Our brand is our most valuable asset. It’s what comes to mind when students, faculty, staff, alumni, industry partners, peers and the public hear our name. At its core, our brand is our reputation. It represents who we are as a college and stands for our goals and ideals.
The University of Wisconsin-Madison brand is known worldwide. The College of Engineering is a strong sub-brand of UW-Madison. You—faculty, staff and students—shape the way our audiences think and feel about the college. Everything you say and do on behalf of the college is part of our living brand, and a cohesive visual style and authentic voice allow our messages to resonate in a positive way.
Here are some simple ways you can be an ambassador of the college brand:
- Reference this guide to help you create on-brand communication and marketing materials and encourage all faculty, staff and students to do the same.
- Leverage the “W!” Yes, it’s fun to create your own logo or graphic. But why would you do that if it’s not taking full advantage of the awesome power of the UW-Madison brand? It’s much better to get an official logo so that you can showcase to the planet that your lab, group, org, unit, department, center, consortia or institute is part of an amazing, world-class, globally renowned institution! Any questions? Reach out to us; we’re always, always happy to chat.
- Say great things about the college! Use our key messages as talking points when you’re hosting or attending events, meetings and conferences. For an even greater impact, reach out to our team to schedule an exercise that helps your department or unit identify supporting examples specific to it.
Brand foundations
Words, images, values, perceptions, stories and expectations – together, these six pieces make up a complete brand. Most companies focus on their logo and imagery; however these elements shine brightest when supported by the other components. Knowing what we stand for, how we are viewed by all audiences, how we are different from our peers, what inspires us, how we are qualified to help solve people’s problems, and clearly stating what our audiences can expect from us—these values, perceptions and expectations are what will take our brand to the next level. We have articulated these aspects of the College of Engineering brand in the brand positioning statement, brand pillars and key messages. We call these our “brand foundations.”
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Position, vision and mission
Our position
The University of Wisconsin-Madison College of Engineering solves life’s greatest challenges through hands-on education, dedicated cross-disciplinary research, and an unwavering commitment to serve society.
The UW-Madison engineer is a resourceful leader and skilled problem solver. Our graduates are ready for life’s challenges immediately because they have already been called upon to bring forth solutions in the classroom, in the laboratory, and on the job. They are distinguished by the experiences they have been provided—experiences shaped by faculty who stimulate engagement, invite collaboration on important cross-disciplinary research, and encourage real-world application of discoveries. They are shaped by a heritage of success, from a college that has produced some of the finest leaders, thinkers and doers the world has ever seen.
Throughout history, UW-Madison engineers have played significant roles in building structural and technological marvels, launching innovative companies, and advancing academia. Their journey is supported by state-of-the-art equipment and facilities, a large and vibrant alumni base, and the opportunity to live and learn in a special place called Madison. Our past is proud and our future is bright, because the college continuously delivers the next generation of UW-Madison engineers, ready to lead and ready to have an impact on our state, our nation, and our world.
Our vision
To be a world-class college of engineering in all that we do.
Our mission
To educate and inspire every student to be future leaders who contribute to society through inclusive engagement and the creation, application, and transfer of engineering knowledge. We do this through innovative teaching, transformative research, and service to our profession, the state of Wisconsin, the nation, and the world.
Brand pillars
The College of Engineering brand pillars influence how we convey our brand. These pillars are the heart of the college’s identity and are what make us special.
Learning by doing
Our faculty shapes the next generation of problem-solvers and leaders. The college drives meaningful hands-on experiences early and often, because we believe that the best way to learn is to do.
Discovery through teamwork
Our drive for results and collaborative approach are key components of our research. We believe that the greatest discoveries come from diverse experiences, bright people and focused effort.
Impact through leadership
The “Wisconsin Idea”—that our knowledge should influence people’s lives beyond the boundaries of the campus—is alive and well here. We know that our success is ultimately dependent on the impact we have in our community and our world.
Key messages
These key messages cut across the college. Conveying concrete examples of these messages for your department or unit will help bring them to life.
- We admit talented students with high leadership potential, and we strive for diverse backgrounds and experiences.
- We have accomplished faculty who work on research breakthroughs while shaping and mentoring the next generation of problem-solvers and engineering leaders.
