UNIVERSITY OF WISCONSIN-STOUT
IDENTITY STANDARDS
UNIVERSITY OF WISCONSIN-STOUT
Learn more at www.uwstout.edu/identity
INTRODUCTION
CONTENTS
Introduction 2
To adapt to evolving needs, the University of Wisconsin-Stout’s Identity Committee recently revised
Improving the UW-Stout Brand
3
UW-Stout’s identity standards. We hope that our new guide clearly defines the correct usage for various
Identity Elements
4
Points of Pride
5
Boilerplate Copy
graphic elements, provides new branding flexibilities and serves as a quick marketing reference.
New guide features include:
•
When to Brand Flow Chart: Designed to help pinpoint when branding is and is not required
6
•
Points of Pride: Short statements that can be used to market various aspects of UW-Stout
Polytechnic Designation
7
•
Boilerplate Copy: Narrative in three different lengths that may be used to describe UW-Stout
•
Polytechnic Designation: A guide to assist in defining our unique designation
Imagery Guidelines
8
•
Imagery and Video Guidelines: Guidelines for usage
Video Guidelines
9
•
New Serif Font: Font that may be substituted for Weiss
Identity Elements
10 - 14
•
New Custom Branding Marks: Options for specific custom branding needs
•
New Stationery Standards: Updated design and policies
Custom Branding
15 - 16
•
New Design Templates: Downloadable at: www.uwstout.edu/identity
Applying Identity Elements
17 - 20
•
Revised Committee Membership: Detailed in Policy 90-52
Identity Administration
21 - 22
Faculty, staff and students can access the guide at www.uwstout.edu/identity. Consultants and private
entities must follow these standards when they produce work for the university.
All acceptable usage is presented in the standards. If a certain usage is not described, that usage is not
approved.
If you have any questions about the standards, please contact:
Amy Luethmers, Director
University Marketing
luethmersa@uwstout.edu
715-232-1278
MESSAGE FROM CHANCELLOR
Dear colleagues,
It is important that everyone who communicates officially about UW-Stout does so with a style and
approach that is both consistent with our unique polytechnic designation and is easily identifiable
as coming from our institution. That is why adherence to our Identity Guide is so important to our
ongoing branding efforts.
This Identity Guide has been amended significantly in recent years to assure ease of use and give
it the flexibility required in this digital age. However, the elements within the guide will allow us to
achieve critical mass in our branding and marketing efforts. Using this guide as we communicate
with our internal and external stakeholders will ensure that we are focused on our polytechnic
mission and show we have a clear idea of where our future lies.
Please review the various elements of this Identity Guide and consult it as you communicate in your
official capacity about the unique qualities of Wisconsin’s Polytechnic University. Together, we can
build a bridge to a brighter future for everyone on campus.
Chancellor Bob Meyer
3
IDENTITY ELEMENTS
WHEN TO BRAND
• PARENTS
• PROSPECTIVE STUDENTS
& EMPLOYEES
• ALUMNI
• COMMUNITY
• LEGISLATORS
• MASS-MARKET
• CLIENTS
EXTERNAL
AUDIENCE
INTERNAL
AUDIENCE
• CURRENT STUDENTS
• STAFF
• FACULTY
Branded
YES
YES
MIXED
AUDIENCE
Is the
unit, project,
or event
cosponsored by
other entities?
Co-Branded
(Case by Case)
Is the
creating unit
funded with
any university
funds?
NO
YES
Not
Branded
Branded
Will the
project be
on the web,
in its entirety?*
NO
YES
Branded
Branded
NO
Is there a
likelihood the
piece will appear
along with
recruitment
materials?
NO
YES
Is there a
likelihood the
piece will be sent
to a student before
they arrive on
campus?
Branded
NO
Not
Branded
*with the exception of student org sites
4
POINTS of PRIDE
UNIVERSIT Y WIDE
POLYTECHNIC DESIGNATION
Polytechnics are career-focused universities that combine applied learning with a liberal arts education and offer programs that both
anticipate and respond to business and industry demands. A polytechnic designation is unique in the Midwest. Only 3 percent of U.S.
universities identify themselves as polytechnics, such as California Polytechnic State University (CalPoly), Massachusetts Institute of
Technology (MIT) and Michigan Technological University.
COURSE DELIVERY
UW-Stout emphasizes student-centered education and service featuring a variety of course delivery formats that are offered on campus,
online and at offsite locations through one of the largest distance education programs in the UW System.
PROGRAM OFFERINGS &
INSTRUCTORS
PROGRAM DIRECTOR MODEL
The university offers a broad array of undergraduate and graduate programs, with some of them unique to the Midwest, with 99 percent of
course offerings taught by faculty or staff and not teaching assistants.
