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Waldorf University Branding Guidelines


This branding guidelines document is designed to provide Waldorf University’s faculty and staff with a cohesive and compelling presentation of who we are as an organization and what differentiates us from other universities.


A brand positioning statement ensures that all Waldorf communications are consistent and underscores our value add to all audiences including current and future students, faculty, staff and community partners. An integral part of Waldorf’s strategic plan, this statement brings focus to the development of the strategic marketing plan and its supporting tactics.

Brand Positioning Statement

Since 1903, Waldorf University has created opportunities for learning and service to students seeking well-rounded lives through education by establishing engaging online and residential communities centered on learning and faith.


The mission statement serves as Waldorf University’s North Star, providing its leadership with a guideto advocate the organization’s most inherent purposes.

Mission Statement

Waldorf University seeks to be an engaging community of learning and faith where relationships are formed and opportunities for learning and service abound. Our mission is to educate the whole person emphasizing integrity and equipping students to succeed and to serve the communities where they live and work.

The Short Version (Our Elevator Speech)

Waldorf University seeks to be an engaging community of learning and faith where relationships are formed and opportunities for education and service thrive.


The vision defines our organizational goals and provides direction for achieving them.

Vision Statement

Waldorf University faculty are dedicated to the goals and tenets of liberal arts education. The development of an appreciation of “a life of the mind” ought to begin in the home and school, be further nurtured at Waldorf, continue in studies at Waldorf, and become a lifelong process. Whether as future business leaders, teachers, professors, scientists, entrepreneurs, ordained clergy, psychologists or musicians—it is hoped that Waldorf graduates will aspire to lives of service. The “core” of the liberal arts program has as its goals that students:

  • Learn to think, write and speak clearly;
  • Begin the process of developing a mature and inquiring mind, with the ability to formulate questions, solve problems and make both intellectual and value judgments;
  • Engage in and appreciate the arts;
  • Acquire understanding of our historical and scientific heritage;
  • Begin to develop an appreciation of other cultures and their ways of knowing;
  • And consider their religious commitments for their meaning in life and the world in which they live and serve.


The vision defines our organizational goals and provides direction for achieving them.

Vision Statement

The vision of Waldorf University is to prepare graduates for lives of service within their communities,churches or places of employment. To achieve this, Waldorf is committed to instilling in its students a desire for lifelong learning and support of the arts, an appreciation for cultures outside of their own and a regard to their faith in relation to the world in which they serve.


Academic Excellence

Since 1903, Waldorf University has instilled in its students the Lutheran tradition of excellence in higher education centered on a well-rounded curriculum that encourages positive, impactful experiences. Waldorf’s approach to education liberates the way students think, inspiring innovation and personal growth.

Community Service

Waldorf charges students to be mindful of their community responsibilities, preparing them for lives of service within their communities, churches and places of employment.

Devotion of Faith

Students are encouraged to explore the meaning and depth that faithful devotion can play in providing direction, purpose and a moral foundation to their lives. The questions that religion poses for the living of life and the unique perspective that Christianity can give to the meaning of life are explored with academic rigor.

Lifelong Learning

Waldorf values freedom of inquiry and learning through the exchange of ideas in open conversation and teaches lifelong learning by instilling endless curiosity in its students.


Waldorf introduces a world of knowledge to its community by encouraging students from different cultures to build and cultivate lasting friendships, empowering them to experience the world through multi-disciplined points of view.


As a liberal arts university with core values
Waldorf offers a curriculum to liberate the way students think so that they may develop a basic understanding and knowledge of how those in a variety of disciplines think and approach life. As a liberal arts university, Waldorf seeks to instill values of service, community, critical inquiry, and lifelong learning in each student and in the very culture of the college community. These values and this education prepare our graduates to understand and contribute to life in our complex and ever-changing world.

As a residential university
Waldorf offers a carefully designed student life program, as well as extensive co-curricular, cultural and community service activities designed to create a campus atmosphere conducive to a well-rounded educational experience. We value high academic achievement, personal growth, the building of lasting friendships and a growing awareness of community responsibility.

As an online university
Waldorf offers a broad range of quality online academic programs delivered in an innovative, flexible format while providing a positive experience that impacts the lives of students.

As a community that values religious faith
Waldorf seeks to explore the meaning and depth that religion and spirituality can add to life. The questions religion poses for the living of life and the unique perspective Christianity can give to the living of life are explored with academic rigor. Students are encouraged to develop a deep respect for the role religious devotion can play in giving direction, purpose and a moral foundation to life.

As a university engaged with the world
Waldorf seeks to bring the world to our community by enrolling a significant number of international students. Waldorf actively encourages all students to experience the world through multi-discipline opportunities for travel and study abroad.

