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: Upcoming Refresh of UW Brand Fonts
Beginning in January 2023, Verlag and Vitesse fonts will be phased out in favor of new brand fonts. See our Q&A for full details on what should be updated and by when. We will be rolling out more guidance, resources, and templates on this site (and via campus email lists) starting in January.
Branding 101
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.