It's the beginning of a new era for the University of Regina Cougars and the University of Regina Rams. The two teams are excited to launch a bold, exciting, and modern look with a complete brand refresh that embodies strength in community, while still capturing the grit, passion, and hard work the Cougars and Rams have always exemplified.
The rebrand was led by a team within the Varsity Sport department at the U of R and Trajectory, a professional design agency based out of Toronto, who were selected for their experience in collegiate and sports branding. The project was guided by internal leadership and included input from student-athletes, coaches, staff, and stakeholders of both the Cougars and Rams.
"We've created something that feels fresh, strong, and true to who we are today," says Lisa Robertson, Director of Sport, Community Engagement and Athlete Development. "We've had a growing need for a more consistent and unified identity across our varsity programs, and now, with this rebrand, we're creating something that better reflects who we are today while building on the deep pride our community has in the Cougars and Rams."
The project started with consultations involving the athletics department and current athletes, followed by a campus-wide survey. In addition, the project team reached out to alumni, fans, and stakeholders through surveys and interviews. The input that was received through this interactive and comprehensive process informed the direction and path to the new look that is being launched today.
"This stronger, unified brand for the University's varsity teams will enhance their brand recognition and strengthen their presence on campus, in the provincial community, and on the national stage," says Dr. Jeff Keshen, President and Vice-Chancellor. "Our varsity athletes are hard-working, dedicated, and passionate team players who represent the University of Regina with a great deal of pride. It is wonderful to have them back for another year of U SPORTS competition - with a new look, and stronger than ever!"
Historically, the Cougars and Rams have existed as separate brands, with their own colour palettes, logos, and visual identities. This refresh brings the two into alignment, allowing for stronger cross-promotion, simplified marketing, and a clearer identity for University of Regina Varsity Sport as a whole.
"The Cougars and Rams are still the Cougars and Rams," says Robertson. "What we've done is create a cleaner, more unified brand system so we can represent both programs with strength and clarity, on campus, on the field, and in the digital world. This is an exciting new era and with this refresh our teams are ready to roar."
Visit the feature story on uregina.ca to see the teams' refreshed look.
