Wichita State maintains a portfolio of spirit marks on certain specialty items with size or space situations that create an advantage for using the WSU logo only (pens, ball caps, water bottles, etc.) the WSU logo may be reproduced without the entire signature lock-up and may be printed with the logo, however "Wichita State" or "Wichita State University" must appear somewhere on the item.
Spirit Mark signature elements
Wichita State University Intercollegiate Athletics Association operates as a separate but affiliated organization with Wichita State University. Athletics' marketing mission is unique in that it is focused both on athletic recruitment and development and on attracting patrons to events.
Wichita State Athletics Spirit Mark is a physical combination of elements (a Spirit Mark, divider bar and Wichita State logotype) placed in a specific scale and relationship to each other that prevents the independent altering of elements. It utilizes the university's system of color and typography.
The primary Spirit Mark is horizontal in orientation and is the preferred configuration. There is a centered vertical configuration of the Spirit Mark that should be used only when limited space requires it.
WuShock logo
For many years, Wichita State Athletics has utilized the WuShock logo as its primary logo. Research has confirmed that the WuShock logo is closely associated with athletic programs at Wichita State. For these reasons, Wichita State Athletics uses a separate Spirit Mark from the rest of the university, but one that ties closely to all other aspects of Wichita State Visual Identity Standards.
Divider bar
This graphic device serves to visually separate and create a linkage between the Spirit Mark and logotype. The divider bar is designed to vary in length only when the Spirit Mark is expanded to include secondary and tertiary information such as athletic departments and programs.
Wichita State University logotype
The name of the university is designed to project a contemporary forward-thinking appearance while at the same time maintaining a classical aesthetic. Because it is a modified variation on the font Klavika, it cannot be reproduced by simply resetting. Always use the complete Spirit Mark in digital form as provided by the university.
How to use the spirit mark
The preferred use whenever possible for the Wichita State Athletics Spirit Mark is the horizontal lock-up. The individual parts of the Spirit Mark should not be separated, and the typography should not be reset, as it was customized for this logotype. Never try to approximate or re-create these designs. Adherence to first-generation art assures consistency and ensures the long-term success of the Spirit Mark.
Clear space requirements
Clear space must be provided between the Spirit Mark and other graphic elements. The clear space requirements delineated here must be observed except in rare, pre-approved exceptions. These are the minimum requirements.
Give the Spirit Mark room to stand out by allowing a clear space around it. The clear space should be equal to one half of the Spirit Mark height.
Minimum Spirit Mark size
Print logo minimum size
The minimum size of the Wichita State Athletics Institutional logo should not be less than 5/16 inch in height for print usage. This measurement is taken from the top to the bottom edges of the WuShock logo.
Web logo minimum size
For web use, the minimum size of the Wichita State Athletics Institutional logo should not be less than 125 pixels in height (with clear-space requirement included).
Wichita State Athletics follows the same color standards as Wichita State University. For details on color specifications, please refer to Wichita State logos and naming units "Color standards" section.
Two-color Wichita State Spirit Mark
The preferred Spirit Mark version is two colors (either Shocker Yellow and black, or black only). This offers the best visual connection to the university. The Spirit Mark should be used when possible on a white or very light background color. When other background colors must be used, please refer to the color background guidelines in the below section, "Use of Wichita State Athletics Spirit Mark on Colored Backgrounds."
When the Spirit Mark must be used with a photographic background, look for opportunities to build a graphic element into the design such as a white band or white section (but not an enclosure for the Spirit Mark) that covers the photograph in the place where the Spirit Mark is to appear. Another option when integrating the Spirit Mark into photography is to use an area of transparency in the photo where the photo fades to white or an extremely light color where the Spirit Mark is to be applied, giving it less visual interference from the background image. This also works well with the one-color Spirit Mark.
The concept to work toward is building a free space or a space that is free of background images that could adversely compete with the Spirit Mark. The goal of composition should be to provide the Spirit Mark with a background that does not compete with it.
One-color Wichita State University Athletics Spirit Mark
When the Wichita State institutional logo must be used in one color, the preferred color is black. The logo outline that is normally yellow is deleted. A slight adjustment in spacing is also made to accommodate this, so approved art should be used. Creating this art from the two-color version is prohibited, as subjectivity in placement allows for inconsistency. Working with the one-color institutional logo in situations where it needs to be "reversed" to white is dealt with in the below section, "Use of Wichita State institutional logo on colored backgrounds."
The use of photography can add a compelling element in advertising and collateral material. The Wichita State Athletics Spirit Mark follows the same basic guidelines and standards as the Wichita State primary Institutional logo for placement on photographic backgrounds. Make sure the placement of the Spirit Mark is in a light or dark zone of the photo to create optimal contrast, and be sure to follow proper clear space guidelines.
Avoid placing the Spirit Mark against photography that will clash or cause the Spirit Mark to vibrate visually. Never place the Spirit Mark on an area that is visually busy or patterned. Look for a placement area that is relatively open and lacks contrasting detail.
Wichita State Athletics follows the same color standards as Wichita State University. Please refer to Use of Wichita State Institutional Logo on Colored Backgrounds for details about using Wichita State Athletics' Institutional logo on colored backgrounds.
The marks of Wichita State University are controlled under a licensing program administered
by CLC. Any use of these marks will require written
approval from CLC.
- University Seal (logo 59) is only permitted on graduation merchandise and other events hosted by the President's Office. See University Seal and Affiliate Logos for further information.
- Logos 1-71 are shown with preferred background colors. Alternate background colors are permitted on a case by case basis.
- No use of current players' name, image, or likeness is permitted on commercial products in violation of NCAA rules and regulations.
- Wichita State University maintains a separate collection of indicia related to vintage marks. An additional license agreement is needed for this collection.
- Clear space must be provided between Logos 1-71 and other graphic elements. Except for rare instances, the clear space surrounding any logo should be equal to one half of the logo height.
- WuShock must be used as a single word.
- The preferred colors for merchandise are black, white, and Shocker Yellow. Other color combinations are available on a case-by-case basis.
- Wichita State will not approve the use of indicia in connection with products or designs that present an unacceptable risk of liability or could be harmful to the mission or image of the university.
- All Wichita State marks on merchandise must incorporate the appropriate trademark designation symbols.
- It is preferred that (space permitting) all merchandise explicitly states WICHITA STATE UNIVERSITY or WICHITA STATE on the item. Exceptions to this expectation will be made on a case by case basis.
For more information or questions about usage, please contact Strategic Communications at 316-978-3045.