As a university born of a strong academic heritage
Waldorf has upheld the Lutheran tradition of excellence in higher education since the college was founded in 1903. This tradition values service to the community, academic excellence, freedom of inquiry, a liberating education, and learning through the exchange of ideas in open conversation.


Messaging guidelines outline the institutional characteristics, phrases and terminology to be used in describing Waldorf. Clear and consistent messaging empowers the university to speak with a unique unified voice, strengthening the Waldorf brand among future students, alumni and other key stakeholders.

Messaging Guidelines


Overall presence
Welcoming, Personable, Scholarly, Supportive


From record enrollments on campus to a vibrant online education program with thousands of students nationwide, Waldorf University is equipped to grow leaps and bounds in the coming years. Now is the perfect time to join the Waldorf family. Together, we can build a brighter future.


Waldorf is growing fast. Check out our website to join the movement!


Verbal or written
Familiar, Proficient, Refined


Ever evolving, Waldorf has led the charge for change since 1903, embracing technology and academic programs that best prepare our students to lead and serve in a rapidly changing world.


Waldorf has been embracing technology since day one. It’s always been a part of our curriculum and we use it to teach our students the best of the best.


Attitude or demeanor
Positive, Congenial, Proud


What has changed since we last spoke? Waldorf College is now Waldorf University. What has stayed the same? Outstanding academics. A vibrant culture. Our commitment to you.


Waldorf has changed so much. Wanna know how much? Give us a call!


The graphic style guide document is a reference for Waldorf’s faculty and staff to utilize when creating internal or external communications. This guide helps us to maintain a strong brand identity by utilizing certain parameters for our owned, earned and purchased channels.

Download PDF Guide

One Color Primary: Black or White

Waldorf Logo


Waldorf Logo

One Color Secondary: Purple or Gold

Waldorf Logo

Academic Seal

Waldorf Logo


Do NOT change colors

Waldorf Logo

Do NOT strech

Waldorf Logo

Do NOT change typeface

Waldorf Logo


Isolation Area

An area of isolation should be maintained around the logo at all times. This area dictates the amount of buffer space that the logo should have in relation to other design elements appearing nearby. The minimum isolation area for the logo is determined by the “W.” A more generous isolation area is recommended.


Good judgment should be exercised at all times when sizing the logo. Select an appropriate size based on the relationship between the logo, the medium on which it will appear and other design elements that may appear near the logo. The minimum appearance size of the logo is 1 inch horizontal. If the positioning line must be removed due to legibility or space constraints, care should be taken to place it near the logo if at all possible.

Waldorf Logo



In an effort to unify Waldorf University and its counterparts, department specific variations of the university logo should only replace the Waldorf University logo under special circumstances. Special circumstances may include but are not limited to: promotional items, tablecloths, trade show decor, etc. The Waldorf University logo will remain the sole brand of Waldorf University unless given specific permission otherwise. Final decisions on usage are left to the sole discretion of administration.

Department Specific Examples

Waldorf Logo
Waldorf Logo
Waldorf Logo



All faculty and staff must use the designated Waldorf University email signature. The design of the signature should not be adjusted or revised. Only terminal degrees may be listed on email signatures.


Email Window



To install the signature block on your computer, please follow the instructions below:

  1. Select the appropriate signature by clicking on the link that is applicable: ONLINE | CAMPUS | ATHLETICS
  2. Press Ctrl+A. This will select the entire signature.
  3. Right click and select Copy or press Ctrl+C.
  4. Create a new signature in Outlook 2007, 2010, or 2011 and then within that blank signature window right click and select Paste or press Ctrl+V.
  5. Replace name, title and extension with your own and save.


To install the signature block in your Outlook web app, please follow the instructions below:

  1. Sign in to Outlook Web App
  2. On the nav bar, choose Outlook (or Mail) or choose App launcher > Outlook
  3. On the navigation bar, choose Settings > Options
  4. Under Options, choose Settings > Mail. Or Under Options, choose MAIL > Layout > Email signature.
  5. Select and copy the signature example below:
    Your Name
    Your Title
    Waldorf University
    641.585.XXXX | 800.292.1903
    106 S. 6th St. | Forest City, Iowa 50436
  6. Paste the example signature in the Email Signature text box in the Outlook web app.
  7. Replace name, title and extension with your own and save.


Hypatia Sans Pro

This font is recommended for headlines.

Waldorf Typeface


This font is recommended for body copy.

