UW-Eau Claire rebrands itself with new motto: 'The Power of AND'

EAU CLAIRE, Wis. (WEAU) – Excellence is still the goal, but it's no longer UW-Eau Claire's official motto.

The university has launched a rebranding campaign and it comes with a new slogan: ‘The Power of AND’. The former motto which has been around for decades is ‘Excellence. Our motto, our measure, our goal’.

The new motto is open-ended, giving students an opportunity to be more than just a student. It’s been in the works for the last year.

Marketing director at the university MJ Brukardt said it took more than 3000 faculty, staff, students, alumni and community members to come up with the slogan. They were asked what sets UW-Eau Claire apart from other universities.

“That's how we came up with 'The Power of AND' which is the whole idea when you come to UW-Eau Claire, you don't just major in one thing but you have an opportunity to do so much more,” said Brukardt. “You can be a science major and play in a Blugold Marching Band, you can be a nurse and travel abroad so that’s ‘The Power of AND’ here at the university.”

Students came through the Davies Center on campus to fill out a small, foldout display board that says ‘The Power of AND’ with blank pages on either side. Students would write what makes them a Blugold on the blank spots.

Freesia Krogstad who was volunteering at the event said she’s a future educator and an avid reader.

“So we're highlighting all the opportunities our university gives; educational, traveling, opportunism and clubs and activities,” said Krogstad.

Amy Kennedy who was also volunteering said she identified herself as an athletic trainer and pun lover.

A mini photo shoot drew hundreds of students to the launch of ‘Power of AND’ where they got to show off their filled out displays.

Associate dean of students Jodi Thesing-Ritter stood in line to be a part of the action. She's the founder of Blugold Beginnings, a mentoring program for area kids that creates more access to education with an emphasis on higher education. She identified herself as a change maker and a diversity advocate.

”I think that sums up the opportunity at UW-Eau Claire to see a problem and work on creating a solution both in our campus and in our community and I’m always working to increase the multicultural competence of our student and create a safer diverse space for our students,” said Thesing-Ritter.

She said Blugold Beginnings embodies what the campaign means to her by giving university students the opportunity to be mentors and change-agents.

Brukardt said materials sent out to public students would have the new logo and slogan.

“Excellence has always been a key word, a motto if you will, for the university and we're not giving that up, excellence is still very important to us, but we think talking about the power of and is a different way of talking about who we are and what we offer students,” said Brukardt.

She said the university spent about $14,000 to provide for the activities for announcing the brand campaign. Clif Bar Company also donated power bars to share with the students during the campaign.

As for the university seal with the council oak tree, Brukardt said that will remain the same.


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