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General Information

WHU’s graphic style is clean, modern, and structured. Graphic elements like lines and shapes help organize content, highlight key messages, and guide the user’s attention.

Tables

Tables can be used in three different ways: with solid horizontal lines (Table A), with a vertical white column to separate important content (Table B), or with a colored table header for emphasis on the header (Table C).

Table A

Used with solid horizontal lines. Clear table header and body separation.

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Table B

Uses a vertical white separation column to highlight important rows.

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Table C

Has a colored table header for emphasis, with header and text in a primary or secondary color.

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Tables follow a uniform basic structure:
A Table header
B Table body
C Table cell offset
1
Table headline:

1.25 pt, black

2
Table head-end line:

0.5 pt, black

3
Table body:

0.5 pt, black

4
Table end line:

1 pt, black

5
Separation column:

horizontal lines without contour

6
Colored table header:

table header and text in a primary or secondary color

Spacing

The table width is variable and is based on the column grid of the respective document.
The cell offset can be freely selected to go up or down, but a sufficient distance is required for optimal readability.

Diagrams

Bar chart

Diagrams help visualize numbers and values. They are mainly used in the Highlight Color WHU Dark Petrol and its half-tones.

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Donut chart

Instead of using further half-tones of WHU Dark Petrol, WHU Petrol can also be used.

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Further half-tones can be added to highlight important data, such as WHU Yellow, WHU Orange, or WHU Green.

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Line chart

Should the chart need strikingly different colors for the sake of readability, more highlight colors can be used.

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Construction
1
Lettering

Medium, black

2
Background line:

0.25 pt, WHU Anthracite

3
Diagram value:

Light, black

4
Chart title:

Bold, black

5
Dividing line (optional):

1 pt, black

6
Legend
7
Legend captions:

Medium, black

8
Background (optional):

WHU Silver Gray 60%

9
Labeling line:

0.25 pt, WHU Anthracite

10
Line chart:

1 pt

Colors

Generally, no more than two accent colors and their half-tones should be used in one diagram (exceptions see (4)).
Half-tones are only used when the color has prior been used with 100% saturation.

Infographics

Infographics provide the opportunity to present and emphasize concise information and facts. The graphics can be composed of typography, reduced diagrams, and lines.

In most cases, the primary colors WHU Blue and WHU Light Blue are used. Highlight colors can be used for important information, but one infographic should never have more than one highlight color.

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Icons

WHU uses a custom icon style defined by consistent line width and clear symbolism. Icons serve as supporting visuals for specific themes or keywords and may be reused across different contexts. To maintain clarity and consistency, one icon should not represent multiple meanings within a single medium (e.g., a brochure).

Icons are available with two different line weights:

  • Use the thicker line weight when displaying icons in a relatively small size.

  • Use the thinner line weight when displaying icons at a relatively large size.

This ensures that icons remain clear, legible, and stylistically consistent across various applications.

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Color & File Formats

All icons are available in different colors: WHU Blue (default), WHU Light Blue, White, and Kellogg Purple (for the EMBA program only). In addition, all icons are provided as PNG and SVG (or EPS). PNG files are intended for easy application by novice or non-professional users in digital media, while SVG (or EPS) files are designed for professional use in both digital and print media.

Gradient Overlay

Several filters and effects can be applied to images for more stylistic options.
This can be utilized to add visual variety or increase the contrast of text placed on top of or overlapping with images.

Overlay Blue

Several primary or secondary colors can be overlaid with images using varying opacity.

[12] Overlay Blue
Overlay Black

We usually recommend darker colors like WHU Blue, WHU, or black to create contrast for overlaying text.

[13] Overlay Black
Gradient

Gradients can be overlaid with images and shifted from one color to another, creating a more dynamic flow of colors.
We usually recommend WHU Blue to WHU Light Blue.

[14] Gradient
Duotone Blue

Duotones can be used for aesthetic purposes, translating an image’s dark and light values into two colors. We usually recommend WHU Blue for dark values and WHU Light Blue for light values.

[15] duotone blue
Duotone Anthracite

WHU Anthracite can be used for dark, and WHU Silver Gray for light values.

[16] duotone anthracite
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