The official UW-Whitewater flag includes the university seal in white, centered on a field of Warhawk Purple.
One voice, amplified
Our brand is central to our success. It sparks recognition and a sense of belonging. To maintain our reputation for excellence, it is essential that everyone work together to ensure the UW-Whitewater identity is applied consistently everywhere. A unified brand identity makes our university stronger.
The guidelines presented in this manual introduce key elements, such as official colors, typography and sizing. Following the standards outlined in this guide ensures consistency and accuracy for print and digital communications and provides a foundation for retail apparel and marketing activities associated with UW-Whitewater.
It is the charge of the University Marketing and Communications (UMC) office to protect the brand of the university. These guidelines, created by UMC and approved by the Chancellor’s Cabinet, protect the integrity of the university’s identity and encourage close collaboration between the campus and licensed vendors who wish to reproduce and distribute them for merchandising. We look forward to working with you to celebrate and promote the University of Wisconsin-Whitewater.
Additional brand identity guidelines
Leadership
Due to the prominence of building banners and window art — and their impact on people's perception of UW-Whitewater — these types of installations fall under the purview of University Marketing and Communications, which is charged by the Chancellor's Office with protection of the brand. UMC works in collaboration with Facilities Planning and Management to determine appropriate sites and to execute projects within the strategy laid out below.
Building banners
Building banners are large scale, printed graphics installed on the exterior walls of campus buildings.
Ideal sites for building banners are in high visibility areas (e.g. main roads, intersections, tour routes) clear of windows, signage, landscaping and other visual obstructions. The best candidates are large walls extending several stories, allowing the banners to have maximum visual impact.
Building banners are temporary installations, lasting up to five years depending on the condition of the material and the content of the graphics, made from a heavyweight, mesh vinyl secured with concrete fasteners around the perimeter.
Window installations
Window installations are large scale, printed graphics applied to window banks of campus buildings.
Ideal sites for window graphics are in high visibility areas (e.g. main roads, intersections, tour routes) clear of visual obstructions. The best candidates are large groupings of windows, allowing the graphics to have maximum visual impact.
Window graphics are temporary installations, lasting three-five years depending on the condition of the material and the content of the graphics, made from a 50/50 perforated window film with UV protection.
Audience
- Prospective students
- Tour groups
- Current students and faculty
- Parents and family members
- Visitors attending events and other campus programs
Goals
- Enhance and communicate the university brand.
- Support overarching marketing efforts related to enrollment and retention.
- Achieve brand cohesion through effective use of university design styling.
- Promote Warhawk pride.
- Make a bold, lasting impression on our audience.
Appropriate and consistent typography choices help strengthen and unify the UW-Whitewater brand. For most page makeup and layout applications, the preferred type family for headlines is Montserrat, and for plain text, Open Sans.
These two font families represent clean, robust, legible sans serif type that can be used in most print, web, video and display situations.
On occasion, a serif typeface may be a more appropriate choice. The preferred type family in these cases is Georgia.
Georgia is a clean, readable serif typeface that preserves legibility when set in relatively small font sizes.
Choices are not limited to just these families. The introduction of additional typefaces can be useful for message emphasis, but should remain consistent with the UW-Whitewater brand identity and image.
UW-Whitewater does not have an enterprise license for Canva at this time, but we understand that many university employees appreciate the ease of use of this product. If you choose to use Canva for creating materials, here are several ways to stay on brand.
Use brand colors
Warhawk Purple is synonymous with UW-Whitewater and instantly recognizable in branded materials, both print and digital. Reference the HEX numbers below to ensure you are using the right color palette for your design.
Find your unit's logo
Depending on the audience, your piece may not need a logo; but for many printed materials, it may be beneficial to include one. Find all logos for the university colleges, academic and nonacademic departments on PhotoShelter.
Once you find your department, select a PNG file from the available options for your Canva project. Most logos are available as color, black or white options with transparent backgrounds. White logos may appear “invisible” until you place them into your layout.
Use these fonts
UW-Whitewater's primary headline and body fonts are both available in Canva. Select Montserrat for headlines and Open Sans for body text.
Montserrat is our preferred font for headlines and subheadlines and can be used in Medium, Bold or Extra Bold weights.
Open Sans is our preferred font for body text, in Light or Regular weights.
At this time, UW-Whitewater's serif typeface Georgia is not available in Canva. If a serif font is needed, we recommend Merriweather for its clean readability and compatibility across many digital applications.
University Marketing and Communications works closely with University Center — Student Activities and Involvement (UC-SAI) to regularly identify and collaborate with current student organizations. To use the university’s name to identify the student organization’s affiliation, a group must be a recognized student organization in good standing. If at any time the group is placed on probation, or no longer recognized by the office of Student Activities and Involvement, the privilege of using the university’s name will be revoked.
University name and logo use
Student organizations that are officially recognized by Student Activities and Involvement may use the trademark names “University of Wisconsin-Whitewater,” “UW-Whitewater” or “UWW” to identify themselves, or in the creation of a unique visual representation (logo), so long as such representation is in line with the university’s brand and identity policy. Student organizations may never use a university logo or components of a logo to create a student org logo.
Student organizations at UW-Whitewater are not allowed to use the federal trademark “Wahawk head” image to identify themselves, or as part of any visual representation (logo) of the student org, or for any merchandising purposes.
If University Marketing and Communications believes a student organization is misusing the university’s name, logo or misrepresenting the university's brand, Student Activities and Involvement will be notified. If necessary, a student misconduct form will be submitted.
Merchandise and fundraising
Students may use the university name while creating merchandise. All items, including internal apparel and promotional items, must be approved by University Marketing and Communications and must be purchased through licensed vendors. Items purchased with private funds or with the intent to sell will be subject to standard royalty fees. If a student organization plans to sell merchandise, to members or nonmembers, standard royalty fees will apply.
