university of
wisconsin oshkosh
logo DESIGN
On June 29, 2018, the Higher Learning Commission (HLC) approved the joining of UW Oshkosh, UW-Fond du Lac and UW-Fox Valley. On July 1, 2018, the UW Oshkosh Marketing and Communications team launched a reimagined logo. Our primary goal was to bring UW-Fond du Lac and UW-Fox Valley under one brand structure. No longer would they each be known as “a campus of UW Oshkosh” but “UW Oshkosh Fox Valley” and “UW Oshkosh Fond du Lac”. Three campuses, one university.
Brainstorms included many serif options. They included options with and without the UWO acronym. In the end, the University chose this bold, colorful option with both the acronym and the university name. It's quickly recognizable, easy to read and true to the heart of UWO.
THE NEW LETTERMARK
FEATURED ON THE DIPLOMA COVER
PREVIOUS LOGO
The previous logo used by UW Oshkosh featured sans serif lettering, a wave, and Oshkosh in large letters. When the Board of Regents approved the new naming convention for the three schools, the Marketing and Communications team took that opportunity for a complete refresh.
CREATING THE NEW LOGO
In evaluating what exactly UWO needed visually from the new logo, I found that the old logo, although clean, lacked the energy of the university.
UWO needed something bolder, something that immediately stood out. We wanted a logo that exhibits that UW Oshkosh is now three campuses of one university.
Students are at the heart of all UW Oshkosh does. They served as inspiration and were in the forefront of my mind as I started to brainstorm options.
THE NEW LOGO
The new logo is clean, modern and engaging without distracting decorative elements. The sans serif font is bold and signifies strength. The overlap of the U, W and O provides a strong visual nod to our future as three campuses joined as one university. Yellow was used for the O to further call out Oshkosh. The large bold letters make this a readable and quickly recognizable logo on a variety of printed pieces, from clothing to digital platforms, to printed collateral.
VERTICAL LETTERMARKS
HORIZONTAL LETTERMARKS
THE RESULT
ADMISSIONS POSTCARDS
UW OSHKOSH'S ADMISSIONS HOME PAGE
COVER DESIGN FOR THE UWO GUIDE,
UW OSHKOSH'S STUDENT ORIENTATION BOOKLET
NEWSPAPER ADVERTISEMENT
AROUND CAMPUS
