Overview & Vision

Stature. Service. Strength: 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 constellation of 13 four-year institutions, 13 two-year campuses, and statewide extension—has built a reputation upon pillars of quality, access, affordability and service to the people. Students, staff, faculty, alumni and the 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 institutions. While UW System provides an effective, efficient administrative and service-oriented hub for its colleges, campuses and UW-Extension, it also helps amplify and disseminate its institution-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 institution, 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

Please contact the Office of University Relations if you have questions about the brand style guide.

Strategic Communications Office

Printable Brand Style Guide

Print the complete UW System Brand Style Guide as a PDF.

UW System Brand Style Guide PDF

Requesting the design of a new graphic?

Help share the UW System’s visual identity with a new graphic element.

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