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Topics Map > Operational Support Resources > 4.3 Communications & Stakeholder Engagement > 4.3.1 Brand Guidelines
Departmental Logo Usage Requirements - Policy
Rationale/Purpose of the Policy
This policy establishes minimum requirements for representing UW–Madison’s brand on items produced for the Division of Extension.
Definitions
W Crest departmental logo (“departmental logo”): This refers to the W Crest with a custom wordmark available for department use. Using a W Crest departmental logo establishes a clear, credible, and universally recognizable connection to UW–Madison.
Scope
This policy applies to items produced for the Division of Extension.
Policy Details
A W Crest departmental logo must be present on all items produced for the Division of Extension. You may download Extension’s W Crest logo via the logo generator. Versions of the logo with county names are available and may be used to satisfy this requirement.
Individual units may request a custom W Crest departmental logo, which may be used to satisfy this requirement. Units that wish to have a departmental logo created should contact the Office of Communications and Stakeholder Engagement (see Policy Contact).
Other custom logos (i.e., logos that do not contain the W Crest or Extension wordmark ) that already exist may continue to be used but must be used in conjunction with Extension’s W Crest logo to satisfy this requirement.
UW–Madison logos are protected by trademark licensing and must adhere to usage standards that maintain the integrity of the brand.
Additional Guidance
Using W Crest Logos
If your unit (e.g., institute, program) already has a W Crest logo, consider the following questions when deciding whether to use that logo or Extension’s W Crest logo. Unsure if your unit has a W Crest logo? Search your unit name.
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Who is your audience?
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What brand is your audience most fond of? Is your unit name familiar to your audience? Is it viewed favorably?
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What are your goals? Do you want to elevate your unit name?
Requesting a W Crest Logo
Extension follows UW–Madison's guidelines and eligibility criteria. Please review the guidelines before requesting a logo to confirm your unit’s eligibility.
If you are still unsure which W Crest logo you should use, we recommend that you “brand up” and use Extension’s W Crest logo.
Co-Branding
Multiple W Crest logos should never appear together. Use Extension’s W Crest logo and then list the names of the other UW units. If Extension is partnering with an external organization, you may include the external organization’s logo following approval from the Office of Strategic Communication; Extension's logo must appear with equal prominence and be clearly spaced apart.
FAQ
Which items are affected by this policy?
This policy applies to print items intended for external use. This includes booklets, brochures, forms, envelopes, cards, fliers, posters, tickets, letterheads, newsletters, business cards, custom textbooks, and course packets.
This policy also applies to promotional goods and apparel, which must be produced and purchased through a licensed vendor.
What about existing print items that don’t satisfy this requirement?
Use up what you already have, then update the file when you are ready to print more copies. Update any PDFs shared digitally at your convenience.
Do I need to add Extension’s departmental logo to my email signature?
It is not a requirement, although you may choose to do so. University Marketing has email signature best practices.
Does it matter which version of Extension’s departmental logo I use?
Using any version of Extension’s departmental logo (or custom W Crest departmental logo) satisfies this requirement. Readability should always be a priority — for instance, use the reverse logo (with white text) over a dark background.
What about using a Crest-only logo?
Extension’s W Crest departmental logo (or custom W Crest departmental logo) must be used to satisfy this requirement. The Crest-only logo may be used as an additional design element.
Where can I find the W Crest logos?
All W Crest departmental logos may be downloaded via the logo generator.
Do I need to create a custom W Crest departmental logo for my department/unit?
It is not a requirement, although you may choose to do so to satisfy the logo requirement. Units that wish to create a custom W Crest departmental logo should contact the Office of Communications and Stakeholder Engagement (see Policy Contact).
May I use the W Crest logo without the “University of Wisconsin–Madison” line of the wordmark?
In limited circumstances, with size constraints, it may be acceptable to keep “Extension” (or the department/unit name) and remove the “University of Wisconsin–Madison” line of the wordmark. For approval, contact the Office of Strategic Communication.
Extension is one of several UW–Madison co-sponsors for an event. How should our logos appear on event materials?
Multiple W Crest logos should never appear together. Use Extension’s departmental logo and list the names of the other units with UW brand fonts.
Where can I find more resources and guidance on logo usage?
Related UW–Madison Policies
Related Documents
Policy Administration
Approval Authority
Dean
Policy Manager
Matthew Call, Communications Director
Policy Contact(s)
| Communications Specialist |
|---|
| Luke Verdecchia |
| luke.verdecchia@wisc.edu |
Policy History
| Policy History | |
|---|---|
Effective Date |
1/1/2024 |
Next Review |
7/1/2024 |