The Motion "W"
When Barry Alvarez came to Madison, he decided that the helmet logo needed to be updated to signal a new era in Wisconsin football. He entertained 15-20 different designs in 1990 before Rayovac artist Rick Suchanek developed the 'Motion W,' which included a tail at the back of the logo. Alvarez thought the tail was a bit much, but when it was removed, decided to go with it.
Suchanek, a Fort Atkinson native said of the Motion W design, "I knew I wanted something that was forward thinking. We had gone through such a long stretch of not having great success. I wanted something that showed the program was moving forward."
The University bought the rights to the design, and the logo has been adopted by all other UW sports.
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