VERSION 1.1 — 17 MAR 2025
Table of Contents
Overview
For nearly 180 years, Lawrence University has prepared students not only for graduation but for a lifetime of success. At the heart of the Lawrentian experience is our commitment to the liberal arts, a foundation that equips students with the adaptability and depth of understanding essential in an ever-evolving world.
From our early role as one of the first co-educational colleges in the U.S. to the ongoing evolution of our College of Liberal Arts and Sciences and Conservatory of Music, Lawrence has balanced tradition with innovation, continually adapting to meet the needs of each new generation. We are enhancing academic programs, creating dynamic collaborative spaces, and providing transformative experiences that inspire creativity, nurture critical thinking, and foster growth both inside and outside the classroom.
Students excel academically, artistically, and athletically, pushing their limits, forging meaningful connections, and discovering their own unique paths forward. And long after graduation, they carry with them the values and lessons of their time at Lawrence, Forever a Lawrentian.
As We the Lawrentians—students, alumni, faculty, and staff alike—we continue to build on this journey of discovery, growth, and transformation. This brand platform embodies the essence of Lawrence’s mission and educational philosophy, while setting the course for a future where our students continue to thrive, poised to make a lasting impact on the world.
How to use this guide
Welcome to Lawrence University’s brand guidelines! This guide reflects who we are, what we do, and how we do it. Consistency in how we use our brand strengthens its impact while helping to build trust with students, alumni, faculty, staff and others.
This document helps unify our marketing and communications, so that we present a cohesive voice and look—whether it's in our admissions materials, campus signage, or beyond. Think of it as your go-to resource for creating content that feels unmistakably Lawrence.
While this guide provides the tools and elements for building our brand, it’s also flexible. You can adapt the style and tone to fit different needs, but always keep it distinctly Lawrence. By following these guidelines, we’ll enhance recognition of both the University and individual departments across campus.
NOTE: This is the 1.0 version of our brand guidelines. As we create new work for the brand, this document will continue evolving to reflect the changes that will inevitably come from making real work.
Accessing the Brand Library
Below you‘ll find downloads to access our logos, color palettes, fonts, and everything else you need to create content that aligns with our brand standards.
Section 1
Brand Strategy
What is a Brand Strategy? In short, it’s a creative brief. It’s an internal-facing strategy that all parties will use to make and judge work. It connects the brand platform to institutional goals by defining objectives, target audiences, and differentiating benefits of the school. It tells a story and explains what’s important to your audiences.
1.1
Positioning Statement
The brand positioning statement is the internal foundation from which a brand is built.
Lawrence is a destination where multifaceted individuals converge to illuminate new pathways and realize remarkable outcomes, for life.
1.2
Brand Pillars
The brand pillars support the brand positioning statement.
WHAT:
Academics
& Beyond
Lawrence’s innovative programming within a strong liberal arts foundation prepares students for lifelong success. While many colleges downplay their liberal arts roots, the school embraces its liberal arts roots as the core of our in-demand, outcomes-focused education. We’ve expanded our program offerings to align with student interests, blending career-specific skills with a liberal arts education. Students leave Lawrence not only as sought-after professionals but also as engaged, responsible citizens, prepared for lives of achievement, lifelong learning, and personal fulfilment. This foundation creates lifelong bonds, with alumni continuing to invest in and mentor the next generation of Lawrentians.
WHERE:
CAMPUS
& LOCATION
Lawrence University is the top liberal arts college in Wisconsin. Located in Appleton, Wisconsin, and part of the greater Fox Valley, it offers a vibrant campus that is an integral part of a growing metropolitan area. Students enjoy a safe, tight-knit community within a vibrant, accessible, friendly city located alongside the Fox River. With access to nature and modern conveniences, this welcoming, dynamic environment encourages students to build independence, faculty and staff to integrate into the community, and alumni to continue their relationships with the University, the community, and its people.
