Telling a uniquely superior brand story

After 130 years as the “best-kept secret” in northern Wisconsin, the University of Wisconsin–Superior was ready to modernize their visual identity to demonstrate their ongoing impact on the area and their future ahead. KW2 began the rebranding process with research—gathering insights from more than a thousand students, faculty, staff, alumni, and community members. Their inputs revealed a powerful shared story rooted in resilience, community, and an unmistakable sense of place on the shores of Lake Superior.

Their new brand identity tells the story of where UW–Superior is going next as a long-standing vibrant institution in a competitive higher-ed landscape. At the center of the refreshed identity is a streamlined “UWS” monogram with an anchor-inspired motif reflecting the university’s steady, supportive role as the educational Anchor of the North. UW–Superior unveiled its new logo during opening day celebrations for faculty and staff, including a showcase of the rebranded research vessel, Sadie Ann. The brand then came to life in a bold, student-centered campaign rooted in a simple truth: UW–Superior is where students Arrive with Grit. Leave with Greatness.