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RAZORBACK BRAND IDENTITY

Running Razorback and Nike Swoosh

COMPETITION | DEDICATION | FIGHT | PASSION | PRIDE | RELENTLESS | RESPONSIBILITY | TRADITION

Logo

Respect the Past. Represent the Future.

As the University of Arkansas evolves—expanding its community of students, athletes, faculty and fans—it is essential for the Razorback Athletics brand to grow with it. We want to make sure that we engage these new audiences while inspiring current supporters. At its core, our brand identity must continue to reinforce Arkansas’ commitment to serve its student-athletes.


Classic Running Hog Logo
Primary Mark

Classic Running Razorback

The Razorback logo is the primary representation of our brand and is used as the main identifying device for Arkansas Athletics. The mark is strong, fast and dynamic, accurately reflecting the spirit of Razorback Athletics and expressing the brand position with clarity and conviction.

New Forward Facing Hog Logo
Secondary Mark

Forward Facing Hog

To complement the primary mark, a forward-facing Razorback has been designed for use across all of Athletics. The logo is bold and intimidating, and serves as a contemporary representation of the Razorbacks’ straightforward style of play.

Script A Logo for Baseball and Softball
Tertiary Mark

Script A

The Arkansas script "A" is most commonly associated with the Razorback Baseball and Softball teams. Historically, the logo, mascot or team’s initial is placed on the cap. Arkansas proudly displays the letter “A” on their caps.

UNIFORMS

Football Uniform
Football
Football Uniform
Football
Football Uniform
Football
Football Uniform
Football
Football Uniform
Football
Football Uniform
Football
Football Uniform
Football
Men's Basketball Uniform
Men's Basketball
Men's Basketball Uniform
Men's Basketball
Women's Basketball Uniform
Women's Basketball
Women's Basketball Uniform
Women's Basketball
Baseball Uniform
Baseball
Softball Uniform
Softball
Men's Track Uniform
Men's Track
Women's Track Uniform
Women's Track
Soccer Uniform
Soccer
Soccer Uniform
Soccer
Volleyball Uniform
Volleyball
Volleyball Uniform
Volleyball

WORDMARKS

Arkansas Razorback Wordmarks

Typography Wordmarks - "Arkansas" and "Razorbacks"

Type tells a story. The right typeface, used consistently, builds character. To assist in creating a consistent look for a wide variety of athletics communications, custom wordmarks for “Arkansas” and “Razorbacks” have been designed to enhance the overall brand.

Sport Specific-Lockup

Sport-specific lockups supply freshness and uniqueness to products when needed and serve as the unique representations of specific university athletics programs. This approach unifies athletics and promotes consistency across the brand by sharing a common visual language and hierarchy while recognizing the need for specific programs to distinguish themselves from time to time. Furthermore, the system communicates the diversity of the athletics program while simultaneously reinforcing the core brand.

Typography Wordmark - Arkansas and Razorback Script

The Razorbacks script was designed as a nod to the heritage of the sports of baseball and softball at Arkansas. Inspired by the fluid stroke of handwriting, the script is a modern rendition of a classic baseball look. The letterforms in the script are consistent with the design language in the primary typography and wordmarks, putting a contemporary twist on a traditional element of baseball and softball uniforms.

The Unveiling

It’s an amazing partnership we have with Arkansas. The way the process starts is really understanding the values of what it means to be a Razorback. It is those qualities and elements that really bring out in the process, and it happens over time -- through discovery, interviewing with athletes, and really coming to the administration and saying here’s what we’ve learned. We come back to the Nike campus, we do some design work, and we really go back and forth to make sure that what we’ve designed really captures the essence of what it means to go to school at Arkansas and truly be a passionate Razorback.
Todd Van Horne, Vice President / Creative Director – Nike Football

Technology and Innovation

We think of the athletes first thing when designing these uniforms. When we design a uniform, we thing about is the enemies of speed. What is hindering the performance of the athlete? Everything from high-impact zones on the shoulders or chest plate area, or breathability issues under the arms, the back, to mobility. It’s a big thing for the athletes to have zero distraction. Zero distraction for the athlete is the idea that when they have that uniform on, they don’t feel it. It’s all about themselves performing versus having any resistance.
Donavan Harris, Nike Uniform Innovation Leader

GIG Process

At Nike we feel like we understand our brand really well. We understand our values, where we come from, and where we’re going. We’re a modern sport company. So the Graphic Identity Group actually provides this as a partnership to our partners. We really look at their brand and help them to achieve their goals.
Todd Van Horne, Vice President / Creative Director – Nike Football

What's New

There’s such a respect for the legacy and tradition. It seems like it’s about speed, this whole attitude of the embodiment of what a Razorback is. It’s really that kind of language that we really wanted to reflect in the branding. You see that in the new typeface and the new front-facing Razorback logo and all the new uniforms.
Todd Van Horne, Vice President / Creative Director – Nike Football

Uniform Design

We have particular, interesting challenges at Arkansas where the football culture and football legacy is a different sort of identity than the baseball culture and the baseball legacy. For us the challenge was being able to respect both of those and have them live under a single identity umbrella, but they both still maintain their history but move forward with that under a single brand.
Todd Van Horne, Vice President / Creative Director – Nike Football

COLOR PALETTE

Arkansas Razorback Wordmarks

When it comes to communicating the Razorback Athletics brand, color is quintessential. The following color configurations show how Arkansas’s primary and secondary colors can be expanded analogously to build harmonious color palettes and complementary pairings. Color provides a strong visual link to our brand identity across a wide range of applications.

Primary Color Palette

Cardinal and White serve as the primary colors for the Razorbacks. Cardinal has been the primary color for the Razorbacks since the students took it to a vote in 1895. Cardinal elicits a strong emotional response representing strength, leadership and courage. White signifies confidence and honesty.

Secondary Color Palette

The color Black is sophisticated and powerful. Additionally, a neutral palette of Anthracite and Dark Steel Grey has been included to add depth and flexibility. Dark Steel Grey is a perfect neutral because it sits between the extremes of black and white. It is the color of intellect and knowledge and is classic, sleek and refined.

New Merchandise Available

Sample

Order your new Razorback gear today!



Additional Locations
Hog Heaven at Bud Walton Arena (Open Monday-Saturday 9:00 a.m. – 5:00 p.m.)
Coming Soon to all Arkansas Hibbett Sports Locations