#BLEEDBLUE
BLUE DEVIL ATHLETICS
IDENTITY GUIDE
University of Wisconsin-Stout
208 Sports & Fitness Center
220 13th Ave. East l Menomonie, WI 54751
715-232-2173
INTRODUCTION
CONTENTS
Introduction
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Intercollegiate athletics publications promote or provide information about UW-Stout’s NCAA Division III
Primary Marks for Publications
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sanctioned sports. These are governed by both UW-Stout standards and NCAA bylaws. The standards
Graphic Element Marks for Publications
4
Primary Marks for Apparel
5
Graphic Element Mark for Apparel
6
Spirit Identity
7
Colors
7
Typography
8
Stationery Standards
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Additional Applications
10
Licensing Program
11
Identity Review Committee
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included in this guide can be accessed through the website at www.uwstout.edu/identity and downloaded
in PDF format.
The identity standards focus on required elements to consistently and effectively promote Blue Devil
athletics. All acceptable usage is presented in the standards and apply to all publications, websites,
apparel and other merchandise bearing the Blue Devils’ name, logos and marks. Exceptions to these
standards must be reviewed by Brett Schreiner and the Identity Committee.
If you have any questions about the standards or wish to obtain artwork for non-resale items, please contact:
Brett Schreiner
External Relations & Promotions Coordinator
schreinerb@uwstout.edu
715-232-2173
For licensing information for resale items, please see page 11 and contact:
Kallee Nelson
Brand Management Representative
Learfield Licensing Partners, LLC
319-400-3111
knelson@learfieldlicensing.com
www.learfieldlicensing.com
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P R I M A R Y M A R K S F O R P U B L I C AT I O N S
WORDMARK
SPORT-SPECIFIC VARIATIONS
Baseball
Basketball
Cheer & Stunt
Cross Country
Dance
Football
Golf
Gymnastics
Ice Hockey
Soccer
Softball
Tennis
Track & Field
Volleyball
The Blue Devils wordmark (the Blue Devils team
name, flame and UW-Stout) serves as the primary
service mark for the promotion of athletics
activities, events and products for UW-Stout’s
athletics team, the Blue Devils wordmark should
appear on every publication. Sport-specific
variations are also available.
Artwork is available for black and white, spot color,
reverse and CMYK. Vendors should not modify
artwork. No color variations are allowed.
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G R A P H I C E L E M E N T M A R K S F O R P U B L I C AT I O N S
S LETTERMARKS
FLAME
MASCOT/SPIRIT MARK
The mascot/spirit mark may be used as a
complimentary design element only if it appears
in the same context as the full wordmark in
publications. The Blaze mascot mark serves as
The S lettermark (name UW-Stout reversed
The flame may be used as a complimentary design
a “spirit mark” and is available for use by the
on a block letter S; and the name Blue Devils
element only if it appears in the same context as
entire university community. Some modifications to
reversed on a block letter S) may also be used
the full wordmark in publications.
artwork may be negotiated for specific uses — all
for the promotion of athletics activities, events or
such uses must receive written approval before
products if it appears in the same context as
Artwork is available for black and white, spot color,
the full wordmark in publications.
reverse and CMYK. Vendors should not modify
Artwork is available for black and white, spot color,
use/manufacture.
artwork. No color variations are allowed. Reserved
Artwork is available for black and white, spot color,
for use by Athletics and for use in Athletics’ facilities.
reverse and CMYK. Also outlined versions for
reverse and CMYK. Vendors should not modify
dark backgrounds, a reverse version single color
artwork. No color variations are allowed.
for dark backgrounds. Vendors should not modify
artwork. No color variations are allowed.
