Branding Guidelines Overview

This branding guidelines document is designed to provide Waldorf University’s faculty and staff with a cohesive and compelling presentation of who we are as an organization and what differentiates us from other universities.

Brand Positioning

A brand positioning statement ensures that all Waldorf communications are consistent and underscores our value add to all audiences, including current and future students, faculty, staff and community partners. An integral part of Waldorf’s strategic plan, this statement focuses on developing the strategic marketing plan and its supporting tactics.

Brand Positioning Statement

Since 1903, Waldorf University has created opportunities for learning and service to students seeking well-rounded lives through education by establishing engaging online and residential communities centered on learning and faith.


The mission statement serves as Waldorf University’s North Star, guiding its leadership to advocate the organization’s most inherent purposes.

Mission Statement

Waldorf University educates the entire person, equipping students for lives of fulfillment in communities where they live and serve.


The vision defines our organizational goals and provides direction for achieving them.

Vision Statement

Waldorf University aspires to be distinctive, affordable, values-driven, innovative and digital.


As a University Born of a Strong Academic Heritage, Waldorf has roots in the Lutheran tradition of excellence in education since the University was founded in 1903. This tradition values service to the community, academic excellence, freedom of inquiry, a liberating education, and learning through the open exchange of ideas.

As a University with Core Values, Waldorf instills values of service, community, critical inquiry, and lifelong learning in each student through a liberal arts education and professional studies. These values and education prepare our graduates to understand and contribute to life in our complex and ever-changing world.

As an Online University, Waldorf offers a broad range of quality online programs both at the undergraduate and graduate level that are delivered in an innovative, affordable, and flexible format. This allows students the opportunity to be successful regardless of location, family life, or professional obligations.

As a Residential University, Waldorf offers an active student life program as well as extensive co-curricular, cultural and leadership opportunities. This coupled with our quality academic programs give students a well-rounded educational experience where lasting friendships, personal development, and a growing awareness of community service occur.

As a University that Values Faith, Waldorf uses academic coursework and co-curricular activities to explore the meaning and depth that religion and spirituality can add to life. Students are encouraged to develop a deep respect for religious devotion's role in giving direction, purpose, and a moral foundation to life.

As a University Engaged with the World, Waldorf broadens our community by enrolling students from throughout the United States and internationally. Inclusivity and diversity are an integral part of the Waldorf experience.


Messaging guidelines outline the institutional characteristics, phrases and terminology to describe Waldorf. Clear and consistent messaging empowers the university to speak with a unique unified voice, strengthening the Waldorf brand among future students, alums and other key stakeholders.

Messaging Guidelines


  • Overall presence
  • Welcoming, Personable, Scholarly, Supportive
Like This

From record enrollments on campus to a vibrant online education program with thousands of students nationwide, Waldorf University is equipped to grow leaps and bounds in the coming years. Now is the perfect time to join the Waldorf family. Together, we can build a brighter future.

Not This

Waldorf is growing fast. Check out our website to join the movement!


  • Verbal or written
  • Familiar, Proficient, Refined
Like This

Ever evolving, Waldorf has led the charge for change since 1903, embracing technology and academic programs that best prepare our students to lead and serve in a rapidly changing world.

Not This

Waldorf has been embracing technology since day one. It’s always been a part of our curriculum and we use it to teach our students the best of the best.


  • Attitude or demeanor
  • Positive, Congenial, Proud
Like This

What has changed since we last spoke? Waldorf College is now Waldorf University. What has stayed the same? Outstanding academics. A vibrant culture. Our commitment to you.

Not This

Waldorf has changed so much. Wanna know how much? Give us a call!

Graphic Style Overview

The graphic style guide document is a reference for Waldorf’s faculty and staff when creating internal or external communications. This guide helps us to maintain a strong brand identity by utilizing specific parameters for our owned, earned and purchased channels.

Download PDF Guide


Contact the Office of Marketing & Communications for requested logo files.

