The University of Wisconsin–Madison is a place where people come together to do incredible things. From artistic breakthroughs to launching Badgers into space, we’ve been at the forefront of major events since 1848.
We are a unique place. Where students work with the same zeal whether they’re starting a satirical government or polling for a serious candidate. Where silliness and studiousness aren’t mutually exclusive. We are a place of healthy tension. Future-focused, yet rich in heritage. Filled with humble doers who achieve incredible things. These dichotomies define UW–Madison, and they influence the look, feel, and tone of our brand.
We are much more than our academic reputation or our athletic success. Our brand is how students, faculty, alumni, and the public react when they hear the name UW–Madison.
Announcement: Red Hat official brand fonts are now available
Red Hat Text and Red Hat Display are replacing Verlag and Vitesse as UW’s official brand fonts. Visit the Typography Overview & Downloads page to learn more and download the fonts, or the Font Transition page with Q&A for complete information about required updates and why this change is necessary.
Want to see the brand in action? You’ll find the new fonts used throughout this site, including the Gallery, which showcases both the power and flexibility of UW–Madison’s brand.
The visual and tonal identity of UW–Madison starts here, with our brand rationale, positioning statement, and pillars.
Design Tool Kit
From bold patterns and textures to hand-drawn accents and icons, our Design Tool Kit has your creative needs covered.