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P R I M A R Y M A R K S F O R A P PA R E L
WORDMARK (Primary & Secondary)
S LETTERMARKS
MASCOT/SPIRIT MARK
The Blue Devils wordmark (the Blue Devils team
The S lettermark (name UW-Stout reversed on a block
The mascot/spirit mark is approved to stand alone
name, flame and UW-Stout) serves as the primary
letter S; and the name Blue Devils reversed on a block
for apparel use only. The Blaze mascot mark
service mark for athletic apparel. A secondary
letter S) may also be used for athletic apparel.
serves as a “spirit mark” and is available for use
by the entire university community.
version is available without the UW-Stout
designation and may be used alone on apparel. A
Both S lettermarks are approved to stand alone for
team name may also be used in place of the UW-
apparel use.
Artwork is available for black and white, spot color,
reverse and CMYK. Outlined versions for dark
Stout designation.
Artwork is available for black and white, spot color,
backgrounds; and a reverse version single color
Artwork is available for black and white, spot color,
reverse and CMYK. Vendors should not modify
for dark backgrounds. Vendors should not modify
reverse and CMYK. Vendors should not modify
artwork. No color variations are allowed.
artwork. No color variations are allowed.
artwork. No color variations are allowed.
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G R A P H I C E L E M E N T M A R K F O R A P PA R E L
FLAME
The flame may be used as a complimentary design
element only if it appears in the same context
as the full wordmark, secondary wordmark, S
lettermark, the ‘mascot/spirit mark’ or the names
University of Wisconsin-Stout, UW-Stout, Stout, or
Blue Devils on apparel.
Artwork is available for black and white, spot color,
reverse and CMYK. Vendors should not modify
artwork. No color variations are allowed. Reserved
for use by Athletics and for use in Athletics’ facilities.
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SPIRIT IDENTITY
COLORS
MASCOT/SPIRIT MARK
PRIMARY COLORS
The Blaze mascot mark serves as a “spirit mark”
and is available for use by the entire university
PMS 280
community. Some modifications to artwork may be
C=100
M=72
Y=0
K=18
negotiated for specific uses — all such uses must
receive written approval before use/manufacture.
WHITE
BLACK
50% BLACK
R=0
G=73
B=144
SECONDARY COLORS
Artwork is available for black and white, spot color,
reverse and CMYK. Outlined versions for dark
PMS 5435
backgrounds; and a reverse version single color for
R=185
G=199
B=212
PMS 7468
C=100
M=10
Y=0
K=28
R=5
G=125
B=177
dark backgrounds. No modification to the mascot
C=13
M=3
Y=0
K=17
artwork is allowed. No color variations are allowed.
For apparel and promotional items when PMS
is not the color standard, “Navy” is generally
acceptable for our primary blue. If unsure, contact
the Athletics brand manager for a match. Typically,
“Royal” blue is too light for our primary blue.
UNIFORMS
CH
EE
T
R&
STUN
DA
Athletic uniforms must use white or primary blue for
NCE
the primary color. Secondary colors can be used on
the trim only. Exceptions are allowed upon approval.
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TYPOGRAPHY
UNIVERSITY TYPEFACES
Weiss
Franklin Gothic
Weiss Weights and Italics
SUBSTITUTE TYPEFACES
Designers who do not have access to the identity fonts may
Italic
substitute Times or New Times Roman in place of Weiss, and
The university typefaces may be purchased for PC
Bold
Arial or Helvetica in place of Franklin Gothic.
or Macintosh computers from www.adobe.com.
Weiss Letterforms
ABCDEFGHIJKLM
NOPQRSTUVWXYX
abdcdefghijklm
nopqrstuvwxyz
1234567890
Franklin Gothic Letterforms
Regular
Extra Bold
Franklin Gothic Weights and Italics
UNIFORMS
Book
Due to the limited nature of fonts available for apparel, when it
Book Italic
is impossible to use our graphics or fonts it is allowable to use
Medium
Demi
similar fonts or athletic “block” typefaces.
Medium Italic
Demi Italic
Heavy
ABCDEFGHIJKLM
NOPQRSTUVWXYX
Heavy Italic
Book Compressed
abdcdefghijklm
nopqrstuvwxyz
Book Compressed Italic
Demi Compressed
1234567890
Demi Compressed Italic
Book Extra Compressed
Demi Extra Compressed
Acceptable titles are: UW-Stout, Stout, Blue Devils or UW-Stout
Blue Devils.
