Ursinus Bear Gets a Face-lift

Ursinus Bear Gets a Face-lift

A new visual identity for Ursinus College Athletics is being unveiled for the 2012-13 school year. The identity system consists of a group of wordmarks and images to be used on publications, web sites, uniforms and apparel.

“We are very excited about the new visual identity,” says Laura Moliken, Director of Athletics. A consistent logo for all of the athletic teams creates a feeling of unity among coaches, student-athletes and teams. The logos look terrific and will help to enhance the branding of Ursinus College’s athletic programs, all of which have a strong tradition and history among the nation’s best liberal arts colleges.”

The project was initiated during the spring semester after a review showed a wide range of fonts, images and colors being used by different teams. The primary athletics logo, a bear coming out of a split letter U, was too complex to be used effectively in smaller sizes and on certain types of clothing.

The design process was led by a campus team that included representatives from athletics, student life, alumni relations, admissions and communications. After a competitive bidding process, a contract was awarded to Phoenix Design Works, a firm with extensive experience in higher education athletics design. A survey sent to faculty, staff, student athletes and alumni helped identify key issues, concerns and priorities to inform the creative process. After an initial presentation of a wide range of design concepts, the campus team narrowed the designs through two rounds of revisions.

The new visual identity uses Ursinus’s traditional colors of red, black and old gold as well as the grizzly bear mascot. The typography has a traditional collegiate athletics feel and the new bear image is a simple line drawing that conveys determination and spirit.

The new visual identity system will be phased in as new uniforms, apparel and merchandise are ordered.