The Duquesne Dukes are the intercollegiate athletics teams of Duquesne University in Pittsburgh, Pennsylvania. The athletics program underwent a comprehensive visual identity overhaul in May 2019, replacing a long-standing human “Duke” figure with a modern monogram-centric system designed by the global branding agency Change Up (formerly Interbrand Retail).
Design and History
In July 2006, Duquesne Athletics unveiled a new primary mark featuring a determined, top-hatted Duke with a flowing cape above the words “Duquesne Dukes,” replacing the script “Duquesne” wordmark used since the fall of 1998. The identity program was created by Rickabaugh Graphics of Columbus, Ohio, and included sport-specific logos, a secondary Duquesne “D,” and a separate Duke head mark.[1]
On May 15, 2019, Duquesne Athletics unveiled a revitalized visual identity for its 17 athletics programs. The redesign was initiated to re-energize, modernize, distinguish and elevate the overall image of Duquesne Athletics, with specific objectives including eliminating brand confusion by creating an identity system distinct from the University and other athletics marks.[2] The existing identity suite was considered dated, and the primary “D” mark was often mistaken for Major League Baseball’s Detroit Tigers logo.[3]
Duquesne partnered with Change Up (formerly Interbrand Retail) for the redesign project, which spanned nearly 18 months and included focus groups with current and former student-athletes, coaches, students, staff and alumni, as well as feedback from athletics apparel partner Nike.[4] The result was an angular, more aggressive “D” that takes inspiration from both the Spiritan Congregation flame and the University’s iconic Gothic D logo. The modern, gothic-reimagined D serves as the primary mark for athletics.[4]
The new “Duquesne Dukes” wordmark features a raised first “U” that offers a visual cue to the pronunciation of Duquesne and acknowledges the city’s trademark bridges with the arch created by the letters DUQ.[4] The redesign earned a Gold award for Best Brand Evolution at the 2019 Transform Awards North America.[3]
In January 2021, Duquesne Athletics unveiled a new design for the Duke mascot as “phase two” of the rebranding. The design consists of a lion’s face donning a top hat, similar in style to the new Duquesne “D” athletics logo.[5] James Bacon, associate design director for Change Up, cited Duquesne’s academic seal as inspiration for the new design, noting the university already leveraged a lion in its seal.[5]
Meaning and Symbolism
The 2019 primary “D” monogram draws inspiration from two sources: the Spiritan Congregation flame and the University’s iconic Gothic D logo, paying homage to Duquesne’s distinction as the only Spiritan institution of higher education in the United States.[4]
The raised “U” in the “Duquesne Dukes” wordmark creates an arch that acknowledges Pittsburgh’s trademark bridges.[4] Hypocycloids, diamond shapes associated with Pittsburgh’s Steelers logo, were introduced as a graphic support element in electric blue only, serving as a connector back to Pittsburgh and its athletic programs.[5] The 2021 lion mascot design also incorporates hypocycloids for the lion’s eyes.[6]
Typography and Design
The 2019 identity system introduced a custom typeface called “The Bluff,” which complements the new monogram and pays homage to Duquesne’s unique geography. The typeface features an aggressive appearance with angled terminals and spiked serifs, and includes numerals that appear on game uniforms.[4] An additional condensed “DUQ” wordmark was also created to merge campus culture with national trends and help new audiences pronounce the university’s name.[2]
The rebrand retained the primary brand colors of navy, red and white, while adding electric blue and silver as accent colors for fashion-forward design.[2] The comprehensive redesign also included a flexible colorway palette and a distinct photography style.[3]
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