Brand Style Guide

Owned by Cheryl Li
Last updated: 2023-10-23 by Georgia Vachon Westerlund
2 min read

Brand Story

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

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

  • Spacing Rules

  • Acceptable Colour Variations

    • Black

    • White

  • Logo files: WARG Logo (S23 Redesign)

  • Sizing

    • Must be large enough to read

Colour Palette

  • 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

Typography

  • Fonts, styles, sizes, weights, purpose

    • Website: Lato

      • Titles Size: 34

      • Subtitles Size: 15

      • Banners Size: 64

    • Social Media Fonts:

      • 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