Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logos, Identity, and Uniforms for Fighting Illini by Nike
 

before

after

Noted May. 1, 2014 by Armin

Industry / Sports Tags /

About

“The Fighting Illini (also known as The Illini) are the intercollegiate athletic teams of the University of Illinois at Urbana-Champaign. The University offers 10 men’s and 11 women’s varsity sports. The University operates a number of athletic facilities, including Memorial Stadium for football, the State Farm Center for both men’s and women’s basketball, the Atkins Tennis Center for men’s and women’s tennis, and Huff Hall for the men’s Wrestling team. The Fighting Illini lay claim to over twenty-five National Championships dating back to 1900.” (Source: Wikipedia)

Design by

Nike Graphic Identity Group

Related links

Identity microsite
Illinois Athletics press release

Relevant quote
The "I" logo will remain the primary representation of the brand and serve as the main identifying device for athletes. The overall proportions of the letterform have been slightly adjusted from the previous version, with a decreased weight of the body (vertical) stroke and increased weight of the cross (horizontal) strokes. The connections between the strokes have evolved to tie in with the custom alphabet and numeral set, which features subtly curved joints. In addition to the updated "I", a custom alphabet and "Illinois" and "Fighting Illini" logotypes have been created for use across all sports teams.

The oblique letterforms are inspired by the speed and elusive lateral movements synonymous with Red Grange, one of the most celebrated athletes in Illinois Athletics history. The split color design nods to the concept of duality in the school's motto, "Learning and Labor," and represents the state of Illinois as a crossroads between East and West. The primary logo and typography now work in support of one another while playing off the University of Illinois Athletics attributes of Tradition, Pride, Loyalty, Family, Honor and Passion.

Continuing with the themes of duality and symbolism, the powerful storytelling elements of Memorial Stadium and the great mystique of Red Grange were combined to create an aggressive, contemporary look of speed in the new Victory Badge. Inspired by superheroes, the primary "I" logo is at the center of the badge, encased by two facing F's that symbolize the fight that the Illini display when they take the field of play. The Victory Badge is grounded by vertical stripes that reference the columns at Memorial Stadium, and ends in a powerful V shape that represents victory. While the logo's inspiration is derived from the school's rich football tradition, it will be used by all of the university's athletic teams. Through the development of this secondary logo, University of Illinois adds a modern element to complement the classic look of the primary mark.

Illinois Athletics press release

Images (opinion after)
New Logos, Identity, and Uniforms for Fighting Illini by Nike
New, secondary logo, the “Victory Badge”.
New Logos, Identity, and Uniforms for Fighting Illini by Nike
Wordmarks and font.
New Logos, Identity, and Uniforms for Fighting Illini by Nike
New Logos, Identity, and Uniforms for Fighting Illini by Nike
New Logos, Identity, and Uniforms for Fighting Illini by Nike
New uniforms.
Opinion

Of all the recent Nike redesigns this is the least bombastic and probably one of the better ones. Mostly due to the introduction of the "Victory Badge", despite being over-explained to death. It's just a cool graphic that looks great small on the football uniform and large on the soccer uniform. The custom, italic, Terminator-esque font is as bland and uncool as usual but at least they didn't put a serif on the "O" this time.

Thanks to Daniel Newman for the tip.

Your opinion…

On Victory Badge


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 Avanti West Coast

New Logo for Avanti West Coast
Spotted Dec. 12, 2019

Pinned Recent, Big Stories


Curated That Good Hand-drawn Feel