Logos
The UW Extended Campus program brands have been folded into the UWEX identity. In doing so we have simplified colors, typography, and any other elements to create a cohesive brand.
There are different options for using each program’s visual identity, as a stand alone brand, the logos must call out University of Wisconsin, if used under the UWEX umbrella and with other programs it will display as the program alone. Also included are degree level options when we are specifically promoting the degree level of a program.
If heading a document with University of Wisconsin or the UW Extended Campus logo the type treatment is available in the logotype. If using one or several campus names to head a document, use the University of Wisconsin logotype,
Most applications will include the program powered by University of Wisconsin Extended Campus mark.
Primary Use Logo(s)
The main logo for the Associate of Arts and Sciences program is the horizontal version.
The logo should be scaled proportionately, graphic elements and tag lines should not be altered out of proportion to the logo.
Downloads are available in jpg, png, and vector. A description of usage for each is listed below.
jpg: Solid background for use in web and other digital applications.
png: Transparent background for use in web or other digital applications.
vector: Scalable, vector based image, used as a smaller download size for both print and web applications–the download includes eps and svg files.
Color Palettes
Primary Colors
The primary colors for Associate in Arts & Sciences are Pantone 194 (red) and Pantone 446* (gray) as seen in the logo. Additional colors of Pantone 7701* (dark blue) and Pantone Cool Gray 9c* (gray) with the use of any colors from the Jewel Tones Palette.
*Orange, Dark Blue, Green, and Gray are standard colors in all collaborative program identities.
**Websites use #444444 gray for text and other consistent applications.
# RGB and Hex colors have been adjusted to pass color contrast ratio standards, when in doubt of color contrast ratios please enter hex values into the color WebAIM Contrast Checker.
! Lighter colors should not be used as backgrounds to white type.
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Pantone 194 0 C 153 R 100 M 0 G 35 Y 51 B 27 K #990033 -
Pantone 446**** 67 C 68 R 60 M 68 G 59 Y 68 B 44 K #444444 -
Pantone cool gray 1c 314 C 217 R 11 M 216 G 12 Y 214 B 0 K #d9d8d6
Secondary Colors
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PURPLE Pantone 525 71 C 89 R 93 M 44 G 33 Y 95 B 23 K #592c5f -
PURPLE Pantone 525 71 C 89 R 93 M 44 G 33 Y 95 B 23 K #592c5f
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PLUM Pantone 2425 48 C 136 R 100 M 0 G 30 Y 99 B 14 K #880063 -
PLUM Pantone 2425 48 C 136 R 100 M 0 G 30 Y 99 B 14 K #880063
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RED Pantone 194 0 C 153 R 100 M 0 G 35 Y 51 B 27 K #990033 -
RED Pantone 194 0 C 153 R 100 M 0 G 35 Y 51 B 27 K #990033
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CORAL Pantone 710 4 C 229 R 90 M 62 G 65 Y 81 B 0 K #e53e51 -
CORAL Pantone [710] 5 C 225 R 97 M 41 G 78 Y 62 B 0 K #e1293e
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ORANGE Pantone 7625 4 C 231 R 84 M 79 G 82 Y 61 B 0 K #e74f3d -
ORANGE Pantone [7625] 11 C 212 R 88 M 68 G 100 Y 39 B 2 K #d44427
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GOLD Pantone 142 4 C 244 R 27 M 189 G 83 Y 21 B 0 K #f4bd15 -
GOLD Pantone 142 4 C 244 R 27 M 189 G 83 Y 21 B 0 K #f4bd15
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LIME Pantone 576 58 C 121 R 22 M 153 G 100 Y 0 B 4 K #799900 -
LIME Pantone [576] 69 C 89 R 29 M 131 G 100 Y 58 B 13 K #59833a
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EMERALD Pantone 334 84 C 0 R 18 M 143 G 65 Y 120 B 3 K #008f78 -
EMERALD Pantone [334] 89 C 1 R 36 M 106 G 71 Y 86 B 24 K #016a56
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TEAL Pantone 5473 91 C 10 R 49 M 93 G 49 Y 102 B 24 K #0a5d66 -
TEAL Pantone 5473 91 C 10 R 49 M 93 G 49 Y 102 B 24 K #0a5d66
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BLUE Pantone 7701 96 C 0 R 62 M 87 G 35 Y 119 B 15 K #005777 -
BLUE Pantone 7701 96 C 0 R 62 M 87 G 35 Y 119 B 15 K #005777
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SAPPHIRE Pantone 2955 100 C 0 R 83 M 55 G 35 Y 100 B 24 K #003764 -
SAPPHIRE Pantone 2955 100 C 0 R 83 M 55 G 35 Y 100 B 24 K #003764
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PERIWINKLE Pantone 7669 71 C 100 R 70 M 93 G 10 Y 156 B 0 K #645d9c -
PERIWINKLE Pantone 7669 71 C 100 R 70 M 93 G 10 Y 156 B 0 K #645d9c
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GRAY Pantone 446 67 C 68 R 60 M 68 G 59 Y 68 B 44 K #444444 -
GRAY Pantone 446 67 C 68 R 60 M 68 G 59 Y 68 B 44 K #444444
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Typography
Typography is an essential element that helps communicate a unified look and distinctive brand personality.
Raleway is the primary typeface of University of Wisconsin Associate in Arts & Sciences. It should be used whenever possible on all branded materials. Open Sans is a font used for secondary use applications.
LICENSING AND USE
This Font Software is licensed under the SIL Open Font License, Version 1.1.
This license is available with a FAQ at: http://scripts.sil.org/OFL
If you absolutely can not gain access to Raleway use Verdana (Regular and Bold) as a last resort. Verdana is a system font that is available on all PC and Mac systems and web safe.
WEB FONTS
When possible, online applications should use a font replacement technique that allows Raleway to be displayed as a web font for headings, subheads, and call to actions. Open Sans will be the font choice for all paragraph styles. Verdana should be used for web materials only when a font replacement technique for Raleway is absolutely not possible.
CASE
Sentence case is always preferred for long from body copy. Sentence case means only the first letter of the first word in a series of words is capitalized. This keeps our brand more conversational as well as improves legibility. It is recommended that all caps is used for headlines, subheads, and calls-to-action when it’s written in the context of a sentence.
LEADING
Leading is the space between lines of type. When type is below 16pt., leading should be 6 points greater than the type size. Above 16pt., leading should be 5 points greater than the type size.
TRACKING
Tracking is the space between letters. Never set type with less than 0 tracking. Letters should never touch each other.
COLUMN WIDTHS
It is important that the width of a column of type is optimal for legibility. Column widths greater than 70 characters or less than 20 should be avoided.
SECONDARY FONT USAGE
Paragraph text in web applications should be set to Open Sans, all body copy in print and/or digital applications should also be set in Open Sans.
MICROSOFT OFFICE APPLICATIONS
The font Calibri is the preferred font when working with Microsoft Office applications when licensed fonts are not available.
DOWNLOADS
All weights of Raleway and Open Sans are available as downloads from Google fonts.