The UW–Madison brand is built on an idea — the Wisconsin Idea. For more than a century, this guiding principle has inspired Badgers to push beyond the boundaries of campus and improve people’s lives around the world through education, research, and public service. Our brand platform embodies this unstoppable Badger spirit.
Can’t Stop a Badger
Our brand rationale guides brand development and execution, sets a baseline tone, and is the springboard for the expression of the entire brand. This is not a tagline; rather, it’s a creative concept that establishes an emotion that resonates throughout our work.
You can try, but you’ll never stop a Badger.
Because we Badgers are born with curious minds and endless heart. Maybe it’s will, maybe it’s instinct, maybe it’s pride, but when we see a curve in the road, we speed up. When there are mask shortages for first responders, we make our own supply chain. When there’s a world on pause, we sharpen our claws.
Through thunder, fire, and pandemics, we’ll keep going. Because that’s the only way we know.
So you can try as you might — or just know that we’ll never give up the fight.
Because after all, you can’t stop a Badger.
Brand positioning statement
Centered on the Edge
Our brand positioning statement helps guide the brand rationale and the development of the UW–Madison brand. Here again, this is not a tagline; it’s an emotional benchmark for how we convey the brand.
They say life begins at the edge of your comfort zone, so we made our home there — our feet dangling off the ledge of what’s possible and our eyes on the horizon of what’s next. Where minds and opportunities meet, where risk is welcomed and there’s no such thing as too weird — generating a catalyst for not just the necessary but for the extraordinary. Because with a vantage point of tomorrow grounded on the verge of what’s now, we’re not just ready for change — we demand it.