- Our research approach is collaborative, relevant and well-supported. We understand that the discovery process is a journey and are committed to persevere.
- We translate research discoveries to solutions in our world and feel that it is our obligation to lead, have an impact, and be outstanding global citizens.
- We value and practice a “hands-on” approach toward education because we believe that the best way to learn is to do.
- We have state-of-the-art facilities and are on a growth trajectory.
- We value a welcoming, supportive and safe workplace for our faculty, staff and students.
Brand messaging
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Voice and tone
As we communicate to both internal and external audiences, these brand voice and tone words help to convey the college’s brand pillars in a powerful, relatable way. Conveying a brand goes beyond what we say—it’s also how we say it. These words epitomize our brand’s values and personality and when developing communications for different audiences, certain tone words will be emphasized or understated, depending upon whom you’re addressing.
Passionate
We’re driven by discovery and the desire to make a difference. We are always looking for what’s next rather than being satisfied with what has already been achieved.
Tenacious
We work tirelessly toward our goals, continuously setting our sights a little farther down the line and always pushing toward the future to get ahead of tomorrow’s challenges.
Approachable
We are genuine, authentic, welcoming and inclusive to all ideas and all people.
Purposeful
Our work is always driven and deliberate. We aim to make strides toward a better future.
Grounded
We are curious, thoughtful, and intellectual.
Catalytic
We are ambitious, forward-thinking and driven to make change. We look at problems from different angles and welcome opinions that differ from our own because we believe diverse teams generate the best ideas.
Unconventional
We are creative, bold problem solvers. Our unconventionality always has a direction and point of view and we achieve meaningful results.
Audience principles
Bring your message to life. When writing content for your communication materials, differentiation is key. Highlighting the aspects that make the College of Engineering special will resonate with your audience and help your messaging make the most impact. Draw on the key messages and reinforce or support them with examples from your department or unit—for example, academic rankings, enrollment numbers, unique research findings, notable alumni, and similar points of pride in your content.
If you need help crafting a message tailored your target audience, contact Renee Meiller at meiller@engr.wisc.edu.
Messaging for students
When writing content for undergraduate or prospective students, your tone and style should be at its most aspirational (passionate) while maintaining an air of achievability and realism (approachable, grounded).
Messaging for alumni
Similar to writing for internal audiences, your tone for content targeting the alumni audience should work toward one unified message (purposeful), contain an engaging subject (passionate, tenacious), and remind the reader what great experiences and opportunities set their College of Engineering apart—past, present and future (unconventional).
Messaging for faculty, staff, grad students and other scholars
When writing for internal audiences such as faculty, staff, graduate students and postdocs, your tone and style should work toward one unified message (purposeful), contain an engaging subject (passionate, tenacious), and remind the reader what sets the College of Engineering apart (unconventional).
Messaging for external audiences
When writing for external audiences such as peers, industry partners, elected officials and the public, your tone should demonstrate the college’s thought leadership (catalytic, unconventional), impact and growth (passionate, tenacious).
Writing tips
Be consistent and professional. Follow AP or Chicago style guidelines for general rules, as well as the UW–Madison Editorial Style Guide for points of style specific to the university available at: editorial-styleguide.umark.wisc.edu
Establish the audience
Identify who you’re communicating to before you start writing. The narrower the audience, the more targeted your messaging can be. For example, you would speak differently to faculty and staff than you would to prospective students. As you write, think about what your audience needs to know. Why should they be interested? How can you speak to your audiences in a relatable way that piques their interest?
Write clearly and concisely
Each sentence should be meaningful and written in simple, clear language. Your writing should convey key messages.
Use active voice
Strong, active verbs enhance the weight and clarity of your sentences. Passive voice: A world-class education is offered by the College of Engineering. Active voice: The College of Engineering offers a world-class education.
Craft engaging headlines
An effective headline immediately breaks through the clutter and compels the audience to read further. Make sure the headline reflects, but not restates subsequent body text.
Edit. Spell check. Proofread. Repeat.
Remember, your materials represent the entire college. Professional, carefully edited communications mean we put our best work forward.
