The Wisconsin Brand

As Wisconsin Badgers, we seek excellence and embrace challenges. Our brand is built on values of Excellence, Selflessness, Integrity, Diversity & Inclusion, Passion, Service and Accountability. We have Badger pride and are committed to forward thinking and an unending pursuit of improvement. Through shared commitments and dedication, we believe we can achieve our goals without compromise.

The Wisconsin Athletics brand promotes the pursuit of championships across 23 sports, including football, men’s and women’s basketball, men’s and women’s hockey, volleyball, softball, wrestling, men’s and women’s soccer, men’s and women’s track and field and cross country, men’s and women’s swimming and diving, men’s and women’s tennis, men’s and women’s golf and men’s, women’s and lightweight women’s rowing. We believe in a people-centered culture where we value a “we before me” approach to success.

Wisconsin Athletics is proud of its rich history and signature traditions like the Fifth Quarter, singing “On, Wisconsin!” and Varsity, and of course Jump Around! Our fans have an undeniable pride in being Badgers. Being a Badger is not simply a label, but part of who we are. In everything we do, we represent Wisconsin with enthusiasm and spirit.

Brand Strength

We are all brand ambassadors and are empowered to represent Wisconsin Athletics with pride, but also consistency. Our goal is to provide a roadmap for telling the story of the Badgers and protecting the strength of our marks, logos and intellectual property.

Why is it important to understand the Wisconsin Athletics brand guidelines?

Wisconsin Athletics has been a strong and vibrant program for more than 125 years and we take immense pride in keeping the brand strong and considered among the best in all of sports.

Why are brand guidelines necessary?

Maintaining brand guidelines and standards is essential to ensuring consistency across a variety of platforms and audiences. We seek coordinated alignment, both internally and externally, to create an identity that is clear, strong, unique and representative of our values and mission.