Sent by Chancellor Andrew Leavitt May 31, 2019:
Dear University Community,
Earlier this month, I gave an update regarding the naming decision for all three campuses. Today I’m excited to share with you an evolution of the University’s visual identity.
The lettermark represents a new direction for UW Oshkosh. It identifies the University in all forms of communication and marketing while preserving the integrity of its reputation in higher education. The sans serif font is bold and signifies strength. It is clean, modern and engaging without distracting decorative elements. The overlap of the U, W and O provides a strong visual nod to our future as three campuses joined as one university. The University Marketing and Communications department has developed an updated identifier—called a lettermark—to represent our new naming structure. We will begin to incorporate and share this new look pending the name change approval from the Board of Regents in July.
The university and campus names also appear in a clean, sans serif font that bears a strong resemblance to the existing UW Oshkosh wordmark design. This similarity will allow a smooth transition from the current wordmark to the modern lettermark on the Oshkosh campus.
The transition to a new visual identity for our University will take time, and there will be no hard stop and start through this transition. We will implement changes needed to consumable materials, permanent fixtures or campus signs on all three campuses as staff resources and budgets allow.
At the Oshkosh campus, because of the similarity to the current wordmark, consumable materials including marketing materials, business cards and letterhead, can transition to the new lettermark as materials are used.
At the Fond du Lac and Fox Cities campuses, we will assess and prioritize needed updates to permanent fixtures and campus signs. Some consumable materials like letterhead will also be provided early in the transition for use on the access campuses.
No changes will take place prior to the July 11–12 Board of Regents meeting, and these new lettermarks should not be used until we have approval from the Board.
I am excited for the opportunity ahead to incorporate and share the new lettermark, expressing UW Oshkosh’s oneness and new potential. I look forward to continuing the conversation about how this three-campus University is poised to grow and succeed.
Chancellor Andrew Leavitt