Design features custom font, a sleeker dolphin.
Jacksonville University unveiled new logos and wordmarks for its athletics department Tuesday.
While the dark green and gold color scheme remains, the school now is using a custom font, a sleeker dolphin, and for the first time in school history, a secondary logo.
The primary logo includes a green JU logo with gold accents. The negative space shows a dolphin fin between the lettering.
Underneath the JU logo, the school went back to an arched “Jacksonville,” a throwback to the days when the men’s basketball team advanced to the 1970 NCAA finals.
The secondary logo is a dolphin with the word JAX beneath it.
Senior Vice President and Athletic Director Alex Ricker-Gibert called the new branding “bold” and said “the time was right for a complete reimagining of our brand identity.”
He said the initiative began about two years ago in conjunction with Bosack & Co.
Senior Vice President for Marketing and Communications Scott Bacon said for the first time, the colors also match those used in the university’s logos and branding.