WHARTON

BRAND

STANDARDS

& STYLE GUIDE

A strong university brand is built over years, and every consistent visual and verbal choice helps that reputation grow stronger.

The

WHARTON

BRAND

STATEMENT

Our brand represents Wharton’s collective identity and values — the history, present, and future of our community of faculty, students, alumni, and staff, including academic departments, administrative groups, student organizations, and partnerships. 

The Wharton brand is intentionally crafted to be adaptable, allowing for a wide range of applications across different departments, groups, and events within the school. Each entity within Wharton can leverage the brand in a way that aligns with their specific goals and objectives, while still maintaining cohesion with the overarching message and reputation of the school. The brand acts as a versatile tool that enhances visibility and reinforces the values that Wharton stands for and represents. It’s about creating a unified yet flexible branding strategy that resonates on both a micro and macro level.

The Visual System

Logo of the Wharton School at the University of Pennsylvania, featuring its emblem and name on a navy blue background.

The Wharton visual system defines how elements like color and font should represent the school.

See the Visual System

The Language System

Article text about the U.S. housing market and recession, with a blue background.

The Wharton language system aligns how we write with who we are as an institution.

See the Language System
Animation of Logo

Wharton Logo Case Study

Wharton’s updated logo system unifies more than 150+ marks under a single, adaptable framework that aligns tightly with Penn’s institutional standards. Developed through extensive research and testing, the system strengthens visual cohesion, clarifies hierarchy, and ensures every Wharton logo communicates the School’s prestige and global impact with consistency and precision.

Read the Case Study
A blue background with a shield featuring open books, a dolphin, and three circles, symbolizing the University of Pennsylvania.

Logos

Vertical stripes of different colors including dark blue, red, pink, blue, cyan, gold, purple, and magenta filling the space.

Colors

A small group of people smiling and taking a selfie outdoors, with trees and a building in the background. The image has a blue tint.

Photography

Red and blue letter 'Aa' pairs demonstrating color contrast on a dark blue background.

Typography

A blue check mark with a blue circle between two red X marks on a dark blue background.

Editorial Style Guide

A red pause symbol and a blue play triangle on a dark blue background, representing media playback controls.

Video & Motion

Wharton

HIST

ORY

& HERITAGE

For more than 145 years, Wharton has been the place where visionaries, inventors, and trailblazers get their start.

In 1881, American entrepreneur and industrialist Joseph Wharton established the world’s first collegiate school of business at the University of Pennsylvania — a radical idea that revolutionized both business practice and higher education.

Since then, the Wharton School has continued innovating to meet mounting global demand for new ideas, deeper insights, and transformative leadership.

The

University of

Pennsylvania

& The Wharton School

A Unified Brand

Wharton’s brand is a shared promise shaped by a long tradition of innovation, academic rigor, and real-world impact. It reflects Penn’s powerful community of faculty, students, alumni, and partners whose collaboration fuels the energy, reputation, and transformative reach of our institution.

Together, Penn and Wharton form a unified force for knowledge, leadership, and positive change, bound by a commitment to preparing the next generation of global leaders.

This is Penn. This is Wharton: where ideas become action, impact scales worldwide, and ambition shapes the future.

Penn's Guidelines