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University of Wisconsin–Madison brand guidelines

The University of Wisconsin–Madison brand portal provides identity guidelines, color specs, instructional videos, and a searchable directory of downloadable tools.

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University of Wisconsin–Madison guidelines: Brand and Visual Identity
Brand and Visual Identity Captured 16 Sep 2026

Homepage of the UW–Madison visual identity portal showing quick links, brand style guide preview, and brand news.

University of Wisconsin–Madison guidelines: Logos
Logos Captured 16 Sep 2026
University of Wisconsin–Madison guidelines: Colors
Colors Captured 16 Sep 2026

Color guidelines page displaying primary, secondary, and accent palettes alongside accessibility contrast tools.

University of Wisconsin–Madison guidelines: Tools & Templates
Tools & Templates Captured 16 Sep 2026

Tools and templates repository showing faceted channel filtering, search, and popular resource cards.

University of Wisconsin–Madison guidelines: External partners
External partners Captured 16 Sep 2026

External partners page detailing internal campus units and offering an approved external vendor spreadsheet download.

University of Wisconsin–Madison guidelines: BRAND AID VIDEO SERIES
BRAND AID VIDEO SERIES Captured 17 Sep 2026 Captured manually

Brand Aid video series library showing embedded topical guidance videos on newsletter layout and brand color.

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Freedam's take

I really appreciate when university brand centers understand who is actually building day-to-day materials across campus. The University of Wisconsin–Madison brand portal feels remarkably practical. Alongside clear institutional logo standards and primary Badger Red swatches, they offer an approved vendor list spreadsheet and a departmental logo generator. What stood out to me most was the Brand Aid video series, tackling common pitfalls like newsletter design or matching print red across channels. Adding a robust searchable directory with ninety-five filterable tools and templates turns this guideline site into an approachable workspace for distributed staff.

At a glance

Sections
About the Brand · Visual Identity · Applying the Brand · Tools & Templates · Inspiration
Downloads
XLSX, Adobe color palette (digital), Adobe color palette (print)
Tone
Approachable and practical collegiate guidance focused on helping distributed campus creators execute consistently.

What I noticed

  1. The portal organizes navigation across About the Brand, Visual Identity, Applying the Brand, Tools & Templates, and Inspiration.1
  2. The Tools & Templates section includes a left-hand filter by channel and resource type alongside a keyword search input, returning 95 total matched resources across seven pages.23
  3. The colors page splits secondary colors into distinct digital and print formulas and links directly to WebAIM's Color Contrast Checker.45
  4. Instructional video lessons titled 'Brand Aid' embed short walk-throughs covering specific application topics such as newsletter design and color fidelity.678

Numbers refer to the screenshots above.

What I could not see

  • Could not inspect the full typography hierarchy guidance or usage specifications for Red Hat Display Font.
  • Could not review the interactive departmental logo generator tool workflow directly.

Ideas to borrow

  1. Produce short, bite-sized instructional video episodes tackling recurring brand execution problems to supplement static guideline documentation.678
  2. Provide a downloadable approved vendor list directly within the partner section so distributed campus departments know who is vetted for creative work.910

Quick answers

Where can UW–Madison campus units get official logos?

Official institutional logos can be downloaded directly from the resources section, and custom departmental marks can be created via the Departmental Logo Generator.1112

What colors are defined for print and digital use?

Badger Red and White serve as primary colors with RGB, Hex, CMYK, and PMS values, supported by secondary digital/print sets and print-only accent colors like Yellow, Med Gray Blue, and Blue.13414

Can external creative agencies be hired by campus departments?

Yes, UW–Madison maintains an approved vendor list covering brand strategy, web development, video production, and photography available as an Excel download.915

Reviewed on 25 September 2026. Request a correction · I built this

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