DIVERSITY
UW-Stout is committed to an environment where students, faculty and staff of all backgrounds can thrive and fulfill their academic,
personal and professional potential. The contributions and creativity of everyone who works, teaches and learns is valued, thanks in part
to the award-winning program, Diversity Across the Curriculum.
SUSTAINABILITY
The university is a leader in sustainability/energy efficiency with a STARS Silver Award ranking; extensive recycling, composting and water conservation
programs; campus garden; campus building energy-use dashboards; free bus transportation; CarShare program and other initiatives.
GLOBAL EXPERIENCE
The university offers exposure to people from numerous countries around the world through classes on campus and online, as well as
through a variety of study abroad opportunities.
APPLIED ETHICS
The Center for Applied Ethics provides services, resources, and curriculum that enables students, faculty and staff to become ethical
leaders and role models.
MILITARY FRIENDLY
UW-Stout is a leader in veteran enrollment and consistently recognized as a military friendly school because of credit transfer options,
program offerings, ROTC programing and support services for best practices in military and veteran education.
Academic programs are coordinated through a program director model that is unique in the UW System. Program directors are
instructional staff charged with student recruitment and operational goals and who partner with advisory boards of industry leaders to
infuse expertise and connections into curriculum.
UNDERGRADUATE SPECIFIC
Fully 97 percent of the university’s undergraduate students are employed or pursuing graduate degrees within six months of their
97% EMPLOYMENT &
graduation and more than three-quarters are employed in their field of study.
CONTINUING EDUCATION
As early as their freshman year, students are immersed in a career-focused and applied learning education featuring: numerous
CAREER FOCUS & REAL
UNDERGRADUATE
SPECIFIC
opportunities to gain real world experience or participate in undergraduate applied research; strong industry ties with opportunities for
WORLD EXPERIENCE
project-based learning while addressing real-world challenges through the Discovery Center; the largest career conferences in the Midwest;
and facilities featuring twice the amount of lab space to classroom space.
VALUE
The university is committed to keeping college affordable, with three- and four-year graduation guarantees; most undergraduate programs
requiring 120 credits to graduate; textbook rental; laptop and software provided for on-campus students; and residence halls equipped
with a refrigerator, microwave, carpeting and loft.
CAMPUS LIFE
UW-Stout provides rich campus life opportunities with 150-plus student organizations, along with a wellness culture featuring a tobaccofree campus and excellent recreational facilities. Students compete in eighteen men’s and women’s NCAA Division III varsity teams as a
member of the Wisconsin Intercollegiate Athletic Conference, in addition to a large variety of club and intramural sports. The UW-Stout App
helps students find activities around campus, menus, bus schedules, and even when their laundry will be done.
HONORS COLLEGE
The Honors College promotes academic excellence and empowers students to develop to their fullest potential by stimulating intellectual
curiosity, fostering connections between disciplines, advancing real-world applications and preparing future leaders of a global society.
5
B O I L E R P L AT E C O P Y
USAGE OPTIONS
SHORT VERSION – 50 WORDS
LONG VERSION – 246 WORDS
The University of Wisconsin-Stout, Wisconsin’s Polytechnic
University, combines applied learning with the liberal arts to
provide career-focused education on campus and online, real
world experience, and applied research in facilities with twice as
many labs as classrooms. Ninety-seven percent of graduates are
employed or pursuing advanced degrees within six months.
The University of Wisconsin-Stout, Wisconsin’s Polytechnic University, combines
applied learning with a liberal arts education and prepares students for successful and
demanding careers in business and industry. Ninety-seven percent of the university’s
undergraduate students are employed or pursuing graduate degrees within six months
of their graduation.
MIDDLE VERSION – 149 WORDS
The University of Wisconsin-Stout, Wisconsin’s Polytechnic
University, combines applied learning with the liberal arts to
prepare students for demanding careers. Ninety-sevenpercent of
students are employed or pursuing graduate degrees within six
months of graduation.
Undergraduate and graduate programs are offered on campus,
as well as through one of Wisconsin’s largest distance education
programs. Students are immersed in a career-focused education
beginning their freshman year, participate in two of the largest
college career conferences in the Midwest, and gain opportunities
for real world experience through internships or applied research in
facilities housing twice as many labs as classrooms.
UW-Stout is tobacco-free and promotes a sustainable, ethical and
diverse campus featuring 150-plus student organizations, Honors
College, veterans and ROTC programming, recreational facilities,
eighteen NCAA Division III teams, and various clubs and intramurals
along with a commitment to affordability through streamlined
curriculum, textbook rental, laptops and software, and fully equipped
residence halls.
Students are immersed in a career-focused education starting their freshman year and
benefit from numerous opportunities to gain real world experience or participate in
applied research in facilities with twice as many labs as classrooms.
Through a broad array of undergraduate and graduate programs, many uncommon in
the Midwest, UW-Stout emphasizes student-centered education on campus, as well as
online and at offsite locations through one of the largest distance education programs
in the UW System.
