Duquesne athletics changes its image

With renovation of the re-named UPMC Cooper Fieldhouse underway and a new football surface planned for Rooney Field, Duquesne University decided to go all the way and change its logo.

University officials unveiled Wednesday what they are calling “a bold, revitalized visual identity for its 17 athletics programs.”

The change eliminates the familiar Old English D that was the school’s logo for years and replaces it with an italicized D.

Athletic director Dave Harper said, “This is the ideal time to reimagine our brand identity. Having a strong and recognizable mark is essential as we continue to elevate the profile of Duquesne athletics.”

Explore the New Look.

➡️: https://t.co/xIkrRxbDmZ#GoDukes pic.twitter.com/75Cqwk5zx4

— Duquesne Athletics (@GoDuquesne) May 15, 2019

The university said in a release that “the “angular, more aggressive D takes inspiration from both the Spiritan Congregation flame and the University’s iconic Gothic D logo.”

”The modern and dynamic gothic-reimagined D will serve as the primary mark for athletics, while paying homage to Duquesne University’s distinction as the only Spiritan institution of higher education in the United States.”

Officials also said it features a subtle salute to Pittsburgh with a raised first “U” that not only offers a visual cue to the pronunciation of Duquesne, but also acknowledges the city’s trademark bridges with the arch created by the letters DUQ, officials said. The wordmark was designed in a new `Bluff’ custom typeface that complements the new monogram, with angled terminals, spiked serifs and includes numerals that will appear on game uniforms.

“It was a priority of ours to incorporate key University and Pittsburgh elements into our new visuals,” Harper said. He added that the new logo can’t elevate Duquesne athletics by itself.

“As much as this new look is essential to rebuilding our image, we must combine academic excellence and competitive success along with our new images to truly elevate our brand across the board,” Harper said.

To develop the logo, Duquesne partnered with Change Up (formerly Interbrand Retail), a global branding agency. The Department of Athletics and Change Up engaged on-campus partners, current and former members of the athletics community in an 18-month initiative. Focus groups included student-athletes, coaches, students, staff and alumni. The process also included feedback from Nike, Duquesne’s athletics apparel partner.