Over time, the institutional logo has been refined to better accommodate readability in smaller sizes and on digital screens. To allow greater flexibility, the logo has been designed in vertical and horizontal formats, with reversed options.
Full-color, black, red, and white outline versions of the logo are available for download below. Other versions of the logo—particularly for embroidery and specialty print needs—are available upon request. When necessary for specialty printing, the tan gradient in the crest can be substituted with Pantone color c to create a flat logo.
Units should not attempt to create their own version of the secondary departmental logo or alter the departmental secondary logo in any way see below for usage guidelines.
University Marketing will create a secondary logo for your unit free of charge upon request. University Marketing can also help units create specialized logos for a specific purpose such as an anniversary that will be used only during a specific timeframe. University Marketing advises against using secondary logos on the web. Contact University Marketing if you have questions. Request Secondary Logo. Contact University Marketing with questions related to independent branding.
In addition to the institutional logo, you may see a number of other official UW—Madison logos used around campus. Licensing of university trademarks promotes and protects the image of UW—Madison. Other examples include the Terrace chair logo and Wisconsin football helmet logo. The Motion W is the official logo for UW athletics and is restricted to such use. It should never appear in nonathletics materials.
Badger better known as Bucky Badger , is represented in several logo versions that are most often used for UW Athletics or school-spirit materials. The official Bucky Badger logos must not be altered in any way, such as introducing different colors or adding clothing items or symbols to customize a logo. It should not be introduced on materials for individual campus units. To protect the strength of the brand and prevent visual clutter, official UW—Madison logos should never appear together.
In the event of co-branding, co-sponsorships, or partnerships, see below for suggested treatments. University Marketing recommends writing out the names of UW—Madison units in the official Lato font, but other sans serif fonts that are similar to Lato are acceptable. Lato is available for free download as a Google font. When multiple UW units are equal sponsors or partners, use the UW—Madison primary institutional logo.
Make sure there is ample space between the logos; it must always be clear that they are two separate logos. For use of marks on commercial products, such as apparel, approval is granted by the Office of Trademark Licensing. Distorting or altering the logo in any way is strictly prohibited.
The logo is a graphic element that uses official type fonts and colors in specific configuration. Do not adjust the color or substitute type fonts in the logo. The logo may not be reconfigured or combined with elements of other logos.
Do not include it within narrative text to replace words or attempt to recreate it in any way. The logo should be included on all websites that are developed for university entities.
The logo must only be used for official university business and is prohibited from use to promote non-university activities or imply endorsement of a non-university activity or product.
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