Academic programs are coordinated through a program director model coupled with
advisory boards of business leaders who infuse expertise and connections into
curriculum, and help fuel the largest two college career conferences in the Midwest.
UW-Stout is a leader in sustainability and promotes a wellness culture featuring a
tobacco-free campus, excellent recreational facilities, and a commitment to an ethical
and diverse campus environment. Students enjoy a rich campus life with 150+ student
organizations, Honors College, veterans and ROTC programming, eighteen men’s and
women’s NCAA Division III varsity teams, and a large variety of club and intramural
sports.
UW-Stout is committed to keeping college affordable for students, with three and
four-year graduation guarantees, streamlined curriculum, textbook rental, laptops and
software, and fully equipped residence halls rooms.
6
P O LY T E C H N I C D E S I G N AT I O N
WISCONSIN’S
POLY TECHNIC UNIVERSIT Y
OUR DESIGNATION
In 2007, the University of Wisconsin Board of
Regents unanimously approved a resolution
designating UW-Stout as “Wisconsin’s
Polytechnic University.”
This unique designation is shared by only three
percent of universities across the United States,
meaning that UW-Stout combines applied
learning with a liberal arts education.
THE POLYTECHNIC EDUCATION BLEND
THE POLY TECHNIC EDUCATION BLEND
APPLIED
LEARNING
• INCORPORATES TOOLS TO
EVALUATE, CREATE, AND SHAPE
HUMAN COMPREHENSION
• EMPHASIZES “REAL WORLD”
AND “HANDS-ON”
LEARNING EXPERIENCES
LIBERAL
ARTS
• DEVELOPS CRITICAL THINKING,
COMPLEX PROBLEM SOLVING,
COMMUNICATION AND
LEADERSHIP SKILLS
• INTRODUCES STUDENTS
TO A VARIETY OF DISCIPLINES
Our polytechnic tenets include:
• Career Focus: A polytechnic university offers a comprehensive curriculum that prepares
graduates for professional careers.
• Applied Learning: A polytechnic university blends theory with practice to produce innovative
solutions to real world problems.
• Collaboration: A polytechnic university works closely with business, industry and other
educational institutions to benefit students and grow the economy.
For more information and resources about our polytechnic designation, please visit:
www.uwstout.edu/about/polytechnic/index.cfm
7
IMAGERY GUIDELINES
REQUIREMENTS FOR IMAGE USE:
Requests for professional photography may be made through University Marketing at:
www.uwstout.edu/marketing/marketingrequest.cfm.
(Note: University Marketing does not provide photography for events such as speakers, award ceremonies,
social events, or conferences. If you need a photographer for one of these events we have a list of
freelance photographers.)
Departments, programs, students or staff at UW-Stout may produce their own images. In order for
images to qualify for viewing on official the university social media sites or webpage, images must meet
the following requirements:
• No alcohol
• No imagery or logos of other universities
• Stock photography may only be used with permission from University Marketing
GUIDELINES FOR IMAGE USE:
• Use authentic, non-staged photography as much as possible.
• Most UW-Stout faculty, staff and students have released the right to use their image. However, images
of all other subjects whose image, voice or name appears in a photo requires a release form:
www.uwstout.edu/marketing/upload/talent_release.pdf.
• Use caution in photo alterations. Inappropriate photo editing may not be used.
• To use university photos, contact Heather Stecklein at steckleinh@uwstout.edu. All photographs are
the property of UW-Stout and are protected by the Copyright Law of the United States (Title 17, United
States Code). Reproduction, storage or transmittal by any means of any image on this website, whole
or in part, outside of campus materials is prohibited without express prior written permission from
the university archivist. Prints purchased from this gallery may not be reproduced or scanned for any
reason and may only be used for personal display.
8
VIDEO GUIDELINES
FULL SCREEN INTROS/OUTROS
REQUIREMENTS FOR VIDEO:
Requests for professional videography may be made through University Marketing at: www.uwstout.edu/
marketing/marketingrequest.cfm.
(Note: University Marketing does not provide videography for events such as speakers, award ceremonies,
social events, or conferences. If you need a videographer for one of these events we have a list of freelance
videographers.)
Departments, programs, students or staff at UW-Stout may produce video content on their own, provided
it doesn’t contain unlicensed copyrighted content, including but not limited to trademarks, music, video
and photography.
LOWER THIRD INTROS
HUMAN
RESOURCES
For videos to qualify for viewing on official university social media sites or website (unless specifically
labeled as student work) videos must meet the following requirements:
1. Include a static or animated alternative versions (located at www.uwstout.edu/identity) of intro.
• Full Screen Intro (Static or Animated; Customized short title; Customized long Title)
• Branded lower third bar option (appears over video image) for the first four seconds
(Blue, white, black bars; Logo only; Logo First/Long title second; Long and short title)
• An approved (through the Identity Committee Chair) Type Treatment, Service Mark, or Campaign/Event
Identifier Mark.
