By Alex Del Barrio

HOUSTON (CBS HOUSTON) – The Rice University athletic department unveiled new branding elements including secondary logos and font for their athletic programs on Tuesday afternoon at the Patterson Center inside Rice Stadium.

Director of Athletics Joe Karlgaard cited that the older owl logos and fonts were sometime illegible and that those outside the university family had difficulty identifying the university and program based on the old marks. The process went through several steps over the last several years which included focus groups with individuals

“Our goal with the brand refresh was to create a consistent aesthetic that best represents Rice,” Joe Karlgaard, Rice Director of Athletics said in a press release. “We saw an opportunity to create something clear and visually memorable that would complement our primary mark, the Old English R. “

Through the focus groups they found that there was a strong desire to preserve the Old English R as the primary mark and it will remain as such through the re-branding process.

Rice partnered with Torch Creative and their apparel partner Adidas in the process of designing new mascot “owl” secondary logos, wordmarks, and fonts that were consistent for their brand direction.

Rice will incorporate the new marks on all of their athletic apparel. The baseball team will continue to use the full old English wordmark for a uniform set.

Alex Del Barrio covers the Houston Texans for and is the color commentator for the Houston Dynamo. He also hosts “ADB and Murph” with Matt Murphy which can be heard on Saturday afternoons 4-7 pm  Follow Alex Del Barrio on Twitter: @alexdelbarrio



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