The University of Alabama in Huntsville (UAH) Chargers compete in NCAA Division II athletics. In July 2025, the university launched a comprehensive rebrand of its athletics visual identity, replacing a horse-head mark that had served for roughly two decades with a new stallion design and updated wordmark.
Design and History
UAH announced its refreshed athletics brand identity on July 1, 2025. The new package includes updated primary and secondary athletics logos, spirit and specialty marks, an expanded university-wide color palette, and custom typography. The university stated that the effort aligns with a broader University of Alabama System initiative to create a more cohesive visual identity among its three campuses: UAH, the University of Alabama, and the University of Alabama at Birmingham.[1]
The new primary logo features bold blue, white, and black letters proclaiming “UAH” as the home of the Chargers, alongside the head of a stallion described as “Charger Blue.”[2] The previous mark, a white side-facing horse with a blue outline, was replaced by a more detailed horse with a blue mane and a lightning bolt on the side of its neck. The typography was also updated, with “UAH” shifting from completely white to blue with a white outline.[3]
The project was led by UAH Vice President for Strategic Communications Kristina Hendrix, who said the work was two years in the making. The university selected Henderson Shapiro Peck (HSP) Marketing of Atlanta as its agency of record after a request-for-proposals process.[2] The previous athletics logo had been introduced in the early 2000s, and UAH officials noted that inconsistent use between the university’s communications and athletics offices had created a fragmented visual identity. The branding initiative began in late 2023 with nearly 10 focus groups engaging students, faculty, staff, and other stakeholders.[4]
As part of the rebrand, the university stated it will no longer be referred to as “Alabama Huntsville” or “Alabama Huntsville Chargers.” Instead, “UAH Chargers” or “Chargers” are the approved references.[1] The new athletics logo is restricted to promotion of the athletics department and is not to be used when advertising the university generally.[3] Full implementation across physical properties is expected to take a few years.[2]
Meaning and Symbolism
The nickname “Chargers” traces to 1969, when UAH became an independent institution. Students held contests to choose the school colors and nickname. A history professor suggested “The Uhlans,” referencing Polish cavalry from the 18th century, but Dr. Bernie Loposer, UAH’s Director of Student Affairs, persuaded proponents to amend the name to “Uhlan Chargers,” reasoning that the Uhlans were cavalry warriors on horseback and that the Tennessee Valley’s electricity production made “Chargers” a fitting regional honor.[5]
The colors blue and white were chosen deliberately to distance UAH from the crimson and white of the University of Alabama in Tuscaloosa.[5] In designing the new mark, Hendrix said she wanted the stallion spirit mark to look like it belongs in the UA System brand identity family, considering “everything from the shading to the fierceness, to how it’s positioned on the page.”[2]
Typography and Design
The 2025 rebrand introduced custom typography for the entire university, not just athletics.[1] According to Hendrix, selecting the typography involved examining game films and photos from schools across the country for inspiration.[2] The university also consolidated its blue colors: UAH the institution had one shade of blue while UAH Athletics had another, and the rebrand unified them into a single primary blue to show unity across the university.[2]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
