For the first time in over a decade, UW-Madison has developed a new institutional identity, replacing its familiar “W” logo with a more traditional crest emblem.

UW Chancellor John Wiley said UW’s look will begin a revamping process over the next few months to reveal a look that is more consistent with the university’s future.

“As we enter the new century, we are fortunate to be counted among the nation’s leading universities,” Wiley said. “One way that we can protect and enhance our reputation is through consistent use of an institutional identity.”

The new logo, incorporated from a familiar architectural detail created in 1929 for the Field House, will be introduced gradually over time through banners, websites, letterheads and business cards.

The idea is to enhance not only tradition, but also the spirit of the UW campus and students, UW officials said in a press release.

The school’s official red and white colors will stay the same.

Some students feel the logo is better left alone.

“Our logo is recognized by schools across the country,” said UW junior Angie Olson. “It is a symbol associated with winning and respect, and I don’t think it should be changed.”

The new logo has already appeared during Homecoming week in October and on the cover of “Connecting Ideas,” a recent publication penned by Wiley outlining UW’s strategic plan.