The University of Wisconsin–Madison, founded in 1848, boasts a visual identity that reflects its long-standing tradition and modern ambitions. Its branding includes three core components:

1. The institutional logo (primary logo).
2. The seal used for official purposes.
3. A set of athletic logos representing the Wisconsin Badgers.

Logo Evolution and History

???? – 2000: The Classic Look

• Design:
  • Featured a burgundy depiction of a tall-columned building symbolizing academia.
  • Accompanied by a black, three-level inscription in a refined serif font.
• Impression:
  • Projected sophistication and tradition, emphasizing the university’s historic roots.

2000 – 2001: Simplified Typography

• Design:
  • The building illustration was removed.
  • A clean three-level inscription in burgundy, with thin black horizontal lines separating the words.
• Typography: Retained the elegant serif font from the previous version.
• Impact: Simplified for broader adaptability, marking a step toward modernization.

2001 – 2005: Introduction of the Crest

• Design Updates:
  • Added an oval crest featuring:
    • A burgundy and gold frame.
    • A bold white “W” in the center.
  • Refined the text:
    • “Wisconsin” in burgundy, flanked by black text above and below.
    • The cursive word “Of” elegantly placed across a horizontal line.
• Impression: Combined modern branding elements with a timeless crest design.

2005 – Present: Modernized Vertical Layout

• Design:
  • The crest, now brighter and bolder, sits above the wordmark.
  • “Wisconsin” enlarged in burgundy serif font.
  • “University of Wisconsin–Madison” in smaller black sans-serif text beneath it.
• Impact: Balances tradition and clarity for digital and print media.

Institutional Logo

• Crest Design:
  • A white “W” sits inside a red, heart-like shape bordered by a decorative brown frame.
  • Inspired by architectural elements from the Wisconsin Field House (introduced in 1929).
  • Modernized for better legibility across platforms.
• Typography:
  • “Wisconsin” is written in Friz Quadrata, a serif font with subtle flair.
  • The full name, “University of Wisconsin–Madison,” uses the sans-serif Lato font.
• Color Palette:
  • Badger red (PMS 200) is the primary color, complemented by white, brown, and black.

Seal: Numen Lumen

• Design:
  • Features an open eye with rays resembling both the sun and an open book.
  • Encircled by the Latin motto “Numen Lumen” (“Divine light”).
  • Surrounded by the text “University of Wisconsin–Madison” and a rope-patterned border.
• Usage:
  • Reserved for official materials, including certificates, legal documents, and awards.

Athletic Logos

Motion W

• Introduced in 1990, designed by Rick Suchanek.
• Features:
  • A bold “W” with a distinctive tail, symbolizing movement and energy.
  • Widely recognized as the emblem of Wisconsin Badgers athletics.

Bucky Badger

• The university mascot, Buckingham U. Badger, adds personality to the athletic branding.

Font and Colors

• Fonts:
  • Friz Quadrata for “Wisconsin” in the primary logo.
  • Lato for secondary text and departmental logos.
• Colors:
  • Cardinal red (Badger red): CMYK 3, 100, 66, 12.
  • White, black, and brown as supporting colors.
  • Alternate versions include red, black, and white outlines for flexibility.

The University of Wisconsin–Madison’s logos combine history, pride, and functionality. Whether through its bold crest, official seal, or athletic icons like the Motion W, the university’s visual identity resonates across generations and mediums.