The Milwaukee Panthers are the NCAA Division I athletic teams of the University of Wisconsin-Milwaukee (UWM), competing in the Horizon League. The university’s athletic identity has centered on the panther since 1965, when a student government referendum changed the school’s colors and mascot, and a contest sponsored by the UWM Post produced the now-familiar black and gold UWM Panther.[1]
Design and History
The original Panther logo was designed by Jim Cheski, then a graduate student in art, whose designs were adopted in 1965. The university adopted both of his designs, a head and a lunging panther, which are still used today.[2]
In August 1999, UWM athletics unveiled a new athletic logo, replacing the “Running Panther” logo used since 1985. The new logo featured a panther quickly turning its head with a growl, surrounded by the words “University of Wisconsin-Milwaukee Panthers” with claw marks throughout the lettering. The angular turning of the panther’s head was intended to show quickness and alertness, giving it a sense of aggressiveness.[3]
The 1999 logo was designed by Thiel Design, a Milwaukee graphic design firm led by John and Norene Thiel. Thiel Design also designed the new UWM visual identity unveiled earlier that year.[3]
Around 2010-2011, the Panthers underwent another brand refresh. The current primary logo, in use since approximately 2010, features a Panther head highlighted with the wordmark “MILWAUKEE.”[4] The current mark is described as a partial oval in gold and black with a black and grey panther’s head and a rolling wordmark “MILWAUKEE” in black with gold trim and gold claw marks.[5]
In 2007, the human mascot Victor E. Panther was retired and replaced by Pounce the Panther.[1]
Meaning and Symbolism
The Panther identity was chosen in 1965 when the student body voted to change the mascot from a cardinal to a panther. Designer Jim Cheski recalled, “We wanted something that would show strength, be powerful, be a presence.”[2]
The 1999 redesign was intended to embody a new attitude and focus for the UWM athletics program, aligning with then-Chancellor Nancy L. Zimpher’s vision for UWM as the premier urban university. Athletics director Bud Haidet said the aggressive Panther was meant to help foster “Panther Pride” and strengthen the perception of the program.[3]
Typography and Design
The Milwaukee Athletics brand guide establishes consistent visual usage of the official Milwaukee Athletics logo. The Milwaukee colors are key indicators of the Milwaukee Panthers brand design, with black most often used for typography while gold and gray act as supporting colors for backgrounds and design elements. The official gold is specified as CMYK 0, 28, 89, 0, RGB 255, 184, 28, and HEX #FFB81C.[6]
The Milwaukee Athletics brand embraces four pillars that authentically represent the program: Milwaukee, Moxie, United, and Ambition. The preferred name identifiers are Milwaukee, Milwaukee Athletics, Milwaukee Panthers, and University of Wisconsin-Milwaukee, with MKE as the preferred short-form identifier.[7]
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