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Office of Marketing and University Communication

Proper Use of University Marks

Who should use them

It is the policy of the University of Wisconsin-Green Bay that all University offices, organizations, units and approved affiliated organizations (e.g., Alumni Association) may use the institutional trade names, and Primary Identity Marks for promotional and identification purposes. Questions about these uses and the proper display of University marks should be directed to the Office of Marketing and University Communication. (Commercial uses of the marks are a different matter entirely. Typically involving the sale of items bearing the University trade name, trademarks, service marks or logos, these uses are subject to fees and royalties.

When to use them

Use of a Primary Identity Mark is appropriate on all pieces and pages intended to publicize or provide information about the University, its programs or specific events to the general public.

Use of a Primary Mark is required when the communication and marketing relates to a core function of the University and will be received by an external audience, such as prospective students, alumni, parents, audience members, donors and legislators; or when the materials and messages are institutional in origin and intended for current students or their families.

Where to use them

When required, the Primary Identity Mark should appear in a place of ownership. In many cases, that will be the cover, title page, bottom right-hand corner, top of page or bottom of page. It need not be interpreted as a position of graphic dominance on the panel or page, however. (On a brochure, for instance, the bottom of the back panel might suffice.) Although usage depends on the piece and its intended audience, there is an expectation that the University name or Mark will be prominent, especially in external communication and marketing related to a core function of the University. The Mark should be of sufficient size to be clearly visible and legible in relation to other items.

How to use them

In general, the Primary Identity Marks should not be stylized, embellished, redrawn, overwritten, animated or modified in any way except to be enlarged or reduced proportionally.

The Primary Identity Marks are always acceptable as black-and-white line art. Forest Green is the preferred color choice. If a Mark is to be used on a field of any other color, the Mark should appear reversed, in white. Outlining, shading or exaggerated drop shadows are not encouraged. There should be no extraneous lines, shadowing, type or images intruding.

Applications to avoid

Do not flip the Primary Identity Mark. The Phoenix head should look to the right.

Do not flip the Primary Identity Marks. The Phoenix head should look to the right.

>Do not stretch, skew, or otherwise distort the shape and proportions of the Primary Identity Marks.

Do not stretch, skew, or distort the shape and proportions of the Primary Identity Marks.

Do not superimpose type or images over the Primary Identity Marks

Do not superimpose type or images over the Primary Identity Marks.

Do not rotate the Primary Identity Marks.

Do not rotate the Primary Identity Marks.

Wordmark should not be used as a headline

Wordmark should not be used as a headline, or incorporated into any text treatment.

Do not apply bevel, emboss, exaggerated drop shadows, glows, or any other filters, patterns, or textures to the Primary Identity Marks.

Do not apply bevel, emboss, exaggerated drop shadows, glows, or any other filters, patterns, or textures to the Primary Identity Marks.

Do not incorporate other text into the Primary Identity Marks

Custom-made, hand-drawn or digitally altered depictions of the Primary Identity Marks are discouraged. (See also Phoenix Emblem.)

The Primary Identity Marks should not be incorporated into another logo

The Primary Identity Marks should not be incorporated into another logo without prior approval of the Office of Marketing and University Communication.

Use of previous UW-Green Bay marks and logos is not authorized for identity purposes

Use of previous UW-Green Bay marks and logos is not authorized for identity purposes.

Safe Zones

There must be an appropriate margin around the Primary Identity Marks — a good minimum distance would be the equivalent of the width of the “G” at the start of the words Green Bay in the two-line Wordmark — and there should be no extraneous lines, shadowing, type or images intruding. A mark need not be large to be effective, but it should have ample space around it for legibility and visual integrity.

Primary Mark Safe Zone Primary Mark Safe Zone Horizontal Mark Safe Zone Wordmark Safe Zone Horizontal Mark Safe Zone

Minimum Size

Minimum Size for Wordmark is 1 inch wide

To preserve the legibility and recognition of the Primary Identity Marks, the Wordmark’s “Green Bay” should be no smaller than one inch wide.