The University of Missouri-Kansas City (UMKC) athletic teams, known as the Kangaroos or Roos, have undergone several distinct visual identity changes. The most significant rebrand came in 2019, when the athletics department unveiled a new primary logo and began referring to itself as Kansas City Athletics, or Kansas City Roos, rather than UMKC.
Design and History
In June 2019, UMKC Athletics unveiled a new primary logo described as illustrating “elements of strength, determination and a commitment to the Kansas City community.” The mark was designed by Old Hat, a sports-focused strategic agency based in Oklahoma, which worked with the athletics department for four months on the project. The process included surveying more than 11,000 fans and community members.[1]
The 2019 mark was designed as an homage to UMKC history, mirroring elements from the “fighting kangaroo” logo used by the athletic department from 2005 to 2007, including the kangaroo’s overall stance and crewneck sweater.[2] The new logo features a forward-facing kangaroo with an interlocking KC on its jersey, emphasizing Kansas City.[3]
On July 1, 2019, the athletics department finalized its new brand identity, announcing that it would be referred to as Kansas City Athletics. The final visual piece of the identity, the KC Roos mark, features an interlocking KC in the university colors with the moniker “Roos” intertwined. The department stated it would focus heavily on the use of its athletic yellow color to stand out in the Kansas City sports marketplace.[4]
Prior to the 2019 rebrand, UMKC had adopted a new athletics logo in 2008. After putting two logo options to a public vote, the full-body kangaroo design was chosen with 59 percent of nearly 2,200 votes. The logo was designed by Bernstein-Rein, a Kansas City-based company, which was challenged to develop an identity that encapsulated “a strong competitive edge and a fierce attitude.” The winning design used the kangaroo’s side profile in mid-stride, with focused eyes and a snarl. Bernstein-Rein also introduced a darker, more intense blue than the previous school color and added black as a secondary option to the palette.[5]
The kangaroo mascot itself dates to the late 1930s, when the University of Kansas City adopted the animal as its symbol. In 1938, Walt Disney contributed his own rendering of the kangaroo to the school’s yearbook, and the mascot was dubbed “Casey” (later spelled “Kasey”).[6]
Meaning and Symbolism
The 2019 primary logo was created to evoke the past while creating a new future, a stated major goal of the project. The mark was intended to resonate with all of Kansas City and serve as a source of pride for the university.[1] The interlocking KC mark was designed to evoke the history of Kansas City while providing a unique approach on existing KC marks.[4]
The university’s official colors are UMKC Blue (Pantone 300C) and UMKC Gold (Pantone 7405C).[7] The 2019 rebrand introduced a lighter shade of blue to the university’s existing scheme of old gold and royal blue.[2]
Typography and Design
As part of the 2019 rebrand, Old Hat developed a full custom typeface for the Roos that mirrors the lettering seen in the primary mark.[1] The primary logo pairs the kangaroo mark with the wordmark “University of Missouri” above stacked “Kansas City” text.[8]
In September 2025, Kansas City Athletics unveiled a separate soccer crest for its men’s and women’s soccer programs. Designed by Clean Sheet Consulting, the crest features a castle turret inspired by the architecture of UMKC’s historic Epperson house and includes the outline of a Spanish quatrefoil, an homage to Kansas City’s Country Club Plaza. The quatrefoil was already rooted within the Kansas City Athletics brand, serving as the bounding shape of the Roos’ interlocking KC logo.[9]
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