To the Campus Community,

More than ever before, it is imperative we market CWU with consistency. As employees of this great university, we are important brand ambassadors. We exercise that responsibility when we answer the phone, send an email, or stop to talk to someone on Walnut Mall.

Since we are familiar with Central—a place where we teach, research, learn, and work—we sometimes overlook the importance of its brand. Central’s brand includes the CWU logo, the Wildcat, and crimson and black. But our brand is so much more. It includes our welcoming, diverse community that embraces everyone and makes them feel they belong here.

Since our beginnings in 1891, our brand has been molded by the generations of proud Wildcats who came before us. And, of course, that brand is enriched today by your personalities and talents.

But our audience is made up of people who don’t already know who we are. They will not recognize CWU’s strong brand unless we are united and consistent when we talk to them. Regardless of academic college, department, program, or office, we are all CWU. Our brand and reputation depend on us embracing that consistency.

In our efforts to align hundreds of individual units, and present a clear, consistent brand, we’ve revamped CWU’s brand identity standards. The mandatory guidelines are a reference for all your communication materials. I have entrusted the guidelines to the Department of Public Affairs for promotion and rigorous enforcement. Please join me in partnering with them, and recommitting to CWU’s brand identity standards.

Thank you for your dedication to CWU and its students, and for supporting this important work.

James L. Gaudino
Central Washington University