Campus Connection

Weighing more than a ton, the sculpture had to be lifted by crane from Achterberg’s studio on La Crosse’s north side, before being placed on a trailer and hauled to its new home on campus. 

Laux and Achterberg hope it will be a centerpiece of UWL for years to come.

“When I was touring college campuses with my daughter, I noticed a lot of them had a few major items where people could take pictures or post on social media, and you could immediately recognize the university,” says Laux, chairman and founder of Laux Family Partners, a private equity business. “I had the idea that we could do something like that here — something permanent that people would remember, a UWL fixture. I hope this will be a gathering place for the campus community, a place for people to take pictures and remember the experiences they had here.”

Like Hoeschler Tower at the heart of campus, the “L” is poised to become not just an ideal backdrop for photos but a signature landmark of UWL. The image itself is core to the university’s identity.

Designed by art alumnus Dave Christianson, ’73, the “Eagle in the L” logo was introduced in the fall of 1989 as the Eagle athletic teams were preparing to compete for the first time under their new name and mascot.

Christianson explained that he set out to create a sort of optical illusion: People would see either the “L” or the eagle at first glance, and then see both as the logo became familiar to them.

In the years since, the design of the “L” has remained untouched, gaining cachet as a symbol of excellence and athletic achievement. Now, the sculpture infuses that history with bold new life.

“This is more than just a single gift to the university. It reflects the pride of the UWL community and embodies the Eagle spirit,” Chancellor James Beeby says. “I am so excited for this new landmark on our campus — your campus. It is going to be a long-lasting centerpiece for students to gather and celebrate, a place where people are excited to come, a focal point. “We are honored to have Joe’s gift bring Luke’s work home to our campus.”

Achterberg says he was intrigued when Laux first approached him to discuss plans for the “L.”

A widely acclaimed metal sculptor whose work explores subcultures of Americana — comics, street art, automotive customization and more — Achterberg says the idea of creating a piece for his alma mater brought his career full circle.

He spent more than 1,000 hours getting the piece exactly right, he says, an experience he described as deeply rewarding. In time, he expects the sculpture to become part of his legacy as an artist.

“I spent a lot of time at UWL, learning all over campus from professors who taught me not only processes in the foundry but also how to carry myself with professionalism. I look back on that time as a strong foundation for my career,” Achterberg says. “To have something lasting on campus at one of my alma maters is extremely meaningful from a legacy standpoint. It’s definitely a feather in the hat.”

Laux holds many positive UWL memories of his own — from the classroom experiences that helped launch his career in business, to the life lessons he gained as a member of the men’s cross-country and track and field teams.

Having achieved considerable career success, Laux has been inspired to give back, including multiple scholarship funds supporting students in UWL’s College of Business Administration to his annual support of the men’s track and cross-country teams. And now, through the gift of the “L.”

While UWL sparks unique memories for every student and alum, Laux hopes the sculpture also reflects the core qualities that define UWL in a universal sense. Not least of all: the power to inspire athletes, artists and people from all walks of life to pursue their passion and potential.

“I think the ‘L’ will mean something different to each person who takes a picture by it,” Laux says. “To me, it shows the size and the magnitude of UWL. It shows the power of UWL. It shows the beauty of UWL. It’s really a beautiful sculpture.”