Brand visuals
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Logos
The “W” crest used in the College of Engineering logo is shared with the University of Wisconsin-Madison institutional logo. It has been core to the university’s visual identity since the late 1980s. It remains a symbol of the university’s long tradition of prestige and spirit and its appearance with the College of Engineering wordmark elevates our brand.
General logo usage guidelines can be found at brand.wisc.edu. Question? Contact Joel Hallberg at jhallberg@wisc.edu.
Primary College of Engineering logo
When we refer to the college logo, we are really referring to the college logo “lock-up” which is the final form of the logo with all of its elements locked in their relative positions. For the sake of maintaining consistency in all mediums, the lock-up should not be taken apart or altered in any way. Use the primary college logo when you are:
- representing the college to any external audience
- representing the college to a general alumni audience
- representing multiple units or departments
Secondary logos
Secondary department and program logos align with the College of Engineering brand and should be used when communicating with all audiences. Like the primary logo, these secondary logos have their elements locked in their correct relative positions and should not be altered in any way.
Download department logos from their respective sections in the brand toolkit.
Fonts
In addition to logos and colors, typography plays an important role in identifying materials that represent the College of Engineering brand.
Primary typefaces
UW–Madison has two primary typefaces: Red Hat Display and Red Hat Text. With their many styles and weights, these Red Hat typefaces work together seamlessly and can handle it all — from large, expressive headlines to small, readable body copy.
For more information about appropriate use, visit University Marketing’s Typography guide.
Supplemental typefaces
For specific use cases, University Marketing recommends other typefaces to complement the primary brand fonts. Crimson Pro is a serif typeface designed for optimal readability in longer texts. It also pairs well with our primary Red Hat typefaces.
Other typefaces
Other recommended fonts for body text are Georgia, Times New Roman, Garamond, Helvetica, Avenir, and Arial.
Colors
Using color in your design and communications is one of the most effective ways to make an immediate connection to the College of Engineering and UW-Madison.
Primary colors
The official colors are Badger (also referred to as cardinal) red and white. The distinctive red color plays a major role in establishing our identity and should be implemented consistently in all digital and print communications.
Secondary colors
To complement the official primary colors, we recommend using several secondary colors—shades of gray and darker red. These colors work well as backgrounds, tint boxes, and other subtle design elements.
Note: Although you may find a broader color palette in university-level resources, we recommend more restraint so that the tie to UW-Madison and our college is immediately evident.
Download UW Adobe color palette for print (.ase file in zip archive)
Imagery
Photography is critical for capturing the spirit of the College of Engineering brand and the energetic vibe of our campus. All photos should aim to be engaging, dynamic, authentic, equitable and inclusive, and effectively reflect the diversity of our community. Members of our audiences should be able to see themselves or our community portrayed positively and realistically in our photography. When shooting or selecting images, including those that contain multiple people, keep diversity of age, race, gender, background and ability in mind.
For prospective students, photography is a high-impact opportunity to introduce the Badger Engineering experience—complete with state-of- the-art research opportunities, diverse campus activities, engaged learning, and a bustling campus. For audiences already familiar with the college, photography is an opportunity to evoke an immediate sense of pride, affinity and nostalgia.
Without high-quality images, even the most engaging text and designs risk falling flat. Words and visuals should work together to tell our story. Regardless of the subjects or subject matter, photography should reflect the values of our college and our institution.
University Communications photographers shoot and curate thousands of campus images each year. High-resolution photos, with caption context and credits, are available for download on the official UW-Madison Photo Library. Please review the university photo policy.
Video
Video is an engaging way to communicate the College of Engineering brand and a great opportunity to build deeper connections with your audience. Videos work best when they are rooted in a compelling, authentic storyline.
Just like any other content, your video should start with a solid plan. Know what you want to accomplish, decide whether a video is the right tactic, and determine how you will measure whether you have achieved your goal. Additionally, make sure you understand your target audience so that the content, style/approach and length of your video align with that audience.
All videos also should reflect the college’s brand foundations. Importantly, since video—like photograpy—is a visual representation of the college, your imagery should be authentic, equitable, representative and inclusive.
