University of Portland Launches Secondary Logo as Part of NIKE Brand Refresh

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PORTLAND, Ore. --- University of Portland and NIKE unveiled a new secondary logo which features a ship wheel and anchor as part of a brand refresh, the school announced on Friday. In addition to the new logo, other changes include minor updates to the school's primary 'P' logo, the addition of black, grey and silver as secondary colors, and a comprehensive overhaul of the athletics brand style guide to reflect the changes. Gold was also removed from the style guide.

The NIKE design team, who created a logo system for University of Portland in 2006, worked closely with the University on implementing and improving all the marks to grow the branding efforts.  The 'P' logo will still be the primary mark for Pilot Athletics and the new ship wheel logo will be used to enhance the logo system that was adopted in 2006. The secondary logo will be utilized on specialized uniforms, apparel for fans, and other creative outlets.

The secondary logo further recognizes the relationship of the University with the neighboring Columbia and Willamette Rivers and the region's vast history with riverboat navigation. In addition, it brings a modernized version of the ship wheel logo which has been a prevalent part of the University's athletics history, a concept that was prominently identified in campus and constituent interviews during the design process.

"We heard a lot from our long-time fans that they had an affinity for the old concept with the anchor and the wheel," Portland Athletic Director Scott Leykam said. "We did a lot of background research dating back to the early 1900's and NIKE really ran with the concept and created a great secondary logo for our use. It will complement our brand well. There are a lot of good things about the logo system we have built over the last eight years and we are excited to continue to move that forward with this brand refresh."

NIKE first became an official partner of the University of Portland in 2002, just prior to the school's first women's soccer national championship. University of Portland recently announced an eight-year extension with NIKE to be the school's official athletic footwear and athletic apparel provider for all 15 varsity sports through the 2021-22 school year.

Below are some more details about the branding efforts.

What are the elements that make up University of Portland's athletic brand identity?
The words chosen, the typeface used, the colors displayed are all part of the brand identity. A unique and iconic primary logo and an expressive secondary mark provide the foundation. These are the key building blocks that help tell the visual story of University of Portland Athletics.

Is the 'P' logo still the primary mark?
Yes!  The 'P' logo is iconic and unique to University of Portland Athletics. It signals a consistent foundation—honoring the brand equity that has been built across decades of competition while creating distinction and reinforcing the brand for the next generation. Originally designed in 2006, the mark is strong, youthful and bold. It purposefully incorporates the University's color palette and the design draws inspiration from the campus' location on the bluff overlooking the Willamette River.  The right side of the symbol represents "The Bluff," and the left side represents the city of Portland.  Look closely, and your eye will catch the river flowing through it. A key update to the 'P' logo includes a more slender outline on the two-color applications.
 
Have the color schemes changed?
Yes! The previous gold secondary color has been dropped in favor of black and grey, while silver was added as an accent color. Purple and white are still the official primary colors of University of Portland and remain so with this brand refresh. These school colors originated in the late 19th century when students attending the short-lived Methodist College called Portland University were known as the Webfoots or Portlands.
 
What about the typography?
Type tells a story. The right typeface, used consistently, builds brand equity. The custom letterforms fuse modern and traditional styles, and a complete numeral set has been designed to complement them. There are subtle design features to the letterforms that reference the 'P' logo and reiterate the flow of the river and the campus on "The Bluff," as it is commonly referred to.
 
The Portland wordmarks are bold graphic treatments that create a clear, consistent, and visually memorable identity. Portland, Portland Pilots and Pilots wordmarks have been standardized to capture the essence of the brand.

What is the story behind the Pilot Wheel?
The Pilot Wheel logo combines two unique elements—the wheel and the anchor—to create a mark that pays tribute to the past and heralds the future. The ship wheel, navigated by the pilot, is a nautical symbol of direction and guidance that leads vessels to safe waters. The anchor is a symbol of both hope and steadfastness.
 
River Pilots, notably in the nearby Columbia and Willamette Rivers, possess extensive local knowledge and the ship-handling skills necessary for commercial and governmental vessels of all types and sizes to safely transit cargo. These vessels are piloted in all kinds of weather, at all hours of the day and night, 365 days a year.

University of Portland has had various versions of ship wheels and anchors as part of its logo history. The new secondary logo is a modernized version of this "nautical" mark.

Where can I get UP gear?
Apparel can be purchased online from the University bookstore, including selected items with the new secondary logo. Apparel will also be available at all soccer and basketball home games and in the UP Bookstore on campus.