UWRF Logo August 2022

UW-River Falls launches revitalized brand

Institution celebrates rich history of turning learners into leaders

August 29, 2022 - University of Wisconsin-River Falls Chancellor Maria Gallo announced today a revitalized institutional brand that more authentically reflects the institution’s commitment to providing extraordinary opportunities for those they serve. Gallo made the announcement to faculty and staff during their annual fall opening meeting.

“Without a doubt, our Falcons are the next generation of self-starters, team-builders, creative makers, and critical thinkers,” said Gallo. “That is why our institution needed a modern brand that exemplifies the ambition and boldness of our students and employees.”

Gallo and her team kicked off the strategic planning process to refresh the brand in 2021. The process was designed to capture how Falcons see themselves and UW-River Falls and how the UWRF experience is truly special.

“Gathering direct feedback from people in every corner of our campus was a priority for this project, in much the same way as I strove to listen and learn when I first came on board.” said Gallo.

To ensure the brand reflected the diverse experiences and voices of UW-River Falls students, alumni, external partners, faculty, staff, community and business leaders, Gallo explained they engaged over 1,000 stakeholders using surveys, focus groups and interviews.

“Over and over again we heard stories about the courage of our students—individuals who are forward-thinking, practical and fearless in the face of a rapidly changing society and world,” said Gallo. “They proudly shared with us how UW-River Falls was pivotal in preparing them to become leaders and in discovering their strengths and talents they possessed.”

The insights gained in the months-long process led to the new brand being grounded in authentic stories of how UW-River Falls provides extraordinary opportunities in an inclusive environment, every single day. It also led to the institution’s new visual identity, which incorporates the UW-River Falls Falcon and symbolizes the energy and vibrancy of the campus.

“I am proud to build upon the strong traditions and rich history of UW-River Falls,” said Gallo. “This rebrand represents current success, aspirations for the future, and the determination of our Falcons to accept challenges and know they are limitless!”

Over the next year, the new branded look will be incorporated throughout campus and university communications. To learn more about the tremendous opportunities at UW-River Falls and the refreshed brand, visit

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