Implementing the brand and visual identity system

Now that we've introduced key components of the brand and identity system, here are details about what your unit should use, depending on where it falls in the brand hierarchy. Read the section on secondary logos and the stationery system for more information. Contact University Communications if you have questions about where your unit fits in the brand hierarchy.

Core brand

The core brand is the top tier of the brand hierarchy and it represents the institution as a whole. To represent the core brand in institutional websites, annual reports, television spots and strategic plans, use:

  • The institutional logo for print projects
  • The stationery system (Version A)
  • The web template

Core brand extension

A core brand extension is an overarching entity that advances the overall mission of the university and aligns very closely with the core brand. At UW–Madison, core brand extensions are schools and colleges. Core brand extensions must use:

  • The secondary logo for print projects
  • The stationery system (Version A or B)
  • The web template

Secondary brand extension

A secondary brand extension is a UW–Madison administrative office, support unit, or academic department that supports the overall mission of the university. Secondary brand extensions must use:

  • The secondary logo for print projects
  • The stationery system (Version A, B, or C)
  • The web template

Sub-brand

A sub-brand is an entity that is linked to UW–Madison’s core brand for strategic and economic reasons. Examples include the Wisconsin Alumni Association, or a school/college alumni group. Its visual identity may incorporate key elements of the core brand (such as the W crest, or official typefaces or colors), but does so in a way that establishes a more independent visual look.

Independent brand

An independent brand is an entity that presents its connection to the UW–Madison brand in an understated manner. The Wisconsin Institutes of Discovery and UW Athletics are examples of an independent brand.

In print, an independent brand should include the university’s official name in the text or an understated use of the core brand logo somewhere in the piece, but not in close proximity to its own logo.

On the web, an independent brand should include the university's official name in the header of its page design and incorporate UW–Madison’s institutional logo in the footer. An independent brand should not place the core brand logo in close proximity to its own logo in print or on the Web.