Rockhurst University is home to the Hawks, the university’s athletic program competing in NCAA Division II as a member of the Great Lakes Valley Conference (GLVC). The current athletics logo, unveiled in September 2023, depicts a hawk with wings spread in mid-flight and was designed by Johnny Lightning Strikes Again, a Kansas City based advertising and marketing firm. [1]
Design and History
Rockhurst University Athletics unveiled its new visual identity on Sept. 29, 2023, during the university’s Family and Alumni Weekend. The reveal took place at Bourke Field following the women’s soccer game, where Rock E. Hawk and student-athletes waved a flag emblazoned with the new logo. [1]
The logo was designed by Johnny Lightning Strikes Again, a Kansas City based firm. According to the firm, the design team drew on vintage hawk imagery used by Rockhurst University more than 70 years ago, reviving the powerful posture of a diving hawk in a style suited to modern design. [2] Kristy Bayer, director of athletics, said the new logo is “steeped both in the University’s history while also reflecting trends of modern athletic graphic design.” [3]
The athletics department had informally discussed changing the logo since Bayer arrived in July 2021, and the previous athletic logo had gradually been phased out of permanent spaces and apparel. Bayer noted the department “needed a logo that was more contemporary and spoke to who we are as an institution.” [4]
The design firm created a full suite of brand assets beyond the primary hawk mark, including variations of the hawk, wordmarks, supporting graphics, lockups for all sports teams, and brand guidelines. [2]
Rockhurst joined NCAA Division II in 1999 as a founding member of the Heartland Conference, then moved to the GLVC for the 2005-06 academic year along with Drury University and the University of Missouri, Rolla. [5] [6]
Meaning and Symbolism
The Rockhurst University Athletics brand guidelines describe the refresh as a “throwback for the iconic hawk,” paying tribute to vintage hawk imagery used by Rockhurst more than 70 years ago. The design was “inspired by the forceful posture of a hawk mid-dive.” [7] The official athletics brand page states the identity “captures the passion of our student-athletes and the spirit of the Rockhurst Hawks.” [8]
Typography and Design
The athletics brand guidelines specify a logo color palette that includes Hawk Blue (RGB: 0/88/166, HEX: 005846, PMS: 2388 C) and Hawk Navy, among other colors. [7] The NCAA directory lists Rockhurst’s official colors as Blue (PMS 293) and White. [9]
The use of the Rockhurst Hawks logo and branded assets is restricted to official Rockhurst University Athletics use. The athletics logo should not be used in place of the University logo or on letterhead, apparel, or other items not associated with Rockhurst University Athletics. [8]
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