Overview & Vision

Stature. Service. Strength. These are the qualities and values that define the identity and brand of the University of Wisconsin System.

Revered by its academic peers and embraced by the Wisconsin citizens it serves, the UW System—through a constellation of 13 public universities across 26 campuses and extension offices in every county—has built a reputation upon the four pillars of quality, access, affordability, and service. The UW System’s students, faculty, staff, alumni, and its many stakeholders all play a role—individually and collectively—in representing and enhancing the brand identity in classrooms and in communities.

The core of the UW System’s mission statement is the ‘Wisconsin Idea.’ This century-old notion defines and inspires the UW System. It is the brand. As captured in state statute, the Wisconsin Idea charges the UW System “to develop human resources, to discover and disseminate knowledge, to extend knowledge and its application beyond the boundaries of its campuses, and to serve and stimulate society by developing in students heightened intellectual, cultural, and humane sensitivities, scientific, professional and technological expertise, and a sense of purpose. Inherent in this broad mission are methods of instruction, research, extended training, and public service designed to educate people and improve the human condition. Basic to every purpose of the UW System is the search for truth.”


The University of Wisconsin System is where the Wisconsin Idea happens. Our 13 public universities are an invaluable asset for the people of Wisconsin. Pursuing our charge to improve the human condition, the UW System changes countless lives through educational attainment, innovation that drives productivity, and groundbreaking research.

As the state’s primary magnet for developing, attracting, and retaining talent, the UW System provides solutions to Wisconsin’s most pressing needs while providing the foundation for economic prosperity.

The UW System’s story can be found in the thousands of examples of student achievement, staff and faculty excellence, and community partnership and impact at each of the UW universities and beyond. The UW System helps to amplify and disseminate these stories, while also providing an effective, efficient administrative and service-oriented hub.

Key thematic threads of the UW System story and its brand include:

  • Enhancing the student experience and social mobility
  • Fostering civic engagement and serving the public good
  • Creating and disseminating knowledge that contributes to innovation and a better understanding of the human condition
  • Advancing economic prosperity

Who We Are

The University of Wisconsin System serves approximately 161,000 students. Awarding nearly 37,000 degrees annually, the UW System is Wisconsin’s talent pipeline, putting graduates in position to increase their earning power, contribute to their communities, and make Wisconsin a better place to live. Nearly 90 percent of in-state UW System graduates stay in Wisconsin five years after earning a degree – with a median salary of more than $66,000. The UW System provides a 23:1 return on state investment. UW System universities also contribute to the richness of Wisconsin’s culture and economy with groundbreaking research, new companies and patents, and boundless creative intellectual energy.


Brand Hierarchy

Get an overview of UW System brand architecture and learn about our core brand.

Brand Hierarchy

Visual Identity

Look and feel is key! Access our logo, mark and seal, brand colors, and typography.

Visual Identity

Writing Guide

Our writing guide will help you write with our unique voice and tone. You will also find usage guidelines, such as correct capitalization, spelling, and abbreviations.

Writing Guide