University shield
The heraldic shield that is part of the logo is an iconic and historical part of WashU’s visual legacy. It has been drawn in such a way that it can be reproduced at any size without compromising the integrity of the artwork.
The three stars and two horizontal bands are part of George Washington’s coat of arms and also represent the stars and stripes of the American flag. The three fleurs-de-lis at the bottom of the crest symbolize King Louis IX of France, after whom the city of St. Louis is named; the open book represents a university.
assets for washu Communicators and Marketers
Pixel is MarComm’s digital asset library, which houses WashU images and brand assets. WashU staff needs a license to access them.
How to use the shield
The shield can be used by itself (without the WashU word mark) as a design element that gives designers a great deal of flexibility. It can be used as an accent graphic or ornament to add visual impact and university flavor to page layouts. It can be used in large or small sizes, as a repeating pattern, cropped at the edge of a composition, or as a stand-alone flourish.
Use shield separately from text
The shield cannot be combined with text in a way that could be mistaken for a logo lockup. It should be used solo.
One-color version
When using the shield as a design element, the one-color version should be used, not the full-color version. It can be produced in any single brand color — typically, white, red, gray or black.
There may be rare instances where the full-color shield is used alone, but this requires prior approval by University MarComm.
Pair with the logo
Use of the shield as a design element does not replace the need for a full WashU logo in most applications.
Typical applications
Example applications for the shield include the following: oversized cropped shield used as page ornament, wallpaper pattern created from step-and-repeat shields, small shield used as design element within a layout, and a shield used on merchandise.
University seal
This is the most formal visual symbol of the WashU brand. It is used in only the most formal situations — on diplomas, certificates, professorship installations and official communications from the chancellor. It may only be used with prior permission.
The WashU seal was originally developed in 1896 by Holmes Smith, professor of drawing and history of art at the university, and adopted by the Board of Trustees in March 1897. Professor Smith’s design included elements that symbolize both the origins of the university’s name and the university’s location in St. Louis. The university’s motto, adopted in 1915, appears across the pages of the book: Per Veritatem Vis, “Strength through Truth.”
To request consideration for using the university seal, contact MarComm.
