Welcome to the Brand Guidelines website

The University of Waterloo is a bold and dynamic place, with a uniquely relevant and meaningful approach to higher education. How we deliver that message — in print, online, through words or images — matters.

Why? A unified voice and vision supports our goal to be seen, heard and recognized as a bastion of academic excellence and one of the world’s most innovative universities. It allows us to amplify our message through every piece of communication that extends from this institution, from the stationery we use to the stories we tell.

A unified look and feel

Starting in the fall of 2013, Waterloo is transitioning to a new look and feel. Waterloo is bringing back the shield as an integral part of the university logo. Our heraldic shield is a powerful symbol for a leading academy of higher education. Our shield, with its gold pallet, bold chevrons and brave lions, is testament to this institution's history and values, and a touchstone for all who share Waterloo pride.

The return of the shield will be supported by an identity framework that clearly demonstrates how the logo and a suite of supporting design elements are applied across print and digital applications across and beyond our campus.

Identity tools 

We’ve made it easier to find the resources needed to tell the Waterloo story, including:

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The return of the shield is a small first step in a process of renewal. This site, its guidelines, and the templates and tools available will continue to evolve and grow as we work with campus colleagues to implement a brand strategy that will help us all achieve our goals.

Have questions, requests or feedback? Visit our contact us page to get in touch. These guidelines were developed and are maintained by the Marketing and Strategic Communications team, with input from key stakeholders across campus. 

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