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Brand Story

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Mission

• With WARG our main priorities student learning and creating memorable experiences. Taking part in building a cutting-edge aircraft and representing UW Engineering at a national level is an impactful endeavor for the university and an unforgettable experience for our students

  Vision

Core Values

• Inclusivity - Everyone is welcome to join, regardless of faculty

• Hands On Learning - All team members play a valuable role in our projects

• Fun - What’s the point in dedicating your time and energy to projects that you hate?

Logo Guidelines

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• Spacing Rules

• Acceptable Colour Variations

  • Black

  • White

• Logo files: WARG Logo (S23 Redesign)

• Sizing

  • Must be large enough to read

  “Do not do unless you want someone to be angry”

Colour Palette

• Make sure to include hex, RGB, shades, tints

• UW Yellow #ffd54f

UW Dark Yellow #E4B429

Primary team colours:

• Black #000000

• White #ffffff

• UW Dark Yellow #E4B429

• Secondary team colours (only use if absolutely necessary):

  • UW Yellow #ffd54f

  • UW Engineering Purple #8100B4

  • UW Engineering Dark Purple #57058B

  • Dark Grey #323232

  • Light Grey #f2f2f2

  • White #ffffff

Typography

• Fonts, styles, sizes, weights, purpose

  • Website: Lato

    • Titles Size: 34

    • Subtitles Size: 15

    • Banners Size: 64

  • Social Media Fonts: Monsterrat Classic and Aileron Classic:

    • Open Sans Hebrew: Body Of Text

    • BISDAK/Black Ops One: Title of Posters/ Print Materials

    • Montserrat Extra Bold: Titles

Brand Voice

Tone

• Be friendly and welcoming!

• Very approachable

• Hip, young

• Avoid too much jargon, use layman terms when possible

• Maintain professionality, don’t be vulgar

• Words to use, words to avoid

  • Words to use:

    • Inclusive terms such as: “we”, “the team”

    • Emojis ok

Guidelines for Imagery

• How should photos be used?

  • Upload everything into Google Drive

  • https://drive.google.com/drive/folders/1kvOAjbOqmyXP1BmMDdzbmhJNn_kkwgIv

  • Provide context and descriptive titles

• What types of photos are ok?

  • Diverse photos!

  • No thirst trap photos

  • Lots of cool drone photos are always welcome

    • We love progress photos

    • Try to not send something too technical, we want stuff that is easily understandable to the average viewer

  • Photos of team (slice of life almost) are really appreciated

  • Photos are ok in landscape and portrait

  • TAKE MORE VIDEOS!!!

    • Show our process and progress

    • All videos should be taken portrait mode to maintain content and resolution

Instagram:

• Team members are encouraged to post about WARG

• Reposting is amazing for our engagement!

• More reels content!!

• Open to collabs

• Weekly content (throwback thursday, testimonial tuesdays)

• Campaigns (multiple grid all part of one larger post)

Other Social Medias:

• we need to flesh out our link tree