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UW–Madison’s official mascot, Buckingham U. It should never appear in nonathletics materials. The Motion W is the official logo for UW athletics and is restricted to such use. Other examples include the Terrace chair logo and Wisconsin football helmet logo. The most common logos-the Motion W, Bucky Badger, and the Numen Lumen-are detailed below. Licensing of university trademarks promotes and protects the image of UW–Madison.Ĭampus units must receive approval from the Office of Trademark Licensing prior to use of any trademarked logos (with the exception of the “W” crest). The Office of Trademark Licensing is the entity charged with protecting and controlling the use of UW–Madison’s indicia, and ensuring proper quality and appropriateness of products, promotions, and advertising upon which those indicia are used. All questions related to UW–Madison’s official logos, with the exception of the “W” crest, should be addressed to the Office of Trademark Licensing. In addition to the institutional logo, you may see a number of other official UW–Madison logos used around campus. With approval and consultation from University Marketing, certain campus units may use their discretion in creating their own unique brand identity or connecting to the UW–Madison brand in an understated manner (reasons for this may include an equal partnership with multiple universities, a substantial external funding source that must be prominently acknowledged, or a mission that differs significantly from UW–Madison’s core mission).Ĭontact University Marketing with questions related to independent branding. Request Secondary Logo Independent university brandsĮntities closely affiliated with the university, such as the University of Wisconsin Foundation, are allowed to incorporate key elements of the core brand (such as the “W” crest and official fonts and colors), but are encouraged to do so in a way that establishes a more independent visual identity. Contact University Marketing if you have questions. University Marketing advises against using secondary logos on the web. 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.

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University Marketing will create a secondary logo for your unit free of charge upon request. 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). Read frequently asked questions about logo usage.Ĭampus units may use a secondary logo that incorporates the “W” crest, official fonts and colors, and a specific configuration in keeping with UW–Madison visual identity standards. In limited circumstances, such as the need to use the logo in a size that would be too small to read the words, it is acceptable to use only the “W” crest. (When necessary for specialty printing, the tan gradient in the crest can be substituted with Pantone color 468c to create a flat logo.) Please contact University Marketing for other options if the following crest versions available don’t fit your specific need. Other versions of the logo-particularly for embroidery and specialty print needs-are available upon request.

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Full-color, black, red, and white outline versions of the logo are available for download below. To allow greater flexibility, the logo has been designed in vertical and horizontal formats, with reversed options. Over time, the institutional logo has been refined to better accommodate readability in smaller sizes and on digital screens. The crest remains a familiar campus icon and a lasting symbol of the UW’s long tradition of prestige and spirit.

The visual inspiration traces back even farther-to 1929, when the crest was first constructed as an architectural element on the Wisconsin Field House. UW–Madison’s institutional logo, a combination of the enduring “W” crest and “Wisconsin” wordmark, has been core to the university’s visual identity since the late 1980s.

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