HOW:
The
Lawrentian Way
Community. Connection. Collaboration. Lawrence is a magic mix of warmth, rigorous academics, and a vibrant culture, enriched by the unique blend of its College and the Conservatory. Students have the freedom to choose their own path, guided by expert, engaged faculty and staff. The strong sense of camaraderie and care within the Lawrence community extends beyond campus, connecting students to the Appleton and Fox Cities communities, alumni, and each other. Students embrace their individuality, respect differences, and discover their strengths through ensembles, athletics, clubs, and student organizations, synthesizing their gifts and producing remarkable outcomes. These bonds extend beyond graduation, creating a lifelong network of Lawrentians who remain connected to each other and the University.
1.3
Brand Tone
The brand tone reflects Lawrence’s exciting, driven, vibrant, and welcoming personality—fueled by creativity, curiosity, and a fresh perspective.
tone words
Exciting
Driven
Vibrant
Welcoming
Creative
Curious
Fresh
1.4
Rationale
A liberal arts education has never been more scrutinized than it is today. Students and families are increasingly drawn to specialized degrees tied to in-demand careers. While the liberal arts are often questioned, the core skills they provide—critical thinking, communication, problem-solving, and intellectual agility—are more essential than ever. That’s why Lawrence combines a strong liberal arts foundation with transformative experiences, forward-thinking majors, innovative teaching methods, career-specific skills, and a renowned conservatory. While others stand by, we’re pushing to the forefront of liberal arts and higher education, preparing students for both today’s job market and careers that don’t yet exist.
1.5
Establishing Art
Establishing Art is a media-agnostic execution where we showcase original copy and design working in tandem.
Section 2
Messaging
Messaging defines who we are and how we're perceived. This guide aligns the voice of everyone creating content to create clear, compelling messaging that accurately represents Lawrence and engages our audiences.
2.1
Tone of Voice
Effective communication starts with understanding our audience and clearly conveying the "why" behind our message. Whether we're speaking to a prospective student and their families, an alumnus or a donor, our on-campus community, or broad external audiences, how we communicate should resonate with their specific perspective and needs.
Our brand tone is exciting, driven, vibrant, welcoming, creative, curious, and fresh. We adjust tone based on the audience to engage them more effectively and make every communication purposeful. For example, with a prospective student, we focus on excitement and discovery, while for a donor, we highlight impact and legacy.
Broad External Audiences
Prospective Students & Families
Alumni & Donors
On-Campus Community
2.2
Audience-Centered Language
Our goal is to connect directly with our audiences, by putting them at the heart of our communications. The focus is on what the audience experiences, how they can benefit, and how they relate to our message. This approach helps ensure that the audience feels engaged, valued, and understood.
By following these principles, our communication will feel more engaging and relevant to your audience, creating a sense of connection and shared purpose. Always aim to empower, encourage, and engage, putting the audience’s experience at the forefront of our message.
Rule 1:
Speak to the Audience’s Experience
Instead of focusing on what we offer, shift the focus to the audience’s benefits and actions. By putting the audience at the center, we make our message more relevant and actionable for them.
Before:
At [Organization], we offer resources to help students succeed.
After:
You’ll have the resources you need to succeed, from expert support to hands-on opportunities.
Rule 2:
Use Active Voice
Using active voice makes our message clear, direct, and impactful. It turns the listener into the subject of the action, creating a more engaging experience.
Before:
Opportunities for growth are provided to you.
After:
You’ll experience growth through real opportunities and challenges.
Rule 3:
Prioritize "You," "We," and "Us" Over "I" and "Me"
Audience-centered language is about collaboration and inclusion. Rather than focusing on your own actions or experience, shift the focus to how you and we work together to achieve goals. This makes your message more inclusive and relatable, emphasizing shared goals and experiences.
Before:
I can show you how to succeed.
After:
Together, we’ll unlock the path to your success.
Rule 4:
Use Person-Centered Language
Person-centered language puts the individual first, emphasizing their experience rather than defining them by a situation or condition. This ensures the audience feels respected and seen as whole people, not just as part of a program or process.
Before:
The student struggles with this process.
After:
You might find this process challenging at first, but we’re here to guide you through.
