Brand and Style
A strong, consistent brand builds trust, improves recognition, and makes our communications more effective across every audience from prospective students to community partners.
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This page is the central home for Casper College’s brand and style standards. It includes tools, templates, and guidance so departments, employees, and student organizations can create communications that are accurate, accessible, and aligned with Casper College’s voice and visual identity. If you’re unsure how to apply a standard, Strategic Communications and Marketing can help.
Need help or a brand review?
Contact Strategic Communications and Marketing at pr@caspercollege.edu
Casper College’s brand is intended to convey who we are and the spirit of the institution. It includes the way we act and speak, not just the visual elements we use.
When we communicate as “One College,” we help audiences understand what Casper College offers and what to do next. Across channels, our writing should feel:
Use these standards for most public-facing communications, especially materials intended for external audiences, recruitment, education, advertising, publications, or wide campus distribution.
Casper College Red (Primary):
Black (Secondary):
The standards include neutral grays and bright accent colors to support hierarchy and modern design (use accents intentionally; don’t overwhelm layouts).
(Examples shown in the manual include Cool Gray and Warm Gray sets, plus accent colors such as Pantone 130 C / HEX #F2A900 and “Casper Blue” / HEX #008BC0.)
Use color combinations that remain readable for all users. For web, we use the WebAIM Color Contrast Checker as a guide for acceptable color combinations and follows accessibility standards.
Typography supports consistency and readability; use clear hierarchy (headlines → subheads → body) and adequate whitespace.
Use:
For digital, use:
Use only authorized digital files. Do not recreate or typeset logos yourself.
Use approved versions as provided (e.g., horizontal/stacked; color/black/white/reverse) and choose the option that provides the best contrast and readability.
Avoid placing logos on patterned or low-contrast backgrounds. Use reverse versions only when designed for dark backgrounds.
Do not:
For sponsorships, advertising, filming, and other uses involving the college’s name/marks, approval is required. Co-branding and third-party logo use should be coordinated through Strategic Communications and Marketing.
Casper College uses a system of department identifiers (logo lockups) built around the primary wordmark; the Brand Standards note that there are no independent brands at Casper College.
Across channels, Casper College writing should be:
Examples from the Style Guide include:
See: Styleguide
Use authentic, student-centered imagery that reflects real learning, campus life, and community connection (avoid staged or generic visuals when possible).
Use only:
If you’re unsure, request review before publishing.
Casper College’s website uses approved templates and standards to reinforce a consistent visual identity, and web content follows AP style.
Web writing and structure
Accessibility basics
SEO basics
Use email to support a clear action path and drive readers to a stable “source of truth” webpage when details are complex.
Email signature basics
The Brand Standards include guidance for email signatures (simple formatting; official job titles; phone number; caspercollege.edu; no quotes/images) and note that regulatory requirements may apply in some contexts.
Social media is a powerful communications tool, and the Brand Standards emphasize maintaining Casper College’s brand identity across platforms and using department/program lockups with appropriate imagery.
See: Social Media
Casper College web pages are expected to conform to accessibility standards under Section 508 and WCAG guidance, including attention to readable contrast and non-color-dependent meaning.
Minimum standards:
The Brand Standards require that printed materials and digital communications targeted to prospective students, current students, or employees, or used for educational or recruitment purposes, include the regulatory statement (nondiscrimination statement) and specify placement guidance (e.g., bottom of document; minimum 6-point type).
If a communication involves safety, reputational risk, or a potential media issue, coordinate early. The Style Guide notes that in an emergency, the point of contact is the Strategic Communications and Marketing Director or designee.
Use welcoming, respectful language; avoid assumptions about background, ability, or prior knowledge.
Request a brand review when materials are:
Contact or email Strategic Communications and Marketing and include:
Casper College uses the Associated Press Stylebook as the primary writing reference for most promotional materials, with the Casper College Style Guide providing campus-specific standards.