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Communications - Brand Guidelines - Extension Brand & Style Guide

Resources, guidelines, and policies for Extension branding - including logos (refer to Departmental Logo Usage Requirements), naming conventions, and more.


We are University of Wisconsin–Madison Division of Extension.

All first references to our name/logo must include “Madison.” This is not only because we are part of the Madison campus but also to reinforce the strong connections we’re making with the campus in our transition.


University of Wisconsin–Madison Extension Columbia County

After establishing the official name, or for more informal references, UW–Madison Extension or Extension Columbia County are acceptable. Note the en dash between UW and Madison (UW–Madison).

Logo Usage

Extension is a Division within the University of Wisconsin-Madison and we must follow the Campus’s rules for logo usage. Our Extension logo utilizes the “W” crest, with the descriptive text:
University of Wisconsin-Madison
Extension's policy is that the official logo be used on homepages of websites and on any part of printed materials. This includes letterheads, presentations, clothing, business cards, signage, etc. More information about the policy can be found here:

Counties and programs have the option of using a logo that adds descriptive text to indicate an office:
University of Wisconsin-Madison
Columbia County
Find county-specific logos at
Additionally, counties, institutes and org chart programs can request a logo for their name to be used first in the logo:
Ag logo

We cannot alter these logos any further
We cannot alter the arrangement of the words. We cannot alter the arrangement of the crest. We cannot add words such as “volunteer.” Adding such words can be done outside of the logo in another portion of your design.


Using two or more logos is common for Extension’s branded programs or when we work with partners on an event. Here’s some guidance on how to handle logos and placement.

General guidance     

When dealing with multiple logos, the Extension logo should be first, Additionally, the Extension logo should be at least the same size and at least as prominent as the external entity’s logo. Make sure there is ample space between the logos; it must always be clear that they are two separate logos.

UW-Madison-related logos (“multiple crests”)

The UW-Madison Brand Style Guide ( recommends not using two “crest”-related logos together. Doing so reduces the strength of the brand and creates too much clutter. For example, we would not use the
Extension logo along with the one for CALS.     
When co-branding with other UW-Madison groups, you can use the main UW -Madison logo and then list the entities in text format.

Like our name, logos use must establish a connection to Campus before subsequent logos can be used.

Co-branding with Extension branded programs Some Extension programs have branded logos they’ve developed with outside funders or partners. The same
parameters as above hold true: Use the main Extension logo as a primary logo and the program logo as a secondary. This creates a link to Campus and orients stakeholders as to our relationship with UW-Madison.
UW-Madison has a number of logos specific to Athletics that we cannot use in our branding materials. That includes the “motion W” and Bucky Badger.
Looking for more?
University Marketing has a robust Brand Style Guide along with logos, font guidance, and even design elements you can use in your work. Visit for more.


The Communications Office’s intranet page has logos for clothing, pens, etc., and can help with county-specific logos that might need to be formatted for use on merchandise. If you have a specific request for a way to use the logo not seen on this page, reach out to the Communications Office for assistance working UW-Madison Marketing.


UW-Madison red is sometimes referred to as “Cardinal red” by print vendors. The web color is #c5050c. The RGB is R: 197; G: 5; B: 12

Social Media

When naming your social media channel, there is an exemption to the name guidance above. Given search pathways and the way social media channel names appear, it makes most sense to lead with the program name so it shows up better in searches.

FoodWIse Extension Brown County
You can find suggested social media logos on the Communications intranet page where you will also find a special logo that can be used with social media channels only:


For designed products, we follow the UW-Madison guidelines to use the Red Hat font. Our brochures, posters, and presentations now use Red Hat. To download this font and find more information, visit the University Marking brand guide:

Keywordsbrand style guide   Doc ID96890
OwnerMatthew C.GroupExtension Handbook
Created2020-01-06 10:35:02Updated2024-02-02 13:09:34
SitesExtension Handbook
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