In collaboration with Nike, the University of Arkansas Department of Intercollegiate Athletics has rolled out a new brand identity across all of its sports teams. The new identity system, which includes new uniforms for every varsity team, will offer a contemporary look for Razorback athletes, as well as a consistent style across all sports.
The University and Nike have been working on the branding project for nearly two years, tackling the challenging task of modernizing Arkansas’s iconic marks while still honoring its heritage and rich tradition in both academics and athletics. Having debuted in 1910 and become instantly-recognizable since, the beloved primary Razorback logo will remain unchanged, but it will be supported by a secondary logo and typography that have each been updated to embody the principles of Razorbacks Athletics: pride, tradition, responsibility, competition, relentlessness, dedication, passion and fight.
The secondary logo also boasts the Razorback’s likeness, but does so in a head-on angle so as to remain intimidating and valiant, while embracing the Hogs’ straightforward style of play. Like the primary mark, this one also embodies the aggressive, fast, powerful nature of the animal.
Cardinal and white are the school’s primary colors across all athletics programs, continuing a tradition that started with a student vote in 1895. Cardinal evokes an emotional response — namely strength, leadership and courage — and white offers contrast while representing confidence.
Black has been added to the rotation of secondary colors for limited use, along with anthracite and dark grey. Grey is being utilized for its neutral position between the extremes of black and white, and due to its symbolism as the color of knowledge and intellect.
Adding to the uniformity the University is seeking across all athletic programs, a new custom font has been designed for numerals and letters, along with custom “Arkansas” and “Razorbacks” wordmarks to enhance the UA brand.
Finally, capping off the new Arkansas uniforms, the school’s “A” logo will be reserved exclusively for the baseball and softball teams. The exclusivity is a nod to the historical relevance of both squads in school history, and represents the University’s recognition of the importance of a baseball cap as a team identifier.