"We think a new name, our new identity, reflects the collective role our 13 public universities play in the economic and social fabric of Wisconsin," System President Jay Rothman said.

From the article:

The University of Wisconsin System will rebrand itself over the coming months to “Universities of Wisconsin” as it looks to strengthen the “UW” reputation across all 13 schools, not just UW-Madison.

“University of Wisconsin System” will remain the legal name for the institution, but officials will start referring to the 13 universities by the revised “Universities of Wisconsin” name, an announcement from UW said. By early 2024, UW will transition its webpages and written materials to reflect the new identity.

In addition to dropping “System” from its preferred name, it will ditch the maroon “University of Wisconsin System” logo for one that simply shows “UW” inside the outline of the state with teal accents. A secondary logo draws the universities’ locations out like a constellation.

The rebranding also comes with a new motto: “Future Ready. For All.” It comes as UW President Jay Rothman has consistently talked about UW’s need to educate more students in the coming years to meet current and future employer demand.