Today, Duquesne University unveiled a new look for its 17 athletics programs. The redesign includes new primary and secondary logos, a new wordmark and a custom font.
Rooted in Heritage. Inspired by Revolution.
— Duquesne Athletics (@GoDuquesne) May 15, 2019
Duquesne Athletics unveils revitalized visual identity.
Release: https://t.co/17gnGC4qeX
Story Behind The Brand: https://t.co/xIkrRxbDmZ pic.twitter.com/y2KMDoKfrM
Duquesne partnered with Change Up (formerly Interbrand Retail) for the redesign project, which spanned nearly 18 months. The process also included feedback from Duquesne’s athletics apparel partner, Nike.
Duquesne’s new “D” logo 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.
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 (doo-keyn), 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.
“It was a priority of ours to incorporate key University and Pittsburgh elements into our new visuals,” said Duquesne Director of Athletics Dave 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, electric blue and silver will be used as accent colors. In a further salute to Duquesne’s Pittsburgh roots, hypocycloids – in electric blue only – will also be introduced as a graphic support element.
According to Duquesne Athletics, this is the first phase of a multi-year process to completely rebrand the department. Other steps include facility graphics, video and digital elements, and reimagining of the Duke mascot.
You can view Duquesne’s new brand guidelines here.
