The UW–Madison brand

Our brand is our reputation. A successful brand will reinforce who we are and the qualities that distinguish us from others by means of a coherent and consistent visual system.

The mission statement for UW–Madison describes the essence of what guides our work every day:

To create, integrate, transfer, and apply knowledge through innovative programs of research, teaching, and public service.

However, there is a subtext to those words: a principle first articulated in 1904 — and admired ever since. It's called the Wisconsin Idea, and it permeates all that we do at this university. It’s simple in theory, but powerful in execution. As we learn and explore and discover in classrooms or laboratories or natural areas or libraries and more, we take an important step: We share knowledge with the citizens of Wisconsin and beyond. And then we take another important step: We become a resource to others, encouraging a give and take of ideas and opinions.

In turn, these important steps motivate us to examine our mission, then boldly augment that mission by addressing the future. In doing so, we create our vision:

The University of Wisconsin-Madison will be a model public university in the 21st century, serving as a resource to the public and working to enhance the quality of life in the state, the nation, and the world.

Achieving stature as a “model public university,” of course, requires a path. How do we get there? Our positioning statement starts us down that path:

The University of Wisconsin–Madison is a catalyst, where people create change both in themselves and in the world through innovation and exploration.

A brand promise essentially forges the path, giving us the critical tools we need to “create change”:

The University of Wisconsin–Madison provides a comprehensive educational environment in which intelligent, spirited students and scholars can work together to create change that influences Wisconsin and the world.