Georgia Athletics unveils new brand identity with Nike

Georgia's mascot dates to 1920 and the school's first president Abraham Baldwin, who was a Yale man (the early buildings on campus were designed from blueprints of the same buildings at Yale).

On Nov. 3, 1920, Morgan Blake of the Atlanta Journal wrote about school nicknames: "The Georgia Bulldogs would sound good because there is a certain dignity about a bulldog, as well as ferocity." On Nov. 6, 1920, Atlanta Constitution writer Cliff Wheatley used the name "Bulldogs" in his story five times. The name has been used ever since.

Uga remains one of the best known mascots in the country. The current line began with Uga I, a solid white English Bulldog, the grandpup of a former Georgia mascot who made the trip to the 1943 Rose Bowl. Over the centuries, dogs used for bull-baiting developed stocky bodies and massive heads which typify the breed. The logo is strong, iconic and ferocious, accurately reflecting characteristics of the animal itself as well as the spirit of Georgia Athletics.

Typography

Type tells a story. The right typeface, used consistently, builds character. The custom font fuses modern foundational forms with universal functionality. To assist in creating a cohesive look for a wide variety of athletic communications, a custom display typeface and numeral set has been designed as an enhancement to the overall identity.

The letterforms are sturdy and powerful, drawing inspiration from the bulldog's anatomy as well as the most notable North Campus fixture-The Arch. The famous cast-iron Arch has become a symbol of the University of Georgia. Patterned after the arch on Georgia's state seal, it was installed in the 1850s when the front of the campus was enclosed with an iron fence.

Color Palette

When it comes to communicating the Georgia Athletics brand, color is essential. Under the program, consistent color configurations using Georgia's primary and secondary colors can be expanded analogously to build harmonious color palettes and complementary pairings.

Silver britches were an innovation of Coach Wally Butts, who took over as head coach in 1939. The phrase really caught on in the early fifties with a cheer, banners and colorful vests that proclaimed, "Go, You Silver Britches."

Coach Vince Dooley redesigned the uniform when he arrived in 1964 and used white pants. He reinstated the silver britches in 1980 just before what turned out to be Georgia's national championship season.

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