A New Look for a New Era

As a university with a deep legacy and intensely spirited athletics community, Duquesne sought to modernize their identity to accurately reflect their ethos.

Opportunity

With an existing logo that was often mistaken for the Detroit Tigers and an increasingly competitive recruiting field, Duquesne Athletics undertook a comprehensive identity redesign of its 17 athletic programs to appeal to the next generation of DU student-athletes.

The Change

Duquesne’s transformative visual identity, inspired by some of the world’s most successful sports teams and lifestyle brands, is a rallying cry for the university, its fans, and athletes. Passionate fans now have a new reason to believe, and the athletes have a refreshed confidence to breakthrough and win with this fierce new look.

Impact

The identity system is still rolling out, but the response has been loud and proud. Post-launch, engagement rates on Facebook, Twitter, and Instagram soared to 600%, 500%, and 100% respectively. The work received two Gold honors from Transform Awards for Best Brand Evolution and Best Identity in Education. The team has also played a nearly undefeated season since the new identity rolled out.

Services Provided

  • BRAND & VISUAL IDENTITY
  • GRAPHIC COMMUNICATIONS
  • BRAND PLAYBOOK
  • EXPERIENCE MAPPING
  • ENVIRONMENTAL GRAPHICS & WAYFINDING