Visual Identity
Please Note: The visual identity standards contained in this section of the WPI Identity Web site were approved by the WPI Board of Trustees on Oct. 11, 2002.
WPI's corporate identity is one of the most important building blocks of its marketing and communications program. Consistent use of the university's official marks, colors and typefaces not only will distinguish WPI from other institutions of higher education, but will help it establish itself broadly as a prestigious and innovative technological university.
A strong visual identity helps foster immediate recognition for a university, builds credibility for its programs, and expresses its personality, character and quality. Consistently applied, WPI's graphic elements will help it speak to its various constituencies in a distinct voice that builds awareness.
Testing with a number of key audiences indicated that WPI's new graphic identity brings to mind qualities that are consistent with the university's core mission and its marketing position. For example, here are the qualities most often associated with the WPI Logo:
| Challenging | Intelligent |
| Competition | Respected |
| Comprehensive | Scholarly |
| Distinctive | Professional |
| Established | Well-rounded |
The benefits of WPI's visual identity program will be accrued not only by the university as a whole, but also by each of its units. Likewise, the responsibility for protecting that identity is shared by every department, program and office. The standards outlined in this guide have been developed as a way of safeguarding the university's visual identity. They are not intended to standardize its publications or limit creative expression. Instead, they are designed to help assure the clear and consistent expression of WPI's brand.
WPI's corporate identity system consists of three elements:
- A set of two unique marks
- A set of official colors
- A set of official typefaces
