Brand Identityversion 2.0WENTWORTH BRANDING GUIDELINES 2023I D E N T I T YC O L O RB R A N D A R C H I T E C T U R ET Y P O G R A P H YP H O T O G R A P H YR E S O U R C E SWENTWORTH INSTITUTE OF TECHNOLOGY2This document reviews Wentworth’s brand positioning and graphic identity. If you are officially representing Wentworth, you should use these components to produce institute-branded communications. You can download the elements (logos, gestures, fonts, etc.), by logging into your myWentworth account and following the link to Digital Communications or refer to the Resources section in this document for more information. Submit questions or requests to Marketing & Communications by filling out a request form.How to Use the GuidelinesIdentity Primary & secondary identifiers; proper logo usageBrand Architecture Wentworth sub-brandsColor How to apply the official color palettesTypography Wentworth’s official fontsPhotography & Videography Guidelines for creating & using photographs & videoResources Business papers, design samples, & asset links03 10 13 18 20 22I D E N T I T YC O L O RB R A N D A R C H I T E C T U R ET Y P O G R A P H YP H O T O G R A P H YR E S O U R C E SWENTWORTH INSTITUTE OF TECHNOLOGY3Primary IdentifierOur wordmark, or logo, is the most consistent component of our identity. It is set in a customized font called Wentworth IBM/Lab Display. Created specifically for Wentworth, this font is used for the university wordmark and for the school and division sub-branding. The Wentworth wordmark can appear in a “full” or “short” version, depending on the context.For external audiences, always use the version of the Wentworth logo with “Institute of Technology” underneath, reinforcing brand positioning. The simplified version is appropriate for internal audiences already familiar with the breadth of Wentworth’s academic offerings. FULL WORDMARKSHORT WORDMARKExternal FacingInternal FacingI D E N T I T YC O L O RB R A N D A R C H I T E C T U R ET Y P O G R A P H YP H O T O G R A P H YR E S O U R C E SWENTWORTH INSTITUTE OF TECHNOLOGY4Secondary IdentifiersWentworth’s graphic identifiers each have a unique place in our history and represent the school and serve different purposes in expressing our brand. The ‘W’ logo, shield, or seal should not be used without first obtaining permission from the office of Marketing & Communications. Ensuring proper use of these identifiers is essential for maintaining brand consistency across the university.Innovative, proactive, technological, futuristic, modern, industrious, corporateScholastic, traditional, historical, collegiate, formal, austere, elegant Represents the school when a technology-centered, modern image is desired. The red logo should be replaced with a logo in our primary color. Represents the school in formal contexts whe...
