A New Look
for a New Era

As a university with a deep legacy and intensely spirited athletics community, Duquesne sought to modernize their identity to accurately reflect their ethos.

Identity / Brand Design


With an existing logo that was often mistaken for the Detroit Tigers and an increasingly competitive recruiting field, Duquesne Athletics undertook a comprehensive identity redesign of its 17 athletic programs to appeal to the next generation of DU student-athletes.

The Change

Duquesne’s transformative visual identity, inspired by some of the world’s most successful sports teams and lifestyle brands, is a rallying cry for the university, its fans, and athletes. Passionate fans now have a new reason to believe, and the athletes have a refreshed confidence to breakthrough and win with this fierce new look.


The identity system is still rolling out, but the response has been loud and proud. Post-launch, engagement rates on Facebook, Twitter, and Instagram soared to 600%, 500%, and 100% respectively. The work received two Gold honors from Transform Awards for Best Brand Evolution and Best Identity in Education. The team has also played a nearly undefeated season since the new identity rolled out.

*Arena Photography courtesy of Sydney Bauer