Why is our brand and visual identity program important?

These brand and visual identity guidelines provide a roadmap for advancing and protecting a valuable asset: the University of Wisconsin–Madison, one of the most respected public research universities in the world.

A brand defines what people most commonly associate with our university. We help shape the brand through what and how we communicate about the day-to-day and the long-term nature of our work, and about the people who do that work.

It is challenging to succinctly describe UW–Madison, given its depth and breadth, and its impressive legacy. But it is a legacy worthy of our respect and our protection. These guidelines explain the words and the characteristics we've chosen — through careful research with key constituencies — to define our university, to capture what sets us apart from other institutions of higher education, and to share our accomplishments with the rest of the world.

We understand that campus units value their individual identity and that complete uniformity is difficult at an organization as large as ours. But we also know that working as a team to leverage the university's brand benefits the entire campus. For that reason, we expect every UW–Madison entity to comply with the most critical components of our visual identity system. We also ask that campus units consult with University Relations before working with outside vendors on graphic design, production, photography, video production, or printing. Doing so helps us to implement the brand and visual identity program effectively and consistently.

We’re proud of this university and the many ways that its people and its work span the state of Wisconsin and beyond. In our fast-paced world that bombards us with messages every day, it's more important than ever to clearly represent our institution's presence and strength.

Thank you for helping us to present a public face that is instantly recognizable as UW–Madison.

Vince Sweeney
Vice Chancellor for University Relations

Download a summary of UW–Madison’s brand and visual identity guidelines.