The University of Arkansas Department of Intercollegiate Athletics, in partnership with Nike, today introduces a new brand and identity system that sets the visual direction for Razorback Athletics for years to come and provides a contemporary look at one of the most recognizable and unique brands in all of intercollegiate athletics.
Arkansas and Nike collaborated on a nearly two-year brand evolution program to enhance and modernize the celebrated marks of the University, honoring the pride and rich tradition of academics and athletics, and the key attributes of the Arkansas brand. With the goal of developing an innovative and modern athletics brand identity while simultaneously recognizing the value of the university’s history and tradition, Arkansas and Nike worked with student-athletes, coaches, administrators and alumni to compile input on the department’s brand attributes.
“We are pleased to introduce an update to our Razorback brand identity program,” said Vice Chancellor and Director of Athletics Jeff Long. “For more than 100 years, the Razorback has held a unique place within intercollegiate athletics and has helped define our program, university and state. Over the years, the Razorback brand has undergone evolutionary changes while maintaining the core attributes that are extremely important to the long history of our program and to all those who call themselves Razorbacks. Our partnership with Nike has allowed us to take the next step in the evolutionary process and further integrate two of the most recognizable brands in intercollegiate athletics.”
Equity has been built in the Razorback logo since its inception in 1910 when University of Arkansas students voted to change the official mascot from the Cardinal to the Razorback. While the primary Hog logo will remain unchanged, the secondary logo and typography will receive some refined updates consistent with Razorback Athletics attributes – Pride, Tradition, Responsibility, Competition, Relentless, Dedication, Passion and Fight.
To complement the primary mark, a forward-facing Razorback has been designed to use as a secondary mark for the entire Razorback program. The logo is valiant and intimidating, and serves as a contemporary representation of the Razorbacks’ straightforward style of play. Through these brand identity updates, the University of Arkansas creates separation and distinction in the marketplace while respecting the past and representing the future.
“Nike has a time-honored relationship with the University of Arkansas and Razorback Athletics and it has been an incredible experience to pay homage to their rich history in conceptualizing a new brand identity,” said Todd Van Horne, VP and Creative Director for Nike Football and Baseball. “ The new updates are strong, fast and dynamic, reflecting the spirit of the University’s athletic programs in a forward-thinking manner.”
As part of the new program, all 19 of Arkansas’ intercollegiate sports teams will showcase consistent colors, logos, lettering and numerals. Fans can go to nike.com, Hog Heaven and Hibbett Sports for immediate purchases or pre-sale ordering. Most retail outlets that sell University of Arkansas merchandise will have products with the new branding by the end of April.
NEW RAZORBACK ATHLETICS BRAND IDENTITY STANDARDS
• A forward-facing, contemporary secondary Razorback mark to be used consistently by all intercollegiate athletic teams.
• Custom wordmarks and numeral set.
• Primary and secondary color palettes.
Primary Identity – Razorback Logo
Perhaps the most unique college mascot, the Razorback is considered one of the top sports icons in the United States. A Razorback attack is aggressive, fast and powerful. To complement the primary mark, a forward-facing Razorback has been designed to use across all athletic teams.
Cardinal and White serve as the primary colors for the Razorbacks. Cardinal has been Arkansas’s primary color since the students took it to a vote in 1895. Cardinal elicits a strong emotional response representing strength, leadership, and courage. The color white provides pops of confidence.
The color black is sophisticated and powerful, and has been added to the secondary color palette for limited use. Additionally, a neutral palette of Anthracite and Dark Steel Grey has been included to add depth and flexibility. Gray is a perfect neutral because it sits between the extremes of black and white. It is the color of intellect and knowledge, and is classic, sleek and refined.
Typography and Wordmarks
To assist in creating a consistent look for a wide variety of athletic communications, a custom numeral set and custom wordmarks for “Arkansas” and “Razorbacks” have been designed to enhance the overall brand.
Custom athletic numerals have been designed to complement the wordmarks as well as unite athletics across multiple sports. The contemporary rounded numerals serve as a balance to the angular wordmarks and Razorback logos.
The sans-serif typeface Interstate was selected to complement the primary identity. Interstate is part of a family that offers a range of weights, providing great versatility and legibility in print and electronic applications. The counters are open, even in the bold and bold condensed weights, further contributing to legibility.
The custom typeface Razorback will continue to be used in an all capital format on all venue branding as well as headline and body copy for athletic department marketing materials and support verbiage.
The baseball cap is an important means by which to identify a team. Historically, the logo, mascot or team’s initial is placed on the cap. Arkansas proudly displays the letter “A” on their caps. Reserved exclusively for use in baseball and softball, the Arkansas “A” pays homage to the historical relevance of these sports to the university throughout its history.