An aspirational and memorable brand is more than a logo, a name, a phrase or an idea. It is an impression, a feeling, an affinity. The Rice Athletics brand is the culmination of everything we stand for - our culture, our interactions, our performance. It is our connection to the community and its connection to us. Our reputation and core values have remained but we saw an opportunity to grow, scale and innovate. We believe the refreshed family of design elements better embodies what our brand represents and will help amplify our brand in the years to come. It unifies, simplifies and pays tribute to the program's vision for and investment in the future.
As part of the overarching Rice University brand, the Athletics Department has developed an identity standard to better tell our story across a wide range of applications and media. It promotes the clear and consistent use of these standards to staff, partners and suppliers, thereby reinforcing Rice's identity in an authentic and recognizable manner. The new identity is the road map to create excitement around and develop a strong passion for Rice Athletics, while also engaging new audiences in a distinct and impactful way. The standards extend to the use of official colors, athletics marks, wordmarks, typography, lockups and other matters that affect Rice Athletics' visual identity.