USO Wisconsin Brand Standards

Wisconsin

BRAND STANDARDS

Wisconsin

GRAMMATICAL STYLE Oxford Commas

The USO Wisconsin brand always uses Oxford commas in sentence structures.

IDENTITY Usage

Wisconsin USO Wisconsin Logo

The USO Wisconsin logo is always used as shown to the right. The logo is often used on a gradient or dark background, whenever needed. This rule is ultimately up to the designer’s best judgement as situations may call for an alternate background to be used in conjunction with this logo.

Wisconsin

USO Wisconsin Logo Reversed

USO Wisconsin Patch Logo

USO Wisconsin Patch Logo Reversed

1

USO Wisconsin Brand Standards

Blue

COLORS CMYK

Blue: 95/78/17/4 Light Blue: 74/48/0/0 Red: 16/100/53/3

Light Blue Red

CMYK

RGB

RGB Blue: 38/77/139 Light Blue: 74/123/190 Red: 200/30/87

Web

Rich Black

Web Blue: #223B7A Light Blue: #4366A8 Red: #AF0745

Rich Black

Black

Gray

75/67/67/90

Black k=100

White

Gray k=83

White 0/0/0/0

USO Wisconsin Brand Standards

2

Wisconsin

TYPOGRAPHY Headlines

PODKOVA ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Raleway Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789

Bold/Italics Avenir 85 Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Avenir Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789

Body Copy Avenir 45 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789

3

USO Wisconsin Brand Standards

IMAGERY

Photo/Call-Out treatments Photos are treated with a rounded corner box treatment. Photo call-outs resemble a flag.

Samples are shown to the right.

Divider/Call-Out Graphics Bold arrows are used to both divide designs visually, and bring attention to important content in a design.

There is a sample of this technique being used to the lower right.

Backgrounds

THANK YOU FOR...

Photo/Call-Out Sample

Backgrounds frequently take the form of the gradient shown to the right.

OVERALL LOOK & FEEL Overall, USO Wisconsin’s look and feel can be best described as modern and patriotic.

Keeping this in mind when designing will almost always achieve the most desired look and feel of the brand.

Background Sample

Divider/Call-Out Graphics Sample

USO Wisconsin Brand Standards

4

Wisconsin