Travel Wisconsin Logo Usage Guidelines

The Wisconsin Department of Tourism’s strategic plan named “Elevating the Wisconsin Brand” as one of just five imperatives with an objective of “increasing brand campaign recall” because a strong Travel Wisconsin brand uplifts Wisconsin’s entire tourism industry. The need for our brand to be clear, compelling and consistent has only grown in importance as we compete for the wallets of travelers and take on the recovery ahead.

Building a strong brand that is understood by the consumer doesn’t happen overnight. It requires consistent use of available communications with focused messaging across all channels and touchpoints. By streamlining use of the Travel Wisconsin logo in the context of the Travel Wisconsin brand colors and other elements, we will provide consistency to help travelers recognize our brand. Protecting and preserving the brand is crucial for success. Consistent use of the logo helps it – and us – gain influence and recognition over time. We appreciate your adherence to these guidelines.

Allowable Travel Wisconsin Logo Usage

The Travel Wisconsin logo will be made available for usage as part of participation in certain programs, which may include the Travel Wisconsin co-op and Joint Effort Marketing (JEM) Grants. Guidelines for usage in all these situations are outlined in the usage guidelines. Logo use consideration outside of those outlined in the guidelines will be reviewed on a case-by-case basis and granted only in extenuating circumstances.

Requesting Logo Usage & Usage Approval Process

All Logo usage requests, including those from partners participating in one of the ways outlined above need to be submitted in writing to The request should include the name of your organization, why you are requesting logo usage and any other details related to the request.

If the request is approved, you will be provided the logo files upon signing of a logo usage agreement, which will outline the terms of the logo usage, including how long the limited usage license is for.

Upon signing of the license agreement and receipt of the logo, all applications of the Travel Wisconsin logo require review and approval before they can be published. Request for review and approval should be submitted to and should include all files showing the logo usage and any relevant details. Please allow 10 business days for review and approval.