Wisconsin Department of Transportation
Special Plates Unit
4802 Sheboygan Ave.
P.O. Box 7911
Madison, WI 53707-7911
The Special Plates Unit handles all State of Wisconsin customized license plates.
Anyone may apply for university license plates. You do not have to be an alumnus of a UW system campus to qualify for the plates. Proceeds from the annual tax deductible university fee goes to support scholarship programs on each UW system campus. Each of the 13 campuses has an individual logo. A $15 personalized plate fee is required each year in addition to the $20 donation and regular annual registration fee.
Application Form is available here: http://wisconsindot.gov/Pages/dmv/vehicles/title-plates/special-list.aspx