Visual Identity

Visual identity is the system by which we communicate something about who we are through design and graphic elements. At Williams, we have a number of elements available for your use to communicate effectively and consistently with our diverse audiences. Chiefly, these are the Williams wordmark, Williams’ colors (the purple that’s primary and the gold that’s a secondary color), and some recommended fonts. There’s the cow, too, of course, and the college seal, both of which we’d recommend for certain, specific uses.

Generally, the simple Williams wordmark is the preferred logo for most print materials, posters, signs, and other products conveying the college’s identity. The college’s seal is meant for official, formal college documents (diplomas, for instance), and its use on merchandise and other materials should be reserved for items of a formal nature–plaques, crystal and tableware, frames, etc. Other marks and graphics, including the full name, Williams College, the cow image, and the various W and Ephs logos are certainly appropriate for athletic apparel and products and more informal gifts and other items. For more specific guidance, please review our marks and logos guide.

If you have questions or suggestions about our visual identity, please be in touch with our creative services director, Meike Kaan.

For Williams faculty, staff, and alumni seeking to produce promotional print material, signs, apparel, or other products bearing some aspect of Williams’ visual identity, we offer here a collection of wordmarks and graphics for your use, as well as some guidelines for using them. Please note that these are provided for non-commercial use; that is, they are not to be downloaded for use on items for sale to the general public. Such commercial use requires licensing by the college, which is managed by Learfield Licensing. For more information on licensing Williams merchandise, please contact Jake Garner at Learfield (jgarner@learfieldlicensing.com or 317-669-0820).

Students interested in using any of these graphics should contact Benjamin Lamb, assistant director for student involvement/student organizations, in the Office of Student Life.

Downloadable Graphic Files

Asset Preview Print & Signage Products & Apparel

 WilliamsPNGTest

AI, EPS TIF, AI, EPS
NewYellow EPS, TIF AI, EPS
NewPurple EPS, TIF AI, EPS
Ephs-purple-script AI, EPS, TIF EPS, JPG
Ephs-plus-w-150x150 AI, EPS, TIF EPS, JPG
NewCow AI, EPS, TIF EPS, PDF
 NewEmblem AI, TIF AI, EPS, PDF, PSD