Athletics Unveils Revitalized Visual Identity

The University has unveiled a bold, revitalized visual identity for its 17 athletics programs. The comprehensive redesign includes distinct primary and secondary logos, a new wordmark and an exclusive font style created specially for the next generation of Duquesne student-athletes.

The announcement coincides with the ongoing UMPC Cooper Fieldhouse renovation project as well as the resurfacing of Rooney Field, which begins Monday, May 20.

“This is the ideal time to reimagine our brand identity,” said Director of Athletics Dave Harper. “Having a strong and recognizable mark is essential as we continue to elevate the profile of Duquesne athletics.”

The University partnered with Change Up (formerly Interbrand Retail)—a leading global branding agency—for the redesign project. Change Up, whose clients include Best Buy, T-Mobile, Buffalo Wild Wings and Macy’s among others, has handled rebranding efforts for sports entities ranging from FC Cincinnati (part of a larger, agency-wide team) to the world-renowned Juventus Football Club.

The Department of Athletics and Change Up engaged partners on campus as well as current and former members of the athletics community throughout the rebranding initiative, which spanned nearly 18 months. Focus groups included past and current student-athletes, coaches, Duquesne students, staff and alumni. The process also included feedback from Nike, the University’s athletics apparel partner.

Rooted in the heritage of the University and the city of Pittsburgh, the result is an angular, more aggressive “D,” which takes inspiration from both the Spiritan Congregation flame and the University’s iconic Gothic D logo. The modern and dynamic gothic-reimagined D will serve as the primary mark for athletics, while paying homage to the University’s distinction as the only Spiritan institution of higher education in the United States.

The new “Duquesne Dukes” wordmark features a subtle salute to Pittsburgh, with a raised first “U” that not only offers a visual cue to the pronunciation of Duquesne, but also acknowledges the city’s trademark bridges with the arch created by the letters DUQ. The wordmark was designed in a new “Bluff” custom typeface. The Bluff typeface, which complements the new monogram, features an aggressive appearance with angled terminals and spiked serifs, and includes numerals that will appear on game uniforms.

“It was a priority of ours to incorporate key University and Pittsburgh elements into our new visuals,” said Harper. “As much as this new look is essential to rebuilding our image, we must combine academic excellence and competitive success along with our new images to truly elevate our brand across the board.”

In addition to the traditional red and blue color scheme, a dash of electric blue and silver will be used as accent colors for a more fashion-forward appeal. In a further salute to Duquesne’s Pittsburgh roots, hypocycloids—in electric blue only—will also be introduced as a graphic support element.

The new brand identity, which will allow Duquesne’s athletics teams to showcase consistent logos, lettering and numerals, is independent of the existing University marks that remain unchanged.

In addition to a new identity system, Duquesne athletics also unveiled a new visual design theme to be featured comprehensively across all print, social, digital and advertising media. According to the athletics department, “the navy-based photography is gritty and moody, to capture the drive and commitment of our athletes. The white-based photography is about creating a dynamic visual that focuses on action and energy. Together, these themes capture the essence of being a student-athlete and serve to elevate DU’s visual branding.”

This marks the first phase of a multiyear process to completely rebrand Duquesne athletics. Additional steps include facility graphics, video and digital elements, in-market merchandising and reimagining of the Duke mascot.

To purchase gear, order through the Duquesne Athletics Nike Team Shop. (Access code: DUQ19). The shop is open for a limited time, beginning today, Wednesday, May 15, and closing on Tuesday, May 28.

Merchandise with the new marks will be available at the on-campus Barnes & Noble later this month. Additional items will be added throughout the summer with additional gear and apparel arriving this fall.