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.
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.
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.
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.
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 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.
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.
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.
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.
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.