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.
New
Brand News
July 28, 2026
Social media template size adjustments – Resized Instagram grid template to match current size requirement and updated horizontal template size to work across LinkedIn, Facebook, and X.
July 2, 2026
Icon updates – Added 25 new icons, expanded strokes in Illustrator files to maintain visual appearance of weight regardless of scale, and increased PNG file sizes to be more useful across applications.
June 23, 2026
Illustration updates – Removed the Máquina Fountain illustration, expanded strokes in Illustrator files to maintain visual appearance of weight regardless of scale, and increased PNG file sizes to be more useful across applications.
