New Brand, New Look: Universities of Wisconsin
We have launched a new “Universities of Wisconsin” brand in place of “University of Wisconsin System” as the preferred way to describe our universities. This new brand reinforces the role our Universities of Wisconsin have in providing a network of opportunities to make a difference.
We have provided new Visual Identity elements (including a logo, mark, map, and fonts), as well as an updated Writing Style Guide, to support this new brand. Additional changes will be released as they are approved, and these pages will change frequently.
If you have questions, please email the Office of Public Affairs and Communications.
Primary Brand Color
“UW Teal” is the main primary brand color for the Universities of Wisconsin. It is used in our logo along with black. UW Teal should be the dominant color in most layouts. Tints and Shades are also acceptable.
UW Teal
PMS 7701 C
#005777
C=96 M=62 Y=35 K=15
R=0 G=87 B=119
Tints & Shades
| 0% | 10% | 20% | 30% | 40% | 50% | 60% | 70% | 80% | 90% | |
| Shades | ||||||||||
| 005777 | 004E6B | 00465F | 003D53 | 003447 | 002C3C | 002330 | 001A24 | 001118 | 00090C | |
| Tints | ||||||||||
| 005777 | 1A6885 | 337992 | 4D89A0 | 669AAD | 80ABBB | 99BCC9 | B3CDD6 | CCDDE4 | E6EEF1 |
Brand Accent Colors
When accent colors are needed, UW Yellow and UW Orange should be used.
UW Orange
PMS 7625 C
#d44427
C=4 M=84 Y=82 K=0
R=212 G=68 B=39
UW Yellow
PMS 142 C
#f4bd15
C=4 M=27 Y=83 K=0
R=244 G=189 B=21
Secondary Color Palette
The primary palette can be supplemented by a set of rich secondary colors. Tints and shades of each color are also acceptable. When used as part of our core brand, secondary colors are to be used sparingly and only to help convey meaning in your content. For example, comparing complex data in charts and graphs is an appropriate use of the secondary color pallet. Headings and body copy are not. Stay within these hues and only use them if necessary.
Green
PMS 156-6 C
#59833a
C=49 M=0 Y=79 K=38
R=89 G=131 B=59
Magenta
PMS 2425 C
#880063
C=48 M=100 Y=30 K=14
R=136 G=0 B=99
Dark Green
PMS 135-15 C
#016a56
C=85 M=0 Y=58 K=51
R=3 G=105 B=86
Light Gray
PMS Cool Gray 9 C
#777679
C=55 M=47 Y=44 K=11
R=126 G=167 B=173
Dark Blue
PMS 2955 C
#003764
C=100 M=83 Y=35 K=24
R=0 G=55 B=100
Dark Red
PMS 194 C
#990033
C=0 M=100 Y=35 K=27
R=153 G=0 B=51
Violet
PMS 7669 C
#645d9c
C=71 M=70 Y=10 K=0
R=100 G=93 B=156
Red
PMS 710 C
#e1293e
C=4 M=90 Y=65 K=0
R=225 G=41 B=62
Purple
PMS 525 C
#592c5f
C=71 M=93 Y=33 K=23
R=89 G=44 B=95
Turquoise
PMS 5473 C
#0a5d66
C=74 M=0 Y=52 K=0
R=10 G=93 B=102
Dark Gray
PMS 446 C
#444444
C=67 M=60 Y=59 K=44
R=68 G=68 B=68
Black
PMS 10 C
#000000
C=60 M=0 Y=0 K=100
R=0 G=0 B=0