Primary Version


Academic Seal



One Color Primary: Black or White

One Color Secondary: Purple or Gold

Single Word Mark

Improper Usage

Do NOT change colors

Do NOT stretch

Do NOT change typeface

Logo Usage Guidelines

Isolation Area

An area of isolation should be maintained around the logo at all times. This area dictates the amount of buffer space the logo should have in relation to other design elements appearing nearby. The minimum isolation area for the logo is determined by the “W.” A more generous isolation area is recommended.


Good judgment should be exercised at all times when sizing the logo. Please select an appropriate size based on the relationship between the logo, the medium on which it will appear and other design elements that may appear near the logo. The minimum appearance size of the logo is 1 inch horizontal. If the positioning line must be removed due to legibility or space constraints, care should be taken to place it near the logo if at all possible.

University Logo Variations


To unify Waldorf University and its counterparts, department-specific variations of the university logo should only replace the Waldorf University logo under special circumstances. Special circumstances may include but are not limited to promotional items, tablecloths, trade show décor, etc. The Waldorf University logo will remain the sole brand of Waldorf University unless given specific permission otherwise. Final decisions on usage are left to the sole discretion of administration.

Department Specific Examples

Email Signature


All faculty and staff must use the designated Waldorf University email signature. To ensure consistency across all university departments, you must adhere to the branding guidelines. To help make this process simple, please contact the Residential Marketing Office to request your email signature.


Waldorf Employees

To install the signature block on your computer, please follow the instructions below:

  1. Request your signature from the Residential Marketing Office.
  2. Once received, press Ctrl+A. This will select the entire signature.
  3. Right-click and select copy or press Ctrl+C.
  4. Create a new signature in Outlook 2007, 2010, or 2011, then, within that blank signature window, right-click and select paste or press Ctrl+V and save.

Remote Employees Using Outlook Web App

To install the signature block in your Outlook web app, please follow the instructions below:

  1. Request your signature from the Residential Marketing Office.
  2. Sign in to the Outlook Web App
  3. On the nav bar, choose Outlook (or Mail) or choose App Launcher> Outlook
  4. On the navigation bar, choose Settings > Options
  5. Under Options, choose Settings > Mail. Or, under options, select MAIL > Layout > Email signature.
  6. Paste the email signature in the Email Signature text box in the Outlook web app and save.

Waldorf Lutheran College Foundation Logo


The Waldorf Lutheran College Foundation brand and graphic treatment follows WU’s. The logo and language specific to the Waldorf Lutheran College Foundation should only be utilized when directly representing the Foundation as charged by the Foundation Board of Directors.

Waldorf Athletics Logo


The Waldorf University logo should not, under any circumstances, replace the Waldorf Athletics logo. The athletics logo will remain the sole brand of Waldorf Athletics.

Main Athletic Logo

Sport Specific Examples


Hypatia Sans Pro

This font is recommended for headlines.


This font is recommended for body copy.

Type Treatment



Typeface: Hypatia Sans Pro Regular
Leading: 3/4 x-height
Space after: .125in


Typeface: Frutiger LT Std 45 Light
Type size: 9pt
Leading: 14pt
Space after paragraph: .125in


Web Fonts

Gill Sans

This font is recommended for primary use.


This font is recommended for secondary use if Gill Sans is unavailable.

Color Palette

Primary Colors

Two primary brand colors are approved for use with this logo, text headers, subheads, backgrounds and other primary design elements. The correct colors should always be used to present a united and cohesive brand image.

Pantone 269C
CMYK: 80 / 98 / 5 / 27
RGB: 72 / 32 / 110
Web: #471F6E

Pantone 465C
CMYK: 9 / 29 / 66 / 24
RGB: 183 / 146 / 87
Web: #B79257

Secondary Colors

A small set of secondary colors adds visual interest to marketing pieces when needed. Do not convert to any other value than what is indicated below.

Pantone Black 6C
CMYK: 100 / 79 / 44 / 93
RGB: 0 / 0 / 10
Web: #00000A

This color is for printing in Pantone metallic ink only.

