The Georgia Athletics Association (opens in new tab) have one of the most recognisable brands in the sports industry. From the Georgia bulldog to the black, red and white colour scheme, the brand is an identity classic. So, we were a little sceptical when we heard that Nike (opens in new tab) had been working on a new look for the teams. Turns out, we needn't be worried at all.
Working over a 15-month period, Nike decided to reaffirm the traditional Power 'G' logo as the primary brand identity. This will build equity throughout the teams within the Georgia Athletics Association, making for a well-rounded brand.
Custom display font
Although almost everything has had a make-over, it's the typography for the Georgia Bulldogs (opens in new tab) that really caught our creative eye. The team created a custom display font, which fuses modern foundational forms that will have universal functionality. The type will be used for a wide variety of athletic communications, so they went ahead and finished the look with a numerical set too.
The letterforms are sturdy and powerful drawing inspiration from the bulldog's anatomy as well as perhaps the most notable North Campus fixture - The Arch (opens in new tab). The famous cast-iron Arch, has become the symbol of the University of Georgia (opens in new tab), and was installed in the 1850s, when the front of the campus was enclosed with an iron fence.
You can view the entire new look for the Georgia Bulldogs on this PDF (opens in new tab).
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What do you make of the new Nike look? Let us know in the comments box below!