Rule 5:
Keep It Clear and Direct
Avoid jargon, buzzwords, and overly complex phrasing. Speak in simple, direct language that speaks to your audience’s needs and interests.
Before:
Leverage cutting-edge tools to optimize your workflow.
After:
You’ll use easy, powerful tools to get things done faster.
2.3
Headlines
Headlines are the most important element of our messaging—they are the first point of interaction a reader has with our content, whether it’s on a website, in a brochure, on social media, or in an email. A compelling headline grabs attention, sparks curiosity, and encourages the audience to engage further. Below are sample headlines that align with Lawrence’s brand platform.
Examples
We don’t ask “What’s next?” We are what’s next.
Chart your course.
Where big ideas flow.
Seek out your sound.
Helping the next generations of Lawrentians set sail.
A little generosity goes a long way.
A voyage of a thousand miles often starts with a single gift.
Discover the number one liberal arts school in Wisconsin.
Play like a Viking.
Where music is instrumental.
From Lawrence to the pages of the New Yorker.
From Lawrence to the forefront of Third Wave feminism.
2.4
Body Copy
Body copy plays the critical role of providing clear, accurate information about Lawrence while maintaining an interesting and dynamic voice.
NOTE: We will add additional examples as we create new content for the brand.
Example 1
This copy speaks to the audience’s experience.
Welcome to Lawrence University – the traditional liberal arts college and conservatory in Appleton, Wisconsin that builds new traditions every trimester. Come here to take advantage of forward-looking majors like biochemistry, computer science, and economics, that when combined with liberal arts, redefine what it means to be a well-rounded student and prepare you for careers that don’t yet exist.
Example 2
This copy uses person-centered language that puts the individual first.
College is a journey. Yours begins at Lawrence, where your education fuses liberal arts with future-ready subjects in business and science to help you become so well-rounded, you roll. At Lawrence, you'll develop problem solving and interpersonal skills to adapt and succeed wherever you choose to go. And boy, do Lawrentians go—from the British Museum to Silicon Valley, from Wall Street to non-profits, you’ll arrive ready for the challenge.
Example 3
This copy uses active voice.
In Appleton, Wisconsin, where Lake Michigan and the great Northwoods converge near the Fox River, sits Lawrence University. Here, passionate professors, a world-renowned conservatory, and a tight-knit university community—all within a vibrant, welcoming city— provide you with the opportunity to discover what you love. And like the river that flows through campus, you are free to cut your own path toward anywhere you choose.
Example 4
This copy prioritizes "you," "we," and "us" over "I" and "me".
Home of the Vikings. It’s not just something we slap on our scoreboard. It’s the sense of community we foster for our student athletes who compete across 24 intercollegiate sports and three athletic conferences. We seek out student athletes who can thrive in our rigorous and engaging living and learning environment. Lawrence Vikings lean on each other and learn from one another. They develop skills that go beyond sports to clear a path to the future. No matter where that path leads, it could have only started here–the home of the Vikings.
2.5
Do & Don't
We developed this simple list of guidelines to follow so that everybody who writes for Lawrence can create on-brand content.
Do:
Be clear
Where big ideas flow.
Don't:
Be boring
Lawrence University is a liberal arts school in Wisconsin.
Do:
Be consise
Chart your course.
Don't:
Be too formal
Lawrence is a destination where multifaceted individuals converge to illuminate new pathways and realize remarkable outcomes, for life.
Do:
Be clever
Where music is instrumental.
Don't:
Be too casual
Lawrence is awesome.
Do:
Be creative
A voyage of a thousand miles often starts with a single gift.
Don't:
Be traditional
Brilliant move.
Do:
Be curious
We don’t ask “What’s next?” We are what’s next.
Don't:
Be confusing
We are the Voyagers, the Vikings, and the Lawrentians.
Section 3
Visual Direction
Lawrence University’s visual direction is made up of many pieces. This section is dedicated to the many tools at our disposal when creating a new composition.
3.1
Logo
The Lawrence logo has been revised to honor Lawrence’s heritage
while reflecting a more assertive and confident look to the future.