Do not convert to CMYK, RGB, WEB or any other value.

Pantone 871C

Do not convert to CMYK, RGB, or any other value

Athletic Color Palette


The Waldorf Athletics color palette can only be used for athletic purposes and cannot be used in addition to the Waldorf University color palette.

Pantone 269C
CMYK: 80 / 98 / 5 / 27
RGB: 72 / 32 / 110
Web: #471F6E

Pantone 429C
CMYK: 38 / 28 / 27 / 0
RGB: 163 / 169 / 173
Web: #A3A8AC

Pantone Black 6C
CMYK: 100 / 79 / 44 / 93
RGB: 0 / 0 / 10
Web: #00000A

Secondary Colors

A metallic secondary color adds visual interest to marketing pieces when needed. Do not convert to CMYK, RGB, WEB or any other value.

This color is for printing in Pantone metallic ink only.

Do not convert to CMYK, RGB, WEB or any other value.

Pantone 877C

Do not convert to CMYK, RGB, WEB or any other value.

Image Color Overlay

Bottom layer: 80 percent Black on White background

Top layer: Purple (70, 80, 0, 0) with Multiply effect

Top layer: Gold (9, 29, 66, 24) with Multiply effect

Overlay Colors

CMYK: 70 / 80 / 0 / 0
RGB: 105 / 80 / 161
Web: #6850A1

CMYK: 9 / 29 / 66 / 24
RGB: 183 / 146 / 87
Web: #B79257

Parallelogram Overview

The angle used should be 27.5 degrees.


Templates play an essential role in helping us to keep our brand identity intact when creating different communications pieces. Whether we are creating an internal PowerPoint or an external letter to a student, using the appropriate template creates a distinguished and professional academic look for all messaging.


Waldorf letterhead should be used for all external communications, including letters to students, graduates and future students.

Campus, Online


Waldorf PowerPoint templates should be used for all internal and external communications, including presentations to faculty, staff, students, graduates and future students.

Standard(4:3), Wide(16:9)

Writing Style Overview

There are many reasons to adhere to a writing style guide when creating content. Establishing consistency among different authors, ensuring readers stay focused on the content message versus style and establishing a professional presentation throughout industry-related content are all imperative and valid reasons for implementing a style guide. Specific organizations—like the Distance Education Accrediting Commission—have established business standards for their members to adhere to when addressing the public.

This document was designed to help provide an overview of the writing styles used at Waldorf and when each is appropriate.

Associated Press (AP) Style

Associated Press style provides guidelines for news writing. It sets the industry standard for writing styles for blogs, magazines, newspapers and public relations firms across the United States. Waldorf uses the Associated Press style to adhere to this industry standard and create consistency among non-scholarly, mass-media publications and correspondence written for and about Waldorf University. 

Who Uses AP Style

AP style is best suited for situations where copy can be published within a press release, newspaper, blog post, media kit, magazine, television broadcast, etc. Marketing personnel, PR practitioners, media members and all Waldorf employees writing on behalf of the university should utilize the Associated Press style during any of these scenarios.

Associated Press Style Exceptions

AP Style Exceptions

Below is a list of AP style exceptions when creating internal communications for Waldorf:

  • Advisor: Use this spelling when referring to academic advising; otherwise, use adviser (AP).
  • Chairperson: Use chairperson, chair or co-chair. AP prefers chairman or chairwoman.
  • Composition Titles: Italicize composition titles. Do not set them off with quotation marks.
  • Department Names: Capitalize (Department of Economics). The preferred style is to be less formal (economics department).
  • Em dash: No space before or after an em dash. AP prefers spaces on either side.
  • Homepage: One word. AP prefers home page.
  • Nationality: African American, Asian American—no hyphen when spelled as a noun. The hyphen is optional when used as a modifier for clarity.
  • Percentages: It is acceptable to use punctuation marks for collateral use (headlines, etc.).
  • Professor: Capitalize professor before the person’s name (Professor Jones).
  • Room Numbers: Lowercase. (The library is located in room 305). AP prefers capital.
  • Theatre: Use this spelling. AP prefers “theater” unless used in a proper name.
  • URL: Okay to omit http:// at the start of a URL, unless needed for clarity

American Psychological Association (APA) Style

APA style provides guidelines for scholarly writing and is most commonly used to cite sources within the social sciences. At Waldorf, we utilize APA style when referring to the treatment of numbers, metrication, statistical and mathematical data, tables and figures for use in writing, reports, or presentations. 

