From Badger Red to the W Crest, UW–Madison’s visual identity represents the brand and is instantly recognizable to our audiences. The following components form our distinct identity.
Logos
Download or request official UW–Madison institutional logos, departmental logos, and other university marks.
Graphic Elements & Icons
Browse from our wide selection of print and digital UW–Madison icons, illustrations, graphic elements, and textures.
Colors
Explore UW–Madison’s primary, secondary, and accent colors, including color codes for print, web, and digital use. Adobe palettes are available for download.
Photography
Search more than 20,000 photos on the UW Photo Library. Learn about our photo guidelines, best practices, and how to access photo collections across campus.
Typography
UW–Madison’s official typefaces combine purpose with expressiveness, prioritizing readability and accessibility while preserving flexibility and personality.
Videography
Incorporate the UW–Madison brand into your video projects. Guidelines, animated intros and outros, and graphics are available.