DePaul Athletics Modernizes Brand Standards to Enhance National Visibility

CHICAGO – DePaul Athletics has unveiled modernized brand standards, an important step in the department's commitment to establishing a nationally recognizable identity aligned with the university's strategic vision. This comprehensive visual refresh is grounded in the athletic department's five-year strategic plan, which seeks to enhance the visibility of DePaul University locally, nationally, and globally.

Over the past eight months, a collaborative working group, comprising internal staff, a third-party creative agency, and university branding leaders, undertook a top-to-bottom audit and refresh of the department's visual identity. The result is a unified system of logos, typography, color palette, and brand voice that will guide the next era of Blue Demon Athletics. This effort builds on four years of previous work to streamline and elevate the Athletic Department's brand footprint.

"This work is about more than just design—it's about ensuring every touchpoint reflects who we are as an institution," said DeWayne Peevy, Vice President and Director of Athletics. "Our refined visual identity honors our history while positioning us for greater recognition and recruitment impact across the country. It's a visual system rooted in Chicago grit and unified purpose."

The modernized brand standards incorporate subtle changes to ensure consistency across all platforms, including uniforms, apparel, digital content, signage, advertising, and other visual elements. Among the key updates:

Sharpened edges and bolder color contrast in the primary logo and wordmark
Refined typography to reflect a more contemporary look and feel
A reaffirmation of the department's official colors, now aligned with the larger university
Retirement of outdated logos to reduce brand confusion
Expansion of the beloved "Billy Blue Demon" vintage collection, which will launch this winter

These updates are not only aesthetic but also strategic in nature. A consistent visual identity plays a critical role in student recruitment, fan engagement, and national positioning. By aligning closely with DePaul's institutional branding efforts, the athletics department reinforces the university's presence in an increasingly competitive higher education landscape.

"This project reflects our deep commitment to intentional, strategic growth," said Lindsay Martin, Senior Associate Athletics Director for Merchandise and Licensing. "Our updated brand system equips us to represent DePaul with greater clarity, consistency, and pride across every platform. It also created an opportunity to reimagine our retail presence and expand the Billy Blue Demon vintage collection, building new energy around this iconic mark as we head into winter."

The brand refresh is designed for a gradual rollout, beginning with digital platforms, including the athletics website, social media, and advertising. Physical updates to uniforms, merchandise, and facilities will be implemented over time to align with operational timelines and budgets.

Stakeholder interviews with student-athletes, coaches, alumni, and fans played an integral role in shaping the language and spirit of the new brand. These conversations helped ground the visual identity in DePaul's distinctive culture.

The new guidelines are now publicly accessible at DePaulBlueDemons.com/Brand, where the community can explore the full system.

DePaul Athletics Modernizes Brand Standards to Enhance National Visibility

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