2. Include an approved static or animated outro (located at www.uwstout.edu/identity) at the end for a
minimum of two seconds.
3. If your video will appear on the university website, it must be captioned to meet ADA requirements
by submitting your video to University Marketing via the request form www.uwstout.edu/marketing/
marketingrequest.cfm. There is a small fee.
GUIDELINES FOR VIDEO:
M.S. IN INFORMATION AND COMMUNICATION
TECHNOLOGIES PROGRAM VIDEO
• A variety of premade lower third options are available for download at: www.uwstout.edu/identity
• Most UW-Stout faculty, staff and students have released the right to use their image. However, images
of all other subjects whose image, voice or name appears in a video require a release form:
www.uwstout.edu/marketing/upload/talent_release.pdf.
9
IDENTITY ELEMENTS
UNIVERSIT Y NAME AND
DESIGNATION
OUR NAME
The full name of the university should be used in
the first reference:
University of Wisconsin-Stout
On second and subsequent reference, the
shortened name should be:
UW-Stout or, in some cases, Stout*
Correct forms:
University of Wisconsin-Stout
UW-Stout
UNIVERSIT Y LOGO
The university logo consists of an abstract
rendition of a quill, the University of Wisconsin
affiliation and the name Stout. The logo can be
used as described or can incorporate the phrase
Wisconsin’s Polytechnic University beneath the
logo.
The university’s name, seal and logo are registered
marks of the Board of Regents of the University of
Wisconsin System, doing business as University
of Wisconsin-Stout and are reserved for the
university, its units and licensees. The logo is not
to be incorporated into other marks, redrawn or
otherwise modified.
Stout*
* Use ‘UW-Stout’ instead of the colloquial ‘Stout’ in all
Individuals who would like to show affiliation with
the university should use the name only.
official, non-marketing communications such as memos,
press releases and news articles.
OUR DESIGNATION
UW-Stout was officially designated Wisconsin’s
Polytechnic University in March 2007 by the UW
System Board of Regents. The designation is not
a substitute for the UW-Stout official name. Use
the designation, without quotation marks, with
the first use of the university’s name (University
of Wisconsin-Stout), preceded and followed by
commas.
Use of the quill alone is not acceptable.
The logo contained in a shield is reserved for
use in the required print templates, the university
website, and some electronic communications. It
should not be used for any stand alone purposes.
10
IDENTITY ELEMENTS continued
PRIMARY IDENTIFIER: SHIELD AND RIBBON
The primary identifier consists of a one-color logo presented in a shield, in combination with an adjacent ribbon (secondary identification area), positioned to the
right of or below the shield, presenting unit or department information. The shield and ribbon must be located on the first page of a multi-page document or on the
front of a two-sided piece. On a full-bleed, printed piece the ribbon should include a “tail” as shown.
FULL BLEED
EXAMPLE
Shield
(Tail)
NO BLEED
EXAMPLE
Banner
(No Tail)
UNIT NAME HERE IN ALL CAPS
Learn more at www.uwstout.edu
UNIT NAME HERE IN ALL CAPS
Learn more at www.uwstout.edu
SHIELD AND RIBBON COLORS
The shield may be one of four colors (PMS 280, white, 50 percent black or black) for full color pieces.
For each shield color, a complementary selection of colors is available for the ribbon (or secondary
identification area) color. You must pick a different color for the ribbon area than you picked for the
shield.
RIBBON TEXT
REPLACE “UNIT NAME HERE” - Use your department,
college name or UNIVERSITY OF WISCONSIN-STOUT
280
2905
5435
7457
7535
467
50% BLK
2905
5435
7457
7535
467
50% BLK
BLK
280
2905
5435
7457
7535
467
BLK
(ALL CAPS)
UPDATE LINK - Replace with the most relevant link to
your content or leave as www.uwstout.edu (Demi-weight)
NO ADDITIONAL TEXT OR IMAGES ARE ALLOWED IN THE RIBBON
280
UNIT NAME HERE IN ALL CAPS
Learn more at www.uwstout.edu
2905 5435
7457 7535
467
50% BLK
BLK
Text color can be white, 50 percent
black or black, as long as it is readable
against your ribbon color
11
IDENTITY ELEMENTS continued
Golf Enterprise Management
MASCOT / SPIRIT MARK
WORDMARK
The Blaze mascot mark serves as a “spirit
mark” and is available for use by the university
community. Some modifications to artwork may be
negotiated for specific uses — all such uses must
receive approval from University Marketing before
use/manufacture.
