University Brand Guidelines
University Wordmark Guidelines
The University of Wisconsin Oshkosh wordmark uses the Avenir font, one that is both strong (conveying the University’s excellence, heritage and solid foundation) and contemporary (conveying innovation, change, possibility and opportunity).
The graphic element in the wordmark that resembles a tilde, or “eyebrow,” connotes movement, flow and – with its upward turn at the end – progress.
A wordmark has been developed for UW Oshkosh, to support and strengthen the University’s brand. As such, the University has retired all previous versions of the wordmark to help the institution portray a consistent image.
The new wordmark must not be modified except as provided for in these guidelines.
The wordmark is the primary identifier of the University and, with few exceptions, should appear on all official documents.
There are two approved versions of the wordmark – vertical and horizontal – as shown below. The vertical is the preferred version, but design considerations should take precedence in your usage decisions.
0.25″ clear space on all sides
The preferred size for the vertical wordmark in any standard printed document:
Recommended height 1″ with 0.25″ clear space on all sides
Minimum height 0.5″
The preferred size for the horizontal wordmark in any standard printed document:
Recommended height 0.6″ with 0.25″ clear space on all sides
Minimum height 0.35″
When using the wordmark, it should be in proportion to the size of the piece on which it will appear. For example, using the wordmark at its minimum 0.5″ height on an 11″ x 17″ poster is not in proportion to the piece, as the wordmark would not be readily visible.
UNIVERSITY OF WISCONSIN [40% Black, Hex #999999]
Wave [PMS 123C, CMYK 0/18/100/0, Hex #ffcc00]
OSHKOSH [100% Black, Hex #000000]
Where production or design considerations require it, the wordmark may also be represented entirely in black or entirely reversed out:
In some circumstances (e.g., one-color printing), the wordmark may appear in a single, solid color, as shown below.
The University of Wisconsin Oshkosh is comprised of many different colleges, departments, units and programs, and in some cases, it is important for them to have a strong individual identity.
At the same time, it is essential for each to leverage the identity of the University in order to benefit fully from the connection to this highly respected, comprehensive institution. The strength of the whole lends strength to the individual parts
University Marketing & Communications will work closely with departments, units or programs on the development of sub-brands.
For each of the University’s four colleges, a version of the wordmark has been developed.