Auxiliaries, Partnerships and Third-party Use

Accommodations for auxiliary, marketing purposes

The Edward W. Weidner Center for the Performing Arts, the UW-Green Bay athletics program, the Shorewood Golf Course and the Phoenix Bookstore are prominent examples of auxiliary operations with some latitude in the development of promotional and sales materials. However, the guidelines here will apply for general business aspects of the operations. These operations are encouraged to highlight the University through the use of its marks and tagline whenever possible. The Marketing and University Communication Office can provide consultation.

Use of marks in institutional partnerships

Use of a University Mark as part of any partnership or collaborative effort should not be entered into lightly. Use of any University Mark on an outside entity’s mailing — especially a commercial entity, but even with the most reputable non-profit — can be problematic. Postal regulations, state statutes and issues of public relations and reputation management come into play. The Office of Marketing and University Communication is a good contact point if questions arise.

Affinity programs

Affinity programs that partner the University or specific offices with outside vendors have the potential to be flashpoints if improperly handled. Use of imprints, official marks and postal permits — even if technically or legally permissible — might have significant public ramifications. Again, the best advice is to proceed with caution and consult campus legal and/or contract and purchasing experts at the outset.

Third-party ads which reference UW-Green Bay

Direct or indirect, implied or inferred institutional endorsement by the University of Wisconsin-Green Bay is prohibited. The use of any name, logo, building, landmark or other image of the University is not permitted in advertising by private individuals or by for-profit companies, and only rarely by other non-profits. Advertising containing photos with readily identifiable buildings or landmarks could result in confusion. The identification of an individual’s relationship to UW-Green Bay is acceptable as long as there is an affiliation and there is no confusion as to institutional endorsement. The University is protective of its image and identity and will react strongly if a formal relationship is implied where none exists. With any commercial project, advance consultation with the Office of Marketing and University Communication is advised.

UW-Green Bay’s place in a hierarchy of logos

When the University is a primary sponsor, host or coordinator of a program or event, its mark should appear in the “place of ownership” — front cover of a multi-panel brochure or at the bottom (or other prominent spot) of the back panel. Other sponsors’ logos should be placed in subordinate relation to the UW-Green Bay Mark.

If there are multiple sponsors of a campus-affiliated event and the University’s role is truly no greater than any of the other partners, the University Mark should be at least as large as the partners’ logos.

Commercial use: Licensing of merchandise for sale

This manual concerns itself primarily with issues related to publicity, communication, marketing and public information. As stated in the section “Using the Primary Identity Marks,” internal offices and employees are free and even encouraged to use these identifiers as appropriate.

However, use of the UW-Green Bay name and marks for commercial purposes such as the sale of items bearing the University trade name, trademarks, service marks or logos is subject to fees and royalties. The University retains the services of a national firm to administer its licensing program and monitor commercial usage. Vendors and manufacturers of promotional items are advised to consult with the University’s licensing-program coordinator, located in the Office of Intercollegiate Athletics.