UPDATE: we want to ensure the text "LAKE SAFETY & RESCUE" is the first thing you notice in our logo...UWPD or "UW-Madison Police Department" should be more subtle.
The University of Wisconsin Lake Safety division has existed since 1909 and provides lake rescue service to the greater campus community along the Lake Mendota shoreline. This year, Lake Safety is moving to the University of Wisconsin-Madison Police Department...and with that move, we're doing some re-branding. A new logo is part of that. The old logo is attached. We're also moving to a new name..."UWPD Lake Safety & Rescue."
We'd like a more modern, sleek design...but also one that maintains some "history" because of how renowned this service is to the university. We're looking for a way to combine the old (history) with the new. We would like to incorporate a ship wheel and the UW-Madison crest or "W" (attached). There was also a thought of using the "outline" of the shape of Lake Mendota as some sort of background...it would be nice to see some logo versions that incorporated that. I've attached a copy of what Lake Mendota looks like.
Note: the colors, aspect ratio, etc. of the attached crest attached cannot be altered. The only exception is that the all red crest may be altered to all black.
Our official font at the university is Lato, that would be important to use.
While UWPD Lake Safety & Rescue will be under the police department, we don't want this logo to have an overt "police look" as we will not be enforcing boating laws on the water...just doing rescues.
Please see https://brand.wisc.edu/print/colors/ for official university colors. See https://brand.wisc.edu/print/ for other brand/style questions.