Waldorf Typeface




Typeface: Hypatia Sans Pro Regular
Leading: 3/4 x-height
Space after: .125in


Typeface: Frutiger LT Std 45 Light
Type size: 9pt
Leading: 14pt
Space after paragraph: .125in


Waldorf Type Treatment


Gill Sans

This font is recommended for primary use.

Waldorf Typeface


This font is recommended for secondary use, if Gill Sans is unavailable.

Waldorf Typeface


Primary Colors

There are two main brand colors that are approved for use with this logo, text headers, subheads, backgrounds and other primary design elements. The correct colors should always be used in order to present a united and cohesive brand image.


CMYK: 80 / 98 / 5 / 27
RGB: 72 / 32 / 110
WEB: #471F6E


CMYK: 9 / 29 / 66 / 24
RGB: 183 / 146 / 87
WEB: #B79257

Secondary Colors

A small set of secondary colors is used to add visual interest to marketing pieces when needed. Do not convert to any other value than what is indicated below.


CMYK: 100 / 79 / 44 / 93
RGB: 0 / 0 / 10
WEB: #00000A


This color is for printing in Pantone metallic ink only.

Do not convert to CMYK, RGB, WEB or any other value.

Do not convert to CMYK, RGB, or any other value



The Waldorf Athletics color palette can only be used for athletic purposes and cannot be used in addition to the Waldorf University color palette.


CMYK: 80 / 98 / 5 / 27
RGB: 72 / 32 / 110
WEB: #471F6E


CMYK: 38 / 28 / 27 / 0
RGB: 163 / 169 / 173


CMYK: 100 / 79 / 44 / 93
RGB: 0 / 0 / 10
WEB: #00000A

Secondary Colors

A metallic secondary color is used to add visual interest to marketing pieces when needed. Do not convert to CMYK, RGB, WEB or any other value.


This color is for printing in Pantone metallic ink only.

Do not convert to CMYK, RGB, WEB or any other value.

Do not convert to CMYK, RGB, WEB or any other value.


Bottom layer:
80 percent Black on White background

Waldorf Logo

Top layer:
Purple (70, 80, 0, 0)
with Multiply effect

Top layer:
Gold (9, 29, 66, 24)
with Multply effect

Overlay Colors

CMYK: 70 / 80 / 0 / 0
RGB: 105 / 80 / 161
WEB: #6850A1

CMYK: 9 / 29 / 66 / 24
RGB: 183 / 146 / 87
WEB: #B79257


The angle used should be 27.5 degrees.


Templates play an important role in helping us to keep our brand identity intact when creating different communications pieces. Whether we are creating an internal PowerPoint or external letter to a student, using the appropriate template creates a distinguished and professional academic look for all messaging.


Waldorf letterhead should be used for any and all external communications including letters to students, graduates and future students.


Waldorf PowerPoint templates should be used for all internal and external communications including presentations to faculty, staff, students, graduates and future students.


There are many reasons to adhere to a writing style guide when creating content. Establishing consistency among different authors, ensuring readers stay focused on the content message versus style and establishing a professional presentation throughout industry-related content are all imperative and valid reasons for implementing a style guide. Certain organizations—like the Distance Education Accrediting Commission—have established business standards for their members to adhere to when addressing the public.

This document was designed to help provide an overview of the writing styles used at Waldorf and when each style is appropriate for use.


Associated Press style provides guidelines for news writing. It sets the industry standard for writing styles for blogs, magazines, newspapers and public relations firms across the United States. Waldorf uses Associated Press style in order to adhere to this industry standard and to create consistency among non-scholarly, mass-media publications and correspondence written for and about Waldorf University. For more information on the AP Style Guide, or to view the guide, visit

Who Uses AP Style

AP style is best suited for situations where copy has the possibility of publication within a press release, newspaper, blog post, media kit, magazine, television broadcast, etc. Marketing personnel, PR practitioners, members of the media and all Waldorf employees writing on behalf of the university should utilize Associated Press style during any of these scenarios.


AP Style Exceptions

Below is a list of AP style exceptions when creating internal communications for Waldorf:

  • Advisor: Use this spelling when referring to academic advising; otherwise, use adviser (AP).
  • Chairperson: Use chairperson, chair or co-chair. AP prefers chairman or chairwoman.
  • Composition Titles: Italicize composition titles. Do not set them off with quotation marks.
  • Degree Abbreviations: No periods in degree abbreviations (PhD, BA, BS, MA).
  • Department Names: Capitalize (Department of Economics). The preferred style is to be less formal (economics department).
  • Em dash: No space before or after an em dash. AP prefers spaces on either side.
  • Homepage: One word. AP prefers home page.
  • Nationality: African American, Asian American—no hyphen when spelled as a noun. Hyphen is optional when used as a modifier, for clarity.
  • Percentages: For collateral use (headlines, etc.) it is acceptable to use punctuation mark.
  • Professor: Capitalize professor before the person’s name (Professor Jones).
  • Room Numbers: Lowercase. (The library is located in room 305). AP prefers capital.
  • Theatre: Use this spelling. AP prefers “theater” unless used in a proper name.
  • URL: Okay to omit http:// at the start of a URL, unless needed for clarity