The secondary wordmark may be used in
situations where design demands it, but not simply
as an alternate mark in place of the primary
identifier. Examples of accepted uses include: web
applications where size is limited; embroidery;
large format pieces such as billboards or banners;
any publication smaller pieces (refer to templates);
or any reproduction process or situation that
cannot produce a legible rendering
of the logo or primary identifier.
UNIVERSITY SEAL
BALDRIDGE AWARD DESIGNATION
ATHLETIC MARKS
UW-Stout is the first Malcolm Baldrige Award
recipient in higher education. The Malcolm Baldrige
logo is a feature of the letterhead and business
cards and a few other applications.
The Blue Devils wordmark, S lettermark, and
flame are athletics marks. Guidelines for their use
can be found in the Athletics Identity Guide
downloadable at: www.uwstout.edu/identity.
The seal is used in a variety of official uses
including diplomas, legal documents, university
policies, certificates and UW system-mandated
reports as well as on some ceremonial and
licensed items. It is not used on the web or in
advertising.
12
IDENTITY ELEMENTS continued
UNIVERSIT Y COLORS
Primary and complementary colors have
been established for use in publications.
A secondary color palette has been
established to guide consistent color
decisions across all UW-Stout publications,
websites and products. Tints of these
colors are allowable. A complementary set
of web colors have been identified for use
and are available at www.uwstout.edu/
identity/hex-equivalents.cfm
PRIMARY COLORS
PMS 280
WHITE
BLACK
C=100R=0
M=72G=73
Y=0B=144
K=18
COMPLEMENTARY COLORS
PMS 8920
M E T A L L I C
50% BLACK
C=30R=164
M=70G=103
Y=70B=79
K=0
SECONDARY COLORS - DEVELOPED FOR USE IN TITLES, HEADINGS AND BACKGROUND COLORING
PMS 1807
PMS 194
PMS 138
PMS 7404
PMS 1605
C=0R=180
M=100G=32
Y=96B=37
K=28
C=0R=171
M=100G=6
Y=64B=52
K=33
C=0R=245
M=42G=160
Y=100B=30
K=1
C=0R=254
M=9G=225
Y=79B=82
K=0
C=0R=182
M=56G=104
Y=100B=40
K=30
PMS 4625
C=0R=85
M=60G=42
Y=100B=14
K=79
PMS 467
PMS 7535
PMS 7532
C=9R=232
M=15G=211
Y=34B=173
K=0
C=0R=210
M=3G=202
Y=15B=183
K=20
C=0R=119
M=17G=100
Y=50B=65
K=65
PMS 583
PMS 581
PMS 624
PMS 7457
PMS 5435
PMS 2905
PMS 7468
PMS 5405
C=23R=176
M=0G=188
Y=100B=34
K=17
C=2R=103
M=0G=100
Y=100B=42
K=72
C=44R=118
M=0G=173
Y=35B=153
K=20
C=12R=221
M=0G=241
Y=2B=247
K=0
C=13R=185
M=3G=199
Y=0B=212
K=17
C=41R=143
M=2G=209
Y=0B=243
K=0
C=100R=5
M=10G=125
Y=0B=177
K=28
C=58R=59
M=17G=110
Y=0B=143
K=46
PMS 5395
C=100R=0
M=44G=39
Y=0B=76
K=76
13
IDENTITY ELEMENTS continued
TYPOGRAPHY
UNIVERSITY TYPEFACES
WEISS LETTERFORMS
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
WEISS WEIGHTS
AND ITALICS
GARAMOND PRO
LETTERFORMS
GARAMOND PRO
WEIGHTS AND ITALICS
Regular
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
Regular
abcdcdefghijklm
nopqrstuvwxyz
Italic
Extra Bold
Italic
Weiss or Garamond Pro Franklin Gothic or
ITC Frankling Gothic
1234567890
Edwardian Script ITC
FRANKLIN GOTHIC
LETTERFORMS
FRANKLIN GOTHIC
WEIGHTS AND ITALICS
The university typefaces may be purchased for PC
or Macintosh computers from www.adobe.com.
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
Book
Book Condensed
Book Compressed
Book Italic
Book Condensed Italic
Book Compressed Italic
SUBSTITUTE TYPEFACES
abcdcdefghijklm
nopqrstuvwxyz
Medium
Medium Condensed
Demi Compressed
Medium Italic
Medium Condensed Italic
Demi Compressed Italic
Demi
Demi Condensed
Book Extra Compressed
Demi Italic
Demi Condensed Italic
Demi Extra Compressed
THE GREAT ESCAPE
THE GREAT ESCAPE
WEIGHTS AND ITALICS
Designers who do not have access to the identity
fonts may substitute Times or New Times Roman
in place of Weiss or Garamond Pro, and Arial or
Helvetica in place of Franklin Gothic.
