B ra nd G u id e l ine s

LI HF B rand Manua l |

August 2014

LIH F P r ogram Overview

The Lifecourse Initiative for Healthy Families
(LIHF) was created by the Wisconsin Partnership
Program (WPP) and the University of Wisconsin
School of Medicine and Public Health to address
the high incidence of African American infant
mortality in the state.
The LIHF Regional Program Office at the Center
for Urban Population Health in Milwaukee
provides leadership, coordination and support
for the initiatives collaboratives in Beloit,
Kenosha, Milwaukee and Racine.

This manual provides basic standards to help ensure

proper application of the Wisconsin Partnership Program
and Lifecourse Initiative for Healthy Families brands.
Because the Partnership Program is part of the University
of Wisconsin School of Medicine and Public Health,
UW Health Marketing and Public Affairs oversees the
Partnership Programs communications and branding.
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LI HF Visual Ident it y

Verti cal

All LIHF materials must use the WPP logo and must follow UW-Madison branding standards.

LIHFs visual identity is based on a unique type treatment customized for each collaborative, the Regional Program
Office and the overall program. Horizontal and vertical options are available of the type treatment.

H o r izo n tal

Pl a cement
LIHFs visual identity should be used as the primary brand element, generally at the top of a document.
The WPP logo should be used in a secondary position, generally at the bottom of a document.
Co l o rs
WPP Logo
C
 olor use is one of the most effective ways to make an immediate connection to UWMadison. The three official
colors used in the logo are Badger red (PMS 200), gold (PMS 118) and black. The logo must never appear in other
colors.
PMS 200
PMS 118
Black
When the logo is reproduced in one color, it must be black.
When printing the logo over a background color or a photograph, make certain that the background is light enough
to allow the logo to be legible. To allow greater flexibility, the logo is available with the text lines reversed out to white.
When reversing out the logo, make certain that it is legible.

LIHF Visual Identity

T he official colors used in the LIHF visual identity and other related materials are gray (PMS 424), red (PMS 200) and
black. The LIHF visual identity must never appear in other colors.
PMS 424
PMS 200
Black

LIHF Visual Identity

W
 hen using the LIHF visual identity in print, the LIHF graphic should be no smaller than one-half inch in height. When
using the visual identity on the web and for electronic media, the LIHF text must be at least 65 pixels in height.

When the LIHF visual identity is reproduced in one color, it must be black or white on a dark background.
W
 hen printing the LIHF visual identity over a background color or a photograph, make certain that the
background is light enough to allow the LIHF visual identity to be legible or the reverse version should be used.
Secondary Color
Pantone Warm Gray 6
T ypo g ra phy
In addition to the LIHF visual identity and colors, typography also plays an important role in making
materials look consistent.
F or print communication, the recommended typeface is Century Gothic for body copy and Bemio for headlines
and subheads.
S iz in g

Cl ea r Zo ne
W
 hen the WPP logo and LIHF visual identity must be used along with one or more other logos, they should be placed
away from each other, if possible. In certain cases, such as those representing multiple partnerships, grouping logos
together may be the best design solution. If placed together, the logos should be of equal size.
WPP Logo
A
 minimum amount of space must be maintained between the logo and type or other graphic elements
(including folds, trims, or edges) on a page. For printed pieces and on the web, this buffer zone must match the
width of the W crest.
LIHF Visual Identity
A minimum amount of space must be maintained between the visual identity and type or other graphic elements
(including folds, trims or edges) on a page. For printed pieces and on the web, this buffer zone must mach the width
of the LI.

Resizing of the image must be done proportionately. Distorting the visual identity in any way is strictly prohibited.
Do not alter or distort elements of the LIHF visual identity.
Do not adjust the LIHF visual identitys color, substitute typography or reconfigure the image in any way nor
combine it with elements of other images/logos.
WPP Logo
W
 hen using the WPP logo in print, the W crest should be no smaller than one-half inch in height. When using the
logo on the web and for electronic media, the W crest must be at least 65 pixels in height. Graphic designers may
use their discretion in circumstances that cannot accommodate this minimum height.

Statio nery

St ate m e n t of S u p p ort

Using the official LIHF letterhead, envelopes and business cards is one of the most effective ways to convey the
initiatives identity. A level of formality and visual consistency are achieved by using approved images, typefaces,
colors and paper stock. The recommended paper stock is Cougar Opaque White Smooth.

Grantees must acknowledge the WPP in news releases, articles and other publications that mention their project/
results with the following language: Support for this project was provided by the Wisconsin Partnership Program at
the University of Wisconsin School of Medicine and Public Health.
The WPP asks grantees to provide advance notice and copies of news releases, articles or other publications that
mention their project/results.

Your Names Go Here

Your Position Title
Organization Name Listed Here
Street Address Here
Suite Number
City, WI Zip
P: 222-222-2222
Email: name@organization.org

In rare instances and with UW Health Marketing and Public Affairs approval LIHF grantees may use the statement
of support in lieu of the WPP logo.

Ad va n ce N ot i ce
All inquiries regarding the interpretation and application of these brand standards should be directed to:

Address goes here

City, WI 12345

UW Health Marketing and Public Affairs

301 S. Westfield Road, Suite 250
Madison, WI 53717
(608) 262-6343
The UW Office of Trademark and Licensing protects and controls the use of UW-Madison marks. Only companies
officially licensed by the university are permitted to produce items using the UW-Madison brand. University
Communications dictates and maintains the graphic standards for the University and its schools and departments.
Questions regarding UW-Madisons graphic standards should be directed to:
University Communications
711 State Street, Suite 200
Madison, WI 53703
(608) 262-0948, logo@news.wisc.edu

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