The Western Washington University Brand

Our Brand Driver

Western isn’t a place where you show up for four years, learn a few things, and get a job that bores you. That’s for normal schools. Western is a collaborative of independent minds creating a better future.

Western wants people with an appetite for ambition. People who want to learn about the universe and then change it. We have students designing and building solar-powered tiny homes, a professor who is on the Mars Curiosity Rover team, and graduates who teach coding to 5th graders.

Through close relationships with professors, a family-like atmosphere, and academic excellence, we help people develop their passion, and we inspire them to pursue it with everything they’ve got.

We don’t just want you to get a degree, we want you to Make Waves.


A tagline is a shorthand description of our brand using a term that is easily accessible to our target audiences. Western’s tagline, "Make Waves.," is to be used only with the logo lockup (shown here). Learn more about logo use.


Positioning Statement

For curious problem solvers, Western is a catalyst for progress that delivers transformative learning through a genuine focus on students. Western offers a collaborative of independent minds creating a better future.

Brand Attributes

  • Academic excellence
  • Refreshingly original
  • Forward thinking
  • Versatile
  • Collaborative

Strategic Plan

Western's branding is also motivated by the University's Strategic Plan.



Marketing, Publicity, and Using the University's Name

Before taking on work or an initiative that represents Western and its brand to external audiences, whether as part of a Western-led effort or through a partner organization, please review and adhere to the following best practices.

Creating Digital Profiles

Creating public profiles on behalf of Western should be managed through University Communications. This includes, but is not limited to, social media profiles and any profile created on an external site or service.

Claiming institutional web presences or properties on behalf of Western is handled by University Communications. This includes but not limited to mapping services, Google My Business, college referral site listings, and more.

Before creating a digital profile on behalf of Western, contact University Communications

Creative Assets

Creative Assets are defined as any brand-related files, images, documents, or communications, such as Western's logo, branded creative works, messaging, or strategy documentation.

  • Exchange of media files should be conducted on official Western-appointed email exchange and file-sharing accounts. Any sharing of media, such as Western's logo, with external organizations or individuals should be first vetted by University Marketing. They can be reached at
  • When asked to participate in interviews with a member of the media or an external organization as an official representative of Western, please contact University Communications for support and assistance. They can be reached at

Advertising on Behalf of Western

Advertising the institutional brand is managed by University Marketing. This includes paid digital and traditional media. Western staff who are interested in advertising should consult with University Marketing to seek assistance and ensure message and brand consistency. They can be reached at

Creating Websites or Web Applications

Creating institutional websites or web applications on behalf of Western is handled by WebTech. This includes but not limited to sites hosted on the domain via Drupal, WordPress, or other technology. Any websites or web applications associated or linked to the University’s domains should be accessible, and administration rights should be made available to a member of WebTech. For questions on web hosting and University domains, contact WebTech at For more information on accessibility, visit