1234567890
Bold
1234567890
Heavy
Heavy Italic
USE OF OTHER TYPEFACES
Use of Other Typefaces
· “Great Escape” is an approved alternative accent
typeface when used in conjunction with the
“READY” campaign. For more information about
the guidelines for this use please visit:
www.uwstout.edu/identity/
· Other typefaces may be used in campaign or
event identifiers, but not as regular typography.
abcdcdefghijklm
nopqrstuvwxyz
Bold
EDWARDIAN SCRIPT ITC
LETTERFORMS
EDWARDIAN SCRIPT ITC
WEIGHTS AND ITALICS
ABCDEFGHI
JKLMNOPQR
STUVWXYZ
Regular
abcdcdefghijklm
nopqrstuvwxyz
ABCDEFGHIJKLM
NOPQRST UVWXYZ
abcdcdefghijklm
nopqrstuvwxyz
Regular
Bold
1234567890
1234567890
14
CUSTOM BRANDING
SERVICE MARK
TYPE TREATMENT
Granted to areas that meet the following criteria:
• Generate at least a portion of their operating revenue from sources
outside of the university and are seeking a long-term branding
identity.
• Provide services to external clients.
• Able to demonstrate specific non-chargeback related revenue
generation or marketing initiatives which target external audiences,
or discretionary spending by internal audiences.
Granted to areas that meet the following criteria:
• Areas wishing to create a consistent representation, but do not
meet Service Mark requirements.
• Area must be able to demonstrate specific marketing initiatives
targeting external audiences, or discretionary spending by internal
audiences.
RESTRICTIONS:
• Mark must either include UW-Stout designation or be used with
university branding for external clients.
• Mark must be approved by the Identity Committee.
• Alterations/updates to the mark must be approved by the Identity
Committee.
ALLOWANCES:
• Mark may include graphic elements, but must be within the UWStout color palette and fonts.
• If mark includes a UW-Stout designation, it may be used alone
on pieces for external audiences, on apparel items or the web.
If no UW-Stout designation exists within the mark, it must be
accompanied by university branding.
• Mark may be used on the backside of stationery items.
(Business card, letterhead, envelopes)
EXAMPLES:
RESTRICTIONS:
• Treatment must be used with university branding in print, web,
apparel, and all other collateral marketing materials and items.
• Treatment may not include graphic elements such as illustrations, but
may include alterations to branded fonts including: bolding, kerning,
underlining, reversing out type, inversions, multiple colors, and font
size differentiations.
• Treatment must be within the UW-Stout color palette and use
approved fonts.
• Treatment may not be used on stationery items. (Business card,
letterhead, or envelopes.)
• Treatment must be approved by the Identity Committee.
• Alterations/updates to the treatment must be approved by the Identity
Committee.
ALLOWANCES:
• The type treatment may stand alone for internal departmental wayfinding signage usage.
EXAMPLES:
15
CUSTOM BRANDING
CAMPAIGN OR EVENT IDENTIFIER
RETAIL MARK
Granted to areas that meet the following criteria:
• Campaigns or events seeking an identifier for the duration of
the campaign or event.
Retail marks are not granted to university departments. They may,
however, be granted to areas overseen by a department that meet the
following criteria:
• Primary function of the area/unit is retail sales.
• Area/unit is seeking a long-term branding identity.
• Area/unit is able to demonstrate specific non-chargeback revenue
generation, as well as marketing initiatives that target external
audiences or discretionary spending by internal audiences.
RESTRICTIONS:
• Identifier must either include a UW-Stout designation or be
used with university branding for external marketing pieces, the
web or apparel items.
• Identifier may not be used on stationery items. (Business card,
letterhead, envelopes)
• Identifier must be approved by the Identity Committee.
• Alterations/updates to the identifier must be approved by the
Identity Committee.
ALLOWANCES:
• Identifier may include graphic elements and alternative fonts
to UW-Stout’s brand, but must be within the UW-Stout color
palette to complement university branding as needed.
EXAMPLES:
RESTRICTIONS:
• The retail mark may be used in conjunction with university branding,
but no UW-Stout designation should exist within the mark itself.
• The retail mark must be approved for use by the Identity Committee.
• Alterations or updates to the retail mark must be approved by the
Identity Committee.
ALLOWANCES:
• The retail mark may be used alone on pieces for external audiences,
on apparel items, or on the web.
• The retail mark may include graphic elements, colors and fonts
specific to the retail service.
• The retail mark may be used on custom stationery items (business
cards, letterhead, or envelopes) but may not be incorporated into
official UW-Stout stationery items.
EXAMPLES:
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A P P LY I N G I D E N T I T Y E L E M E N T S
STATIONERY STANDARDS
UW-Stout’s stationery includes its letterhead,
business cards and envelopes. Use of university
stationery is permitted only for official business
conducted by persons in officially recognized
divisions, colleges, departments, or other units.
Letters from student assistants must be cosigned by an adviser. Organizations affiliated with
UW-Stout, which have their own governing board,
should not use stationery without authorization.
