Campbell University’s visual identity system is centered on the University’s wordmark. The Campbell University wordmark must be used on all University publications (this does not include course syllabi, student handouts, course materials, etc.). The University’s mark is to be reproduced only from an authorized original and cannot be redrawn or modified in any way. The wordmark provides a strong, distinctive and versatile graphic symbol unique to Campbell University. The University’s name is the one element which all parts of the University share in common. The name, used as a wordmark, is simple, straight forward and immediately identifiable. CAMPBELL dominates the wordmark to symbolize the University’s standing as a most comprehensive University. CAMPBELL is the one-word identifier for the University and the underlying UNIVERSITY ensures reference and foundation to the University. Because of its academic nature, timeless dignity and ability to reflect that the University is both traditional and progressive, the letters and words are carefully kerned and spaced to provide a visual balance and a cohesive unit. The university wordmark must never be stretched or manipulated in any fashion to fit a column or any space. The preferred placement of the wordmark is at the top of newspaper related ad formats. Appropriate white space (breathing room) around the workmark is to be considered in any design for all mediums. There should be no question in the mind of the reader that the wordmark is in the prominent position. The wordmark should never be screened back on newsprint and should remain a solid color or reverse from another solid color.

Co-branding is the concept of combining an icon or logo with the wordmark in a process of “sharing the brand.” In this instance, it is more precisely, combining the wordmark with another specified college, school or athletic icon or logo. Co-branding is of benefit to both parties as each shares the strength of the other. To facilitate the best possible utilization of co-branding, the University wordmark has been approved for use with the icon representing the College of Arts and Sciences, the School of Education, the Lundy-Fetterman School of Business, the Norman Adrian Wiggins School of Law, the College of Pharmacy & Health Sciences, the Divinity School, or the Athletic Department. These are the only co-branding concepts that have been approved. Departments or units within or outside of these major organizational units should not use other unique identifiers (icon) with the wordmark. Instead, departments or units within or outside of these major organizational units should place their respective department or unit name to the left of the wordmark as illustrated on the stationery template section starting on page 6.