Logos & Branding

Logos & Branding

Logo/Artwork is not to be altered in any way. If modifications are required due to manufacturing limitations, they must be submitted and approved by the Wake Forest Athletic Department prior to production.

INTRODUCTION

This document provides information and guidelines to the Wake Forest community regarding the use of Wake Forest's athletic logos which may be used for athletic-related communications and marketing materials, team uniforms and consumer apparel. The intention is to protect the integrity of the institution's athletic logos and to ensure such logos are used in an appropriate manner.
 

COLOR PALETTE

The primary colors for Wake Forest University are Wake Forest Gold and black. Logos incorporating the Deacon head also include a flesh tone (PMS 155C). Always reproduce colors using the formulas specified in this guide. Do not use the standard software translation values when converting PMS colors to CMYK or RGB. Always reproduce the colors at 100%; do not screen.

Wake Forest Branding Color Palette

PRIMARY MARKS

We have two basic versions of our primary logo which is commonly known as the “WF”, a 1-color and a 2-color version. In an effort to strengthen this mark and maximize its potential to build on an emotion-engendering brand, we must ensure its consistency.

Please note: the “WF” must never be taken out of its proper dimensions. This means the mark cannot be stretched or squeezed to accommodate a design or a space limitation. 

The “WF” should only be used in black or gold -- never white, other colors or altered with pattern designs inside the letters. No other color combinations are allowed. If the logo is in white, it must be approved by the Licensing Administrator.  

1-Color WF   For primary use on dark backgrounds.                 Black WF - For primary use on light backgrounds. 
Color WF (Solid Gold)                                             Black WF Logo

2-Color WF
Color WF with Black OutlineColor WF with Gold Outline

WORDMARKS

In general, wordmarks closely resemble a particular font. In our case, this logo comes from a custom font that embodies the collegiate tradition for which Wake Forest is known.

Fonts that look “close” to the font used to create these marks are not acceptable. Wordmarks also have the same rules as the primary and secondary marks – they CANNOT be stretched or squeezed to accommodate a design or a space limitation. No patterns or designs may be placed inside Wake Forest logos, unless approved by the Licensing Administrator.

Wordmarks (9-24)
Wordmarks (25-60)
 

SECONDARY MARKS

We have three secondary marks that add variety, while still remaining consistent with the brand. In most instances, these marks must always be accompanied by the words “Wake Forest” or “Demon Deacons.” No other color combinations are allowed.

Deacon Head 
The stripe on the Demon Deacon’s hat must be PMS 8640 and his face must be PMS 155. The Deacon is always facing to the right.  Changes to the image and likeness of the Deacon Head or custom caricatures are not permitted.Deacon Head

Silhouette Deacon
The Silhouette Deacon should only be used in black or gold -- never white, other colors or altered with pattern designs inside the letters. Additionally, it may never be outlined in any color. The Silhouette Deacon should only be facing toward the right, never the left. The staff in the Deacon’s hand should never be replaced with other objects. The Silhouette Deacon should always be accompanied by the words “Wake Forest” or “Demon Deacons". This logo should never be used alone.

If the logo is in white, it must be approved by the Licensing Administrator.

Silhouette DeaconSilhouette DeaconSilhouette DeaconSilhouette Deacon
 
Top Hat
The Top Hat should always be accompanied by the words “Wake Forest” or “Demon Deacons” or the WF, Deacon Head or Silhouette Deacon logos. This logo should never be used alone.Top Hat

SPORT SPECIFIC WORD MARKS

Sport specific marks have many variations based on background and lay out. The sport name should always go directly below the logo.

Sport Specific WF                                                                                                Sport Specific Wake
Sport Specific WF                                                      Sport Specific Wake

SPORT-SPECIFIC SHADOW MARKS

Sport Specific Shadow Marks

DEACTOWN MARK

WELCOME TO DEACTOWN - Forever open to all who bleed old gold and black. There’s a place of top hats, bowties and game faces, where the fans are unrivaled by any and the magnolias are always in season. That’s DEACTOWN, and you can find it anywhere and everywhere you find the Demon Deacon fans. More than a physical location, DEACTOWN is a state of mind that takes over when we cheer on the team we love. Whether at the pitch, field, track or court, the tailgate or the couch, no matter where, no matter who, DEACTOWN is our place. DEACTOWN is your place. And we can’t wait to see you there!

Deactown Mark
 

RESTRICTED-USE MARKS & SPECIAL PROGRAMS

Marks under this category cannot be used unless approved by the Licensing Administrator. Please contact licensing@wfu.edu if you have any questions.

Tie-Dye Program
The Tie-Dye program is specific to Wake Forest Basketball. These marks are restricted for retail use by Wake Forest Athletics and never to be used on internal or co-branded merchandise. These marks cannot be altered in any way.

For specific guidelines regarding the Tie-Dye program, please visit the Tie-Dye brand guidelines page. 

Tie-Dye Color Palette
Tie-Dye Branding Marks

College Vault - Discontinued/Retired Vintage Marks
These marks are retired and included in the College Vault Program by the Collegiate Licensing Company for retail use only, and may not be used without approval by the Licensing Administrator.

Vintage LogosVintage Logos (Circle)

Hot Market
Any marks created to celebrate a national championship or other athletics championships are limited to athletics use and may not be used anywhere else. 

All merchandise created with these logos are subject to royalties.

Baseball Omaha LogoWomen's Golf National Champions Branding

OTHER LOGOS

Wake Forest University
For graphic standards and information about the use of Wake Forest University logos, please click here.

