Authorized use of the UWM Brand & Identity

In using the UWM Brand and Identity in any way, the user has a responsibility to:

• ENSURE that any implied association with UWM is accurate. The association and activity must be one for which UWM takes institutional responsibility.
• ENSURE that the activities with which UWM is associated maintain standards consistent with its educational purposes and its brand profile. Relevant standards of quality and appropriateness in academic endeavors and other activities will be maintained.
• PROTECT UWM’s assets by seeking a fair share of the growing economic value that the use of the UWM name and brand identity produces. Any use of the UWM name and brand identity elements that may depreciate its long-term value will be avoided.

In accordance with these responsibilities, the following general standards regulate the use of the UWM name and brand identity by schools, activities and individuals within UWM, and their use by individuals and institutions outside UWM, as authorized.

1. A name or identification that refers to UWM as a whole may be used to identify an activity only with the approval of representatives of the University as a whole. Approval is not required for the following materials used by schools or other University units:
   • Stationery and other materials used in business communication
   • Official publications and journals, including official electronic publications
   • Course materials
2. A name that refers to individual UWM schools, colleges or units may be used to identify an activity only with the approval of the responsible authority at the individual school, college or unit.
3. Without prior approval, the UWM name and brand identity elements are not available to faculty, staff and students. Various offices may be involved in the approval of the UWM and and brand identity, including but not limited to the Dean of Students Office, the Office of Licensing and Product Development and UWM’s Brand Committee.
4. In using or authorizing the use of the UWM brand identity to identify outside activities or entities, faculty and staff should assure that the UWM name and brand identity is used in a manner that does not constitute or imply University endorsement or responsibility for the particular activity, product or publication.
5. The use of the UWM name and brand identity on merchandise for any purpose by any entity requires the approval of the Office of Licensing and Product Development.

Questions concerning the interpretation of the above policies should be referred to the UWM Office of Legal Affairs or to UWM’s Office of Licensing and Product Development.