LETTERHEAD & ENVELOPES
All custom stationery items can be ordered
through Printing Services: www.uwstout.edu/
pmm/intranet/printing-services.cfm.
Official stationery must be used for written
communication. A non-customizable, generic
Word version is available at: www.uwstout.edu/
identity/ and is allowable for electronic use only.
A customized Word version can be created by
contacting University Marketing. An official memo
Generic stationery items, along with coordinating
blank second page letterhead sheets, are available
through: www.uwstout.edu/pmm/intranet/
stores.cfm.
BUSINESS CARDS
John Doe
Department of Business
Assistant Professor
www.uw-stout.edu
715.123.4567 office
715.765.4321 fax
doej@uwstout.edu
Malcolm Baldrige
National Quality Award
2001 Award Recipient
123 Administration Building
712 S. Broadway Stree.
Menomonie, WI 54751
Business cards are available from Printing
Services in three standard formatted options.
Word document for electronic use is available at:
www.uwstout.edu/identity/.
No additional stamps, stickers, or writing is
allowed on envelopes (including funding strings
or hand-written or stamped department names)
other than traditional business stamps such as
“Confidential” or “Final Notice.”
1. One-sided, two color, flat
2. Two-sided, two color, flat
3. Two-sided, two color with raised lettering on
backside of card
Exceptions to the standard format are not allowed.
The following information may appear on the
business card:
•Name
• Job Title
• Two optional lines - additional title, department,
UW-Stout faculty profile link, UW-Stout website, or
departmental social media account
• Email Address
• Room #, Building Name, Street Address
• Phone type (fax, office, cell, toll-free)
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A P P LY I N G I D E N T I T Y E L E M E N T S c o n t i n u e d
USING THE TEMPLATES
INSTRUCTIONS FOR USE OF INDESIGN TEMPLATES:
1. Click through the layers to view acceptable shield and ribbon color combinations (in
accordance to the colors described on page 13)
• Do not modify the colors in any way
Templates for standard publication sizes, which include
a pre-formatted primary identifier can be accessed at
www.uwstout.edu/identity/templates. Templates are
available in most standard sizes. Use a template for anything
larger than 3 x 5”.
While almost all of these templates include a shield and
ribbon, there are a few sizes that have a alternate layout to
accommodate size constraints. These sizes are:
1. 8.5 x 11” 3-panel brochures
2. Replace “UNIT NAME HERE”
• Use your department, college, academic group, service center or University of
Wisconsin-Stout
• The unit name must remain in all CAPS
• Font must remain ITC Franklin Gothic Book weight
(Substitute Helvetica Regular)
3. Update link
• Replace the link with the most relevant link to your content or leave as
www.uwstout.edu
• The link must be in ITC Franklin Gothic Demi weight (Substitute Helvetica Bold)
4. Do not edit, delete, scale or otherwise modify the logo, shield and ribbon.
• Place all artwork BEHIND the shield and ribbon layer
5. Templates include instruction on usage on top layer of file. Take care to delete this
layer before printing.
2. 6 x 4” postcards
3. 3.875 x 8.5” rackcards
Email identity@uwstout.edu when:
- A template is not available in your desired size
- You are creating a large banner or exhibit graphic
- If you have any questions
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A P P LY I N G I D E N T I T Y E L E M E N T S c o n t i n u e d
PUBLICATION STANDARDS
INFORMATIONAL PUBLICATIONS
EXEMPT PUBLICATIONS
WAIVED PUBLICATIONS
Informational publications describe UW-Stout’s
policies, programs and services. These
publications also disseminate general
information.
Publications and websites exempted from these
standards include scholarly journals and books
produced by university employees for external
organizations, instructional (i.e. classroom)
materials, grant applications, personal websites,
and publications and websites produced by
SSA-approved student organizations.
On occasion, special audience needs may not
be met through this graphic identity program.
Individual publications or groups of publications
may be granted a waiver from these standards
by the Identity Committee, if they meet the
following criteria:
Informational publications must:
1. Use a primary identifier to present the logo
and unit information. Templates are available
in standard publishing formats.
2. Use approved typestyles as outlined in the
typography section.
3. Use the appropriate color palette.
Templates are availible at www.uwstout.edu/
identity/index.cfm.
Newsletters should include masthead
information, such as editorial staff, contributors
and contact information.
A student-produced publication distributed outside
of the classroom for promotional purposes is no
longer considered a student publication and must
follow branding guidelines.
If you have any questions or if your need is
not mentioned above please contact
identity@uwstout.edu for assistance with
specific requests.
1. The user can provide written documentation
that demonstrates special audience needs
that cannot be met through the identity
standards.
2. The user has sole and complete control over
the distribution of the publications
3. Such printing will not be distributed beyond
the specialized audiences identified in the
justification.