Based on the Amos Lawrence family crest, the antelope has been
simplified to assure better reproduction in all mediums. The year
of Lawrence’s founding, 1847, has replaced the lion to emphasize
Lawrence’s history and acknowledge its proud tradition as one of
the oldest liberal arts colleges in the country. Finally, Lawrence’s
location in Appleton, Wisconsin, has been added permanently to the
logo to differentiate Lawrence from other institutions with similar
names while embracing the close relationship to the community in
which the college resides.
There are four versions of the Lawrence logo. The primary version
is preferred, and should be used whenever possible. The vertical
version is a secondary option when the primary version does
not fit well into the space provided. The condensed and
single line versions are only for when space is very limited,
and should be used sparingly.
CLEAR SPACE Requirements
To create maximum impact, keep the space around the logo free
from other text and graphics. The distance between the logo and
other visual elements must be at least the distance of X (X is the
capitalized x-height of the Lawrence typography). This is a minimum
for clear space. Whenever possible, additional clear space is
recommended.
The logo may be placed on top of background colors or images.
White or light background colors are preferred. Complex images
should be avoided.
MINIMUM SIZE
The logo should never be used smaller than 1.25” wide.
3.2
Tagline Lockup
The We The Lawrentians lockup should be present on branded materials along with the institutional logo.
Spacing & Scale guidelines
The logo should never be used smaller than 1.25” wide.
3.3
Color
Lawrence utilizes an extended color palette including Primary, Secondary, and Neutral colors. Note that the CMYK values may appear different than those of these swatches on screen.
Primary Colors
Lawrence's Primary Colors are the most defining colors of our brand starting with our institutional Blue and Gold as well as Navy, and Cream.
Viking Blue
Gold
Navy
Cream
SECONDary Colors
Lawrence University also employs an extended Accent Color Palette with the following more expressive colors. These colors can be used as accents in designs and, when appropriate, they can also be used much more expressively as background colors or with graphic elements.
Seafoam, Bronze, Moss, and Sage.
Sky
Moss
Bronze
Seafoam
NEUTRAL Colors
The use of our Neutral Colors — White and Stone — is encouraged when more color contrast is needed. They are most often used for text, background colors, and graphic elements when we need to contrast a Primary Color.
White
Stone
3.4
Typography
Consistent use of typography is critical to bringing a brand to life. Lawrence utilizes its four brand fonts — each with its own purpose(s) to create a wide variety of executions. See below for descriptions of each font and its use.
Primary
Brand Fonts
Fraunces 144pt Super Soft
Fraunces is our workhorse font — meaning it is the standard font that should be used for most applications for body copy, quotes, and event standard headline treatments.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?@#$%&*()
pitch sans
Pitch Sans is used for oversized typographic moments — like a big headline — as well as titles, captions, labels, badges, and typographic lockups. It should always be used in All Caps.
Brand Script
The flexibility of our typographic system allows us to shift our visual tone and tailor our look for specific executions and audiences — all while still retaining a visual consistency. Below are a few examples that utilize our fonts to create different, but related, typographic approaches.
milestone script
This is our expressive script that is used in special applications to highlight a key word or short headline and bring a splash of personality to a design. This script should never be used to typeset anything more than a few words. Shorter words typically work best
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?@#$%&*()
Special Characters: Milestone is full of special alternate characters for many letters in both upper and lowercase. These characters should be used to embellish your designs but be cautious not to overuse them. One or two special characters are typically enough for one word. Be mindful of the additional space any special characters may occupy and how they might impact a layout.
keyword example
Short headline example
Default Fonts
We should make best efforts to build work with our brand fonts. In cases where Fraunces isn’t available, we use Georgia. In cases where Pitch Sans isn’t available, we use Arial.
Georgia
Georgia is used as the default font subsitute workhorse font for headlines and body copy when Fraunces 144 Super Soft is not available.
The lightest possible font weight should be used for all use cases.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?@#$%&*()
Arial
Arial is used as the default font subsitute font for titles, captions, and some headlines when Pitch Sans is not available. It should always be used in All Caps.
