When it comes to basketball, the University of Dayton has some of the best fans in all of college sports. And this past March, the rest of the country got to see why they are so committed, as the Flyers battled their way through to the Elite Eight®.
But their run was no storybook ending. It was just the beginning.
Today, building on a brand story that’s still top of mind, Dayton Athletics rolled out a new identity system, complete with a new logo and uniforms. This project has been a true collaboration. We worked closely with the UD Athletics staff and men’s basketball coach Archie Miller to arrive at a look that is iconic and timeless, yet forward leaning. We wanted to elevate the brand to a level that matches the quality of this stellar program, as well as the Flyers’ style of play: fast and fearless.
Building on the iconic “UD,” the new mark incorporates a subtle “U” shape into the design of a block “D,” enhancing brand recognition.
Wings trailing the “D” are a nod to the city of Dayton—the birthplace of flight.
The font choice—Vitesse, which is French for speed—supports the overarching brand narrative.
The new logo is already painted on the floor of Blackburn Court, and Nike is underway creating new uniforms. We can’t wait to watch the Flyers sport the new image this season, as they make another tournament run.
Visit DaytonTrueTeam.com for a deeper dive.