Goal:
Create a new brand identity for St. Bonaventure University. The objective was to honor the history of Bonnies Athletics while creating a modern logo set that provides versatility for sports teams and enhances the St. Bonaventure brand for fans.

Challenge:
The primary challenge was to balance modernization with tradition. St. Bonaventure Athletics had a storied past, with iconic symbols and logos that carried deep significance. The task was to refresh and unify the brand while honoring historical elements that held emotional value for the university community. Additionally, the updated branding needed to enhance flexibility and ensure consistency across multiple platforms, from athletic uniforms to digital presence.

Approach:
We worked to develop a visual identity that captured the university’s spirit and deep-rooted history. The process included:

• Heritage-Inspired Design: We reintroduced a block 'B' logo, a tribute to the logo first seen on St. Bonaventure basketball jerseys in the 1919-20 season. This newly stylized emblem became a nod to the university’s rich past while providing a sleek, modern aesthetic for today’s marketplace.

• Symbolic Wordmarks: The refreshed branding introduced the “Enchanted Mountains” wordmark, inspired by the natural beauty of the Allegheny Mountains that overlook the campus.

• Emotional Legacy: A beloved interlocking "STB" logo, created by former student-athlete Andrew Revello, was officially adopted as an alternate logo for all sports programs. Previously used by the Bonnies’ baseball team, the logo represents resilience and legacy, becoming a significant piece of the athletics department’s rebrand.

• Consistency Across Platforms: New wordmarks, numerals, and uniform designs were created to ensure that all athletic programs, from basketball to baseball, had a cohesive and recognizable visual identity. This rebrand not only elevated the aesthetics but also brought a sense of unity across all platforms.

The rebranding of St. Bonaventure Athletics was met with enthusiasm and approval from students, alumni, and fans alike. By carefully blending modern design elements with historical symbols, the new brand identity created a strong emotional connection while positioning the university for future growth and recognition in the collegiate athletics space.

The project successfully delivered:

• A refreshed logo suite that honors the past while embracing the future.

• Enhanced flexibility with alternate logos and wordmarks for multiple uses.

• A unified visual identity that strengthens brand consistency across all athletic programs.

• Positive reception from key stakeholders, including student-athletes, alumni, and fans.

Scope: Creative Direction & Design, Typography, and Branding

This brand identity was created in-house while employed at Learfield as a Creative Director.