Visual Branding Guidelines

As you design your project on behalf of Lewis & Clark, you may be interested in using a visual branding element to represent the institution. Here, you’ll learn a little bit more about each symbol and how to use it. 

The Shield

While incorporating traditional heraldic elements, the shield uses abstract forms, allowing for individual interpretation. The fluid curves of the design are meant to recall features of the natural landscape of the Northwest with a contemporary economy of line. The current Lewis & Clark shield was created in 1992, the year the institution celebrated its 125th anniversary, 50 years on the present campus, and 30 years of undergraduate overseas study programs. 

Logo Signature

A logo signature is a distinctive symbol that identifies a school, organization, business, or similar entity. Its job is to make the viewer think instantly of the organization it represents. A logo signature is the single most important element of a graphic identity system. Lewis & Clark actually has four closely related logo signatures. Each consists of the Lewis & Clark shield and the name of the institution or one of the three schools. 

Seal

The seal is the official academic symbol of Lewis & Clark. It is used only on projects that represent an important, enduring reminder of the institution, such as diplomas, certificates, and transcripts. It is not appropriate for use on ephemera, such as brochures, flyers, or posters. The seal is applied only at the discretion of the art director, with approval from the president. It is not available for release.

How do I use these symbols?

In most cases, it is Public Affairs and Communications that applies these elements. If you are working on a project independently, please get in touch and we will help determine whether a branding element is appropriate. E-mail your request to Art Director Amy Drill with the following (requests are usually answered within 48 hours):

• a brief description of your project
• any technical specifications, such as size, resolution, and file format
• contact information (company name, contact name, and e-mail address) of any outside vendor you plan to use for the project