The Sam Houston State Bearkats are the intercollegiate athletic teams of Sam Houston State University in Huntsville, Texas. The athletic program’s visual identity centers on the “SH-Paw” primary mark, a design combining the letters “SH” with a four-clawed cat paw, rendered in the university’s official orange and white colors.
Design and History
For nearly 20 years, the Sam Houston athletics brand was recognized by its primary logo, the SH and paw. The previous marks were designed before digital technology allowed for better production and image replication, and over time the mark became increasingly difficult to reproduce because of the intricacy of the design. Many vendors began altering the mark so that it would be easier to produce. The previous mark also had limited color options, with only one official version in orange outlined in white and trimmed in blue or black, and no official version that could be easily visible when used on orange surfaces.[1]
In April 2020, Bearkat Athletics unveiled a new brand identity created by SME Branding, a creative agency within the Learfield/IMG College family. SME began the design process in 2018, conducting research into the history of the university and Bearkat athletics, visiting campus, touring facilities, and attending athletic games. More than 20 design concepts were initially presented, most within the parameters that used the SH and the paw together. Focus groups made up of alumni, donors, athletics staff, coaches, student athletes, university faculty, staff, and students provided input on the final two concepts.[2]
The new primary mark kept the SH-Paw as the primary identity for Bearkat Athletics, using a new typeface with bold, clean lines and incorporating a new Bearkat paw. The color palette changed to a base orange and white scheme, with black and gray as alternative options, dropping the blue trim of the previous mark. The change was fully implemented in marks and apparel for the 2020-21 athletic season, coinciding with the start of the department’s partnership with Under Armour.[2][1]
The 2020 rebrand also reintroduced “Walking Sammy,” a mascot logo based on a design first seen on campus in the 1950s. The updated version was described as tough, battle-tested, strong, proud, and gritty, and was modernized to be more appropriate for the Bearkats’ presence at the NCAA Division I level.[2][3]
In May 2024, Bearkat Athletics introduced a new secondary mascot mark, described as an evolution of a “Sammy Bearkat” mark that originated in the 1950s. The new alternate mark bears the traditional sailor hat associated with the athletics mascot and features a modern, energetic, and assertive representation of Sammy. It was designated for special applications and limited retail availability, while the 2020 mascot logo remained the primary mascot mark.[4]
Meaning and Symbolism
Four main themes consistently surfaced from the design meetings and focus groups that shaped the 2020 rebrand: honor, tradition, strength, and grit. These terms were used to describe Sam Houston, the university, the Bearkat spirit, and the athletics programs, and were central in developing the new identity. Each of the claws on the new Bearkat Paw secondary mark represents one of these four themes.[1]
The new Bearkat Paw was described as modern, demonstrating speed and forward motion. The new athletic brand marks were characterized as having a traditional collegiate feel with a modern twist, representing the past with an eye toward the future.[1]
Typography and Design
The primary typeface for the 2020 athletic brand was created by SME specifically for Bearkat Athletics. It is a bold, traditional collegiate-style font that reflects strength and pride. The word marks for “SAM HOUSTON” and “BEARKATS” feature a “bow” effect to give dimension and character. The Gotham font was included to complement the primary typeface.[1]
Sam Houston State University’s official colors are orange and white. The athletic brand specifies PMS 021c for orange, with corresponding values of C0, M72, Y90, K0; R245, G100, B35; and hex #f56423. Black and Cool Gray 10c serve as accent colors.[5]
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