Wake Forest Athletics
Built In The Dark Brand Guidelines
BACKGROUND
BUILT IN THE DARK is a philosophy founded on the belief that true greatness is forged in unseen moments—away from crowds, cameras, and bright lights. It celebrates relentless hard work, discipline, and sacrifice, emphasizing that champions are not created during games, but in the quiet, solitary hours of preparation. The darkness symbolizes humility, hunger, resilience, and clarity. It's not something to be feared, but embraced as the environment where transformation happens. At Wake Forest, athletes aren't defined by spotlight moments but by their dedication to the grind, their willingness to push limits, and their passion for excellence that's methodically constructed in the shadows.
This brand was launched in July 2025 in alignment with Head Football Coach Jake Dickert.
LOGOS
Each of the marks must be accompanied by a WF or Wake Forest somewhere on the artwork at all times.
Primary Mark
COLORS
THE SILHOUETTE DEACON
This mark only faces the right and should never be turned. This is the only time where the Silhouette Deacon may be used in white.
LIMITED ACCESS
Learfield/Co-branded - Learfield is not permitted to use these marks. Special applications, as permitted by Will Pantages (pantagw@wfu.edu).
See Brand Guidelines for additional guidelines for the Walking Deacon and WF
BUILT IN THE DARK is a philosophy founded on the belief that true greatness is forged in unseen moments—away from crowds, cameras, and bright lights. It celebrates relentless hard work, discipline, and sacrifice, emphasizing that champions are not created during games, but in the quiet, solitary hours of preparation. The darkness symbolizes humility, hunger, resilience, and clarity. It's not something to be feared, but embraced as the environment where transformation happens. At Wake Forest, athletes aren't defined by spotlight moments but by their dedication to the grind, their willingness to push limits, and their passion for excellence that's methodically constructed in the shadows.
This brand was launched in July 2025 in alignment with Head Football Coach Jake Dickert.
LOGOS
Each of the marks must be accompanied by a WF or Wake Forest somewhere on the artwork at all times.
Primary Mark
COLORS
- Primary: White
- Secondary: Black - this should only be used on very light backgrounds.
- This logo should never be used in gold.
THE SILHOUETTE DEACON
This mark only faces the right and should never be turned. This is the only time where the Silhouette Deacon may be used in white.
LIMITED ACCESS
Learfield/Co-branded - Learfield is not permitted to use these marks. Special applications, as permitted by Will Pantages (pantagw@wfu.edu).
See Brand Guidelines for additional guidelines for the Walking Deacon and WF