Washington, DC - Howard University has unveiled the highly anticipated new brand identity for its athletic department. A gathering of more than 50 Howard coaches, staff, and supporters this afternoon caught a glimpse of the new logos that will represent Howard's 19 NCAA Division I sports moving forward.
The unveiling was moderated by Interim Director of Athletics Shelley Davis, with University President Dr. Wayne A.I. Frederick, head football coach Gary Harrell and head women's volleyball coach Shaun Kupferberg also giving remarks about the meaning of the new logos and what being a Bison means to them personally and professionally.
"Getting a new symbol is exciting. It is the visual evidence of our Bison spirit and pride," said Davis about the new logo set. "The new logo represents a fresh opportunity for our student-athletes to rally around the values that make Howard University great."
Added President Frederick, "Athletic competition is an important part of the Howard experience, and this new logo is evidence of our commitment to excellence in sports alongside our pursuit of excellence in academics and research. The logo will provide a unique, unifying image which the entire Howard University community can share."
The complete brand identity consists of several elements:
- - The primary logo will be a combination of the new "Howard Bison" word mark and the "Bison Face" mark;
- - In addition, a revitalized "Charging" or "Leaping" Bison will act as secondary mark and a link to Howard's past;
- - The logo set is brought to life by three distinct colors: Bison Blue, Bison Pewter and Bison Red.
The development of the new logo began in 2014, using a process that engaged all stakeholders in the Howard community. In January 2015, the University solicited input from students, faculty, staff and alumni via social media, asking, "What makes you a Bison?" using the #OurNewBison campaign. Chief Brand Strategy, the firm chosen to direct the process, incorporated those ideas in developing a set of draft designs. Then, focus groups were convened to narrow down the options. Students, faculty, staff and alumni were surveyed before a final design was selected.
Over the next several months, the logo and the associated wordmarks will become integrated across the athletic department and with the assistance of the University administration, become part of the institution's marketing and promotional materials.