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The official UW logo and how to use it in print

The graphic examples on this page are for visual reference only. Find the actual downloadable files in the templates and downloads section of this site.

The official UW logo incorporates an updated W crest, the words “Wisconsin” and “University of Wisconsin–Madison.” The logo is a graphic element that uses official type fonts and colors, and a specific configuration. Do not attempt to re-create it in any way. The following specifications apply to use of the institution’s primary logo in print.

Read about UW’s secondary logos for schools, colleges, and select campus units.

The logo may be reproduced in either the vertical or horizontal format, in full color, two colors, one color, or a grayscale version.

UW logos displayed in full color, two colors, one color, and grayscale

When the logo is reproduced in one color, it must be black. Contact University Marketing if you wish to use a color other than black. In certain circumstances, the logo should be reproduced using three colors, rather than full color. Visit our Templates and Downloads section to find the appropriate logos that reverse out of color. Contact University Marketing for assistance.

Buffer zone

To protect the logo’s integrity and avoid visual distractions, a minimum amount of space must be maintained between the logo and type or other graphic elements (including folds, trims, or edges) on a page. For printed pieces, this buffer zone must match the width of the W crest; this will allow a proportional buffer zone as the size of the logo increases and decreases. See examples below.

Using the UW logo with other logos

When the institutional logo must be paired with one or more additional logos, they should be placed away from each other, if possible. In certain cases, such as those representing multiple partnerships, grouping logos together may be the best design solution. If placed together, the logos should be of equal size.

Minimum size

To ensure legibility when using the logo in print, the W crest should be no smaller than a height of ½ inch. Graphic designers may use their own discretion in circumstances that cannot accommodate this minimum height.

In uses that cannot accommodate this minimum size, campus units may use only the W crest or only the wordmark (the logo without the W crest). Details about alternative solutions follow.

Using the W crest alone

In certain limited circumstances, such as the need to use the institutional logo in a size that would be too small to read or on apparel that requires embroidery, it is acceptable to use only the W crest in one, two, or full color. Please contact University Marketing if you have a question about appropriate use of the W crest.

Using the wordmark alone

In certain limited circumstances, when the W crest will not reproduce well, it is acceptable to use only the wordmark (the words “Wisconsin” and “University of Wisconsin–Madison” in two lines of type) without the W crest. For this usage, the two lines of type should not be split, and the wordmark should be used in one or two colors.

In other limited cases, it is also acceptable to use only the W crest and the word “Wisconsin” (without the “University of Wisconsin–Madison” type). Please contact University Marketing if you have a question about the appropriate use of the wordmark.

See our Templates and Downloads section for a complete set of graphic elements.