• by Larissa Faw , August 10, 2015

For the first time in 25 years, the Hartford Hawk is getting a makeover. The University of Hartford and branding agency 160over90 are introducing a new more modern-looking logo and brand identity. 

The new look includes a profile shot of a bright red hawk flying between two upright columns to complete an italicized 'H.' A secondary logo features a straight-on view of a red hawk, talons up, edging the Hartford Hawks word mark forward. The typeface is winged – a nod to flight and potential. 

"As part of the institutional brand that 160over90 and the University developed in 2012, we saw an opportunity to update the Hartford Hawks logo to bring athletics more in line with the overall University look and feel," says Siegfried Gross, Executive Director of Account Services, 160over90.

"Building on the strategy and vision that new athletic director Anton Goff brought to the university upon his arrival in 2014, and the momentum that has been gained through his pursuit of ‘Hawk Nation Domination,’ this updated identity system has real potential to bolster recognition of Hartford’s Division I status," he added.

This redesign attempts to balance tradition with relevancy to current times. The agency worked collaboratively over seven months with Hartford coaches, athletic administrators, alumni, student-athletes, and non-student-athletes to develop a concept, conduct research, and then create and execute a design. 

"We wanted the new Hartford Hawks mark to work as both a mirror and a bridge – something that reflects Hartford’s athletic history and captures the spirit of the University, but that also feels forward-looking and aspirational," says Gross. 

In addition, the new look was specifically developed to be adaptable across athletic mediums, from digital and broadcast, to the basketball court, athletic gear and apparel. Fall sport student-athletes will first receive merchandise with the new images beginning in early August and preparation will begin later that month to have the new logo painted on the school’s basketball court.