The power of the UW–Madison brand comes from a strong platform. Our brand rationale, positioning statement, and messaging strategy set the tone for the entire brand expression.
Brand Platform
The UW brand is built on an idea — the Wisconsin Idea. This principle inspires Badgers to push beyond the boundaries of campus and improve lives everywhere. Our brand platform embodies this spirit — because you can’t stop a Badger.
Brand Messaging
Our set of tonal words serves as a launching pad for the voice and tone of the UW brand, while our editorial style guide and writing tips ensure consistency and professionalism that reflect a world-class university.
Commitment to Diversity
At its best, the UW brand succeeds in representing the vibrant, energetic, diverse, and inclusive atmosphere on campus. The content we produce should accurately reflect our diverse community.
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