Does every official communication require a Primary Mark?
Not every one. But there is strong presumption an Identity Mark should be on all University brochures, displays and web pages that are official communications of the larger institution or its core programs.
What about routine, every-day materials?
The intent is not that a Primary Identity Mark appear on every class handout, or poster targeting a relatively small and specific group of Residence Life students. But a brochure advertising a University program or event — especially one that is open to the general public, will be communicated off campus and be visible to visitors — would benefit from an Identity Mark.
Do employees need permission to use the University Marks?
Generally, for employees operating within the scope of their duties and following these guidelines, no. To some extent, use of the formal marks implies institutional ownership or agency, even more than mere location. That’s why student organizations are permitted, but not required, to use the formal Marks. The Marks should not imply formal authority where that truly isn’t the case.
What about use by individuals?
Fair use is a difficult legal topic, but generally speaking, some but not all of the same rules apply. Individuals can’t imply a formal sponsorship or endorsement where none exists. They can’t profit from the institution’s trademarked Marks. Unless it’s clearly satire or otherwise protected speech, then, usage and especially adaptation of any formal logo for identity or location purposes should be approached with caution.
What about ‘Fourth Estate’ use of the Phoenix Emblem?
Since the newspaper isn’t using one of the Primary Identity Marks in its masthead (and probably shouldn’t, given the tradition of independent student journalism)… since separate guidelines apply to the use of the freestanding Phoenix Emblem and offer additional flexibility… the call, applying today’s guidelines, would be that the 2007-08 version of the logo was OK in using the Emblem, but incorrect in overprinting a full version of the bird.
What about the Phuture Phoenix logo?
A decision has been made that it, too, designed in 2005, will be significantly reworked with the next redesign. Under current guidelines, overprinting of the freestanding full Phoenix would be prohibited. (Overprinting is permissible only when a portion of the Emblem is used as a graphic element.)
What about advertising?
The University’s advertising, especially, should carry a Primary Institutional Identity Mark. Advertising or promotional material, whether print or electronic, posters and banners, billboards and display advertising, should carry the mark. On audio or video placements, “University of Wisconsin-Green Bay” or “UW-Green Bay” should be mentioned at least once.
Does the Phoenix Emblem alone suffice as an identifier?
As addressed in detail on the Phoenix Emblem page.
Suppose our designers are getting really sick of so much green?
Tell them it’s a natural reaction to disciplined and effective branding. In-house graphic artists and web designers immersed in institutional projects might feel that way, but outside this circle, a larger audience appreciate the reliable visual cues. There are, no doubt, UPS employees who don’t like brown, Schneider employees who don’t like orange, and so on, but the institutional color — even if only as a prominent accent — is almost always appropriate. When an elective color choice presents itself, Forest Green isn’t mandatory. On balance, though, the University’s visual image benefits when the majority of projects and pages go green.
We have a student who is really good – why stifle her creativity?
Those who are experienced in the field understand that freedom to adapt and customize accepted Marks is not typical of professional assignments. In fact, guidelines are most often welcomed; they minimize time spent tinkering with established images/messages and free up designers to focus creative energies on targeted marketing challenges.
What about black backgrounds?
Design trends in communication and apparel have favored the dramatic use of black in many applications. In general, use of the Primary Identity Marks against a black or other dark background can be an effective way to accentuate the institution’s marks and/or its Forest Green colors. Care should be taken to ensure that the background is consistent/extensive enough so it does not appear that black is being used as an institutional accent color. Also, print-toner usage and legibility/accessibility issues, especially on the web, are worth considering.
Can the Wordmark alone suffice as an identifier?
Yes. The Wordmark is a Primary Identity Mark. Where a mark is required, use of the Full Mark (with Phoenix Emblem) is not the mandatory choice. In fact, a stand-alone Wordmark is acceptable and provides flexibility in design situations that would otherwise pair the Full Mark with a strong photograph or other prominent element.
The Union has its own logo. Is an Identity Mark required?
A poster promoting an activity or promotion that is intended for a select audience of student consumers might not require a Primary Identity Mark, in which case the University Union logo is sufficient. If the event targets a broader, all-campus audience and, especially, if the event has the potential to draw off-campus visitors, a Primary Identity Mark is likely appropriate. An additional consideration: It is campus practice to permit additional flexibility for self-supporting auxiliaries and retail operations not wholely linked to the core educational mission.