APA style provides guidelines for scholarly writing and is most commonly used to cite sources within the social sciences. At Waldorf, we utilize APA style when referring to the treatment of numbers, metrication, statistical and mathematical data, tables and figures for use in writing, reports, or presentations. For more information, visit the APA’s web site,

Who Uses APA Style

AAPA style is best suited within a learning environment, often within a classroom or online learning environment. Teachers, professors, students and other writers should utilize APA when writing essays, term papers, research analyses, book reports, etc.


Boilerplates, also known as “general copy,” consist of generic information about a company or organization. The below boilerplate copy is available for use when creating any internal or external communications.


Founded in 1903, Waldorf University is a regionally-accredited liberal arts university located in the heart of Forest City, Iowa. Waldorf delivers engaging learning experiences through innovative residential and online instruction, providing its students associate, bachelor’s and master’s degrees and certificates in the areas of business, communication, criminal justice administration, education, music, psychology, theatre and more.


When creating communications pieces, it’s important to ensure that our terminology and messaging is consistent across every channel. This document was designed to guide Waldorf’s faculty and staff in establishing the appropriate terminology within every situation.

Waldorf often references specific language when referring to academic, beneficiary and financial aspects of its mission. Using specific phrases helps to ensure that we are providing consistent information to all target audiences, keeping our brand identity and promise alive and well.

Approved Phrases

Below is a list of approved phrases to reference when creating advertising, marketing and any additional promotional items:

  • Career Services Available
  • Caring and Student-Centered Faculty and Staff
  • Low-Cost Tuition / Affordable Tuition
  • No Application Fee
  • No Entrance Exams Required / No ACT, SAT, GRE, GMAT Required
  • No Scheduled Online Sessions
  • Regionally Accredited Through the Higher Learning Commission of the North Central Association of Colleges and Schools
  • Textbooks Provided
  • Transfer Credit Evaluated
  • Math and Writing Assistance Available

Approved Military-Related Phrases

Additionally, these specific phrases have been approved for military-related advertising, marketing or promotional items:

  • TA and VA Benefits Accepted
  • Military men and women: The term “service member” is acceptable to refer to a current or previous member of the military. Please do not use “servicemen” or “servicewomen.”
  • Credit for Military Training and Prior Coursework
  • Military and Veteran Discount
  • Veterans Affairs: Please use Veterans Affairs instead of “Veteran’s Affairs” or “Veterans’ Affairs.”


Academic Assistance/Academic Support
This phrase relates to the admissions department’s admissions advisors who offer advice or counsel on enrollment.
Affinity Scholarships:
This phrase is for internal use only. When referring to Affinity Scholarships externally, use their specific scholarship names: Art Leadership Scholarship, Campus Ministry Leadership Scholarship, Creative Writing Leadership Scholarship, Digital Media Leadership Scholarship, Entrepreneurship Leadership Scholarship, Historia Leadership Scholarship, Honors Leadership Scholarship, STEM-Biology Leadership Scholarship and Service Learning/Rotaract Leadership Scholarship.
This term refers to any electronic book (formerly: e-book, eBook, e-Book, ebook, digital book, or even e-edition) issued by Waldorf as a part of course materials.
Learning Partner Discount
Members/employees of Learning Partners receive a 10 percent discount on tuition. This benefit is also extended to their immediate family members (spouses and children).
Lives of Service
This term is in keeping with the Waldorf mission and values. Waldorf charges students to be mindful of their community responsibilities, preparing them for lives of service within their communities, churches and places of employment.
Math and Writing Assistance Available
Waldorf offers this service via the Success Center. Example: Our Success Center specialists can provide assistance for students struggling with math.
Transfer Credits Evaluated
Waldorf allows transfer of credit hours for prior academic credits, training and relevant professional licenses and certifications.
Transfer-Friendly Institutions
This term refers to Waldorf’s relationships with outside organizations that utilize its resources and collectively offer educational opportunities or certifications that are not available solely at Waldorf. Example: Waldorf has relationships with many transfer-friendly institutions including Columbia Southern University, California Coast University and Delgado Community College.
Veterans Benefits
This term is used in promotion of degrees to military men and women.