Concord University, located in Athens, West Virginia, fields its NCAA Division II athletic teams as the Mountain Lions, competing in the Mountain East Conference. The university’s official colors are maroon and gray, and its mascot is named Roar. [1] [2]
Design and History
Concord University maintains a formal branding guide that governs the use of its institutional identity. The guide states that the university’s logo suite was designed to achieve a standardized graphic identity for administrative and academic departments. Notably, it specifies that logos using the “CU Pawprint” or “Mountain Lion Head” are primarily for the use of the Athletics department. [3]
The university’s branding guide also emphasizes that official logos should not be duplicated using custom fonts or other means, and that electronic files are available by request from the Office of Advancement. [3] The vertical logo is preferred on most merchandise, according to the university’s logo usage guidelines. [4]
Flags and banners associated with the university’s athletics program have been documented showing a crimson flag with the letters “CU” merged into a bear’s footprint, a design consistent with the CU Pawprint mark referenced in the branding guide. [5]
Meaning and Symbolism
The university’s branding guide identifies its official colors as burgundy and gray, describing them as recognized within the higher-education community almost as instantly as the logo itself. [2] The primary maroon color is specified as PMS 209C. [2]
The Mountain Lion Head and CU Pawprint marks serve as the athletic department’s primary identifiers, distinguishing athletics communications from the university’s general institutional logo. [3]
Typography and Design
Concord University’s branding guide instructs that its logos must not be recreated or altered, and that electronic files must be obtained from the Office of Advancement rather than reproduced independently. [3] The guide also requires that when the Concord University brand appears on the web, the equivalent RGB or Hex values should be used to maintain color consistency. [2]
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