The Bookstore has a variety of creative designs. Why can’t we?
The University acknowledges, in allowing this flexibility, that apparel and merchandise retailing deserve special consideration. Relatively few institutions nationwide have rigid identity standards that limit apparel designs to only a few, highly traditional applications. Most, however, recognize the larger value in offering an array of university gear and designs, in a variety of fashions and colors. Often, such designs employ alternative type treatments of the institution’s name or nickname. At UW-Green Bay, the basic graphic guidelines come into play for the Phoenix Bookstore when the merchandise is of an official or commemorative nature and bears one of the Primary Identity Marks. When a formal mark is used, it will be used without alteration.
Some baseball caps still say ‘UWGB’ – why?
The Phoenix Bookstore will continue to stock some apparel items imprinted with the initials U-W-G-B. This reflects the market reality that some consumers, including many of our earliest alumni and most faithful community friends, fondly recall that “UWGB” was in fact the preferred logo and reference during the first decade or more of the school’s existence. Its continued use as an occasional nickname among insiders and current students argues for at least some use of the acronym on apparel and throwback items. Such usage does not directly affect or change the current environment which favors the use of University of Wisconsin-Green Bay or UW-Green Bay in most external marketing, communication and identity efforts.
Does Intercollegiate Athletics follow a different set of guidelines?
Yes, for purposes of identification and marketing in a regional and national context, the Green Bay Athletics program has set forth its own visual identity program. Those guidelines are available from Intercollegiate Athletics.
Hand-drawn representations, alternative phoenix(es)?
In general, University or University-affiliated entities should avoid any alternative representation of the mythical phoenix. Consult with the Marketing and University Communication Office as to whether, in some limited context, such a representation might be appropriate. Also, remember that alternative creations might be subject to review under the University’s licensing agreements.
Does the licensing program mean campus offices must pay to use Primary Identity Marks?
In nearly all cases, the answer will be “no”… unless those uses are commercial in nature. Again, editorial use for publicity, identification and public information is not affected by the trademark program. With UW-Green Bay’s licensing agreement, however, the Athletics Insignias and the institution’s Primary Identity Marks are protected from non-authorized commercial use. Therefore, all products (e.g., apparel, mugs, golf balls, etc.) imprinted with the Athletics Insignia or the institution’s Primary Identity Marks are subject to the licensing program and must be produced by a licensed vendor. However, only those products that are for commercial use (i.e., for resale) would be subject to royalty payments through the licensed vendor.
Can someone put a formal logo on a sheet cake for graduation?
If Mr. Jones asks Corner Bakery to put an official University of Wisconsin-Green Bay mark on the family’s graduation cake, that’s an understandable request. It’s a one-time action, not for commercial purposes, for the family’s personal use only, with no formal endorsement implied. But if Mega-Bakery takes the initiative and begins commercial production and makes up hundreds of cakes on speculation, that is potentially an issue for the campus licensing coordinator.
Can an office mention or include a sponsor’s logo on a website?
Be cautious. Mentioning a sponsorship is generally OK. Including a direct link to a product or presenting the sponsor’s information in such a way as to be construed as advertising — with a clear “call to action” — is not. The UW System has well-defined policies in this regard. For the complete policy, please see the University of Wisconsin System Policy on Advertising, Sponsorship and Links at www.uwsa.edu/fadmin/gapp/gapp43.htm.
What about other logos on a brochure?
Be careful, for the reasons cited above. Also, in either instance, consider a larger issue: If the University and its employees and stakeholders, over a thirty-year period, have devoted time, treasure and talent to building Program X, it is problematic for the institution if Acme Inc. sweeps in with a generous gift of, say, $150 toward a special event or activity, and their logo is all over the brochure or invitation and the University’s name is absent or so small as to be illegible. Clearly, any promotional material should avoid leaving the impression that it is Acme Inc. Program X.
How about using a University Mark on a mailing with a for-profit partner?
Be extra careful, for legal, mail-rate and even political reasons. The Office of Marketing and University Communication is a good contact point if questions arise.
What’s the harm of my office doing things a little differently?
The discipline of integrated marketing ensures that the institution maximizes every dollar spent on marketing and communication through continuous repetition of the Primary Identity Marks’ words, images and colors. It is expensive to establish a go-it-alone mark with instantaneous consumer recognition. With a coordinated approach, Office A’s advertising leaves an impression that benefits Program B’s efforts, later on.