Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo for Dayton Flyers by 160over90
 

before

after

Noted Jul. 29, 2014 by Armin

Industry / Sports Tags /

About

“The Dayton Flyers are the intercollegiate athletic teams of the University of Dayton of Dayton, Ohio. All Flyers intercollegiate sports teams participate at the NCAA Division I level. The football team competes in the Division I FCS non-scholarship Pioneer Football League, and women’s golf plays in the Colonial Athletic Association, while all other sports compete in the non-football Atlantic 10 Conference.

The name is a reference and homage to Daytonians Orville and Wilbur Wright who pioneered heavier than air flight. Orville and Wilbur Wright designed the Wright Flyer I and fabricated many of its components, including the propellers and engine, at their bicycle shop in Dayton.” (Source: Wikipedia)

Design by

Identity: 160over90 (Philadelphia, PA)
Uniforms: Nike

Related links

New identity microsite
160over90 blog post
Dayton Flyers press release

Relevant quote
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.

160over90 blog post

Images (opinion after)
New Logo for Dayton Flyers by 160over90
Full logo with type.
New Logo for Dayton Flyers by 160over90
Color variations.
New Logo for Dayton Flyers by 160over90
Men’s basketball uniforms.
New Logo for Dayton Flyers by 160over90
Faux logo on a wall.
New Logo for Dayton Flyers by 160over90
New Logo for Dayton Flyers by 160over90
New Logo for Dayton Flyers by 160over90
Merch.
Opinion

I can sort of see the "U" in the "D" (being the bottom half of the "D") but it's a bit of a stretch. The trailing wing on the "D" is kind of weird, it just feels tacked on, and when the wing element is removed as can be seen on the uniforms the remaining spiky slab serifs feel extraneous. Then there is the diagonal cuts on letters like the "Y" and "F" and the really heavy-handed "Y" ligatures… It's just odd in general. Colors are nice, though.

Thanks to Danny Harms for the tip.

Your opinion…

On Logo


Total

On Uniforms


Total
See what else happened on Brand New each year since publication began in 2006

Comments


Share ›

Spotted Around the web

New Logo for Vector

New Logo for Vector
 
Spotted Sep. 17, 2019

New Logo for PagerDuty

New Logo for PagerDuty
 
Spotted Sep. 17, 2019

New Logo for HostGator

New Logo for HostGator
 
Spotted Sep. 12, 2019

Pinned Recent, Big Stories


Curated Agents of Shield