University of Wisconsin–Madison

Protected Trademarks

The Board of Regents of the University of Wisconsin System owns and supervises the use of university indicia. The University of Wisconsin–Madison’s trademarks are registered with the United States Patent and Trademark Office and/or the State of Wisconsin. The Office of Trademark Licensing will be the clearing entity for all of the following identifying marks, known as indicia.

Beige brick building with tall windows topped by a W crest, and foreground stone wall engraved 'U-Rah-Rah! Wisconsin!'

Trademarks (™)

  • Babcock Dairy™ (name and logo)
  • Badgers™
  • Badger™
  • Badger Connect™
  • Bucky Badger™
  • Bucky™
  • Bucky’s Buddies™
  • Bucky’s Varsity Meats™
  • Camp Randall Stadium™
  • Fifth Quarter™
  • Football helmet logo (requires ™)
  • Kohl Center™
  • Marching Band logos
  • Memorial Union Terrace™
  • Memorial Union™
  • Numen Lumen seal (requires ™)
  • On, Wisconsin!™
  • Running Back U™
  • Running Back University™
  • Terrace chair logo (requires ™)
  • The Wisconsin Union at the University of Wisconsin–Madison™
  • The Wisconsin Union™
  • U-Rah-Rah™
  • Union Terrace™
  • University of Wisconsin Badgers™
  • University of Wisconsin Marching Band™
  • University of Wisconsin–Madison™
  • UW™
  • Wisco™
  • W™

​​Registered trademarks (®)

  • Bucky Badger logo (requires ®)
  • Bucky Badger on W logo (requires ®)
  • Crest W logo (requires ®)
  • The Motion W logo (requires ®)
  • University of Wisconsin®
  • UW–Madison®
  • Wisconsin Badgers®
  • Wisconsin®
A red flag featuring Bucky Badger waving in the wind from a sailboat mast.
A collection of vintage University of Wisconsin–Madison and Wisconsin Badgers logos, including stylized text marks, circular university emblems, and an illustrated badger mascot.

Vintage Marks

UW–Madison has a number of registered vintage marks. These historic marks were used or are based off of marks used at various points in the institution’s history. Today, their use is tightly controlled and they are utilized on a narrow basis, primarily on limited licensed product. They are not available for general, everyday use.

Downloadable marks, logos, and guidelines

To ensure correct use of the marks and logos, please review our logo usage guidelines. All logos must be requested from the Office of Strategic Communication or downloaded from the Brand and Visual Identity website or from the Wisconsin Union’s marketing toolkit.

Institutional and athletics logos
Wisconsin Union logos