Logo and graphic identity guidelines Logo colors and typefaces
The UW–Madison logo comes in several official colors and typefaces.
Official colors
Three-color logo- Metallic Gold (PMS 873), Red (PMS 200) and Black
(A four-color process logo is also available to simulate the metallic gold.) 
Two-color logo- Red (PMS 200) and Black (Gold is replaced by a 20 percent screen tint of black)
One-color logo- When using one color only, logo may only appear in black.
Reversed- Please note that the logo should only be reversed on a dark background. For any other variations on a reversed logo, please contact University Communications.
Typefaces
The typeface used in the logo is Friz Quadrata. Original electronic files of the logo (with typeface embedded) are available from University Communications in one-color, two-color, three-color and four-color process versions. They are available in EPS and JPEG formats.
Support text used on official stationery for department names, addresses, phone numbers, Web addresses, etc., is Optima.
Obtaining official typefaces
Because of the constraints and expense imposed by font licensing, University Communications cannot make the official typefaces available to the whole campus. Campus users who want to use official fonts on their own computers will have to purchase them. Users can order fonts directly from Adobe, or from any vendor offering Adobe type.
Campus users are encouraged to consider how other fonts work with the logo in print and Web design. Helvetica and Arial are widely available typefaces that are aesthetically pleasing with the logo. If you wish to use Friz Quadrata or Optima in print or online design in order to match the logo, please note that you must purchase a licensed copy.
Buffer space
Each of the University of Wisconsin-Madison institutional logos has an established safe zone. This safe zone is intended to maintain the logo’s integrity and to avoid visual confusion. No other type or graphic element (including folds, trims or edges) should fall within the safe zone shown.
The safe zone on all sides of all institutional logos is equal to the space between the two ruled lines (identified in the examples below as “A”).
Other considerations
Do not alter the shield, wordmark or logo in its entirety. These elements should not be redrawn, resized, rotated, animated, shadowed, screened or created in three dimensions without authorization from University Communications. Please note: The wordmark must not be used as a separate graphic element. For certain applications it is acceptable to use the “Shield W” without the wordmark. Please check with University Communications if you wish to do so.