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
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%
005777 004E6B 00465F 003D53 003447 002C3C 002330 001A24 001118 00090C
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
C=4 M=84 Y=82 K=0
R=212 G=68 B=39

UW Yellow

PMS 142 C
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.



PMS 156-6 C
C=49 M=0 Y=79 K=38
R=89 G=131 B=59


PMS 2425 C
C=48 M=100 Y=30 K=14
R=136 G=0 B=99

Dark Green

PMS 135-15 C
C=85 M=0 Y=58 K=51
R=3 G=105 B=86

Light Gray

PMS Cool Gray 9 C
C=55 M=47 Y=44 K=11
R=126 G=167 B=173

Dark Blue

PMS 2955 C
C=100 M=83 Y=35 K=24
R=0 G=55 B=100

Dark Red

PMS 194 C
C=0 M=100 Y=35 K=27
R=153 G=0 B=51


PMS 7669 C
C=71 M=70 Y=10 K=0
R=100 G=93 B=156


PMS 710 C
C=4 M=90 Y=65 K=0
R=225 G=41 B=62


PMS 525 C
C=71 M=93 Y=33 K=23
R=89 G=44 B=95


PMS 5473 C
C=74 M=0 Y=52 K=0
R=10 G=93 B=102

Dark Gray

PMS 446 C
C=67 M=60 Y=59 K=44
R=68 G=68 B=68


PMS 10 C
C=60 M=0 Y=0 K=100
R=0 G=0 B=0