Can’t stop a Badger
A brand promise built on an idea
At UW–Madison, all it takes is an idea to change the world. We call it the Wisconsin Idea — a simple but profound belief that our work here should improve lives everywhere. And with this belief, we’ve proven anything is possible. From putting the first observatory up in space and down in Antarctica, to pinning poverty and dance on the academic map. Because you can’t stop a Badger.
The brand in brief
To get you started, our quick style guide covers all the UW–Madison brand basics: logos, colors, fonts, and more!
Visual Identity
Learn our iconic look, from Badger Red to the W Crest.
Applying the Brand
Leverage the power of the UW brand across platforms.
Tools & Templates
Download logos, templates, and other brand resources.
Brand News
October 26, 2026
The UW Icon Library and UW Icon block for WordPress – Launched a centralized icon library for browsing and downloading icons for print and digital projects, replacing previous Box folders. For websites, the new UW Icons WordPress Library plugin lets you add branded icons directly to a page using the UW Icon block.
October 26, 2026
Brand elements usage guide – Created a brand elements usage guide to help you choose and use brand icons, graphic elements, and illustrations.
October 16, 2026
Holiday e-card graphics and UW wallpapers – Added new ways to show Badger spirit with festive holiday e-card designs and branded phone and tablet wallpapers.
