In 2012, Florida State requested Nike’s help in rebranding the athletic programs, creating a uniform identity that would set a visual direction while also respecting the history of the program. This weekend, after nearly two years of evaluation and redesign, the new Florida State logos and brand identity were unveiled.
In addition to reimagining logos, FSU’s first objective was to create a more uniform color that could be consistently applied across all sports. The new official shade is a truer hue of garnet, intended as a throwback to the school’s original style and intent. Florida State will be the only Nike team, pro or college, to wear this particular garnet tone.
Next, and most aesthetically obvious, designers tackled the iconic Seminole Head logo, an instantly-recognizable mark that, unfortunately, does not reproduce well on a number of different media, problematic for a school whose likeness and merchandise are as popular as FSU’s. The school consulted both Nike and the Seminole Tribe of Florida, ensuring a design that would ideally complement its athletic identity while honoring its namesake tribe. The new Seminole logo, which sets the head at a different angle, updates the facial expression and alters the feather-script, will be used as the school’s new primary identity, and the Seminole Spear as its secondary.
Complementing the graphic logos, FSU has also added a proprietary script called “Unconquered,” named for the Seminoles of Florida who call themselves the “Unconquered People.” The new typography incorporates visual storytelling and distinct structural elements that make it unlike any other, while also unmistakably Seminole. Unconquered will also be used to make FSU athletics more uniform, with each team using it in custom wordmarks for “Florida State,” “Seminoles” and “FSU.”
Finally, all of the above converge on the most technologically innovative uniforms available for each team. Most famous, of course, will be the Florida State football team, whose iconic look has been updated to further embody the school’s relationship with the Seminole Tribe. In addition to the new logos, colors and wordmarks, the team will wear Seminole patchwork on its jersey-sleeves, which contain the Tribe’s symbols for “arrow,” “Man on horse,” and “Fire.”