Saint Joseph’s Hawks is the athletic identity of Saint Joseph’s University, a Jesuit institution in Philadelphia. The university’s teams compete under the Hawk nickname, a name adopted in the 1930s through a campus-wide contest. The Hawk mascot itself debuted on December 3, 1955, when student Jim Brennan first wore the costume at a men’s basketball game against Rhode Island at The Palestra. The mascot is known for flapping its wings continuously throughout games, a tradition tied to the school’s rallying cry, “The Hawk Will Never Die.” [1]
Design and History
Saint Joseph’s University unveiled a new graphic identity program on October 17, 2002, at a news conference in the Alumni Memorial Fieldhouse. The program introduced a series of athletic and campus marks, most featuring a newly designed “Hawk” logo, along with identifying logotypes. The new Hawk was designed to extend dramatically beyond the traditional center circle when painted on the court at the Fieldhouse, a choice made to celebrate a mascot tradition that had been named “best in the nation” by Sports Illustrated and ESPN. [2]
In August 2023, Saint Joseph’s announced an updated version of the Hawk mascot costume, revealed via social media on August 25. The university collaborated with former mascots and the designer Street Characters to blend traditional aspects of previous Hawk costumes with newer attributes for durability and functionality. The update came after more than two decades of use of the prior costume. According to the university, the Hawk has been updated multiple times in its 68-year history. [3]
The 2023 costume refresh kept the customary brown tail and legs while introducing a new-look wingspan designed to showcase the iconic flapping motion, along with a more vivid face. The distinct feather lines from prior designs were replaced with solid crimson red. [4] The change was prompted in part by the difficulty of procuring and maintaining the feathers used on the previous suit. [5]
Saint Joseph’s University maintains an athletics brand guidebook that governs the use of its marks, logos and symbols. The Licensing and Trademarks office protects and promotes these marks, and any use of the university’s name or logos by outside parties requires a license. [6]
Meaning and Symbolism
The Hawk mascot embodies the university’s motto, “The Hawk Will Never Die,” a phrase tied to the mascot’s constant motion during games. The Hawk is known for flapping its wings throughout every basketball game and flying in figure-8s during timeouts. [1] The university has described the Hawk as visually embodying the spirit of Saint Joseph’s for students, faculty, staff, alumni and fans. [3]
The school colors are crimson and gray, which appear throughout the athletic marks. The university’s official brand guidebook specifies the approved color palette and usage rules for all institutional and athletic logos. [6]
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