4. The user can demonstrate how a control
mechanism will ensure that such waived
publications will not be mixed with other
university publications.
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A P P LY I N G I D E N T I T Y E L E M E N T S c o n t i n u e d
WEB AND OTHER APPLICATIONS
THE UNIVERSITY WEBSITE
OTHER GRAPHIC APPLICATIONS
The format developed for UW-Stout’s website
is an extension of the university’s identity
program and reinforces its visual identity. A
consistent format makes the website easier
to use and understand. Page layout and
navigation conventions enable users to
recognize and use university pages, and
distinguish them from pages on other non-Stout
websites.
All possible uses of the university identifiers
cannot be anticipated. The Identity Committee
will review proposed applications not covered
specifically by the standards on a case-by-case
basis. Additional standards will be developed
as needed.
All official UW-Stout website content must
be published using the university website
templates in CommonSpot. Assistance and
publishing standards are available at
www.uwstout.edu/webdev.
Design approaches in media other than print
should reflect the same considerations, or the
spirit of the standards. All electronic, video
or other media should strictly adhere to the
guidelines set forth here to create and reinforce
the overall identity of UW-Stout.
Due to the unique technical considerations of
each medium, design approaches in print may or
may not easily cross over to other media. Please
contact identity@uwstout.edu for advice and
assistance.
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I D E N T I T Y A D M I N I S T R AT I O N
IDENTIT Y COMMITTEE
DUTIES
EDUCATION
The Identity Committee will set, review and
revise procedures and standards to carry out the
Identity Standards Policy and meet institutional
needs. Periodically, it may propose appropriate
modifications to the policy, based on changed
conditions. In addition, the committee will consider
requests for waivers from the publications
standards, based on criteria governed by and
enumerated in the policy.
The University Marketing team is available to provide assistance for questions concerning identity
or to provide training for your unit or team. For more information about educational opportunities or
training surrounding identity, please contact: Amy Luethmers at luethmersa@uwstout.edu
ENFORCEMENT
The identity standards for most purchased items
will be enforced at the point of purchase by the
Procurement and Materials Management office. All
publications will be reviewed for compliance. In the
case of noncompliance, the item requested will be
returned for correcting and resubmitting. Website
standards will be reviewed by the Web Coordinator.
COMMITTEE MEMBERSHIP
• Director of University Marketing (chair)
• Director of University Communications
• Admissions Representative
• Executive Director of Student Life Services
• University Editor, University Communications
• Printing Technician
• Director of School of Art and Design
• Design Faculty Designee
• Discovery Center Designee
• Marketing Faculty Designee
• Athletics Designee
• University Marketing Designee
• Other member(s) appointed by the Chancellor
QUES TIONS ? CONTACT: IDENTITY@U WST O U T.ED U
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I D E N T I T Y A D M I N I S T R AT I O N c o n t i n u e d
LICENSING PROGRAM
UW-Stout contracts with Learfield Licensing
Partners. to operate a licensing program regulating
the use of its registered marks on commercially
marketed garments and imprinted products. In
addition to preventing illegal or inappropriate use
of the marks, the licensing program generates
funds for scholarships. Use of the marks on
commercially produced items must be approved
before manufacture. When making purchases
through an unlicensed vendor, submit designs for
approval to Printing Services via mail, fax or as an
attachment in an e-mail.
Vendors producing for resale any product that
displays a university mark must enter into a
formal licensing agreement with Learfield.
A list of licensed manufacturers list can be
accessed through Learfield’s website. For
navigation assistance contact Kallee Martins,
kmartins@learfieldlicensing.com, 319-400-3111.
Manufacturers that are not licensed and are using
the marks may be subject to fines if that product is
identified in periodic audits of imprinted products.
For information on becoming a licensee,
contact Printing Services or visit:
www.learfieldlicensing.com/licensing
WAIVER OF LICENSING FEES
Certain university-related organizations and classes may use the registered marks and names without
paying the licensing royalty fee.
1. Recognized student organizations, as defined by the university, may use the registered marks and
names of the university. Products that bear the marks or names of the university, which are for the
sole benefit of that student organization and are sold or given away, are exempt from the royalty fee
charged to commercial ventures, but should be manufactured by and purchased from licensed vendors
whenever possible. If products are being resold, a royalty fee is required.
2. Classes that manufacture products as a course requirement may use the registered marks and names
on their products without paying the licensing royalty fee. The use of the mark or name must conform
to the UW-Stout Identity Standard.
3. Classes resell products, as a course requirement, which are manufactured by commercial
companies may use the registered marks and names on their products, but must purchase those
products from licensed manufacturers, and the products are subject to the licensing royalty fee.
These groups are required to obtain approval and a written waiver from the university’s licensing
administrator prior to using the marks. Contact Printing Services or University Marketing to submit a
design proposal.
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