How a Sketch Became a Milwaukee Icon
If you’ve spent time exploring Milwaukee, there’s a good chance you’ve locked eyes with this face. Whether it was slapped on a lamppost, stuck to a water bottle or a laptop case at a local coffee shop, or holding real estate on a dive bar bathroom mirror, the grin is unmistakable. But for those who have ever wondered, “Who is that guy?”, allow us to let you in on the city’s worst-kept secret. That smiling face belongs to none other than our founder, Steve Sazama (better known to generations of Milwaukeeans simply as “Saz”).
The story of how his likeness became a ubiquitous part of the Saz’s visual identity is pure, unfiltered 1980s in Milwaukee. Back in the day, Saz’s State House was already the go-to spot for cold beer and great company. One evening in the mid-1980s, Bill Blair, an Art Director for WISN News and a regular at Saz’s famous round bar (which still stands as the heart of the restaurant today), was doing what regulars do best: hanging out, shooting the breeze, and getting creative.
Armed with nothing but a pen and a cocktail napkin, he sketched a quick caricature of Saz, adding a twist, drawing him as an angel. Saz and the patrons around the bar loved the drawing so much that it didn’t just get saved; it got elevated. They enhanced the sketch and proudly hung it right above the bar. What started as an inside joke between friends quickly took on a life of its own. The “Saz the Angel” drawing became our official brand icon, eventually making its way onto T-shirts, menus, and, of course, the legendary stickers that locals and travelers alike have been sharing across the world* for decades. It became a badge of honor for anyone who loves good food, great festivals, and classic Milwaukee hospitality.
Now, as we celebrate our 50th anniversary, that sticker means more to us than ever. It represents five decades of memories made around that very same round bar; millions of mozzarella marinara wraps served, and a deep, permanent connection to the city we call home.
So, the next time you spot Saz’s smiling face while out and about, you’ll know exactly what it stands for: a half-century of good times, local history, and a reminder that the best stories usually start on a cocktail napkin.
An Angel for Every Occasion!
