PNW students pose with a cardboard cutout of PNW mascot Leo the Lion.

Power Onward Brand Guidelines

The PNW brand reflects the university’s foundational elements and values, and Power Onward gives us the tools to share our authentic story with every key stakeholder audience.

Power Onward

Powering onward is the beating heart at the center of PNW.

When we say “Power Onward,” we reflect the core values of the PNW Lions, expressing the self-driven spirit of every community member and the promise of PNW to meet that determination with strong academics, student-centric hands-on learning, student-faculty connections and vital community engagement.

Our Identity

Our brand is the sum total of a person’s experience of Purdue University Northwest. It is our unique, singular identity, communicated to our audiences through every communication channel, electronic and in-person.

It is everything our audiences see and hear, and everything they imagine when they think of PNW and the Lions. It is the promises we make, the outcomes we deliver and the moves that set us apart. Our logos and colors shape the perception of the university, but the brand is so much more.

Wherever and however we reach people, our brand is who we are.

Consistency and Guidelines

The brand standards set forth here provide a set of guidelines allowing the university to effectively communicate its unique identity to all key audiences. Consistent brand messaging is essential, and brand standards will help ensure the PNW brand will be recognized across all audiences. By integrating consistent messages about the PNW experience into all marketing, communications and outreach across the institution, we can:

Recruit outstanding students, faculty and staff
Enhance the support of alumni and donors
Differentiate the PNW experience within the Purdue system and in the crowded higher education landscape
And increase the prestige of a degree earned at PNW as students enter and progress through the workforce and their life’s journey.

Who We Are

PNW students are self-driven, committed to excelling in whatever path they choose, whether serving as the next generation of leaders in Northwest Indiana or bringing PNW pride to businesses and communities around the country and the world.

That’s Powering Onward.

The brand personality is how we want people to think and feel about PNW. Examples of how the brand speaks, looks and acts may include:

Determined. Driven, relentless, persistent, consistent in pursuing goals.
Resilient. Confident, showing grit, positive, strong.
Respected. Proven, valuable, credible, reliable, seen as a leader.
Innovative. Bold, insightful, courageous.
Inclusive. Inviting, friendly, supportive, open minded, a collaborative community, a family.
Intentional. Focused, deliberate, pursuing excellence.
Engaged. An active community participant, making a positive impact on the region we serve and the world.
Genuine. Authentic, consistent.

The PNW brand values are the basis for Power Onward and all institutional messaging. In their focus on student-centered, experiential learning and deep support, our brand values reveal who we are, what we do and why we do it.

Strong academic programs
Elevating community engagement
Student-centric education
Connections between students and faculty
Hands-on learning
Real-world experiences
Passion for helping students realize their potential

Core Value: Heart

Heart unifies all of our brand values, showing how they come together to define who PNW is. Heart honors the passions and strength of all students, alumni, faculty and staff, offering us an emotive foundation from which to share what differentiates PNW.

PNW messaging is determined and resilient; respected and innovative; inclusive and intentional. Your tone should aim to:

Be Inviting

Even the most resilient and determined students need support to succeed. Show students (and remind alumni) that PNW’s culture of belonging empowers remarkable career outcomes.

Be Confident

PNW has a lot to offer given how much it has grown in recent years. Share it proudly, but avoid sounding boastful by emphasizing the effort the entire PNW community has—and continues to—put in every day.

Be Authentic

Own the determination and excellence that have shaped not just the life of the university, but of every single student, past and present. The point is not to emphasize struggle—it’s to share the strength that unifies all parts of the PNW community.

Official Colors of Purdue University Northwest

Primary Palette

The Purdue University Northwest Mane Gold, black and white are the official colors for Purdue University Northwest. It is very important to match these colors faithfully when reproducing the university marks.

For more information on PNW’s primary and secondary colors, view the official Brand Guidelines (requires Sharepoint access).

PNW Mane Gold

(in lieu of use *Pantone® 7502C/7502U)
RGB Equivalent: 207r 185g 145b
CMYK Equivalent: 20C 24M 46Y 0K
Thread: Madeira 1084; RA 2476
Hex Code: #CFB991

Black

PNW black brand color is pictured.

RGB Equivalent: 0r 0g 0b
CMYK Equivalent: 0C 0M 0Y 100K
Madeira Thread: Black
Hex Code: #000000

White

RGB Equivalent: 256r 256g 256b
CMYK Equivalent: 0C 0M 0Y 0K
Hex Code: #ffffff

Design choices should not only reflect the PNW identity but also ensure readability for all audiences. Color pairings must be selected with accessibility in mind. Some combinations may not provide adequate contrast and can create barriers.

