In addition to logos and colors, typography plays an important role in identifying materials that represent the UW–Madison brand.
The word “Wisconsin” in the primary institutional logo is reproduced using Friz Quadrata, which has become a recognizable, nostalgic font on campus over the years. University Marketing does not recommend the typeface for other uses, such as surrounding text.
The sans serif Lato font is used within the primary institutional and secondary departmental logos, as well as on stationery items.
Two fonts, Verlag and Vitesse, have been selected to distinguish and accentuate the UW–Madison brand, particularly for prospective and student audiences. Recommended uses for the fonts are detailed below.
University Marketing holds a license for the Verlag and Vitesse print fonts and will make them available to a limited number of top-level campus units free of charge. (University Marketing also provides and hosts the Verlag and Vitesse web fonts to campus units free of charge.) Lato is available for free download as a Google font.
||Headlines, graphic elements, marketing/short copy.|
||Headlines, numbers, graphic elements, block quotes.|
|Lato||Used within the primary institutional and secondary departmental logos, as well as on stationery items. Lato can be used as a free alternative for Verlag and as a sans serif font for body copy.|
|Used for the word “Wisconsin” within the primary institutional logo; not recommended for other uses.|
||Serif fonts recommended for editorial and long body copy.|