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William & Mary Brand Hub
Our Brand Positioning
William & Mary is a leading university for intellectually curious students and perpetual learners. It is a place of universal study where a traditions-rich, forward-looking community transforms inquiry into wisdom and wisdom into purposeful impact.
And we’ve been doing it for over 300 years.
Popular Resources
Discover the Brand
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Visual Brand
Explore the visual assets that give W&M its distinctive look, from colors and logos to typography and imagery.
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Voice, Tone & Messaging
Learn how to use a clear, authentic voice that reflects the university’s distinct personality and unique message points.
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Tools & Resources
Access practical guidance, customizable templates and examples that help bring the brand to life with purpose and consistency across all materials.
Understanding Who We Are
William & Mary’s brand personality reflects the human traits and characteristics that define how the brand looks, speaks and behaves. A clear personality guides tone, messaging and visual style, ensuring consistency across all communications. The William & Mary brand reflects The Sage as the primary archetype with elements of The Explorer and The Ruler as secondary archetypes.
Access Brand Assets & Templates with Canto
William & Mary’s official brand assets are housed in Canto, the university’s digital asset management system for logos, templates, graphics and other brand resources. This system helps ensure consistent and accurate use of the university’s visual identity and provides access to the most current approved files.
For internal partners, the full suite of brand assets is available by signing in to Canto through single sign on (SSO) using university credentials.
External users and vendor partners can access the main university marks via a Canto portal, allowing collaborators to work with approved assets while maintaining accuracy and brand consistency.
Have Questions About Applying the Brand?
The offices of University Marketing and University Communications maintain William & Mary’s visual identity and brand guidelines. Their staff of marketing and communications professionals are available to respond to questions and assist with requests.