person approach, and inform audiences of the goals and services provided by WSU Extension in a confident, unexpected, and witty tone.
- Branded imagery is intense and engaging, and features experts in their fields of emphasis. Whether the location is metaphorical representation of the program, or set in an actual location, the portraiture aims to quickly grab attention, while making an easily understood connection to the program of interest. In all primary images, subjects directly engage with the audience.
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A grid-pattern layout provides a simple sophistication, making it easy to maintain at all levels of WSU Extension.
Adapted from Washington State University Extension—Brand Toolkit™© 2007 Educational Marketing Group, Inc. All right reserved. Printed in U.S.A.
Secondary content using h2 tag. Column 2
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Heading using the h3tag
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