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A Consistent
Graphic Identity
A name is important. It identifies and defines who we are. We
work hard to "make a name for ourselves." We fight "to
protect our good name."
It's the same with institutions. For more than 90 years, the University
of Wisconsin-La Crosse has been forging a reputation, defining
its mission, building a name for itself. A number of name changes
through the years has addressed our evolving identity. And a number
of symbols has been used to provide quick recognition of UW-La
Crosse. The following standards provide clear, concise procedures
to promote that recognition through the correct use of the official
university logo and wordmark.
Identity Standards
Policy
The identity standards apply to all material printed or produced
by the University of Wisconsin-La Crosse, regardless of funding
source. The Publications Office is responsible for implementing
the standards and monitoring compliance.
University Name
Our institution's name is University of Wisconsin-La Crosse. In
most cases, the full name should be used in the first reference
to the university. The word "the" may precede the full
name to avoid awkward sentence structure. In subsequent written
references it is permissible to use UW-La Crosse or UW-L.
The university's name must be written in appropriate ways whenever
it appears. The phrase University of Wisconsin-La Crosse
should have a hyphen (with no space preceding or following it)
between the words Wisconsin and La Crosse. There
should be one space between La and Crosse in the
city name. The "C" in Crosse is always capitalized.
La Crosse should not be broken into two lines with La at the end
of one line and Crosse at the beginning of the next.
In the phrase UW-La Crosse, the UW should be written in uppercase
letters with no periods and no spaces, followed by a hyphen with
no space between the letter W and La Crosse. The same spacing
and punctuation applies in the phrase UW-L. No punctuation or
character other than the hyphen should be used in any of the forms
of the university's name.
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University Seal
The University of Wisconsin-La Crosse seal depicts
the history, mission and distinctive nature of the institution.
It consists of a circle within a circle. The inner circle, with
a lined background pattern, contains a shield showing the rivers
and bluffs of the Coulee Region of Wisconsin, a scroll, and a
figure in motion. The scroll and figure are visual representations
of the Latin words "mens" and "corpusque"
found on a banner below the shield. Mens, Latin for mind, and
corpusque, Latin for body, express our belief in education for
the whole person. The outer circle contains the name of the university.
The seal
may not be redrawn, reproportioned, screened or modified in any
manner.
The seal may be reversed out of dark backgrounds. Patterned or
tinted fields should be knocked out behind the seal.
In general, the seal should not be used as a design element in
informational and promotional materials. The primary usages for
the university seal are for official documents, for ceremonial
purposes, and for use by the Chancellor's Office. Use of the seal
for any other purposes requires the approval of the Chancellor
and the University Relations Office.
Athletic Team
Logo
The official name of the intercollegiate athletics teams at the
University of Wisconsin-La Crosse is Eagles. Their official identifiers
are the "Eagle in the L" emblem and the eagle caricature.
The athletics identifiers are registered marks of the University
of Wisconsin System and the University of Wisconsin-La Crosse.
Their use is obtained by permission of the Athletics Department
and the licensing group at UW-L.
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Appropriate uses:
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UW-L Official Colors
The official colors of the University of Wisconsin-La Crosse are
maroon (to match PMS 208) and gray (to match PMS 430).
University Logo and
Wordmark
The university logo consists
of the acronym UW-L surrounded by a thick rule. Several variations
of the logo are allowable. See the chart at right for acceptable
logos. The logo may not be redrawn or reproportioned, nor may
its text be altered in any manner. If using the logo in reverse,
the size of the background field may not be modified.
The university wordmark consists of
the name La Crosse centered beneath our University of Wisconsin
affiliation. The wordmark may not be redrawn or reproportioned
in any manner.
Departmental and unit marks and logos are prohibited either as
substitutes for, or additions to, the official university logo
or wordmark.
The logo and wordmark are not to be used in conjunction with each
other. See the next few pages for appropriate uses of the logo
and for appropriate uses of the wordmark.
The following specifications apply when using the logo or wordmark:
Colors:
Whenever possible, the logo and wordmark should appear in two
colors. See chart at right for appropriate two-color usages. In
its reverse application, the logo can appear in black or maroon
(PMS 208). In two-color use, the wordmark should appear with the
University of Wisconsin affiliation in maroon (PMS 208) and the
name La Crosse in black. When the logo or wordmark cannot be printed
in two colors, they should appear in black or in the darkest color
available.
