Frequently Asked Questions

Where can I obtain UWM logos?

How should I use the various logos available?

How do I download logos?

Which file type should I use?

Are there rules or guidelines for using UWM logos?

May I add text to the logo?

What fonts should I use?

How can I obtain these fonts?

What are the UWM colors?

Can the logo be a different color other than above?

Can I have a logo for my school, college or department?

How do I order UWM stationery?

Where can I obtain UWM logos?
Logos can be downloaded from the UWM Branding Web site. A faculty/staff ePanther ID is required to download the logos. If you do not have a faculty/staff ePanther ID, please contact the Brand Oversight Committee to request access to the download site.

How should I use the various logos available?
The UWM preferred logo should be used on the front of all print publications and on the home page of all UWM-affiliated Web sites. For logos used for print, be sure to download the correct application of the logo. For example, if your print piece is on coated paper select the coated paper logo.

Files are provided in a compressed .zip format. Before using logos, review the UWM Graphic Standards Manual. Questions about how to properly use logos should be directed to the Brand Oversight Committee. For technical problems downloading logos, contact Barbara Reblin, Print & Copy Services.

How do I download logos?
Go to the UWM Branding Web site and select the desired logo(s) for download. Logos will download to your desktop or selected folder in a .zip file format.

Unzip the logo using WinZip or ZipGenius (for PC) or Stuffit Expander (for Mac).
From within your application, choose place/get picture/import/insert etc. and retrieve the unzipped logo saved on your hard drive.

Which file type should I use?
Two formats are found in the .zip files— EPS (vector) format or TIFF (bitmap) format.

EPS: EPS is the recommended format for print as it is resolution-independent, can be scaled to any size, and will print at the highest quality. All EPS logos are compatible on PC and Mac platforms and can be used in all graphics software applications except Microsoft Office.

TIFF: TIFF logos are intended for use with Microsoft Office but can be used in other applications. However, EPS versions are preferred whenever possible. TIFF bitmap files are comprised of a limited number of pixels, so the image size cannot be increased without serious loss of print quality. If you require a larger file, contact Barbara Reblin, Print & Copy Services, at breblin@uwm.edu.

For Microsoft Office: Use TIFF files. Download the 1-color logo if your document is one color. Download the 4-color process logo if your document is two colors or more.

For Web: GIF, JPG, or PNG files are recommended for use on Web Sites. If you need logos in any of these formats, contact Barbara Reblin, Print & Copy Services, at breblin@uwm.edu.

Are there rules or guidelines for using UWM logos?
The UWM Graphics Standards Manual details guidelines for logo use. Questions about using the UWM logos should be directed to the Brand Oversight Committee.

May I add text to the logo?
Text may not be added to UWM logos. Text should not be used in substitution for either the University of Wisconsin–Milwaukee or UWM logos (i.e., do not spell out the University’s name when a logo can be used).

What fonts should I use?
The typography used in the UWM logo is created from the New Baskerville and Futura typeface families. They represent the preferred typeface families for UWM communications. A variety of weights, in both roman and italic, are available in each type family, and can be used to emphasize words or phrases.

How can I obtain these fonts?
All of the UWM preferred and alternate fonts are available on the Adobe Font Folio. The Adobe Font Folio is a collection of more than 2,300 OpenType typefaces including all of the UWM appropriate typefaces. Font Folio 11 is now available, at no cost, for use on University-owned computers.

Font Folio can be obtained from the UWM Software Shop. You will need a faculty/staff ePanther ID and password to log in to the site. Once logged in, type “Font Folio” in the search box and it will show you the software. It can be “purchased” for $0. Instructions on how to access Font Folio will be included with your download link.

The use of UWM’s preferred fonts or alternate fonts for text and correspondence is a subtle but important visual tool to strengthen UWM’s brand.

What are the UWM colors?
UWM colors are Black and Gold. Below are the specifications for color matching. Be sure to select the correct color for your application from the options below.

2-Color Logo
UWM Gold (PMS1235C for coated applications, PMS116U for uncoated applications) and Black.

Full color process applications
C=cyan, M=magenta, Y=yellow and K=black:
CMYK = C0, M25, Y100, K0 (coated)
CMYK = C0, M16, Y100, K0 (uncoated)

Electronic applications (e.g. PowerPoint, Keynote, Captivate, video, podcasts, e-newsletters, mobile devices, etc.)
R=red, G=green, and B=blue:
RGB = R255, G188, B0

Web site use
HTML notation for input into a text editor:
hexidecimal = FFbd00

1-Color Logo
Preferably all black.
Can be the ink color of the publication if being printed in only one color.

Reverse Logo (white)
Logo should only be reversed on a dark background.

For all other applications, such as merchandise, ask your printer/vendor to visually match the UWM gold.

Can the logo be a different color other than above?
If your print publication is one color, the UWM logo can be the same color used throughout the entire publication.

Can I have a logo for my school, college or department?
A series of secondary logos, which incorporate the UWM Preferred logo, has been developed for use by schools, colleges, divisions, departments and offices. The secondary logo can be used as a primary identifier on brochures, advertising, Web pages, PowerPoint presentations or other communication vehicles. Only the approved artwork files downloaded from the UWM Branding Web site at should be used.

In some situations, the name of the department/office can be substituted for the school/college/division name. Authorization from the school/college dean or the division head must be obtained before this type of logo can be used.

The authorization form for name substitution can be found on the UWM Print & Copy Services Web site.

How do I order UWM stationery?
Letterhead, envelopes, business cards must be ordered directly from the UWM Print & Copy Services Web site.