Web Graphics and Multimedia Requirements

All websites must use official UW-Whitewater logos, which may not be altered in any way. See Logo Usage.

Photography and Images:

To obtain photography, you may request stock UW-Whitewater photos from the Web Team or request a new photo shoot from Marketing & Media Relations. Images used on UW-Whitewater websites must be considered high-quality pictures. This is defined as an image that is in-focus, well-lit, easy to determine figures, and not pixelated.

All web graphics should be in GIF, PNG or JPEG format.

  • Web graphics should be optimized for web to minimize load time.
  • All photos must have ALT tags for accessibility and to improve search engine optimization (SEO) functionality.

When deciding which format to use, consider these properties:


  • Better for text elements
  • Better for smaller graphics with text
  • Render with a transparent background to avoid dithering
  • Smaller file size
  • Smaller color palette


  • Better for larger graphics
  • Smaller file size (5% - 25% more compressed than GIF)
  • Best for transparency
  • No jagged edges and no need for matte color matching


  • Better for photography
  • Better for images with subtle variations of color (supports 16 million colors)
  • Higher compression tends to degrade quality: adjust compressions to avoid large file size and bad image quality


  • All videos should be integrated into websites using the university's pre-established player (Flowplayer) or hosted on an official UW-Whitewater YouTube channel. Contact the UW-Whitewater Web Team for assistance.
  • All videos should include either closed captioning or a print version of the transcript.
  • All video content and images must meet UW-Whitewater's graphic identity standards.