Bucky sports new look

Bucky’s getting ready to go back to school and he’s sporting a fresh new look.

The University of Wisconsin–Madison and its athletic department are introducing some new marks for Bucky Badger, the university’s mascot, as well as for its sports programs.

The changes occur after nearly a year of planning that included questionnaires and focus groups with students, alumni, coaches, fans, and companies licensed to produce Wisconsin merchandise.

The Motion W remains the primary logo for the athletic department. The Bucky Badger logo has been updated to offer cleaner lines and a fresher look. The new logotype, called Badger Bold, incorporates the arrow shape and shadowing found on the Motion W. New secondary logos incorporate the Bucky Badger logo along with the new logotype.

“The new marks and logotype give the overall athletic identity a more updated, cohesive look while maintaining our tradition,” says Pat Richter, director of athletics.

The campaign is the first for Wisconsin Athletics and was done in partnership with the Collegiate Licensing Company, the university’s licensing agent. Rickabaugh Graphics of Gahanna, Ohio, worked with university officials to develop the new marks.

Rickabaugh Graphics is considered a leader in developing college athletic identities. Its clients include Ohio State University, the University of Connecticut, Old Dominion University, the University of Dayton, Xavier University, Northern Illinois University, the Big East Conference and the Philadelphia 76ers.

The Office of Trademark Licensing is responsible for overseeing the use and distribution of all university logos and trademarks.

More than 500 licensees are authorized to produce Badger-related merchandise. Since it was established in 1988, the licensing program has earned more than $10 million for the university with half of that funding scholarships and half going to the Department of Athletics.

Merchandise utilizing the new marks is available now and the selection will continue to increase in the coming months.