WF Logo and Seal
Wake Forest University logo
Of all of the marks used to represent Wake Forest University, the WF has the greatest recognition, reach and emotional resonance. Using the WF provides the greatest advantage when communicating about the University with external audiences.
Broadening the use of the WF
The WF has attained substantial brand equity in higher education. Survey-based research has shown overwhelming external recognition of the WF over other Wake Forest symbols, and the University has fortified its reputation for academic and athletic excellence by leveraging the reach and strength of this symbol.
Since the institution was founded, Wake Forest’s initials have been used to visually represent the school, notably in graphic iconography on the old and new campus. On the original campus in Wake Forest, North Carolina, WF was interlocked with C to form a recognizable lettermark for Wake Forest College. When the University relocated to Winston-Salem in 1956 and established a new campus, a stylized WF was featured in the ironwork of Reynolda Hall.
The WF and WF Lockup
To visually reflect a cohesive campus, the University has implemented a newly designed WF logo system that incorporates all Wake Forest schools, units and programs. This comprehensive suite of logos comprises treatments of the logo that allow flexibility across different contexts, platforms and media.
There are two versions of the WF lockup logo. The vertical lockup places the WF above the text, and the WF is beside the text in the horizontal version. Choose the option that better fits the space. The vertical version should be used when it can be centered and floated in a generous margin of space, such as in the center of a formal communication. The horizontal logo works well in tight horizontal spaces, such as on headers and other applications with limited depth.
The WF and WF lockups are registered trademarks of Wake Forest University.
For permission to use the marks on merchandise and apparel, email
The WF
As a recognizable symbol of the University, the WF may be used alone without the “Wake Forest University” type for internal audiences. However, for outward-facing audiences, the WF should be supported by elaborating text whenever possible. In multi-page pieces, for example, the full logo should be used on the back for an audience unfamiliar with Wake Forest University. If the material is intended for an external audience but contains limited logo space (e.g., single-page flyers), Wake Forest University should be referenced in the text. For items such as stickers, small giveaways and other materials with a limited imprint area, the WF alone will suffice.
The WF should never be used in combination with another symbol to create a new logo. If you have questions about whether your application is acceptable, please contact University Marketing and Communications at .
Secondary logos
Secondary and departmental logos should be used to represent units within Wake Forest schools, departments, programs, schools, centers, and institutes.
Wake Forest’s WF logo system incorporates informal treatments of secondary logos. Informal logos are appropriate for audiences that are already familiar with Wake Forest University and do not need to see the full school name.
Formal logos should be used for outward-facing audiences on all digital and print materials.
For internal audiences, it is acceptable to use semiformal or informal lockups, which combine the WF with a shorthand name of the school or unit. Informal lockups should be used only on certain platforms and in the appropriate context.
Semiformal and informal school logos are appropriate for:
- Internal newsletters, faculty/staff presentations and emails
- Apparel and merch distributed or sold to school constituents or an internal audience
- Unit-specific social media channels
- On-campus posters, flyers and yard signs
- Signage for on-campus events
Do not create a logo for your school, division, program or unit. If you need a logo created, contact University Marketing and Communications at
School logos
Each school within the University has its own formal logo lockup in both a vertical and horizontal version.
Semiformal school logos
The semiformal school logos include “Wake Forest” along with the name of the school.
Informal school logos
Informal school logos include only the name of the school, allowing the WF symbol to stand for “Wake Forest.”
Department and office logos
The Wake Forest University logo may include a department or office descriptor. School logos can also include a department or office descriptor. Departmental and office logos must be approved and provided by University Marketing and Communications (Reynolda Campus and Wake Downtown) or Creative Communications (medical school campus). Adding a department descriptor independently or designing your own departmental logo is not permitted. If you need a logo created, contact University Marketing and Communications at
Area of isolation
The legibility and distinction of our university logo are very important. To ensure that the logo is highly visible, always separate it from its surroundings. The area of isolation, or clear space, surrounding the logo should equal half the height of the WF lettermark. Do not allow any other graphic element to penetrate this area of isolation.
