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Nike & Arkansas partner to evolve new brand identity
22
Apr '14
The University of Arkansas Department of Intercollegiate Athletics, in partnership with Nike, 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 intercollegiate athletics.
 
Arkansas 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 the 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.
 
“We 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.”
 
Equity 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 Fight.
 
To 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 the future.
 
“Nike 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.”

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