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S TAT I O N E R Y S TA N D A R D S
BUSINESS CARD FRONT
BLUE DEVIL ATHLETICS
University of Wisconsin-Stout
220 13th Ave. East
Menomonie, WI 54751
#BLEEDBLUE
BLUE DEVIL PRIDE
LETTERHEAD AND ENVELOPES
BRETT SCHREINER
External Relations & Promotions
schreinerb@uwstout.edu
office: 715-232-2173
cell: 715-377-2617
BLUE DEVIL ATHLETICS
University of Wisconsin-Stout
208 Sports & Fitness Center
220 13th Ave. East l Menomonie, WI 54751
BUSINESS CARD BACK
BLUE DEVIL ATHLETICS
University of Wisconsin-Stout
220 13th Ave. East l Menomonie, WI 54751
(715) 232-2224
Athletics stationery includes letterhead, memorandum, envelopes, business cards and mailing
labels. These are a primary means of establishing the university’s athletics brand at the individual
level. All stationery will be ordered through Internal Operations x2487.
Use of Athletics stationery is permitted only for official business conducted by persons under
contract in officially recognized roles. Athletics stationery must never be used for correspondence of
a personal nature.
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A D D I T I O N A L A P P L I C AT I O N S
BLUE DEVILS ATHLETICS WEBSITE
VERBIAGE
The format developed for the Athletics website is an extension of the
The following indicate the proper uses of verbiage used in athletics publications:
Athletics identity program and reinforces its brand. A consistent format
makes the website easier to use and understand. All athletics pages must
be housed within this site.
BLUE DEVILS VIDEO
Venue Names, nicknames
Alumni Field (softball)
Burton E. Nelson Field (baseball, soccer, track and field, tennis courts)
Don and Nona Williams Stadium (football)
Dunn County Recreation Park (hockey arena)
Johnson Fieldhouse (gymnasium)
Blue Devils Athletics has developed an official intro/outro piece for video
which should be incorporated into any official athletics video.
Affiliations
Wisconsin Intercollegiate Athletic Conference (WIAC)
National Collegiate Gymnastics Association (NCGA)
NCAA Division III
Slogans/Taglines
#BleedBlue
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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
LICENSING
IDENTITY REVIEW COMMITTEE
UW-Stout contracts with Learfield Licensing Partners to operate a licensing
The Identity Review Committee will set, review and revise procedures
program regulating the use of its registered marks on commercially marketed
and standards to carry out these Identity Standards. Periodically, it may
garments and imprinted products. In addition to preventing illegal or
propose appropriate modifications to the policy. In addition, the committee
inappropriate use of the marks, the licensing program generates funds
will consider requests for waivers from the standards, based on criteria
for scholarships.
governed by and enumerated in the policy.
Use of the marks on commercially produced items must be approved before
Committee Membership
manufacture. When making purchases through an unlicensed vendor, submit
• Director of University Marketing (chair)
designs for approval to Brett Schreiner via mail, fax or as an attachment in
• Director of University Communications
an e-mail.
• Admissions Representative
• Executive Director of Student Life Services
Vendors producing for resale any product that displays a university mark
• University Editor, University Communications
must enter into a formal licensing agreement with Learfield. A list of
• Printing Technician
licensed manufacturers list can be accessed through Learfield’s website.
• Director of School of Art and Design
For navigation assistance contact Kallee Nelson, knelson@learfieldlicensing.
• Design Faculty Designee
com, 319-400-3111. Manufacturers that are not licensed and are using the
• Discovery Center Designee
marks may be subject to fines if that product is identified in periodic audits of
• Marketing Faculty Designee
imprinted products. For information on becoming a licensee, contact Printing
• Athletics Designee
Services or visit: www.learfieldlicensing.com/licensing.
• University Marketing Designee
• Other member(s) appointed by the Chancellor
Updated 3/8/2016
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