Wheaton Brand Guidelines V22 Web

This book is a guide to the Wheaton College brand. Through understanding the vision, values and ideas that are core to the Wheaton College identity and the visual and verbal tools that are used to express those qualities, the work that is done to communicate the brand and fulfill its promise will strengthen and perpetuate the Wheaton College experience and its reputation.

At the heart of any high-performing organization are guiding principles and values that align strategic intentions with day-to-day operating practices. These guiding principles shape the brand and every expression of it from the company culture to customer interactions and beyond—it is reflected in the website, printed material, marketing and all communications. The creation of a strong brand identity builds internal alignment and customer loyalty. When everyone across an organization speaks with one voice and delivers a consistent message, the people served better understand the value provided.

A brand is organic. A brand truly flourishes when it becomes part of the culture and is reflected in everyone’s roles and responsibilities. The Wheaton College brand framework is built on our core values, our history of progressive education
and the vision driven from our strategic plan.