Howard University Unveils New Athletics Logo

New Logo Athletics Style Guide 

WASHINGTON, D.C.  ---  #OurNewBison is finally here

This afternoon, Howard University unveiled the highly anticipated new brand identity for its athletic department. A gathering of more than 50 Howard coaches, staff, and supporters 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.

Those in attendance were also treated to a sneak peek of possible team uniform designs as student-athletes Rasheeda Ansari (women's soccer), Jasmine Sasser (women's volleyball) and John Smith (football) modeled generic uniform prototypes with Howard's new branding emblazoned on them.

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.

Below are reactions from the event and across social media regarding the new logo:

New Logo Athletics Style Guide 

Gary Harrell, Head Football Coach
"This is our logo and we look forward to going out and representing the logo the right way. As a Howard Man, I stand behind this logo and I stand behind the brand."

Shaun Kupferberg, Head Women's Volleyball Coach
"We're entering a new phase for our athletic department and with our University, with our new president...there are a lot of great things going on and nothing quite wraps that up like a new logo."

Marc Harrison, Head Cross Country/Track & Field Coach
"The new logos are a step into the future and they embody a lot of Howard pride. The boldness of the Bison symbolizes the strength behind the University and the support that Howard University has around the world. I think this logo is going to send us in the right direction."

Brent Leiba, Head Women's Soccer Coach
"It represents a very exciting time, a new era and a changing of the guard for us. This logo perfectly represents what direction this program is going in. We are looking for this logo to glorify our brand well into the future."

Shana Ervin, President of Howard University Alumni Association of Greater Washington DC
"I love the new logo. I am excited about it and the alumni are excited about it as well. We hope it helps get more student-athlete alumni engaged with the program moving forward."

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