Who Uses APA Style

APA style is best suited within a learning environment, often within a classroom or online learning environment. Teachers, professors, students and other writers should utilize APA when writing essays, term papers, research analyses, book reports, etc.

General Copy Overview

Boilerplates, or “general copy,” are generic information about a company or organization. The below boilerplate copy is available for use when creating any internal or external communications.


Founded in 1903, Waldorf University is a regionally accredited liberal arts university in the heart of Forest City, Iowa. Waldorf delivers engaging learning experiences through innovative residential and online instruction, providing its students associate, bachelor’s and master’s degrees and certificates in the areas of business, communication, criminal justice administration, education, music, psychology, theatre and more.

Terminology Guide Overview

When creating communications pieces, we must ensure that our terminology and messaging are consistent across every channel. This document was designed to guide Waldorf’s faculty and staff in establishing the appropriate terminology within every situation.

Waldorf often references specific language when referring to its mission's academic, beneficiary and financial aspects. Using particular phrases helps ensure we provide consistent information to all target audiences, keeping our brand identity and promise alive and well.

Approved Phrases

Below is a list of approved phrases to reference when creating advertising, marketing and any additional promotional items:

  • Career Services Available
  • Caring and Student-Centered Faculty and Staff
  • Low-Cost Tuition / Affordable Tuition
  • No Application Fee
  • No Entrance Exams Required / No ACT, SAT, GRE, GMAT Required
  • No Scheduled Online Sessions
  • Regionally Accredited Through the Higher Learning Commission of the North Central Association of Colleges and Schools
  • Textbooks Provided
  • Transfer Credit Evaluated
  • Math and Writing Assistance Available

Approved Military-Related Phrases

Additionally, these specific phrases have been approved for military-related advertising, marketing or promotional items:

  • TA and VA Benefits Accepted
  • Military men and women: The term “service member” is acceptable to refer to a current or previous military member. Please do not use “servicemen” or “servicewomen.”
  • Credit for Military Training and Prior Coursework
  • Military and Veteran Discount
  • Veterans Affairs: Please use Veterans Affairs instead of “Veteran’s Affairs” or “Veterans’ Affairs.”


Academic Assistance/Academic Support

This phrase relates to the admissions department’s admissions advisors, who offer advice or counsel on enrollment.


This term refers to any electronic book (formerly: e-book, eBook, e-Book, ebook, digital book, or even e-edition) issued by Waldorf as a part of course materials.

Learning Partner Discount

Members/employees of Learning Partners receive a 10 percent discount on tuition. This benefit also extends to their immediate family members (spouses and children).

Lives of Service

This term is in keeping with the Waldorf mission and values. Waldorf charges students to be mindful of their community responsibilities, preparing them for lives of service within their communities, churches and places of employment.

Math and Writing Assistance Available

Waldorf offers this service via the Success Center. Example: Our Success Center specialists can assist students struggling with math.

Transfer Credits Evaluated

Waldorf allows transfer of credit hours for prior academic credits, training and relevant professional licenses and certifications.

Transfer-Friendly Institutions

This term refers to Waldorf’s relationships with outside organizations that utilize its resources and collectively offer educational opportunities or certifications not available solely at Waldorf. Example: Waldorf has relationships with many transfer-friendly institutions, including Columbia Southern University, California Coast University and Delgado Community College.

Veterans Benefits

This term is used to promote degrees to military men and women.