New identity unifies the UConn brand aesthetic across all 24 intercollegiate sports.
Today the University of Connecticut Division of Athletics unveiled an updated visual identity and new uniforms for the Huskies. The new identity includes custom typography and numeral set, revised wordmarks, consolidated colors and a modern Husky logo, unifying the UConn brand aesthetic across all 24 intercollegiate sports.
Over the past 15 months, UConn Athletics worked closely with Nike to refresh the brand identity in order to develop a more defined, consistent look that will position the athletic department for the future. UConn Athletics and Nike conducted extensive research, drawing insights from coaches, student athletes, administrators and members of the University community, to ensure UConn’s brand values — Pride, Loyalty, Excellence, Passion and Tradition — were more clearly reflected in their marks.
“We are proud to unveil the complete new visual identity of UConn Athletics,” said UConn Director of Athletics Warde Manuel.
“It was exciting to see many of our student-athletes modeling their new uniforms today, all featuring the primary UCONN identity and new Husky Dog logo in various locations on the team uniforms. Our student-athletes and coaches strongly believe that the new Husky dog logo boldly reflects our values and they are all very excited to wear it in competition and see it displayed prominently in our facilities.”
When it comes to communicating the UConn Athletics brand, color is of utmost importance. UConn’s colors, known as “National Flag Blue” and white, date back to the 1890s. The addition of red brings depth and distinction to the existing color palette and is reserved for limited accent use only. Blue suggests loyalty and integrity, while white represents confidence and honesty.
PRIMARY - The custom typeface, called UConn Extended, is a proprietary bespoke font created for the exclusive use of the University of Connecticut's Division of Athletics.
SECONDARY - The secondary sans-serif typeface, Gotham, was selected to complement the primary typeface. Gotham is part of a family that offers a range of weights, providing great versatility and legibility in print and electronic applications.
The updated UConn wordmarks are simple graphic treatments that create a clear, consistent, visually memorable identity. The words UCONN and HUSKIES become visual symbols of University of Connecticut Athletics, with the UCONN word mark standing as the primary representation of the brand.
The Husky logo is a bold transformation built to best represent the UConn student-athlete of today. It signals a consistent foundation — maintaining modern brand equity while reinforcing leadership, confidence and reliability. The Husky is a medium-sized working dog, quick and light on his feet. His body proportions and form reflect his balance of power, speed and endurance. The mark accurately reflects the spirit of UConn Athletics with purpose and conviction.