Communication Resources

Style Guides and Guidelines

CALS editorial style guide
How to share your story ideas
Writing guidelines for acknowledging personnel and centers jointly funded by CALS and Extension
UW–Madison editorial style guide
Campus policies and guidelines for advertising, social media, web accessibility and other communications
Brand and visual identity guidelines
CALS in the News: Mission and Methodology

Photo and Video

CALS Photography and Videography Services
Guidelines for CALS Units Regarding Photos During the Coronavirus Pandemic
CALS Photo Gallery (via Flickr)
UW-Madison Campus Photo Library
UW InfoLabs Equipment Checkout System
CALS logo video slides

Printing and Mailing

UW-Extension Mail Services (for bulk mailing)
DoIT Digital and Printing Services
WiscList e-mail distribution lists

Graphic Design Support

The publications team in the CALS External Relations office is available on a limited basis to help CALS departments and programs increase their visibilty through print and digital materials. If you need assistance, please complete the Graphic Design Support Request Form.

CALS Logos

The primary CALS logo and logos for departments, programs, centers, etc., are available for download in print and digital formats on the CALS Logos page.


University Marketing (UMark) has identified two fonts, Verlag and Vitesse, to distinguish and accentuate the UW–Madison brand.  UMark has already supplied a very limited number of free licenses for use by schools and colleges, but both are available for departmental purchase at

For free alternatives, the university has approved the use of Lato (sans serif) and Roboto Slab (serif), which are available for free download as Google fonts. Both of these fonts work well for use in headlines, graphic elements, and marketing/short copy. For longer body copy, such as in newsletters or reports, the following fonts are recommended (most come preinstalled on most computers):

  • Georgia
  • Times New Roman
  • Garamond
  • Avenir
  • Helvetica
  • Arial

CALS Letterhead, Envelopes, and Business Cards

Electronic letterhead (in MS Word format) is available upon request through CALS External Relations.

Printed letterhead, envelopes, and business cards should be ordered online through the DoIT Digital Publishing and Printing Services storefront. To order through the storefront, you must set up an account. Once logged in, links to ordering letterhead, business cards, and envelopes can be found under the heading “College of Agricultural and Life Sciences Stationery” on the left-hand side of the page.

CALS PowerPoint Template

Download template


Event Planning Checklist (PDF)

Alumni Engagement and Fundraising

Engagement and Fundraising Best Practices for CALS Departments (PDF)

Appendix 1 – Online Giving Department Fund Links (PDF)
Appendix 2 – Sample Social Media Posts (PDF)
Appendix 3 – Departmental UWF Development Staff (PDF)
Appendix 4 – Event Planning Checklist (PDF)
Appendix 5 – Easier, Faster Thank Yous (PDF)
Appendix 6 – CALS Gift Check Deposit Process (PDF)

Scholarship Recipient Acknowledgment Tips (PDF)