tulips with crest

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.

Print  the Brand Style Guide (PDF)

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.