Technical attributes can greatly affect a video’s success. Videos should be recorded with clean audio that is free of background noise or other distractions. Videos should be properly exposed for the ambient lighting conditions or make use of video lighting equipment. Videos need to visually represent a bright, clean and optimistic outlook. Videos should be free of distracting visuals, special effects or unbranded visual treatments. When inserted over a single speaker, B-roll video can add interest and authenticity to your video. B-roll should follow brand and quality principles.
All videos should include:
- One of the College of Engineering branded video elements (downloadable from the Brand Guide Toolkit below)
- Copyright information (e.g., © 2024 Board of Regents of the University of Wisconsin System)
- Closed captioning (The video streaming service—e.g., YouTube, Vimeo, etc.—is the appropriate captioning vehicle. Do not manually place captioning within your video.)
We encourage all to engage with our Marketing and Communications team to find the right solution for your needs. Video production teams are available at University Marketing, University Media Solutions, or from the university’s approved vendor list.
Brand toolkit
One way you can help support and amplify the UW-Madison College of Engineering brand is to take advantage of templates we’ve created for many purposes—leveraging a variety of applications you probably already use. One note about logos: While we have shared access to these files via UW-Madison Box, we ask that you adhere to the usage guidelines (for print; the same are true for web or other digital media) set forth for the suite of UW-Madison logos. Additionally, our marketing project brief (log in to the UW-Madison Google apps to use the brief or download it as a Word document) can help you think more strategically about your own projects. If you’re looking for a resource, tool or tactic you don’t see here, please feel free to drop us a note or offer a suggestion: meiller@engr.wisc.edu.
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College of Engineering
Here you will find a number of templates and other resources specific to the College of Engineering. Note: Some of these resources are available to UW-Madison faculty, staff and students via the UW-Madison Box application. To access Box, you must log in with your UW NetID credentials.
Logos (PDF for print use, PNG for digital use)
color logo flush: PDF and PNG | color logo centered: PDF and PNG | all logo color variations
Video
MP4 video bumper files
Templates & Guides
letterhead | PowerPoint | email signature guide
Fonts
Official College of Engineering fonts include Red Hat Text and Red Hat Display. For more information about appropriate use, visit University Marketing’s Typography guide.
Colors
Color is one of the most effective ways to build awareness to UW-Madison and the College of Engineering. Please be cognizant of the colors used in your communication pieces. Along with Badger/cardinal red and white, you can find a palette of approved secondary and accent colors in University Marketing’s color guide.
Business cards
Order business cards through UW-Madison Digital Publishing and Printing Services. To order, log in or create an account. Once you are logged in, scroll down until you see the “College of Engineering” heading among the choices on the left. Click “UW COE Business Cards” to begin your order.
Biomedical engineering
Here you will find a number of templates and other resources specific to the Department of Biomedical Engineering. Note: These resources are available to UW-Madison faculty, staff and students via the UW-Madison Box application. To access Box, you must log in with your UW NetID credentials.
Logos (PDF for print use, PNG for digital use)
color logo flush: PDF and PNG | color logo centered: PDF and PNG | all logo color variations
Templates
Letterhead | PowerPoint
Other
Snapshot | banners | alumni logos | video assets
Chemical and biological engineering
Here you will find a number of templates and other resources specific to the Department of Chemical and Biological Engineering. Note: These resources are available to UW-Madison faculty, staff and students via the UW-Madison Box application. To access Box, you must log in with your UW NetID credentials.
Logos (PDF for print use, PNG for digital use)
color logo flush: PDF and PNG | color logo centered: PDF and PNG | all logo color variations
Templates
Letterhead | PowerPoint
Other
Snapshot | banners | alumni logos | video assets
Civil and environmental engineering
Here you will find a number of templates and other resources specific to the Department of Civil and Environmental Engineering. Note: These resources are available to UW-Madison faculty, staff and students via the UW-Madison Box application. To access Box, you must log in with your UW NetID credentials.
Logos (PDF for print use, PNG for digital use)
color logo flush: PDF and PNG | color logo centered: PDF and PNG | all logo color variations
Templates
Letterhead | PowerPoint
Other
Snapshot | banners | alumni logos | video assets
Electrical and computer engineering
Here you will find a number of templates and other resources specific to the Department of Electrical and Computer Engineering. Note: These resources are available to UW-Madison faculty, staff and students via the UW-Madison Box application. To access Box, you must log in with your UW NetID credentials.
