Typography for Web

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 institutional logo is reproduced using Friz Quadrata. University Marketing does not recommend the typeface for other uses.

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 provides and hosts the Verlag and Vitesse web fonts for campus units free of charge. Campus units may purchase other fonts from Adobe online at adobe.com/type or any vendor offering Adobe fonts.

Fonts, Weights, and Usage
Font Weight Usage
Verlag Book 400

Standard body font.

Verlag Book Italic 400

Standard body font, italicized.

Verlag Bold 700

When sentence or title case text needs to be bold; e.g., news headlines. Typically not used for headers.

Verlag Bold Italic 700

Same as Verlag Bold above, italicized.

Verlag Black 800

All caps for headers, often in conjunction with the red mini bar.

Vitesse 400

An accent font, to be used sparingly. Possible usages: call-out boxes to highlight statistics, as a unique subhead on a page, and for pull quotes.

Georgia Family N/A

A common system font; a good alternative to Verlag Book for long body copy.


Only UW employees with NetIDs are allowed to download this official UW–Madison web font file.


The font files may be hosted only on websites with *.wisc.edu domains. (The fonts can also be used within UW–Madison web development environments.)


Unzip the file that downloads after submitting the form below. Inside the zip archive are two files: a .css file and a .css.gz file. You’ll use the .css file in your website. (The gzipped .gz file is optional and requires additional web server configuration to use it.)

The fonts are data-URI encoded within the CSS file. Link the CSS file as you would any other CSS file on your site. Use Verlag or Vitesse for your font-family declaration. Verlag comes in three font weights: 400, 700, and 800; specify these values using font-weight in your CSS. The 400 and 700 weights are also available as native italic. Use italic by setting font-style to italic. Vitesse comes in only the 400 weight. (You can set it to bold or italic, but these will be faux bold and italic—sufficient for most uses, but the true font variants will not be used.)


After filling out and submitting the following form, your font file will download as a .zip file. Please email web@umark.wisc.edu with any questions.

  • We'll use your email address to notify you about font file updates.
  • Enter one URL per line where you plan to use the font files.