The logo and wordmark may be reversed from a dark background or
photograph. All elements should appear in white.
Legibility:
To preserve legibility, the logo should appear large enough for
all type to be readable. Avoid backgrounds that reduce legibility.
Designs should allow for a liberal amount of white space around
the logo or wordmark.
Secondary Identifiers:
University departments or units may add a secondary identifier
to the logo or wordmark to reflect their affiliation with the
university. This identifier will be in the form of type only.
Specific typographic details must be met. The Publications Office
can supply you with camera-ready art for this purpose. Other department
or unit logos should not be incorporated into the official
university logo or wordmark.
Companion Typeface:
When combining the use of the logo or wordmark with important
collateral information (e.g., the university address, the affirmative
action/equal opportunity statement, etc.), the additional type
font used should be Palatino. The Publications Office can supply
all requests for type to be used in conjunction with the logo
or wordmark.
(note: for logo and wordmark images to use on theWorld Wide
Web please go to the World
Wide Web Logo and Wordmark image library )
| University Wordmark Acceptable variations of the UW-La Crosse wordmark |
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Using the Logo
and Wordmark
Stationery Standards
UW-La Crosse stationery includes its letterhead, envelopes,
memoranda forms, mailing labels, business cards, note cards and
pocket folders.
Letterhead, envelopes and memoranda may display the name of a
division, college, department, unit, center or program. Already
established department or unit symbols and logos are permitted
on university stationery in a specified size and location. Contact
the Publications Office for more information. All UW-L stationery
must contain at least one telephone number where the agency may
be contacted, one facsimile transmission number, and if available,
one electronic mail address. Use of the university's stationery
is for official business conducted by persons under contract in
officially recognized university units. Letterhead and envelopes
must never be used for correspondence of a personal nature.
Units or programs with contracted partnerships outside the university
may note this cooperative arrangement on standard university letterhead.
No symbols and logos from these outside organizations will be
used on letterhead purchased on a university account. Organizations
affiliated with UW-La Crosse, such as the UW-La Crosse Foundation
Inc. and the UW-La Crosse Alumni Association, may use the university
logo and wordmark as long as all the policies and procedures listed
here are followed.
Letterhead
Two standard letterhead formats are available in the 8 1/2"
x 11" size. One features the UW-La Crosse wordmark centered
at the top with unit, address, phone and other information centered
at the bottom. The other standard format features the university
wordmark at top center with unit information incorporated in a
left side margin.
A half-sheet, 5 1/2" x 8 1/2", letterhead is available
in the centered format described above. All letterhead will be
printed in two ink colors on 20 lb. white bond recycled paper.
Campus units will have two options for purchasing letterhead:
1. Basic letterhead can be purchased through Campus Stores and
then personalized in black ink only at the Copy Center. The Publications
Office will supply the camera-ready art required by the Copy Center.
2. Or units can purchase letterhead through an off-campus supplier
which means that their personalized information can be printed
in both black and maroon inks. All requests for letterhead printed
off campus should be addressed to the Publications Office.
University Letterhead
Acceptable variations of the UW-La Crosse letterhead:
Memoranda
Memoranda forms closely resemble the designs for university letterhead.
Personalizing these forms follows the same steps for procuring
university letterhead.
Envelopes
Business and catalog envelopes which complement the letterhead
are available from Campus Stores. All envelopes are printed in
maroon and black inks on a white wove stock. Envelopes cannot
be personalized for department and unit when purchased from Campus
Stores. Departments or units which desire personalized envelopes
should contact the Publications Office to have these specially
ordered.
Envelopes are available in the following sizes:
Mailing Labels
Preprinted, gummed 5 1/2" x 3 1/4" mailing labels are
available for use in addressing catalog envelopes, packages and
mailing tubes. Labels come in pads of 50. Once again, labels personalized
for a unit or department will require a special order - contact
the Publications Office.
Departments and units are encouraged not to use rubber stamps
to personalize envelopes or mailing labels. Purchasing printed
versions of envelopes and mailing labels which have been personalized
for a department or unit provide a much more professional image
which reflects well on the university.
Business Cards
Business cards are available in one standard format consistent
with the university stationery. All cards are printed in black
and maroon (PMS 208) inks on one side only. The following information
may appear on the business card:
| - individual's name - contractual or working title approved by division head - department, unit, office name - individual's degree accomplishments - building, street and city address - phone and fax numbers - e-mail address and web site location |
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