Logos (PDF for print use, PNG for digital use)
color logo flush: PDF and PNG | color logo centered: PDF and PNG | all logo color variations
Templates
Letterhead | PowerPoint
Other
Snapshot | banners | alumni logos | video assets
Industrial and systems engineering
Here you will find a number of templates and other resources specific to the Department of Industrial and Systems Engineering. Note: These resources are available to UW-Madison faculty, staff and students via the UW-Madison Box application. To access Box, you must log in with your UW NetID credentials.
Logos (PDF for print use, PNG for digital use)
color logo flush: PDF and PNG | color logo centered: PDF and PNG | all logo color variations
Templates
letterhead | PowerPoint
Other
Snapshot | banners | alumni logos | video assets
Materials science and engineering
Here you will find a number of templates and other resources specific to the Department of Materials Science and Engineering. Note: These resources are available to UW-Madison faculty, staff and students via the UW-Madison Box application. To access Box, you must log in with your UW NetID credentials.
Logos (PDF for print use, PNG for digital use)
color logo flush: PDF and PNG | color logo centered: PDF and PNG | all logo color variations
Templates
Letterhead | PowerPoint
Other
Snapshot | banners | alumni logos | video assets
Mechanical engineering
Here you will find a number of templates and other resources specific to the Department of Mechanical Engineering. Note: These resources are available to UW-Madison faculty, staff and students via the UW-Madison Box application. To access Box, you must log in with your UW NetID credentials.
Logos (PDF for print use, PNG for digital use)
color logo flush: PDF and PNG | color logo centered: PDF and PNG | all logo color variations
Templates
Letterhead | PowerPoint
Other
Snapshot | banners | alumni logos | video assets
Nuclear engineering and engineering physics
Here you will find a number of templates and other resources specific to the Department of Nuclear Engineering and Engineering Physics. Note: These resources are available to UW-Madison faculty, staff and students via the UW-Madison Box application. To access Box, you must log in with your UW NetID credentials.
Logos (PDF for print use, PNG for digital use)
color logo flush: PDF and PNG | color logo centered: PDF and PNG | all logo color variations
Templates
Letterhead | PowerPoint
Other
Snapshot | banners | alumni logos | video assets
Brand gallery
FAQs
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Do I need to create a logo for my newly-formed unit or program?
The University provides a convenient way for new offices or units to harness the power of the well-established UW-Madison brand. Go to the University’s logo generator tool at: brand.wisc.edu/logo-generator-create-logo.
How should I best represent multiple departments or units within the college?
To protect the strength of the brand and prevent visual clutter, use only the main College of Engineering logo. Include the names of the units/departments separately in the official Red Hat font.
Example:
How should I best represent multiple schools or organizations?
If you are working on a project involving multiple schools or colleges at UW-Madison, use the main University of Wisconsin logo and include the names of the schools, colleges or units separately in the official Red Hat font.
Example:
Can I make an alteration to the logo for use in my design?
Distorting or altering the logos in any way is prohibited. Do not adjust the color, substitute fonts, reconfigure, or combine elements in the logos. College units and departments must follow standards that protect the integrity of official College of Engineering logos. The logos are made of locked-up graphic elements that use official fonts and colors in a specific relative configuration.
Examples:
Can I use my logo for something outside of official college business?
Logos must be used for only official college business and are prohibited from use to promote non-university activities or imply endorsement of a non-college activity or product. Official logos should be included on publications, materials, and websites that are developed for College of Engineering purposes.
What are the rules for placement of the logo?
To protect the logo’s integrity and avoid visual distractions, you must maintain a minimum amount of space between the logo and type or other graphic elements in print and on the web (including folds, trims, or edges on a page). In printed materials, this buffer zone must match the width of the “W” crest; this will allow a proportional buffer zone as the size of the logo increases and decreases.
Example:
What is the smallest size I can print the logo?
For standard printing, we recommend that the “W” crest in the College of Engineering and unit logos should be no smaller than a height of .5 inch. In limited circumstances when the shape of the College of Engineering or unit logo, or standalone “W” crest will not work (i.e. pencils, key chains), it is acceptable to use only the name of the college, department, or Wisconsin Engineering in the official Red Hat font.