Volunteers this year will see a new identity for Milwaukee Riverkeeper when they register for the 23rd Annual Milwaukee Riverkeeper Spring Cleanup event held on April 21.

The non-profit enlisted the help of the branding and identity experts at Monarch Creative, Inc. to design a new logo coupled with updated messaging, to better communicate the organization’s mission, vision and programming.

In the new logo, three rivers are depicted within a bold shield that represents how the Milwaukee Riverkeeper staff and volunteers protect the Milwaukee River Basin which includes the Milwaukee, Menomonee and Kinnickinnic rivers.

The heroic interpretation was chosen because it best illustrates the organization’s unique position as the ‘voice of the river’ and the only science-based advocacy organization working for swimmable, fishable rivers in the Milwaukee River Basin.

“We hope our new logo attracts people who want to enjoy our Basin’s natural resources,” said Executive Director Jennifer Bolger Breceda. “We have a big, but attainable vision to better understand water quality issues in our rivers and make measurable improvements to degraded conditions by 2028.”

The shield symbolizes the attributes closely associated with Milwaukee Riverkeeper – protection, determination, bravery, and strength. The new logo and messaging will be used throughout the non-profit’s website and marketing materials with the objective of inspiring new connections with the community and increased visibility for the organization’s many efforts.

Each year, thousands of volunteers are needed to make the Spring Cleanup a success. Individuals, families, and corporate groups are encouraged to register. On average, more than 4,000 volunteers remove 100,000 pounds of refuse from the watersheds during this event.

Milwaukee Riverkeeper

Lee Matz