Brand Development & Marketing Strategy
CHIEF designed a powerful brand that reinvigorated Howard community pride and embodied the school's spirit.
The people who pass through the doors of Howard University have one sure thing in common: they are proud to be Bison. After partnering with CHIEF on several successful brand and design projects, Howard re-approached CHIEF to create a powerful new identity for their athletics department—one that would embody Howard’s guiding principles of strength and community.
To gather insights from Howard community members while also rallying excitement around the eventual logo, we launched a social media campaign asking students, faculty and alumni to share their stories around, “What Makes You a Bison?” Using the hashtag #OurNewBison, we collected powerful stories around just how much it means to be a Bison—knowledge which guided CHIEF’s vision for a new identity. We then used surveys to test sentiment around the proposed design—giving the Howard community a sense of ownership of the rebrand while also reinforcing Bison pride. The finalized brand identity expressed strength and determination not only on the field, but also in the classroom.
The logo, secondary design and type design were unveiled at a press conference in July 2015, and received an overwhelmingly positive response from audiences within and beyond university walls—including a confident review in the Washington Post. The design also ranked 4th best new logo of the year in December 2015 by SportsLogos.Net.