Modern branding and new online experience offer a welcoming entry point to explore the organization’s vast historical resources and the forthcoming Wisconsin History Center
MADISON, Wis. – Since 1846, the Wisconsin Historical Society has been on a mission to connect people to the past by collecting, preserving and sharing stories. And today, the organization unveiled a new brand identity and redesigned website to build upon its long-standing legacy while inviting new audiences to experience the life changing power of history. The organization will continue to use Wisconsin Historical Society as its formal name while introducing “WisHistory” as a shorter, more welcoming moniker to complement the new brand and enhance public engagement opportunities. Through improved access and a more approachable brand identity, the Wisconsin Historical Society is working to connect more people to its notable array of services, destinations, historical resources and renowned collections.
“This is an important moment as we introduce a new look for our organization and more welcoming experiences both online and in person,” said Christian Overland, Ruth and Hartley Barker Director & CEO of the Wisconsin Historical Society. “We feel a sense of responsibility to meet people where they are at as new generations access and interact with history in evolving ways. I hope people feel inspired to dig into the many resources available to them to put the power of historical perspective to work in their daily lives.”
A Brand Built on Stories
The rebrand initiative was done in partnership with Applied Storytelling, a leading brand-building firm regarded for its work with world-class cultural institutions including the Smithsonian Museums and The Henry Ford. Applied Storytelling’s distinctive story-based approach to brand development proved to be a natural fit for the Wisconsin Historical Society, whose mission is rooted in the collecting, preserving and sharing of stories.
The new brand was built on insights from focus groups, staff and consumer research, woven together with inspiring stories of real Wisconsinites throughout history. The thoughtful, story-based approach is reflected in part by the selection of a Morris Fuller Benton typeface for the new brand. Benton was a Milwaukee-born designer and leading figure in early American typography, often considered the nation’s most prolific designer of metal type.
The result is a more vibrant and welcoming brand identity to resonate with today’s audiences, while maintaining meaningful connections to the organization’s long-standing legacy as a trusted resource for Wisconsin and North American histories.
Access for Everyone
A fully redesigned website with enhanced navigation and improved accessibility features was introduced in tandem with the brand launch. The new site offers a more user-friendly experience for members, partners, researchers, educators and anyone interested in staying connected to WisHistory services, resources, publications and destinations.
“History is for everyone, and the new website makes it easier for people to access and engage with us,” said Angela Titus, assistant deputy director and chief program officer for the Wisconsin Historical Society. “Whether you want to read the latest news from the maritime archaeology team, plan your next visit to one of our WisHistory destinations, or dig deep into the archives, the new website puts it all at your fingertips.”
A New Home for History
The new WisHistory brand and website position the organization to serve growing audiences as it prepares for the public opening of the Wisconsin History Center in early 2028. The five-story, 115,000-square-foot facility will include world-class exhibitions, community gathering spaces, and interactive experiences, offering a fascinating exploration of Wisconsin histories with local roots and global reach. From Harley-Davidson to American Girl, Millie Zantow’s recycling revolution to Seymour Cray’s supercomputer, visitors will discover how everyday citizens became the history makers, trailblazers and culture shifters who shaped Wisconsin, the nation and the world.
In the meantime, Old World Wisconsin, a WisHistory destination located in Waukesha County, will also unveil a new brand identity later this year coinciding with the beloved historic site’s 50th anniversary. The site will officially debut a new 10,000-square-foot, $6 million guest welcome center during their Independence Day Weekend celebrations in July.
“We know that history has the power to enrich and transform lives,” said Overland. “We see it every day across the organization—from powerful stories brought to life through items in the collection, new connections made during multi-generational visits to the historic sites, forgotten pieces of family history resurfaced through genealogical records, or places of deep historical significance being preserved for future generations. That is why it was so important for us to revisit how we present ourselves in this moment, and to offer a welcoming space for more people to get inspired by history.”
Explore the new brand and website at wisconsinhistory.org.
About the Wisconsin Historical Society
The Wisconsin Historical Society, founded in 1846, ranks as one of the largest, most active and most diversified state historical societies in the nation. As both a state agency and a private membership organization, its mission is to help people connect to the past by collecting, preserving and sharing stories. The Wisconsin Historical Society serves millions of people every year through a wide range of sites, programs and services. For more information, visit www.wisconsinhistory.org.
About the Wisconsin History Center
The Wisconsin History Center is a landmark destination opening on Wisconsin’s Capitol Square in early 2028. Designed to connect people of all ages and backgrounds to the state’s past, the five-story, 100,000-square-foot center will serve as a modern cultural hub and gateway to the Wisconsin Historical Society’s world-class collections. The center will feature three permanent galleries, a rotating community gallery, space for traveling exhibits and gathering areas for interactive programs, welcoming students, educators, families, researchers and visitors from all 72 counties and beyond. Learn more about the Wisconsin History Center.
