Following the discovery process, the following objectives for the project were identified:
- Build upon the existing brand strength to create an innovative and cohesive system that reflects the unique characteristics and traditions of Virginia Athletics.
- Promote brand consistency across the athletics department.
- Position Virginia Athletics for the future.
The V-Sabre mark, which will remain the primary mark for Virginia Athletics, has been enhanced by adding a beveling effect to the middle of the V and to the sabres. Detail was added to the grip of the sabres that mimics the design of the serpentine walls found on Grounds. Slight adjustments were made to the width of the V and the length of the sabres.
“The V-Sabre logo is uniquely Virginia,” Williams said. “I noticed our logo sometimes gets washed out in comparison to the other logos in the ACC. Those logos have become more visually impressive over the years. The updates to the V-Sabre enhance our primary mark and enable it to be pronounced when it is positioned side-by-side with our competition.”
The Cavalier Shield logo will be used as a secondary mark and was inspired by a coat of arms design and the V-Sabre. The top of the shield contains the outline of the design of the University’s Rotunda. The hat in the center of the shield is that worn by the Cavalier mascot.
The new Virginia Cavalier mark is visually powerful, and its design is also inspired by the V-Sabre. The character is presented in such a way that invites everyone to be a Cavalier.
“The Cavalier mark is a symbol of strength, character, mystery, integrity and diversity,” Williams said. “It’s one of those unique marks that in short time will become very popular and synonymous with everything that we as Cavaliers aspire to be.”
Nike constructed the modern typography using straight lines and circles found in the original design documents of the Rotunda.
The custom numerals contain the edge of a sabre, while new patterns will be introduced on uniforms that depict the serpentine walls.
The refreshed color scheme, which includes alternative shades of orange and blue as accents, was inspired by the natural colors visible in a sunset over the Blue Ridge Mountains. The new color scheme enables visual depth and variety to be applied to the marks.
A complete guide to the athletics brand identity is available online at logos.virginiasports.com.
Nike sideline apparel featuring the new marks is currently available at the following retail outlets:
