A Refreshed Brand for a Dynamic Future
University of Wisconsin-Superior’s new visual identity reflects the university’s momentum, innovation and deep commitment to being an advocate for our students’ success. It’s not just about updating a logo – it’s about sharing our story in a way that’s authentic, energizing and reflective of our students’ lived experiences.
“As a proud student of UWS, I truly believe the new logo captures everything the university stands for—bold, inclusive and relentlessly forward-thinking. It’s such an exciting time for the university and its students and I’m absolutely thrilled to witness and contribute to this powerful moment of transformation!”
– Janessa Wilt, Class of 2026
“[The new logo] demonstrates the path that UW-Superior is currently on—innovation and determination. It is bold and sends a message that students will succeed if they choose to be part of UW-Superior. As a former student-athlete, it immediately appealed to me because it shows confidence and strength.”
– UWS Student Survey Respondent
Created Together
More than a brand, UW-Superior is a vibrant community. We all work and learn together – and our shared ideas and experiences help define our story. That’s why UWS research partners involved more than 1,000 UW-Superior community members in brand research and development – including current and prospective students, university leadership, faculty and staff, as well as many valued partners and neighbors. Throughout the process, their vital insights and feedback directly impacted our new identity.
Created to Help Us Grow
For more than 130 years, UW-Superior has prepared students to succeed. As northern Wisconsin’s primary institution of higher learning, it’s our responsibility to continually evolve our brand to meet the region’s changing needs and expectations. Our new logo is a visible reflection of the heritage and values that unite UW-Superior’s students and neighbors. It’s also a strategic investment in the university’s outreach and enrollment efforts designed to drive engagement and bring more learners and leaders to our campus.
A Uniquely Superior Story
Take a closer look at the meaning woven into our new logo.
The Monogram: It’s about confidence and connection. UW-Superior is unmistakably the “UWS” of the Universities of Wisconsin. It’s a friendly shorthand for a campus known for its close-knit, student-centered experience—strengthened by the breadth and depth of the Universities of one of the largest public university systems in the nation.
The Anchor: It’s about heritage and impact. The abstract anchor at the heart of our new identity honors UW-Superior’s steady strength, our connection to and stewardship of the great Lake Superior and our role as Wisconsin’s educational Anchor of the North.
The Badge: It’s about pride and community. Wearing a patch or badge on our sleeve is a time-honored way of showing others where we feel like we belong and what we care about most. So, it’s no surprise our new logo’s silhouette shouts Yellowjacket pride.
“[The new logo] represents UWS because it feels powerful and unique. I feel Superior has a sort of energy that stands out from other schools, and I feel the logo representing it should stand out from others to encompass that same energy.”
– UWS Student Survey Respondent
“I feel as though [the new logo] has more ties to Superior and is more visually appealing.”
– UWS Student Survey Respondent
Arrive with Grit. Leave with Greatness.
Alongside our updated logo and visual identity, we’re proud to introduce a new brand campaign—one that captures the determination, transformation and personal growth that define the student experience at UW-Superior.
Our first ad features Janessa Wilt, a senior accounting student who truly embodies our new message:
“Arrive with Grit. Leave with Greatness.”