University of Wisconsin System Rebrands as “The Universities of Wisconsin”
In a bid to rekindle interest and grapple with dwindling enrollment, the University of Wisconsin System has set its sights on a name makeover. System President Jay Rothman delivered the announcement at UW-Eau Claire, unveiling plans to transition the name to “The Universities of Wisconsin” by early next year.
Rothman underscored that the rebranding initiative seeks to cast a broader spotlight on the system’s 13 four-year institutions, making it more accessible for students, families, and employers alike. In other words, it’s all about giving the universities a fresh identity and drawing more attention their way.
The transformation will span the next few months, encompassing not only a new name but also a fresh logo, updated letterhead, and revamped websites. This reimagining process will reach its final chapter in early 2024.
However, there’s a slight twist in the tale: the universities’ official legal name will continue as the University of Wisconsin System. This decision boils down to the constraints of state law, which only the legislators have the power to amend. So, while they’re changing the public face, the name on paper remains as is.
The context for this name overhaul is a sustained drop in enrollment spanning eight years before showing a modest increase this year. Nevertheless, eight campuses within the system reported a drop in student numbers in 2023.
As if that wasn’t enough, financial challenges have also reared their heads. Reduced financial support from Republican legislators and shortfalls in tuition fees have strained the system’s finances. The Republican lawmakers, in the latest state budget, cut the system’s budget by $32 million, citing this as the amount they believe is spent on diversity initiatives.
Notably, ten out of the 13 campuses foresee a combined deficit of $60 million by the coming summer. In an attempt to counter this, UW-Oshkosh took the bold step of announcing layoffs and furloughs to mitigate their own $18 million deficit.
In a recent development, ten campuses have initiated a direct admissions program. Under this system, high school students opting into the program can bypass the traditional application process. Instead, their grades will be reviewed, and acceptance letters will be sent to qualifying students directly.