What is Creative Strategy?
Creative strategy covers the “essence of the institution and the key attributes that define it,” according to GW’s Identity Standards and Guidelines. It guides how an organization expresses itself visually and verbally across all communications.
Key Resources
GW’s Visual Identity Standards and Guidelines cover the university’s visual identity assets in designing university communications.
GW’s Marketing and Creative Services department is where you can submit a request for any creative needs like a brochure or poster. It also includes design templates for download.
The Division of External Relations Style Guide is the approved style for use in internal and external communications.
Have any questions about visual identity on the web, social media or email? Explore the Office of Marketing and Creative Services’ support options, where you can find information about online office hours, events and training.
Branding Basics
GW has created a set of visual identity elements — which include the logos, color palette and fonts — that help create a unified look and feel to all university digital and print pieces. By consistently applying these elements across all touchpoints, it helps us maintain a strong brand that continually reinforces who we are, how we define our personality and the value we provide to our key audiences.
Below, you can find more information about each specific element for your projects.
Messaging about the Elliott School
GW’s Elliott School of International Affairs is a superb place to study international affairs because of our extraordinary comparative advantages.
GW is one of only nine universities in the United States that has a school devoted exclusively to the study of international affairs. Our faculty consists of world-class scholars and renowned policy practitioners who deliver an innovative, interdisciplinary curriculum.
Our location in the heart of Washington, D.C., provides our students unparalleled access to U.S. and international organizations where internship and work experience enhance their classroom education.
The Elliott School is committed to creating and sharing knowledge. As a nonpartisan institution, the school provides a unique forum for scholars and policy practitioners from a variety of intellectual and international backgrounds to engage on some of the most important issues of our time. Our dynamic research institutes provide venues where scholars and policymakers can come together to develop and disseminate new ideas. Faculty members work individually and collaboratively across disciplines to sharpen intellectual debates and deepen academic and policy conversations about international affairs.
Through our education, research and policy engagement efforts, GW’s Elliott School of International Affairs is committed to making the world a better place.
Tone
- Idealistic
- Ambitious
- Influential
- Engaged
- Diverse
- Passionate
- Fearless
- Innovative
- Socially Responsible
Typefaces
The three official fonts are Avenir, Hoefler, and Liberator. Email the Marketing & Creative Services team to request Liberator for free for use on university materials. Avenir and Hoefler must be licensed per user. If buying the fonts isn’t in your budget, Arial and Times New Roman are the recommended substitutes.
For more about how to use each typeface, please review the Identity Standards & Guideline document.
Color Palette
Adhering to the following color reproduction guidelines will help to create a consistent image and maintain the visual impact of the GW identity. Visit GW’s color palette web page to access downloadable Adobe Swatch files.
When creating designs for use on digital platforms (web design elements, graphics, promos, banners, apps, and digital signage), please refer to the Web Accessible Color Guide (PDF) to ensure compliance with web accessibility standards.
Core Primary Colors
The core primary colors define the GW brand. They are to be present across all communications and applications.
Pantone® 302
RGB 0/59/92
HEX 033C5A
HEX TV 063244
Madeira® 1162
Pantone® Metallic 10267**
Pantone® 7503
RGB 168/153/104
HEX AA9868
HEX TV 908065
Madeira® 1338
Pantone® Metallic 10347**
White
RGB 255/255/255
HEX FFFFFF
HEX TV FFFFFF
* For process (four color) printing, please use the CMYK builds specified here in the GW brand.
** Metallic colors may only be used in offset printing where use of metallic ink is possible.
Core Accent Colors
The core accent colors are used to expand and add flexibility to your materials.
Pantone® 2925
RGB 0/156/222
HEX 0190DB
HEX TV 3C8FC9
Madeira® 1096
Pantone® 1205
RGB 248/224/142
HEX F9E08E
HEX TV FFEDBA
Madeira® 1349
Secondary Colors
The secondary color palette adds variety, and is always used in combination with the core brand colors. These colors are never to be used as a replacement or alternative to the core brand colors.
Pantone® 123
RGB 255/199/44
HEX FFC72C
HEX TV F6AE31
Madeira® 1171
Pantone® 1605
RGB 166/85/35
HEX A75523
HEX TV 8F4622
Madeira® 1257
Pantone® 3288
RGB 0/130/100
HEX 008364
HEX TV 035B4F
Madeira® 1280
Pantone® 368
RGB 120/190/32
HEX 78BE20
HEX TV 71AB3D
Madeira 1048
Pantone® 186
RGB 200/16/46
HEX C9102F
HEX TV D6262A
Madeira® 1147
FAQs
Where can I find license-free photos to use in my graphics?
Check out our Flickr album! We regularly upload photos of events held at the school, along with campus and D.C. snapshots.
Other free-for-use, stock photography websites include:
Be sure to always check the photo permissions on each image.
Where do I go to download Adobe Creative Suite?
Visit the GW IT software page to learn about accessing Adobe Creative Cloud. GW faculty and staff have access to Adobe Creative Cloud, which includes Photoshop, InDesign, Dreamweaver, Illustrator and more.
If you’re unfamiliar with these tools, we highly recommend using Canva for all your design needs.
We need a logo made. Can you make one for us?
The Public Affairs office does not currently create logos for initiatives or organizations within the Elliott School. Logos are created by GW’s Marketing and Creative Services.
How do I submit a request for an email banner to be made?
GW Marketing and Creative Services (MCS) can provide support for the creation of graphics. For more information about requesting graphic design services, visit the MCS Design webpage.
How do I reference Elliott School in writing?
The Elliott School should always be referred to as the Elliott School in writing and never ESIA. It should always read as “the Elliott School” as opposed to “The Elliott School” unless at the beginning of a sentence.
This is the same when referencing the George Washington University in terms of capitalization. If referencing both together, it should read “the George Washington University’s Elliott School of International Affairs,” unless at the beginning of a sentence.
