Person shown from behind wearing a red Wisconsin Badgers winter hat, works at a laptop

Can’t stop a Badger

A brand promise built on an idea

At UW–Madison, all it takes is an idea to change the world. We call it the Wisconsin Idea — a simple but profound belief that our work here should improve lives everywhere. And with this belief, we’ve proven anything is possible. From putting the first observatory up in space and down in Antarctica, to pinning poverty and dance on the academic map. Because you can’t stop a Badger.

Learn about the brand

175th Anniversary Toolkit

Check out our toolkit to learn how you can help promote the 175th anniversary.

Browse 175 brand resources

UW full color crest on light gray background

Visual Identity

Learn our iconic look, from Badger Red to the W Crest.

Pages of the On Wisconsin magazine

Applying the Brand

Leverage the power of the UW brand across platforms.

Collage of color swatches, icons, and typography samples representing the UW Brand

Tools & Templates

Download logos, templates, and other brand resources.

Questions? We’re here to help.

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