FAYETTEVILLE (ArkansasRazorbacks.com) - The University of Arkansas Department of
Intercollegiate Athletics is poised to unveil a new look tonight during
the 2014 Hogspy Awards and fans can also get their first look
simultaneously online this evening at ArkansasRazorbacks.com.
The new Arkansas brand and identity system is the product of
two-year collaboration with Nike to ensure the Razorback brand remains
one of the most recognizable for years to come.
Evolution Not Revolution
Brand identity is at the forefront of college athletics. It
encompasses how institutions tell their stories. Brand identity includes
diction, type font, colors, graphics, imagery and logos. All of these
elements combine to create building blocks that help tell the Arkansas
Razorbacks' story and shape the public perception of Razorback
With an updated brand identity, Arkansas looks to evolve its brand
rather than revolutionize its brand. Although some of the elements of
Arkansas' new brand identity are bold, they function to recognize, value
and uphold the rich history and tradition of the Arkansas Razorbacks
The brand objectives for Arkansas fully align with creating an
evolutionary brand identity. The updated brand identity will provide
clarity, establish credibility and motivate fans to become more active
and loyal supporters and champions of the Arkansas brand.
Being a Part of Nike's GIG
Each year Nike selects approximately three institutions to
participate in GIG, Graphic Identity Group. The purpose of GIG is to
work extensively over the course of 18 months with an institution to
reimagine the identity and branding goals of that particular university.
In 2014, Nike chose to collaborate with Arkansas, Illinois and FSU.
The phases of GIG were centered on understanding the traditions at
Arkansas and responding to constant feedback from University
constituents. Nike visited the University of Arkansas campus and met
with coaches, student-athletes, alumni and staff members. Then, the Nike
team provided feedback and insight into their proposed strategy based
on what they heard and saw during their visit. Afterwards, Nike revealed
the initial design concepts and provided an opportunity for feedback.
The new brand expressions and designs were then incorporated into
uniforms and apparel with an additional opportunity for feedback.
Finally, Nike provided Arkansas with a comprehensive style guide and
launch strategy. Members of the University of Arkansas branding team
also traveled to the Nike headquarters in Beaverton, Ore., to
collaborate on the project.
Respect the Past. Represent the Future. #NeverYield
In 1910, Arkansas changed its official mascot from the Cardinal to
the Razorback. To stay relevant in the current landscape of
intercollegiate athletics, the Razorback brand must change again to keep
pace with the needs of the university. Nike and the University of
Arkansas have created an identity system designed to evolve. It both
pays respect to rich tradition at the University of Arkansas and
simultaneously makes way for an exciting, bold representation in the