Arial Bold should be used for titles, and headlines and a light weight should be used for captions.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!?@#$%&*()
Wide Tracking: Like Pitch Sans Arial should be set with wide tracking. Using wide tracking on a short word or headline can make for an interesting layout that is bold on its own or that will contrast nicely without our expressive script font.
Typographic Hierarchy
The flexibility of our typographic system allows us to shift our visual tone and tailor our look for specific executions and audiences — all while still retaining a visual consistency. Below are a few examples that utilize our fonts to create different, but related, typographic approaches.
example one
example two
3.5
Graphic Elements
Our brand utilizes many graphic elements. These various elements exist to create a visual hierarchy in compositions. They should be used in harmony with each other and never be overused. You'll find examples showing how these elements should work together in the Layout Section of this guide.
Campaign Icons
Our campaign icons are used to draw attention to a portion of a layout, such as a block of copy, an image, or a caption. They can be also be used as background elements or small decorative elements in certain applications.
Our Waving Flag is both a flag and a representation of the waves of the Fox River. It stands as a literal banner to rally under as we chart unknown waters. The Star is a symbol of new knowledge and the bright future ahead — a representation of our motto "Light! More Light! Veritas est lux.".
Together, the two icons are representative of our adventurous and unwavering spirit in pursuit of new knowledge.
waving flag
flag & STAR
full STAR
half STAR
Badges
Badges are used as supporting elements in a layout — providing secondary, or tertiary information such as our geographic location, year of establishment, or even a supporting line of copy.
Infographic Badges*
*facts and figures are current as of June 2025
Pre-Made Scripts
While our script is used for headlines and other key moments, we also make use of a few customized scripts when featuring the words "Lawrence", "Lawrentians", or "Vikings".
The below scripts have been optimized for readability and should be standardized across all materials.
LAWRENCE SCRIPT
ALTERNATE LAWRENCE SCRIPT
LAWRENtians SCRIPT
ALTERNATE LAWRENtians SCRIPT
VIKINGS SCRIPT
Lawrence University Script
Lockups for Merchandise Applications
Mark-related lockups for use on merchandise such as tote bags, water bottles, apparel, and more.
Waving Flag Pattern
The Waving Flag Pattern is a pattern made up of our Waving Flag Icon. It is used to add depth to a background or can be used to border the edge of a layout.
Luminance Texture
The Luminance Texture is used to bring depth to large swaths of a solid Blue, Navy, or Cream background color that may otherwise feel flat.
NOTE: For reference, this appears on the "We The Lawrentians" Establishing Art slide.
Frames
Frames are used around the primary background color of the layout. Only Primary Colors should be used for Frames — grouping the light and dark colors as separate pairs, meaning White should be paired with Cream and Blue should be paired with Navy. Frames should be consistent in their padding and have their four corners cropped at 45º angles
Borders & Dividers
Not to be confused with Frames, Borders are placed within a layout surrounding a portion of a layout such as a block of copy that we want to highlight. Similar to Borders, Dividers are a thin line that matches a Border in thickness and are used to separate information or sections of a layout.
Border example
Divider example
3.6
Photography
Portraits
Our portrait style introduces a warm and contemporary look that is rarely seen in promotional materials from higher-ed institutions exemplifying the unique nature of each Lawrentian. Subjects should be photographed while seated with a relaxed, natural posture and expression in a unique and contemporary-feeling environment. Natural light is preferred to light the subject. The frame should include the subject’s full body with enough room on all sides to crop in for a variety of layouts. See examples below.
Duotone Treatment
The Duotone treatment can be applied to supporting imagery in a layout to introduce a supporting color or contrast with a primary image in a layout. See below for examples of how to apply this treatment.
3.7
Layout
Layout is where it all comes together. In this section, we review our special layouts and dive into how to begin your own layout in our visual system.
Think you got all of that? Great!
Ready to create content that aligns with our brand standards? Download the brand library to access our logos, color palettes, fonts, and everything else you could ever need. And don't worry, if you get lost, we'll be here to help you out.
Lawrence University Brand Guidelines
For more information about our brand guidelines, please contact:
The Office of Communications
communications@lawrence.edu