-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
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 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.
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."
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
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
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."
part of the new program, all 19 of Arkansas' intercollegiate sports teams
will showcase consistent colors, logos, lettering and numerals.
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
RAZORBACK ATHLETICS BRAND IDENTITY STANDARDS
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.
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. White signifies confidence and honesty.
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.
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
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
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.
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.
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