WSU President Kirk Schulz illustrationWSU President Kirk Schulz (Illustration Derek Mueller)

As Washington’s land-grant university with a 131-year history dedicated to serving the public good, we have embraced the power of possibilities time and time again throughout the decades. Possibilities to create new opportunities. Possibilities to improve lives. Possibilities to reshape the world for a more just and equitable future for all. Unlocking possibilities is what we do best.

“Go Cougs!” certainly is the well-loved rallying cry for the University’s athletic teams, but it’s a phrase that transcends sports. “Go Cougs” at its heart is about believing in the power of possibilities, identifying possibilities, and turning possibilities into reality.

Our unwavering belief in possibilities is why nearly a third of our students are the first in their families to attend college. It’s why our researchers collaborate with partners across the globe to explore ways to halt deadly diseases and improve the food supply. And why we are reshaping the face of health care in Washington by expanding medical services to underserved communities.

After listening to and engaging with students, faculty, staff, alumni, and other stakeholders for the last couple of years, we concluded that our brand should also reflect the concept of possibilities. The Cougar head logo is the University’s most powerful symbol⁠—beloved by generations of WSU supporters⁠—and rated as one of the best college logos nationally. The Cougar head represents possibilities. It represents that special down to earth, resilient, spirited mindset Cougs bring to the table for any challenge. It says, “Go Cougs!”

Over the next few months, you will see an evolution in our brand. You’ll see the Cougar head play a more prominent role in the visual identification of the University than at any time in our institutional history. We will feature the Cougar head in WSU’s familiar crimson and gray colors, accompanied by a modernized, sleeker typeface, across print, web, and digital spaces.

You’ll hear us talking more and more about WSU’s possibilities in the coming months. We are continuing to expand our service to the state because of pandemic-related challenges of the past 18 months. And we won’t rest⁠—watch for exciting new ideas that will enhance our public service mission. There’s no doubt our students, communities, state, and region need a powerful WSU.

Go Cougs!


Kirk Schulz

President, Washington State University