Design architecture
A page within Our brand
Brand architecture
The brand architecture is how we determine which communication elements are applied to all branded products, such as letterhead, publications, advertising, website and other communications.
Building the brand architecture involves assessing how closely each UWL unit is associated with the university’s main identity — known as the core brand — and then it is assigned to a category with specifications for using the various identity elements.
The categories provide flexibility in managing the brand by allowing for alternate uses, where appropriate, to better promote the university’s diverse constituents. There are four categories. Each provide an incrementally derivative association with the core brand.
Institution
The core brand is the University of Wisconsin-La Crosse. Generally, the UWL Spirit Mark logo is used along with the wordmark. Regionally and locally, UWL can be used on its own as a strong identifier.
Intercollegiate Athletics
UWL's iconic "Eagle L" logo is used only by and for Intercollegiate Athletics teams and games. The strong, timeless branding of UWL Athletics boosts the regional and national recognition of UWL.
Strategic priorities & divisions
With the Spirit Mark as the primary element, these brand extensions strengthen the core brand and help disseminate the university’s identity more broadly. Only specific entities at the highest-level of strategic importance within UWL are allowed this kind of branding exception.
Colleges, offices & departments
Offices and services, and academic colleges and departments are all expected to use the UWL Spirit Mark logo along with their official name. These logos are set up by UComm and can be requested at any time.
Flagship events
Independent visual identities are sometimes created for flagship events at UComm's discretion. These branding elements support the core brand; they are used together with the UWL Spirit Mark.
Protecting our identity
The university's name, seal, wordmark and logo are registered marks of the Board of Regents of the University of Wisconsin System doing business as the University of Wisconsin-La Crosse. This provides protection against the manufacture, display or sale of these identifiers without the university's consent.
Protectability of the university seal, wordmark and logo is based on their unique designs; therefore, they should never be redrawn, mimicked, reproportioned or otherwise modified for any special purposes.
Licensing of the name, seal, logo is administered collaboratively between the university's Director of Web & Design Services, Chief Communication Officer and Director of Administrative Services.