About our brand
Understanding the brand identity and using it correctly and consistently will help amplify our awareness and impact.
The Smith for WV & WV Can’t Wait (S4WV & WVCW respectively) are two brand marks, sharing the same visual identity but with different messages. Our brand is expressed not just through our new graphic identity, but also through our behavior, messaging, communications, events, and all touch points of connection with our communities.
By paying special attention to all the ways we express the S4WV & WVCW brands, we share in being part of the movement, its story – our story – and build our brand value. Maintaining this today will help ensure clear communication as we continue towards the 2020 election.
Create your own logo
Unique to this brand, is the ability to create your own, personalized WV Can’t Wait logo.
We want and encourage you to personalize your very own WV Can’t Wait logo. Give us the details below, and we’ll send you your logo files within 5 business days!
Personalized logos will be public domain, and shared on the Google Drive where all other logo files are kept. That way, someone else may use what you inspired! By submitting this request, you acknowledge this.
Once you have your logo, please be sure to read through the guidelines shown here for best practices on how to use your customized logo.
The primary palette
Cyan and Red are the core colors of WVCW & S4WV brand. The black is to be used only when color isn’t available. Tints of these colors should not be used, as anything less than vibrant and energetic does not properly represent the campaign or movement.
The secondary palette
The six additional colors shown on this page can be used in conjunction with the primary palette as well as separately. These are to be used on personalized logomarks, as well as supportive colors alongside the primary color palette shown above. Please don’t tint or shift the opacity of these colors. We want them to bold, vibrant, energetic, and easy to read.
Any two colors can be combined. We recommended that the selected two colors have enough contrast from one another. For example, yellow and orange may not have a great deal of contrast, whereas red and blue does. The darker, more vibrant color is applied to the word banners, the lighter one to the state’s shape.
There are so many colors combinations to really make your logo yours.
The typefaces selected for S4WV & WVCW are modern yet with human qualities, and with a touch of history to them.
ITC Franklin Gothic
Wordmark Only: Demi Compressed Italic
Print Headlines: Demi Compressed
Print Body Text (preferred): Book
Please do, and don’t
We have some basic rules to help ensure wherever you use the logos (or your custom one), it’s true to the brand and read clearly.
Please do (breath a little)
When using one of the logos with other logos and graphic elements, maintain a safe space that equals XXX% the size of the square around the logomark.
We politely ask that you don’t…
rotate the logo or its individual elements
place with or on another WV state shape or silhouette
combine the logos in any way other than what's provided and shown
overprint or obstruct any part of the logo
place the wordmark in two colors
Still not sure? Drop us a line.