Reimagining the Wisconsin Badgers Logo Through the Lens of Pop Culture
A University of Wisconsin–Madison student approached me with a request to reimagine the classic Wisconsin Badgers “W” logo through a pop-culture lens. His vision? Something bold, nostalgic, and uniquely expressive—specifically, a design inspired by the iconic MTV logo.
The final logo draws direct inspiration from the MTV aesthetic: playful forms, layered textures, and a nostalgic color palette that evokes the early days of cable pop culture. This “W” became a dynamic fusion of school pride and cultural influence—visually bold, instantly recognizable, and deeply personal to the student.
This project is a testament to the power of collaborative design and cultural storytelling. It showcases how identity design can extend beyond traditional rules and into expressive, individual spaces—while still honoring the roots of the original brand.
Process:
I began by researching a range of visual styles rooted in the student’s interests and broader pop culture references. Early explorations included concepts inspired by the Wu-Tang Clan’s “W,” a Rocket Racoon/Bucky Badger fusion illustration, and an old-school TV static effect—all aimed at fusing the energy of music, media, and retro aesthetics with the Badgers' athletic identity. However, the MTV logo concept best aligned with who the student was, and the graphic style he was interested in.