The full PNW brand guidelines offer guidance on accessible color pairings for different text and background colors.

Have a specific accessibility question or concern? Please submit a Marketing Project Request.

Official Fonts

Primary Headline Typeface: Champion

Champion Middleweight is our primary headline typeface. It is a sans-serif typeface based on designs from posters promoting sports. It is optimistic, driven and confident. This typeface is most often used for headlines, short phrases and proof points.

Secondary Headline Typeface: Myriad Pro

Myriad Pro is a secondary sans-serif typeface. It has a classic yet fresh appearance. It should be used to communicate a broad range of subjects, especially when Champion is too strong or when a subtler or more sophisticated appearance is needed. Use it for headlines, subheads, short sections of text and captions.

Introductory/Body Copy Typeface: Chaparral Pro

Chapparral Pro is a serif typeface intended to balance the boldness of Champion and rigidity of Myriad. It is sophisticated and friendly. Use it for introductory copy and lengthy body copy.

Headline Substitute: Impact

Impact is acceptable when Champion is unavailable for headlines in presentations or documents.

Body Copy Substitutes: Arial and Times New Roman

For the web, PowerPoint presentations and other documents, Arial may be used as a substitute for Myriad Pro, and Times New Roman may be used as a substitute for Chaparral Pro.

Where Can I Get These Fonts?

The official fonts listed above must be purchased and licensed to be used. For more information, please contact the Office of Marketing and Communications.

PNW Logos

PNW’s brand identity is summed up in the university’s official logos. To properly represent and differentiate the university, it’s essential to follow official guidelines on logo sizes, placement and integrity.

If you require an alternate version for dark backgrounds or single-color production, please submit a Marketing Project Request.

Having trouble downloading a logo? “Right-click” on the link, and click on “Save Link As…” or “Save Target As…”.

Signature Logos

Co-branding With Lockup

To ensure that we are all working together to reinforce the university brand, all units should use the approved co-brand logos that represent their department or organization. All secondary graphics and taglines must meet the guidelines shown in PNW’s brand standards.

To request a co-brand for your unit, please submit a Marketing Project Request.

Sample Cobrand (Signature Stacked)

Sample Cobrand (Diagonal Monogram with Lion)

So that PNW can maintain the design integrity of its brand, it is mandatory that all marks be applied as indicated in PNW brand guidelines without modification. The marks are not to be altered in any way.

All secondary graphics and taglines outside of what is shown in the PNW brand guidelines are not approved and must be discontinued from use.

Other Non-Permitted Usages Include

Secondary graphics, icons, logos or taglines
Alternative fonts
Slogans or taglines that are not in alignment with brand messaging
Alternative depictions of lions
Merchandise or apparel in a non-brand color

Brand Governance

Following are additional university policies and procedures managed by the Purdue Brand Studio and Purdue University Northwest Marketing and Communications. Any questions about Brand Governance and compliance with brand guidelines should be directed to the PNW Office of Marketing and Communications at marketing@pnw.edu.

Purdue University is the owner of the Purdue University Northwest name and logo and all associated marks. Use of Purdue Northwest’s marks without an express license or permission is strictly prohibited. Therefore, only brands and co-brands officially sanctioned and created by Purdue University Northwest Marketing and Communications, such as those to which you may gain access through this website or the brand standards document, may be used.

No PNW mark (including any Purdue Northwest cobrand or mention of Purdue Northwest, PNW or Purdue University Northwest) may be created, modified, adapted, transformed, reworked, refashioned or changed in any other manner. Failure to comply may result in revocation of permission to use Purdue University Northwest marks or co-brands as well as other sanctions imposed under authority of the Purdue Board of Trustees, and at user’s expense, to remedy the unsanctioned action or use.

Under the policy Delegation of the President’s Authority (V.B.5), administrative authority and responsibility for marketing, including brand management, are among the activities delegated to the vice chancellor of Institutional Advancement at Purdue Northwest.

Purdue Northwest Marketing and Communications is the administrative unit that is tasked with the management and protection of the Purdue University Northwest brand as well as its federally registered and established by use trademarks. PNW Marketing and Communications governs brand integrity and consistency among all stakeholders through its established standards for the university brand and the related Purdue University system-wide trademarks and licensing policies

Per the Purdue System Clarification of Brand Governance, if a brand identity violation is identified, the unit in violation will be required to work with Purdue Northwest Marketing and Communications to determine the corrective action required, which may include redesign of print and/or electronic materials to be brand compliant.

All expenditures related to material that is not in compliance with PNW Brand Guidelines will be the responsibility of the unit that was in violation of the guidelines. In other words, the university will not pay for violations of its brand standards, which do provide for reasonable flexibility to tailor and adapt to local uses.