I鈥檓 excited to share that, after months of research, collaboration and creative work, we are officially launching a refreshed brand identity for 草榴社区 (UAH) Athletics Department. This initiative is more than a new logo 鈥� it鈥檚 about articulating who we are and how we present ourselves to the world.
UAH has taken a thoughtful, strategic approach to unify its brand identity across all areas of the university, including our outstanding Athletics programs. This effort reflects the high standards and competitive excellence that define UAH both in the classroom and on the field. It also aligns with a broader University of Alabama (UA) System initiative to create a more cohesive visual identity among the three campuses 鈥� UAH, UA and UAB.
Here is what you can expect from the new brand package:
- updated primary and secondary Athletics logos, spirit and specialty marks
- an expanded color palette that will be used for the entire university 鈥� both the institution and Athletics
- custom typography for the entire university
Most importantly, it delivers a comprehensive identity standard with clear guidelines for use. This will strengthen the university鈥檚 brand consistency and recognition across all platforms and audiences.
for an exclusive sneak-peek before this announcement goes live to the public later today.
We will be holding a branding workshop on Friday, July 11, to give an in-depth review of how to implement the new identity standards. Further instructions about how to join will be sent later.
Why did we do this?
The UAH brand identity has undergone several changes over the past two decades. In the early 2000s, UAH introduced a primary Athletics logo. While it reflected the growing spirit of Charger Athletics, it also highlighted the opportunity for a more unified brand presence across campus.
In 2013, UAH introduced a new institutional logo, featuring the iconic trapezoid design and a distinct color palette. This marked an exciting step in the evolution of the university鈥檚 visual identity; however, no unified effort was made to establish a clear brand identity standard with clear implementation guidelines to align branding between the University鈥檚 Communications and Athletics offices.
The different logos and inconsistencies in use have resulted in a fragmented visual identity that has impacted the university鈥檚 overall brand presence.
Recognizing the need for a more cohesive and strategic approach, UAH launched a branding initiative in late 2023. Through early 2024, the university conducted nearly 10 focus groups, engaging administration, students, faculty, staff, campus marketers, Athletics and other stakeholders. These sessions focused on identifying areas of inconsistency, gathering feedback and shaping a clearer vision to achieve a consistent and cohesive UAH brand.
Through this process, we鈥檝e listened closely to students, faculty, staff, alumni and partners to ensure our branding reflects the true spirit of UAH. The result is a refreshed, modern visual identity suite that embraces UAH鈥檚 spirit and tradition while providing flexibility and unity. The new marks for Athletics have been designed to complement the existing UAH institutional logo, which will remain in place.
When will we see the new Athletics logo more broadly?
In the coming weeks and months, we鈥檒l begin rolling out the new digital assets, and you will begin to see this 鈥渘ew look鈥� in and around Huntsville and beyond. There will be additional announcements later this year regarding merchandise and adding creative marks to our brand identity standards, including fun and friendly mascot marks incorporating Charger Blue. We are working with the Office of Student Life, Athletics Department and the broader campus community to enhance the personality of Charger Blue and incorporate these marks into the standards.
We anticipate the entire implementation across our physical properties will take a few years. Today鈥檚 announcement will be posted on UAH.edu, UAHChargers.com, billboards, social media and in a special digital edition of the UAH Magazine. I encourage you to share our exciting news within your networks. You can buy the latest Chargers Athletics merchandise at uahchargers.com.
I want to thank the numerous faculty and staff members who contributed ideas, offered feedback, and helped shape this new brand identity. Your input has been vital in ensuring it represents our campus community. I also want to thank our agency of record, Henderson, Shapiro and Peck.
Go Chargers!
Kristina Hendrix
Vice President for Strategic Communications