Minimum size
There is a minimum size for reproducing any Wake Forest University logo. The minimum size limit ensures that our logo remains legible and applies to any print or online usage. Never reproduce the logo smaller than the minimum size.
Logo color versions
The logos shown are the permissible color versions of the Wake Forest University logo. Whenever possible, use a version of the logo that includes both of our primary colors, Old Gold and black. This includes the full-color version on a white or neutral background, the reverse version on a black background, the Old Gold version on black or the black version on Old Gold.
When printing restrictions do not permit the use of both primary colors, use the black one-color logo on a white or neutral background or the white logo reversed out of black.
Full-color logo usage
The full-color logo should only be used on a background light enough to provide contrast.
Incorrect logo usage
The examples shown represent incorrect usage of the Wake Forest University logo.
• Do not stretch, distort or alter the logo in any way.
• Do not angle or rotate the logo.
• Do not use a different typeface in the logo.
• Do not use the logo in a color other than black, gold, or white.
Special applications
Certain applications may require a specialized version of the logo — embroidery, for example. Please contact University Marketing and Communications at for assistance in these cases.
Athletics logos
Both the bold block WF and the Demon Deacon are official athletics logos. For graphic standards and information about use of the Wake Forest Athletics logos, visit the Athletics Logo & Branding page.
Atrium Health Wake Forest Baptist Medical Center
Atrium Health Wake Forest Baptist Medical Center is a separate entity from Wake Forest University and uses a separate logo. Do not use the Wake Forest University logo for any communication prepared for the medical center. For graphic standards and information about the Atrium Health Wake Forest Baptist Medical Center, sign into the Brand Resource Hub.
Wake Forest University seal
The Wake Forest University seal, designed in 1908 by William Louis Poteat and his predecessor, Charles E. Taylor, represents the rich heritage and history of our University. Inscribed with the words Pro Humanitate, it is a classic icon symbolizing our University’s vision to serve mankind through the pursuit of knowledge. The seal is used primarily for official documents and occasions. In rare cases, it can be employed in strategic communications or University-wide initiatives if sanctioned by the President’s Office. The seal must not be used as a casual logo or identity, a design element in recruitment materials or a decorative element. Ideally, the seal should be reproduced in Wake Forest Gold, either on an approved neutral background color or on black. The seal may also be embossed, foil-stamped or used as a watermark.
Uses for the seal include:
- Official legal documents
- Transcripts
- Convocation and Commencement documents
- Honor society documents
- The official catalog
- Diplomas
- Board of Trustee resolutions
- Presidential communications
- University stationery watermark
The seal illustrations shown here are examples only and are not intended or authorized for any use.
To request prepared digital art of the Wake Forest University seal, please contact us at .
Shield
The shield logo has been used primarily for academic purposes since its introduction in 2008. While the WF is the preferred logo across all Wake Forest schools and divisions, the shield remains an acceptable University symbol that can be used at the discretion of unit leadership.
The shield logo is a contemporary version of the Wake Forest shield, the icon that appears in the University seal and as a wrought iron architectural detail throughout the campus.
Sub-brands for Centers and Institutes
UMC creates sub-brands and custom logos for Provost-sponsored centers and institutes on a case-by-case basis. These brand identities are intentionally unique in relation to the University logo because the center, institute or time-critical initiatives and programs merit significant recognition in a marketplace beyond Wake Forest. Sub-brands also provide visual leverage when centers and institutes compete with comparable commercial entities.
Sub-brands benefit from and elevate the broader Wake Forest brand. In all digital or print applications for external audiences, custom sub-brand logos should be paired with the words “Wake Forest University” and/or the Wake Forest logo to amplify brand and sub-brand recognition.
Wake Foresters across all divisions are enthusiastic about our work, and it is tempting to want a special look for every Wake Forest entity. But our institution as a whole is best served by a consistent brand framework and disciplined use of logos.