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
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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
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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
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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
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Wisconsin