A secondary identifier wordmark has been created to be used in design situations where the logo or primary identifier is technically challenging or unworkable. 

Examples include: 

  • Web applications where external vendors limit the maximum size of the logo
  • Embroidery on apparel
  • Small format print ads
  • Any reproduction process or situation that cannot produce a legible rendering of the logo or primary identifier

The wordmark should be used in place of the logo or primary identifier for any publication smaller than a standard trifolded 8.5" x 11" brochure (folded to 3.667" x 8.5") or a 4" x 6" postcard.


Permitted Uses

The wordmark may only be used in situations where design criteria demand it and not as an alternate mark to be used in place of the primary identifier. 

Unit Secondary Identifiers

For design situations where a primary identifier will not fit legibly, units may request that a secondary identifier with unit name be developed. Example:




Please contact Don Steffen at (715-232-1239) or Becky Richartz at (715-232-2799) for assistance.