ST. PAUL, MN - The Upper Midwest Athletic Conference is excited to announce and release a revitalized brand identity, equipping the conference and its membership with a modernized brand toolkit built for the future. A full range of conference stakeholders were engaged in a collaborative creative process guided by the New Jersey-based agency SKYE, leaders in sport branding.
SPORT-SPECIFIC MARKS
The refreshed identity includes a family of sport-specific logos, providing flexibility across all sport-related touchpoints.
It is with great excitement that we are unveiling a new UMAC logo and comprehensive rebranding initiative as we launch the 2024-25 academic year.
Our new logo and supporting marks along with the custom font provides a modernized look with intentionality and significance behind the various logo elements. As our conference continues to evolve, the rebrand will equip the league and its member institutions with more visual tools to further promote and recognize the success of our student-athletes and teams.
We will strategically integrate the new logo and identity initiative into all aspects of our conference operations including digital and social media platforms, new external signage, various general and sport-specific championship enhancements, apparel offerings and other branding opportunities.
We are very grateful for the opportunity to work with Skye Dillon and his invaluable contributions throughout our creative and rebranding process.
Corey Borchardt, Commissioner
WE ARE FORGED TO COMPETE
OUR BRAND STORY:
We Embrace the North
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Based in the Upper Midwest region
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Northernmost DIII membership
We are United in Purpose
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United in service and sport
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Connected, collaborative members
We Never Back Down
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Gritty, tough, and resilient persona
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Always compete, no matter the circumstance
We are Rising 'Up'
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Upward conference trajectory
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Aspirations to contend nationally
POSTSEASON MARKS
A flexible system of general and sport-specific postseason marks were created to complement the core identity, featuring sport-specific imagery and text.
Jordan Benson, Assistant Commissioner
It’s thanks to the work of the UMAC Redesign Committee, comprised of athletics staff from throughout our membership, that the new UMAC identity has taken shape. The unity of our members is a defining feature of our conference, so it’s only fitting that the direction of our new identity has been inspired by their collaborative input. We are also very grateful to Skye and his team for working with the committee to create this new visual identity for the UMAC.
CO-BRANDED MARKS
Conference membership will have access to versions of the primary mark rendered in each institution's official colors.
The new logo was designed to convey toughness, togetherness, and an upward trajectory – that's the conference story. Color also plays a key role in the new look. Icy blue was introduced to represent the harsh climate of the Upper Midwest, and maroon was retained as an accent to pay tribute to the UMAC roots.
Skye Dillon, SKYE Founder
BETHANY LUTHERAN
CROWN
MARTIN LUTHER
MINNESOTA MORRIS
NORTH CENTRAL
NORTHLAND
NORTHWESTERN
UW-SUPERIOR
#ForgedToCompete
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