Atlantic Coast Conference (ACC)
For graphic standards and information about the use of Atlantic Coast Conference (ACC) logos, please click here.

TYPOGRAPHY

There are several typography or font options that convey the brand attributes we desire. Please familiarize yourself with the choices and places for usage.

Headline Font (1 of 2) – Vincent
Headline Font - Vincent

Headline Font (2 of 2) – Fenway Park
Headline Font - Fenway Park

Subhead Font – Din Condensed Bold
Subhead Font

Body Copy Font – Din
Body Copy Font

PROPER USAGE

There are some common misuses that are addressed below. Please let us know if you have any questions.

Logos/Marks
  • Do not stretch, distort or alter the logos in any way. This includes changing the color or inserting a pattern within a logo. 

Garment Colors 
  • Wake Forest logos should not be used on red, orange, or blue backgrounds unless approved by the Licensing Administrator for unique circumstances. 

Verbiage & Traditions

  • Wake Forest University Ⓡ 
  • Wake Forest
  • WFU 
  • WF
  • Wake Forest Demon Deacons
  • Demon Deacons Ⓡ 
  • Deacons
  • Deacs
  • Go Deacs Ⓡ 
  • LJVM Coliseum
  • Allegacy Stadium 
  • Allegacy Federal Credit Union Stadium 
  • David F Couch Ballpark 
  • Couch Ballpark 
  • The Couch
  • The Joel
  • Spry Stadium
  • 1834 
  • Wait Chapel 
  • Mother So Dear
  • Dear Old Wake Forest
  • Rah Rah Wake Forest Rah 
  • Old Gold and Black
  • Roll the Quad
  • Deacon Walk 
  • Rake Forest

Writing Style Guidelines

Content is as important to your marketing and promotional materials as is the graphic presentation. Correct grammar, use of abbreviations and spelling is essential in the presentation of the university and athletic department. As a rule, all marketing materials, brochures, flyers, posters, newsletters, newspapers, alumni publications, online content and other department communications should follow The Associated Press Stylebook.
  • WF is to be used as a logo only, not as words in text.
  • Use of "Wake Forest" as a team name is approved.
  • Use of "Wake Forest Demon Deacons" as a team is approved.
  • Use of "Demon Deacons" alone is acceptable if the school name, "Wake Forest," has already been used before it.
  • Use of "Deacons" alone is approved.
  • Never use "Lady Deacs/Deacons" as a team name for any women's teams.
  • When referring to Wake Forest University, Wake Forest Athletics, or any Wake Forest school name in text, do not format differently from the rest of the text, such as with boldface, larger type size, italics or underlining.
  • When referring to specific sport teams in text, do not capitalize the sport unless it is being used as a proper noun (e.g. the Wake Forest football team or Wake Forest Field Hockey invites you to…)
  • For additional University-wide writing style guidelines, please click here.
 

INTERNAL CAMPUS DEPARTMENT & STUDENT ORGANIZATION USE

Internal to campus departments and student organizations recognized by Wake Forest University have access to use the Wake Forest Athletics trademarks and intellectual property in a limited capacity. All brand guidelines must be followed and please find specific guidelines below. 

Campus Departments & Student Organization Design Guidelines
  • All merchandise must be ordered through an approved licensee and must include the official departmental logo, association or event name. This includes staff and club sport uniforms. 
  • Approved licensed vendors can be found below and must submit artwork through the Collegiate Licensing Company for approval before manufacturing.  
  • Campus Departments may not use the tie dye, college vault logos, hot market logos or the university seal. 
  • The Demon Deacon’s name and/or likeness should not be altered. 
  • Designs may contain graphics that reflect the Wake Forest campus, but changes to iconic buildings are not permitted.
  • All campus departments and student organizations must follow all brand guidelines for merchandise and print materials. 
  • Groups that are not recognized by Wake Forest University may not use the Wake Forest University name or trademarks.
  • Use of former or current student-athlete’s name, image or likeness are not permitted.

Royalties
  • While many orders are non-royalty bearing, the final decision is up to the discretion of the Licensing Administrator.
  • Any merchandise purchased without following the above guidelines or for resale/fundraising purposes will be subject to royalty payments. 
  • Orders being paid for by individuals are considered royalty bearing. 

Licensed Vendors
As stated above, all Wake Forest departments and student groups must order from one of the officially selected licensed vendors from the list below and follow all brand guidelines as outlined above. No exceptions will be made. Please contact licensing@wfu.edu if you have any questions.
  Licensing Information
The marks of Wake Forest University are controlled under a licensing program administered by The Collegiate Licensing Company (CLC). CLC helps manage all Wake Forest licensing applications and contracts for standard and internal licensees.  Any use of these Wake Forest University logos and IP will require written approval from The Collegiate Licensing Company. 

If your company is interested in applying for a license to produce Wake Forest merchandise, please apply at www.CLC.com. 

Please contact licensing@wfu.edu if you have any questions.
 

SPONSORSHIP INFORMATION

Wake Forest Athletics logos should never be used in conjunction with a sponsor unless approved by Wake Forest Sports Properties and the Licensing Administrator. All merchandise orders must be placed using promotional licensees. Contact licensing@wfu.edu for more information.
 

ELECTRONIC & PRINTED CORRESPONDENCE

For questions regarding electronic and print correspondence, please contact Will Pantages (pantagw@wfu.edu).


CONTACT US

Wake Forest Licensing
Email: licensing@wfu.edu