Outlook Magazine - Fall 2022


“The visual presence of a recognizable ‘S’ mark in our new logo helps us re-ignite the passion for everything UW-Stout and what our institution has to offer,” saidA.J. Liedl, brand manager in Marketing Communications who led the effort. “The three bands tell the story of our brand and what it stands for. We’re excited to inject new energy into our brand with a logo that has flexibility and boldness and that will make us stand out into the future.” The new “S” was chosen from several con cepts presented by Simpson Scarborough. Among alumni who responded to a survey about two logo concepts, 75 percent preferred the three-tiered “S.” “As an alumni board of varying ages and pro fessions, we love how this new logo embraces the history and future of UW-Stout. It is refreshing and also pays homage to our roots,” said Nikki Westvig Stephany ’04 , Alumni Board president. Alumni are encouraged to respond to a new Simpson Scarborough survey related to the logo that will be arriving soon by email.


n 1923, two UW-Stout students won a school song contest by writing “Alma

serveWisconsin and society, in part through a strong bond to business and industry. “It reinforces our aspiration to provide stu dents with a degree grounded in applied learn ing and research, the professional experience to apply it wisely, and the tools to continue to engage collaboratively as lifelong learners,” Frank said. Strategic Marketing Officer Michael Huggins sees the logo as a symbol of the next era for a university that has always evolved with the times. Some majors, such as early childhood education and mechanical engineering, can be traced to the university’s founding as Stout Manual Training School. Others, such as ani mation and digital media, represent a world and higher education that have changed sig nificantly during the past 130 years. “Stout has always been an engine of inno vation focused on preparing its graduates to empower their careers and power business and industry in Wisconsin and beyond. We’re excited to launch a refreshed logo that both honors the lineage of our alumni and reflects our commitment to career-focused education,” Huggins said. Working with Marketing Communications at UW-Stout, university leaders and the UW-Stout community, including alumni, the logo was designed by Simpson Scarbor ough. The Virginia-based firm has helped brand numerous universities, such as Butler, Creighton, Fordham and Northwestern, as well as other polytechnic universities, such as Cal-Poly.

Mater.” The third line of the lyrics, “With tower high and brilliant ‘S,’” highlighted imag ery instantly familiar to those attending the university. The song has endured, as have the Clock Tower and the proud “S” that hangs from it. One hundred years later, a brilliant new “S” has been chosen as the university’s new logo. With three parallel bands and three tiers rising flame like, it represents a university with a proud past and a bright future. Chancellor Katherine Frank unveiled the new “S” during her investiture address in October. “The new mark traces the path of innovation through our past and present and illuminates our future. It honors our three educational tenets: applied learning, career focus, and col laboration,” Frank said. The logo will be phased in universitywide starting in 2023. The effort coincides with goals and initiatives related to UW-Stout’s FOCUS2030 strategic plan. One of five goals within the plan includes advancing the univer sity’s polytechnic reputation. UW-Stout has had numerous symbols over the years, many featuring a version of the “S.” A logo introduced in the early 1990s during the university’s centennial was a quill inspired by the quill weathervane that stands atop the Clock Tower. The new “S” represents students, faculty and staff who are constantly innovating and grow ing and a university that is boldly striving to


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