photo, Bascom Hill

Note: We are currently working on updating our brand and visual identity guidelines. Please join us on May 24 in the Marquee Room at Union South from 1:30 to 3 p.m. for a discussion of forthcoming brand and visual guidelines.


Welcome to the brand and visual identity guidelines for the University of Wisconsin–Madison. These guidelines are designed to assist the university in reaching key audiences with a consistent message. A strong connection to UW–Madison, one of the nation's top public research universities, is the first critical step for establishing credibility with important constituencies. Individual campus units — whether a school or college, a department or center, or an administrative unit or student support program — gain value when connected to the university's brand.

University Marketing within University Relations is charged with promulgating and overseeing these guidelines.

Getting started with the guidelines

  1. Read more about our visual identity.
  2. Read about where your unit fits within our brand hierarchy.
  3. Refer to the print and web standards.

In a hurry? Download the quick guidelines (PDF).