A graphic identity program helps an organization distinguish itself from other institutions by conveying a look that is easily recognizable and uniquely its own. When graphic elements, such as typefaces, colors, and symbols, are coordinated in a consistent manner, they help increase the visibility of an organization and enhance its ability to
communicate with audiences distinctively and effectively.
The standards that have been developed are intended to guide the efforts of all members of the campus community who produce communications. Although Puget Sound is made up of many different departments performing a variety of essential functions, all departments represent the same institution. The whole is the sum of its parts, and a good graphic standards program embraces the parts while emphasizing the whole. For this reason, the graphic standards include certain fixed elements—such as a wordmark, seal, and colors—that cannot be altered in any way, but also provides general recommendations on how they can be applied.
The primary goal of the graphic standards program is to ensure the coordinated use of unifying elements that represent Puget Sound. Although the standards should be applied consistently, a program that is inflexible can result in a look that is too uniform to be effective. This standards manual provides a variety of acceptable variations in order to meet the needs of a broad range of individual departments and their audiences.