Logo and graphic identity guidelines About the logo and graphic identity guidelines
In 2001, University Communications developed a new institutional logo and a corresponding set of usage guidelines for the University of Wisconsin–Madison. Because the first formal contact many people have with the university is through printed and online materials, it is important that these materials project a consistent and readily identifiable image.
The University of Wisconsin–Madison’s graphic identity guidelines offer a foundation for clear, concise communication of the university’s institutional identity. This publication includes a description of the logo and guidelines for its use, including official colors and typefaces, as well as the appropriate use of existing university symbols. Repeated and consistent use of the logo is critical to establishing and maintaining UW–Madison’s identity with our many constituents.
UW–Madison athletic logos are governed by separate guidelines (PDF, 8.3MB).
School of Medicine and Public Health logos are also available for download separately.
Please spend some time reviewing the guidelines by browsing through the menu of links on the left side of this page.
Share your feedback
Please share your thoughts and questions about the guidelines as posted on this Web site by sending an e-mail to logo@news.wisc.edu.
Who Should Use This Manual
This manual has been prepared to assist faculty and staff of the University of Wisconsin–Madison to promote the identity of the institution. Please review these guidelines carefully before creating any materials using the UW–Madison identity.
This guide should be supplied to any vendors or other external resources you may be using to ensure that our identity is used properly.
University Communications
University Communications’ role in the institutional identity program is to provide support for all university entities that use the UW–Madison logo. Formerly University Publications and the Office of News and Public Affairs, University Communications encompasses all university communications, whether in print or on the Web. We oversee implementation of the graphic identity campuswide, and we are available to help individual departments and organizations use the logo in an effective and distinctive manner. University Communications is the campus resource for ensuring graphic design awareness, consistency and excellence. Please contact your representative at University Communications, Creative Services (formerly the Office of University Publications) with questions and requests.
University Communications
Suite 200
711 State Street
Madison, WI 53703
608/262-0948
logo@news.wisc.edu
University Communications
27 Bascom Hall
500 Lincoln Drive
Madison WI 53706-1380
608/262-3571
logo@news.wisc.edu
Office of Trademark Licensing
The university owns all trademarks, service marks, trade names, designs, logos, seals, symbols, mascots and slogans associated with or referring to the University of Wisconsin–Madison. The Office of Trademark Licensing protects and controls use of these marks as well as the quality and appropriateness of products, promotions and advertising for which the marks are used. Only companies officially licensed by the university are permitted to produce items using university trademarks.
Office of Trademark Licensing
1440 Monroe Street
Madison, WI 53711
608/265-1152
265–1154 (Fax)
cvm@athletics.wisc.edu
UW-Madison Logo
University Communications art director Earl Madden created the basis of the new UW–Madison logo in the late 1980s. To convey Wisconsin’s rich tradition, Madden adapted an architectural element found on the UW Field House: the red shield emblazoned with the white “W.” Created in 1929 by an unknown architect/designer for use on the Field House, the W shield is a familiar campus icon and an enduring symbol of UW–Madison’s long tradition of prestige and spirit.
More recently, a team of University Communications artists worked on a series of designs leading to today’s logo. The distinctive red shield has been refined and paired with the words “The University of Wisconsin–Madison,” known as the wordmark. The combination of both elements forms the new logo, along with official colors and a specified typeface.
All materials, print or electronic, published by UW–Madison should feature the logo as described in these guidelines. Adhering to these guidelines for consistent use of the logo in all applications is an important part of this identity program.
The UW–Madison campus logo (the combination of the Field House “Shield W” and the wordmark) is designed to be used as a single unit in printed material. The wordmark must not be used separately.