Oregon State University, in partnership with Nike, today introduces a new brand and identity system that sets the visual direction for Beaver Athletics for years to come and modernizes one of the most recognizable brands in all of intercollegiate athletics.
OSU and Nike officials worked on a nearly two-year brand evolution program to refine and update the celebrated marks of the University, honoring the rich tradition of academics and athletics. With the goal of developing an innovative and contemporary athletic brand identity, OSU and Nike worked with student-athletes, coaches, administrators and alumni to compile input on the department’s brand attributes.
“Oregon State Athletics has undergone a tremendous transformation in the last 15 years and our new brand identity is another sign that the Beavers continue to confidently move forward,” said Director of Athletics Bob De Carolis. “The ultimate goal for the rebrand is to attract high-caliber student-athletes to a contemporary brand, while respecting our heritage.”
The new Beaver logo features clean, contemporary lines and a modern, confident and timeless graphic structure. The logo accurately reflects the essence of Oregon State Athletics – Heritage, Strength, Victory, United, Innovation, Tenacity, Dedication and Integrity. Through these brand identity updates, Oregon State creates separation and distinction in the marketplace while respecting the past and representing the future.
“Nike has a long-standing relationship with Oregon State Athletics and it has been an honor to work with them on their new brand identity,” said Todd Van Horne, VP and Creative Director for Nike Football and Baseball. “This new update respects OSU’s history and represents their future while creating separation and distinction in college sports.”
As part of the new program, all 17 of OSU’s intercollegiate sports teams will showcase consistent colors, logos, lettering and numerals.
Fans can go to Beaver Authentics or the OSU Beaver Store for immediate purchases or pre-sale ordering. Most retail outlets that sell Oregon State merchandise will have products with the new branding by mid-April.
NEW OREGON STATE BRAND IDENTITY STANDARDS
- A refined, contemporary primary Beaver mark to be used consistently by all intercollegiate athletic teams.
- A custom typeface and numeral set.
- Primary and secondary color palettes.
- Primary Identity – Beaver Logo
A refined Beaver logo will serve as the primary representation of the brand, and will be used as the main identifying device for Oregon State Athletics. The new mark is a contemporary evolution of the current Beaver mark, and supports the goal of respecting the past while representing the future. The use of the OS logo will remain part of the University’s overall program, but will be phased out by Athletics.
Secondary Identity – Typography and Word Marks
Block typography has been a fundamental part of OSU’s athletic heritage and speaks to the no-nonsense, hard-working nature of Oregon State athletes, coaches and fans. It is honest, strong, imposing – the perfect foundation for the future of Oregon State Athletics typography. Consistent usage of the typography will support the primary logo and ensure clarity and distinction in all Athletics communications.
A consistent color palette will allow for instant team identification and enhance the overall impact of the brand identity. Orange — a distinctive color within the Pac-12 Conference —black and white are the official colors for Oregon State Athletics and will remain a constant on all of the school’s intercollegiate teams.
A metallic bronze secondary color has been introduced, representing strength and integrity and draws inspiration from the well-used machinery utilized in the timber industry. The addition of bronze brings depth to the existing Oregon State color palette; it will be reserved for limited use only.
A custom tartan print has been designed to represent the Oregon State Beavers and enrich the overall identity package. The notches in the thick lines reference how beavers use their sharp front teeth to cut down trees, and the white pinstripes are composed of the Oregon State and Beavers wordmarks. The tartan is reserved for limited use only.