Logos

UW­–Madison brand guidelines UW Athletics brand guidelines (PDF) Trademark Licensing policies Use of marks policy Sponsorship policy Advertising policy

Use of UW–Madison trademarks by student-athletes is covered in the Temporary Name, Image, and Likeness Policy: “Student-athletes will only be allowed to use University trademarks, logos, symbols, phrases, slogans, or any other University intellectual property …

The W Crest logo — with several variations — is available for download on the UW brand site. For embroidered or specialty print applications, such as on apparel, contact the Office of Strategic Communication for …

You can request and create a departmental W Crest logo via the UW brand site’s logo generator. The Office of Strategic Communication will review the request and supply logo files within three working days. You …

Yes, in moderation — for example, when you are trying to use the logo at a small size that renders the wordmark unreadable. Another example would be using the standalone crest as a recurring element in …

No. UW–Madison’s historical seal, the Numen Lumen, is reserved for use on official administrative materials, such as certificates from the chancellor’s office.

Use of the Terrace logo and other Wisconsin Union marks must be approved by the Wisconsin Union marketing director.

The Motion W is the official logo for UW athletics and is restricted to such use. It should never appear in nonathletics materials.

Bucky Badger, UW–Madison’s official mascot, is represented in logos that are most often used for UW athletics. Given Bucky’s long history as a spirit symbol, some nonathletic uses are allowed (for example, on materials with …

In limited cases, uniquely illustrated versions of Bucky Badger or the animal badger may be acceptable. Typically, these will only be approved for nonpermanent uses, such as a special occasion or a one-time promotional item. …

Registered student organizations may not use any form of UW–Madison (UW, UW–Madison, University of Wisconsin–Madison, etc.) at the start of their names. The UW–Madison affiliation should be listed at the end of the organization name, …

No. UW logos may not be altered in any way.

UW–Madison marks may not be used by non-university entities, or in connection with non-university products or services, without institutional approval. Approval for use of university logos is required regardless of whether the entity has a …

The UW brand site provides guidance for co-branding with other units on campus or with external partners. For best results, the W Crest logo should only appear once.

All promotional goods and apparel using UW–Madison logos or trademarks must be produced and purchased through a licensed vendor. For items intended for internal use (e.g., department T-shirts), UW–Madison departments/units are strongly encouraged to work …

For a full list of UW–Madison logos and names with active trademarks — including the W Crest, Motion W, and Bucky Badger — visit the Office of Trademark Licensing website. Individuals and companies that produce …

The registered trademark symbol must appear next to UW–Madison logos (W Crest, Motion W, Bucky Badger) when they’re used on promotional goods and apparel — size permitting. Other uses, such as on a website or …

University students and employees should not use official university letterhead or logos to conduct personal business. There may be limited exceptions. For approval, contact the Office of Strategic Communication.  

You may notify the Office of Trademark Licensing. UW–Madison takes the protection of its trademarks seriously to maintain the university’s reputation. The university works with independent licensing agencies and lawyers to ensure legal compliance with …