The Bradley Braves are the intercollegiate athletics teams of Bradley University in Peoria, Illinois. The program’s current visual identity centers on a red-and-white letter “B” set inside a white shield, paired with the wordmark “BRADLEY” in a font designed specifically for the athletic department.[1]
Design and History
Bradley Athletics unveiled its current brand system in 2012. Director of Athletics Dr. Michael Cross said the department’s branding had long been “a scattered mix of logos and inconsistent presentations that varied from sport-to-sport and person-to-person.” In the years before the redesign, the only licensed logo was a white script “Braves” diagonally across a red block “BU,” while individual teams had developed their own sport-specific logos that did not present a unified identity.[1]
The new identity was developed by the Joe Bosack Graphic Design Company, working with a committee of students, faculty, staff and alumni. The primary logo features an exclusive red and white letter “B” inside a white shield above the word “BRADLEY,” set in a font created specifically for the athletics department. Secondary logos include the shield and “B” combination alone, as well as the “B” by itself, with variations for red and black backgrounds. Sport-specific and support group wordmarks were also introduced.[1]
Joe Bosack described the primary logo as “a classic, iconic and distinctive representation that embodies the proud history of Bradley Athletics, as well as the values and aspirations of today’s teams and athletes.”[1]
The current athletics logo consists of the B shield with “BRADLEY” centered underneath, though the shield may also be used as a stand-alone wordmark. The logo is red and white for print and digital use, and the university prohibits altering its proportions, typography, color placement or rotation.[2]
A separate mascot identity, Kaboom!, was introduced in 2014. The gargoyle mascot was modeled after architectural gargoyles atop Bradley Hall and the Hayden-Clark Alumni Center, and was announced at Founder’s Day in October 2013 before appearing publicly at a basketball game in February 2014.[3] Kaboom! operates as a complementary mascot graphic rather than replacing the primary athletics logo.[2]
Meaning and Symbolism
The principal athletics mark centers on the letter “B,” a direct reference to Bradley. The surrounding shield provides a compact, consistent container for the letter across uniforms, digital graphics, signage and promotional materials. Bradley’s official guidelines identify the B shield as the defining element of the athletics brand but do not assign abstract meanings such as protection or defense to the shield shape.[2]
Bradley Red is the university’s signature color. The university’s brand guidelines state that Bradley Red “represents excitement, school pride, and the legacy and strength of the university.”[4] The current guidelines specify Bradley Red as Hex #CE1432 for large digital applications, with white and neutral colors supporting the identity primarily through contrast.[2]
Typography and Design
Typography was a deliberate part of the 2012 athletics rebrand. The word “BRADLEY” in the primary logo is presented in a font specifically designed for the athletic department, helping standardize a visual system that had previously varied from sport to sport.[1]
Bradley’s guidelines require the athletics mark to remain red and white in normal print and digital use, with black-and-white and one-color versions available for specific applications. The clear zone for the athletics logo is the height of the letter “B” on all four sides.[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.
