New UW identity program unveiled

A new institutional identity program for UW–Madison will be introduced on campus and to outside audiences during the next several months.

With approval from Chancellor John Wiley, the program includes a new logo, which will replace the UW–Madison wordmark — used since 1990 — for use on institutional messages ranging from printed publications and Web sites, to letterhead and business cards.

“As we enter the new century, we are fortunate to be counted among the nation’s leading universities,” says Wiley. “One way that we can protect and enhance our reputation is through consistent use of an institutional identity.”

Developed by University Communications, the new identity is meant to capture both long-standing traditions and the spirit of the campus. The logo incorporates a familiar architectural detail — a crest emblazoned with a “W,” created in 1929 by an unknown architect or designer for use on the Field House — paired with the words “The University of Wisconsin–Madison.” These elements, along with official colors and a specific typeface, form the new logo.

The new look will be phased in over time. Banners featuring the new logo were flown on Bascom Hill during Homecoming week in October, and “Connecting Ideas,” a publication about the campus strategic plan distributed campuswide, also featured the new logo.

Electronic versions, guidelines for use and other information for ordering letterhead, envelopes and business cards, can be found online.

Visit: http://www.news.wisc.edu/logo.

Departments should refer to the guidelines when planning online and printed communications. University Communications staff will work with departments that wish to incorporate the new logo into their own communications materials.

For information about the new institutional identity program, contact Tricia Dickinson, 265-9005, pmnolan@facstaff.wisc.edu.