Athletic Department

Bradley Unveils New Brand Marks
Release: Friday 04/01/2012 

PEORIA, Ill. -- Bradley University Athletics will have a new identity moving forward, as Director of Athletics Dr. Michael Cross has unveiled a new set of logos and word marks that provides the Braves with a consistent, distinctive presence in all visual platforms.
“Throughout the athletic landscape, in higher education and in corporate America, brand consistency is a key priority,” said Cross.  “For many, many years, Bradley Athletics’ branding has been a scattered mix of logos and inconsistent presentations that varied from sport-to-sport and person-to-person.  Our new brand and associated style guide to assist in the reproduction of these materials will provide our teams and fans with consistent, identifying marks that are distinctive, clean, traditional and properly representative of Bradley’s long and storied athletic history.”
Bradley Athletics has employed numerous logos, fonts and colors throughout its history, but in recent years has benefitted from only one licensed logo, a white script “Braves” diagonally across a red block “BU.”  Over time, Bradley’s intercollegiate athletic teams began implementing their own sport-specific logos that did not best portray a unified Bradley Athletics brand identity.
“The new brand will be the only permissible representation of Bradley Athletics going forward, but achieving full consistency with the new brand will be an evolutionary process in our venues, on uniforms and on our merchandise,” Cross said.  “The constructive feedback we’ve received throughout the process was very important to the final design.  We could not have achieved this result without the assistance of many talented artistic people throughout our department and campus and without the voices and ideas of so many people who shared their views about the pride and passion for Bradley and what this brand needed to represent for each of them.”
Bradley University Associate Vice President for Marketing Susan Andrews, Cross and a committee composed of students, faculty, staff and alumni worked closely with the Joe Bosack Graphic Design Company.  As a result of the committee’s work and input from key constituencies across the University, Bradley is unveiling a primary logo that includes an exclusive red and white letter “B” set inside a white shield above the word BRADLEY, which is portrayed in a font specifically designed for the athletic department.  Secondary logos include just the shield and “B” combo, as well as the “B” alone, and all the marks have specific alterations to be used on red and black backgrounds.  The collection of brand materials also includes sport-specific and support group word marks.
We are honored to be engaged with Bradley on the development of its new Athletics brand,” said Joe Bosack.  “The primary logo is a classic, iconic and distinctive representation that embodies the proud history of Bradley Athletics, as well as the values and aspirations of today’s teams and athletes.”
The implementation and monitoring of the Bradley Athletics brand will be overseen by the Licensing Resource Group (LRG) in cooperation with Heidi Wegmueller, Assistant Athletic Director for External Affairs.  Companies interested in utilizing the new Bradley Athletics brand marks, should consult with Wegmueller.  Media organizations may contact Bobby Parker, Associate Athletic Director for Communications, to obtain the new marks.
A limited amount of apparel with the new brand is available in the Bradley Athletics Team Store, located adjacent to the ticket windows in the Nick and Nancy Owens Atrium at Renaissance Coliseum, as well as online through the Bradley University Bookstore.
The new Bradley University Athletics Official Brand Identity Usage and Style Guide is available online at

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