Use of Institutional Names, Logos, Symbols, and other Trademarks

Layout for printing
Policy Number:
UW-205
Responsible Office:
Office of Strategic Communication

University Policy

Rationale/​Purpose:

UW–Madison recognizes that the use of its logos, images, and names fosters a sense of pride and collective identity within the university community, and can provide potential sources of revenue or other non-financial benefits in support of university programs. These tangible and intangible benefits are beneficial to the entire university community, and, in turn, the state of Wisconsin.

But it’s also necessary to recognize that the university is a public institution and its logos, images or names must serve a public purpose. Thus, university logos, images, and names cannot be used in a manner that implies a preference for or endorsement of private businesses and non-university organizations and must be used in such a way that the university’s reputation and image are protected. Therefore, the university has adopted the following policies applicable to the use of university logos, images, and names and marks by university and non-university entities.

Policy:

  1. Use of Names, Logos, Symbols, and Marks (Trademarks)

    1. Ownership

      1. The university’s official institutional names, logos, symbols, images, photographs, and other identifying marks are trademarks, service marks, or other forms of intellectual property (collectively, “marks”) that are owned by the Board of Regents of the University of Wisconsin System on behalf of the University of Wisconsin–Madison.
      2. The university’s trademarks include those set forth by Trademark Licensing and others that may subsequently be adopted, used, and/or registered.

    2. Appropriate Use of Marks

      1. University marks may not be used by non-university entities, or in connection with non-university products or services, without institutional approval. For use of marks on commercial products, such as apparel, approval is granted by the Office of Trademark Licensing. For use of marks on non-commercial but external items, such as non-university websites, publications, etc., approvals are granted by the Vice Chancellor for Strategic Communication or designee.
      2. No other department, unit, employee, or student of the university is authorized to approve or consent to the use of university marks by a non-university entity.
      3. Once approved, the use of university marks by a non-university entity must comply with the university’s licensing policy and usage design specifications and/or the university’s brand and visual identity guidelines.
      4. No department, unit, employee, or student of the university shall use or develop any variations of university marks without prior written authorization from the Vice Chancellor for Strategic Communication or designee. That office reserves the right to institute a review process for such uses to ensure adherence to these policies.

    3. Approval of Uses and Designs

      1. The use of university trademarks on any goods, merchandise, or service or as part of a promotion or advertisement, must comply with Regent Policy Document 27-1 Collegiate Licensing and the approved usage design specifications listed in the university’s brand and visual guidelines.
      2. All depictions of university trademarks, and of all their variations or revisions, must conform to established design specifications. If the use does not conform to those specifications, the Office of Trademark Licensing must approve the use in advance in writing.
      3. If the Vice Chancellor for Strategic Communication, or designee, has established conditions that must be satisfied before a request for use of university marks will be approved, the proposed use of marks that was the subject of the request may not proceed until the Vice Chancellor for Strategic Communication, or designee, has confirmed in writing that the conditions have been met.
      4. Failure to secure written approval may result in rejection by the university of items purchased that bear unapproved marks, the forfeiture of any advertising/licensing revenue deriving from the use of unapproved marks by third parties, or such other remedies as the Vice Chancellor for  Strategic Communication deems appropriate. The campus unit responsible for failure to secure written approval may be billed for forfeited amounts as well as any costs associated with remedying unapproved uses.

    4. Approval of Internal Users (Departments, Units, and Registered Student Organizations)

      1. University departments, administrative units, and registered student organizations (RSOs) may use the university’s trademarks (including logos and images) on internal publications and other non-commercial items (i.e., posters, books, slides, university websites, etc.) as long as the use conforms to established design specifications.

      2. In certain limited instances, university departments, administrative units, and RSOs may use the university’s trademarks (including logos and images) on external publications that are non-commercial in nature, only after securing permission from the Vice Chancellor for Strategic Communication, or designee. In these instances, the use must conform to established design specifications. Examples include:

        1. The use of a university mark on an external research sponsor’s website to denote the university’s participation in a collaborative research project.
        2. The use of a university trademark in a program for an event at which a faculty member will be conducting a musical or artistic performance.
        3. The use of university marks in connection with student yearbooks or similar printed matter that are published by external vendors.
        4. The use of university marks in social media (e.g., Facebook, Twitter).

        Please note, this does not automatically include the use of marks by external vendors to denote a purchasing or transactional relationship (e.g., company wants to use UW-Madison marks on their website because the university purchases equipment from them).

    5. Exclusions

      1. University trademarks may not be used when the use:

        1. Conflicts with university policies;
        2. Adversely affects the university’s reputation;
        3. Is considered to contain obscene, indecent, or profane material;
        4. Ridicules, exploits, or demeans persons on the basis of their age, color, creed, physical or mental disability, physical appearance, national origin, citizenship, veteran status, marital status, race, religion, sex, sexual orientation, gender, or gender identity; or
        5. Promotes tobacco products.
      2. University students and employees may not individually use university marks or their affiliation with the university in any manner which suggests or implies university support or endorsement of any company, product, political candidate, or position regarding public policies, political movement, activity, or program. Students and employees may use the university’s name in making a true and accurate statement of his/her relationship with, or employment by, the University of Wisconsin–Madison. University students and employees should not use university letterhead bearing university marks to conduct personal business. However, in accordance with academic norms, graduate and post-doctoral students currently enrolled or holding an appointment at UW-Madison may use university letterhead bearing university marks to apply for employment in an academic role at other academic institutions. 
Related UW–Madison Documents, Web Pages, or Other Resources:
External References:

Policy Administration

Approval Authority:
Vice Chancellor for Strategic Communication
Policy Manager:
Vice Chancellor for Strategic Communication
Contact:
Assistant Vice Chancellor, Brand Strategy -- Tricia Nolan, tricia.nolan@wisc.edu, (608) 265-9005
Revised Dates:

01-15-2021, 04-12-2023, 10-07-2024

Retrieved:
07-04-2025 22:34:43