MADISON, Wis.—The Universities of Wisconsin remind the public and the news media of its name change that best describes the state’s constellation of 13 public universities. While its legal name is “University of Wisconsin System,” it is doing business as “Universities of Wisconsin” similar to many public-facing organizations. “University of Wisconsin (UW) System” should be for use in legal documentation only.
President Jay Rothman announced the name change and rebrand in October 2023 to place the emphasis in the name on the universities and their students, faculty, and staff, not the administrative structure. The name change seeks to increase general awareness of public higher education and its value in Wisconsin and to address the need for greater public understanding of how our individual universities are part of a collective network and brand.
It further seeks to make clear that the Universities of Wisconsin are not an entity within UW-Madison, the UWs’ flagship university. This was a common misperception.
The brand foundation, based upon data-driven research, focuses on two elements, Pride and Opportunity:
- Pride: In our campuses, our people, and our role in shaping Wisconsin’s future.
- Opportunity: The Universities of Wisconsin offer dynamic opportunities to meet the needs and aspirations of students, families, employers, and the people of Wisconsin.
As the state’s primary magnet for developing and retaining talent, the Universities of Wisconsin provide solutions to Wisconsin’s most pressing needs while providing the foundation for economic prosperity, opportunity, and a high quality of life.
Since President Rothman’s announcement, the Universities of Wisconsin Administration has created numerous resources for the media and the public to help understand the rebrand, including a Writing Style Guide.
The Writing Style Guide includes such entries as:
- Universities of Wisconsin: Use as the first reference for the collective of the 13 UW universities, what previously was called the University of Wisconsin System.
- UW universities, UWs, UWs’: Preferred second reference/abbreviation.
- Universities of Wisconsin Administration (UWSA): When referring to the administrative offices previously known as University of Wisconsin System Administration, use Universities of Wisconsin Administration.
Why does this matter for news media coverage?
- Clarity for audiences – Emphasizes universities, which are more relatable for readers, viewers, and listeners than a “system.”
- Consistency – The name aligns with the UWs usage.
- Focus on impact – By emphasizing universities, it highlights the work of our campuses across the state.
Questions about the Universities of Wisconsin name and brand can be found on our brand web page or this FAQ.
The Universities of Wisconsin serve approximately 164,400 students. Awarding nearly 36,000 degrees annually, these 13 public universities are Wisconsin’s talent pipeline, putting graduates in position to increase their earning power, contribute to their communities, and make Wisconsin a better place to live. Nearly 90 percent of in-state Universities of Wisconsin graduates stay in the state five years after earning a degree. The universities provide a 23:1 return on state investment. The Universities of Wisconsin also contribute to the richness of Wisconsin’s culture and economy with groundbreaking research, new companies and patents, and boundless creative intellectual energy. Learn more at wisconsin.edu.