UW-Whitewater adds lettermark logo to Warhawk athletics brand
Written by Chris Lindeke | Graphic by Chris Hilbelink
The University of Wisconsin-Whitewater has unveiled a lettermark logo to enhance and expand the visual identity of Warhawk Athletics while honoring its longstanding tradition of athletics excellence.
The “W”-shaped lettermark was designed to be a complement to the Warhawk head logo that has been a prevalent part of the university brand for the last 25 years, as intercollegiate teams built UW-Whitewater into a consistent, national powerhouse.
“When I talk to recruits and their families, or connect with alumni, I’m reminded that our brand is about more than a logo — it’s about what it stands for,” said Ryan Callahan, assistant chancellor and director of intercollegiate athletics. “This new mark captures that intensity. It feels competitive, confident, and authentically Warhawk.”
The lettermark embodies the spirit of Warhawk Athletics — the stories that lead up to championship moments and the pride felt across campus and the broader community.
The new mark is not a replacement or rebrand. It is an intentional addition to an already strong identity.
“This is not a departure from who we are — it’s an evolution,” said Ann Stadler, assistant chancellor for marketing and communications. “We wanted to create something that feels uniquely ours — something that honors where we’ve been and represents where we’re going.”
The new logo was designed by Chris Hilbelink, art director of University Marketing and Communications, in partnership with Warhawk Athletics. A focus group that included UW-Whitewater students, faculty, staff, alumni, and stakeholders engaged with university leaders to share feedback throughout the creative process.
The lettermark will begin appearing later this year across select athletics applications, including warm-up gear, uniforms, digital platforms, and merchandise available through the UW-Whitewater Bookstore.
UW-Whitewater brand identity and guidelines »
UW-Whitewater Athletics has claimed 21 team national championships, including 18 in the last 25 years, and is an established, perennial national power as a member of NCAA Division III. Warhawks champion a cultural tradition of student-athletes prepared to succeed far beyond sports. In 2024-25, each of the Warhawks’ 20 programs achieved a team grade point average above 3.0, and Warhawk teams engage in thousands of hours of community service annually.
Editor’s note: This press release was provided by UW-Whitewater.
