Logo and graphic identity guidelines Graphic identity checklist

All University of Wisconsin–Madison communications materials, whether printed or digital, should display an approved version of the logo. When it isn’t possible to use the logo, you should include a text identifier: University of Wisconsin–Madison.
The logo should be displayed in a prominent location on communication material.
Use only authorized digital files of the logo.
When a logo is reduced or enlarged, it should be treated as one unit. Resize all elements proportionately. Do not reduce the logo below 1.25 inches in height.
Check color for accuracy and ensure that the logo is legible in the chosen print context.
A logo should never be incorporated into illustrations, cartoons, or other symbols or logos. It is not intended to be a decorative repeating element.
A logo does not have to be large to be effective, but it should have ample space around it for legibility and visual integrity.
The logo can appear in three colors (PMS 873 metallic gold, PMS 200 red and black) or two colors (PMS 200 red and black, with a 20 percent screen tint of black replacing the gold). When using one color, preferably the logo should appear in black, but other dark colors are acceptable. The logo should only be reversed out of a dark background.
If you feel you need to create a modified version of the crest logo for a specific application, contact University Communications at 608-262-0948. Approvals have been granted for minor changes that do not significantly alter the appearance or visibility of the logo.
University letterhead and envelopes may be adapted for special promotions (university celebrations, for example) lasting no longer than 18 months. Requests for such promotions are handled through University Communications.
Partnerships: Logos of outside organizations may appear in the same size and visual plane as the UW logo to indicate partnerships or joint sponsorships.