UCR Logo 2020

Baseball

UC Riverside Athletics Completes New Visual Identity Rebrand

Fresh, New Look Inspired by Coaches, Student-Athletes, Staff and Donors

Riverside, Calif. – The University of California, Riverside Athletics Department revealed its fresh, new look ahead of the 2020-21 season, with the introduction of its latest brand visual identity system today.

The newly-designed UCR Athletics logo, word marks and visual identity system, are the result of a year-long effort that included a creative development process involving coaches, staff, student-athletes and donors in discovery sessions and concept presentations. In addition, Athletics leadership engaged in a fully collaborative process with the University Communications team's UC Riverside's institutional identity rebrand (which officially launched on June 13). 
 
The updated UCR Athletics marks provide a bold, fresh and updated look which reflect the strength of the rising brand in the Big West Conference and the new logos and marks are a complete and unifying visual identity system that has the flexibility to be applied consistently across all uniforms, facilities, fan gear, digital media and print applications. The design work for both the Campus and Athletics brand re-designs was led by Bosack & Co., an independent, national branding and design firm specializing in sports and collegiate athletics and trusted by more than 100 clients, including the 90 NCAA Championships, dozens of colleges and universities, the Jackie Robinson Foundation and Museum, National Football League teams, and college conferences. 

 UCR Logo 2020

The new marks and logos have a strong visual connection with new institutional identity and align with UCR's overall positioning and direction. Key elements of the update include:
  • An overall balance of the two key communications of the identity "University of California" and "Riverside",
  • The bold and unique primary logo, a UCR Athletics' typographic ligature, and;
  • The classic Athletics' interpretation of Scotty Bear inside a tartan shield secondary logo that is distinctive to UCR Athletics.
 
"We are quite pleased with our new look and proud of how it reflects the growing strength of our brand," said Director of Intercollegiate Athletics, Tamica Smith Jones. "Our updated UCR Athletics visual identity system reflects a strong and distinctive presentation of our program while also conveying our overall expectation of driving us toward becoming a top-tier Division I program. I want to thank our leadership team and staff members who guided us through this process as well as our coaches, staff, student-athletes and donors who participated in focus groups, provided feedback or attended presentations since we began this effort in the summer of 2019."

Stay connected to gohighlanders.com for the latest updates regarding availability of apparel and decorative digital assets you can use to show your UC Riverside Athletics pride.