Overview & Vision

Stature. Service. Strength. These are 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 is charged to serve, the UW System—through a collection of 13 public universities across 26 campuses—has built a reputation upon pillars of quality, access, affordability, and service to the people. Students, staff, faculty, alumni, and the UW System’s many stakeholders, individually and collectively, play roles in enhancing the brand identity in classrooms and in communities.

The UW System’s mission statement nucleus is the ‘Wisconsin Idea.’ It powers the UW System. It is part of its DNA. It is the brand. 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.”

It ensures we are not just a University of Wisconsin but also for Wisconsin.


The story of the UW System is told through the thousands of examples of student achievement, staff and faculty excellence, community partnership and impact, and quality of life generated through each of its public universities. While UW System provides an effective, efficient administrative and service-oriented hub for its campuses, it also helps amplify and disseminate its university-based strides and successes.

The thematic threads that both interlace the UW System story and strengthen its brand include:

  • Student success: The drive, growth, triumph and prosperity of a diverse, inclusive community of people who share the belief that a university education is a source of life-long propulsion.
  • Faculty and staff dedication: The contributions of tens of thousands of employees who, through the application of wisdom, the provision of high-quality teaching, and the delivery of superior and innovative service through each public university, help students excel and communities confront shared challenges so they may thrive.
  • Prosperity for Wisconsin: A shared commitment that the excellence radiating from our campuses spills over their borders and helps strengthen the community, polity, economy, and ecology of the state.

Brand & Style Questions

Contact Public Affairs & Communications if you have questions about the brand style guide.

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