The Arkansas Razorbacks are the athletic teams of the University of Arkansas in Fayetteville. The university’s athletics department, in partnership with Nike, introduced its current brand and identity system in April 2014, setting the visual direction for Razorback Athletics and providing a contemporary look for the program. The 2014 update was the result of a nearly two-year brand evolution program between Arkansas and Nike, which worked with student-athletes, coaches, administrators and alumni to compile input on the department’s brand attributes. While the primary Hog logo remained unchanged, the secondary logo and typography received refined updates. All 19 of Arkansas’ intercollegiate sports teams showcase consistent colors, logos, lettering and numerals under the program. [1]
Design and History
The Razorback mascot dates to 1910, when University of Arkansas students voted to change the official mascot from the Cardinal to the Razorback. [1] The mascot change followed football coach Hugo Bezdek popularizing the term, reportedly saying the team had played “like a wild band of razorback hogs.” The 1916 University of Arkansas yearbook was the first to be named the Razorback instead of the Cardinal. [2]
The first widely adopted depiction of the Razorback was the “Running Razorback” drawn by Hank Hancock in 1924. It soon became the de facto emblem of the university. [3] Hancock, a UA student in the 1920s, is credited with taking the Razorback logo from one that resembled a meek pig and turning it into a ferocious running hog. He created several drawings trying to make the Razorback “run as I thought he should,” and appears to have included a prototype in the 1924 yearbook, which he edited. [4]
The Razorback logo evolved through several iterations over the decades. The debut rendition of the Hog served as the primary logo from 1931 to 1937. It evolved again in 1955, then took a form very similar to the one still seen today in 1967. [5]
In 2001, subtle changes were made to the running Razorback logo to make it more striking while trying not to trample tradition. The running Razorback was one of four new or revised logos unveiled by the athletic department that year. New York-based Phoenix Design Works coordinated the project, which cost $25,000. [6] Some small details were changed in 2001, including sharp, defining black highlights on the hog’s back. [5]
The most recent change came in 2014. [5] To complement the primary mark, a forward-facing Razorback was designed for use as a secondary mark across the entire Razorback program. The logo was described as valiant and intimidating, serving as a contemporary representation of the Razorbacks’ straightforward style of play. [1]
Meaning and Symbolism
Cardinal and white serve as the primary colors for the Razorbacks. Cardinal has been Arkansas’ primary color since students took it to a vote in 1895. [1] The university’s official colors are cardinal and apple blossom (white). [7] The Pantone Matching System number for cardinal red is 201. [8]
The color black was added to the secondary color palette for limited use, along with a neutral palette of anthracite and dark steel grey to add depth and flexibility. [1]
Typography and Design
As part of the 2014 brand identity update, custom wordmarks for “Arkansas” and “Razorbacks” were designed, along with a custom numeral set to enhance the overall brand. The contemporary rounded numerals were designed to complement the wordmarks and unite athletics across multiple sports, serving as a balance to the angular wordmarks and Razorback logos. [1]
The sans-serif typeface Interstate was selected to complement the primary identity. Interstate is part of a family that offers a range of weights, providing versatility and legibility in print and electronic applications. The custom typeface Razorback continued to be used in an all-capital format on venue branding as well as headline and body copy for athletic department marketing materials. [1]
The Razorback is designated as the spirit symbol of the university and is not to be used for academic or general promotional purposes, per the university’s graphic identity guidelines. [9]
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