FAYETTEVILLE – 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 Athletics.
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 athletics program.
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 future.
Be Part of the Evolution
RazorVision has already released three trailers to promote Nike’s collaboration with the Razorbacks. The purpose of the videos is to build momentum and generate interest surrounding the new brand identity. Check out those three trailers below:
You can be a part of the updated Arkansas branding. The first way to see the new changes coming to Arkansas is by attending the Hogspy Awards tonight at 7:30 p.m. inside the Walton Arts Center. Cost is only $20 and tickets can be purchased tonight at the box office or through the Walton Arts Center by clicking here.