Appropriate Usage of Seal/Logo
Logo: The university logo is the official and preferred trademark of Viterbo. The logo is used by all university departments, schools, offices, and organizations. In order to promote a visual identity that is consistent, the university community is to use the logo, which is subject to the following considerations:
- Official colors are cardinal (PMS 208) and gray (Cool Gray 6). See the designers in communications and marketing for a specific color for vendors, printers, and other purposes. The logo may also appear in black.
- The logo is a trademark and may not be altered in any way. Additional copy identifying specific groups, departments, and organizations may be added below the logo by the communications and marketing office for your use.
Seal: The university seal appears on diplomas, official correspondence, awards, and in conjunction with formal occasions.
Creation of New Logos: Viterbo University has an official seal and logo which serves as its trademark. Administrative and academic personnel are asked to use these symbols in the materials they use for promotion and marketing purposes. The creation of multiple and different logos is time consuming and contradictory to a unified identity program. Rare exceptions may be granted to entities (i.e., athletics) where a symbol or design used externally gains recognition because of its association with Viterbo University. Any requests for an exception should be submitted to the Office of Communications and Marketing.
Accessing the Logo: Printed copies of the logo are available through the communications and marketing office (RC 007) or online. Access the Logo
Resizing the Logo: If you import the logo into a document but feel it is too large or too small for your needs, you can resize it. To do so, click your mouse, while holding down the shift key, on one of the corners of the boxes (not the top or sides). Move it to the appropriate size. This sizes the logo proportionally so it will not be distorted.
For Questions: Direct all questions and concerns regarding the use or exceptions to the use of university logos to the Office of Communications and Marketing.
Patrice Halligan, a Franciscan Sister of Perpetual Adoration, designed a logo soon after she became chair of the art department in 1944. The emblem featured four symbols: a triangle signifying the Trinity, source of wisdom and grace; a rose, recalling the patroness of the university, St. Rose of Viterbo; a cross, formed by the stem of the rose and the upper bar of the triangle, symbolizing Christianity; and wavy lines suggesting the Mississippi River on the bank of which the university stands.
This logo was used until 1970 when Steven Bigler, who had joined the art department faculty the previous year, created a new logo. His design was a rectangle divided into four areas, each bearing a symbol. The symbols repeated three elements from the first logo: the cross, the rose and the river. To these, he added a torch in the lower right area, signifying the quest for knowledge through a liberal arts education. It is printed in the university colors of cardinal and silver.
The original seal, which has twice been slightly modified, was created in the early 1960s by Imogene Thiele, a Franciscan Sister of Perpetual Adoration (FSPA) and member of the art department. Designed according to the science of heraldry, the shield located in the center of the seal, contains a wealth of information. Clockwise from upper right: the cross symbolizes Christian identity; the wavy lines portray the Black, La Crosse, and Mississippi rivers which join forces in La Crosse to provide Viterbo with its unique geographic location; the torch of learning symbolizes the chief function of the university; and the rose honors St. Rose of Viterbo, the patron saint of the FSPA, the founders of Viterbo.
Beyond the shield, the word "knowledge" is retained from a very early Viterbo motto taken from the bible: "Teach me goodness, discipline, and knowledge" (Ps. 118.66). Later "faith" and "service" were added to complete the virtues to be embodied in a liberal arts education. The final elements contain basic information specific to Viterbo's location, in La Crosse, Wisconsin where the mission of Viterbo University began in 1890. Two small tau crosses are found in the outermost ring, proclaiming the Franciscan heritage of Viterbo. The tau was the standard cross in the days of St. Francis, and it is formed by the Greek letter "T."
With its rich symbolism, the university seal is a constant reminder of Viterbo's past as well as a guide to the future for all who are here today.