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. See auxiliaries, partnerships and third-party use and frequently asked questions.)

Off-campus or third-party designers may occasionally use the marks for publicity or news-coverage purposes related to the institution, and never to imply official sponsorship or a formal relationship involving the University where none exists. Actually, outside entities with a reason to reference the University are often best advised to simply use standard text to convey the information.

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.

University offices distributing routine postings, flyers and announcements of an on-campus nature may omit the official Mark, but should include the institution’s full proper name – the University of Wisconsin-Green Bay – or its shortened version, UW-Green Bay.

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. Customizing of any sort should not be approached without prior consultation with the Marketing and University Communication Office.

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.

When superimposed, a Primary Identity Mark will be most visible against a solid background offering a degree of contrast. It is permissible to superimpose the mark(s) over a visual image or mixed background, but attention should be paid to the legibility and prominence of the Primary Identity Mark.