Proper Use of University Logo

Who Should Use Them

All University offices, organizations, units and approved affiliated organizations (e.g., Alumni Association) should 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, typically involving the sale of items bearing the University trade name, trademarks, service marks or logos, 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. Limited exceptions should be requested through the Office of Marketing and University Communication. (For example, adding a heart to a Phoenix on Valentine’s Day.)

The primary identity marks are always acceptable as black-and-white. Phoenix 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 lines, shadowing, type or images intruding.

Applications to Avoid

Logo Application to Avoid Example

Do not flip, rotate, stretch, skew or otherwise distort.

Logo Application to Avoid Example
Do not incorporate into another logo or overlap type or images.
Logo Application to Avoid Example
Do not apply bevel, emboss, exaggerated drop shadows, glows, etc.

Logo Application to Avoid Example

Wordmark should not be incorporated into any text treatment.

Logo Application to Avoid Example
Do not use custom-made, hand-drawn or digitally altered depictions.
Logo Application to Avoid Example
Use of previous marks is not authorized for identity purposes.

Safe Zones

Logo Horizontal Safe ZoneLogo Stacked Safe ZoneThere must be an appropriate margin around the primary identity marks. A good minimum space 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.

Minimum Size

Logo Horiztonal Minimum SizeMinimum Size Stacked LogoTo preserve the legibility and recognition of the primary identity marks, the wordmark’s “Green Bay” should be no smaller than one inch wide.