Today, the University of Wisconsin-Superior launched a vibrant new brand identity – including a redesigned logo and a new campaign called “Arrive with Grit. Leave with Greatness.” – ushering in a fresh, forward-looking chapter in its history.

The new visual identity reflects the university’s momentum, innovation and deep commitment to being an advocate for its students’ success. Designed with input from over 1,000 students, alumni, faculty and staff, community members and prospective students, the updated identity honors the university’s strong 132-year history while aligning with its vision for the future.

“Our new visual identity captures the spirit of advocacy, innovation and belonging that defines UW-Superior,” said Chancellor Renée Wachter. “It marks an intentional step out of the shadows as northern Wisconsin’s ‘best-kept secret’ and into a more visible, competitive position within higher education. This rebranding also reinforces our commitment to regional access, workforce readiness, and excellence for all – while sending a clear message to prospective students and families that UW-Superior is a place where individuals are seen, supported and inspired to grow.”

The “Arrive with Grit. Leave with Greatness” campaign highlights real student voices, dynamic storytelling platforms, and a bold, modern logo inspired by the university’s acronym – UWS – its strong sense of place, and its spirit of confidence and pride.

The university’s mascot, Buzz, and the Yellowjackets Athletics brand will remain unchanged – along with its signature colors of yellow and black. “We’re not just updating our logo – we’re sharing our story in a way that’s authentic, energizing and reflective of our students’ lived experiences,” said Sarah Libbon, Director of Marketing and Communications. “This campaign invites people to see the University of Wisconsin-Superior through a fresh lens – and join us in stepping confidently into a bold new chapter.”