ST. PAUL, Minn. - The Upper Midwest Athletic Conference (UMAC) is excited to announce and release a revitalized brand identity, equipping the conference and its membership with a modernized brand toolkit built for the future. A full range of conference stakeholders were engaged in a collaborative creative process guided by the New Jersey-based agency
SKYE, leaders in sport branding.
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UMAC Brand Identity Microsite |
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UMAC Brand Identity Guide |
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UMAC Logo Download Links |
“It is with great excitement that we are unveiling a new UMAC logo and comprehensive rebranding initiative as we launch the 2024-25 academic year,” said UMAC Commissioner Corey Borchardt. “Our new logo and supporting marks along with the custom font provides a modernized look with intentionality and significance behind the various logo elements. We are very grateful for the opportunity to work with Skye Dillon and his invaluable contributions throughout our creative and rebranding process.”
To create this new brand identity, the UMAC brought together a redesign committee comprised of athletics staff from throughout the conference membership. The committee worked with SKYE to provide insight into the conference identity in order for the new brand identity to accurately reflect the UMAC.
"It’s thanks to the work of the UMAC Redesign Committee that the new UMAC identity has taken shape,” said UMAC Assistant Commissioner Jordan Benson. “The unity of our members is a defining feature of our conference, so it’s only fitting that the direction of our new identity has been inspired by their collaborative input. We are also very grateful to Skye and his team for working with the committee to create this new visual identity for the UMAC."
The previous UMAC logo was first introduced in 2003 and provided the conference with a brand identity for the past 20 years. The appearance of the new UMAC brand identity is a departure in both style and color from the previous one.
“The new logo was designed to convey toughness, togetherness, and an upward trajectory – that's the conference story,” said SKYE Founder Skye Dillon. “Color also plays a key role in the new look. Icy blue was introduced to represent the harsh climate of the Upper Midwest, and maroon was retained as an accent to pay tribute to the UMAC roots.”
The UMAC Brand Story:
WE ARE FORGED TO COMPETE
- We are United in Purpose
- We are united in both service and sport. We work together to support our communities and compete side by side in pursuit of victory.
- Our bonds are forged through competition.
- We Embrace the North
- We are based in the Upper Midwest with the northernmost DIII membership in the nation. We embrace the rain, wind, snow, and more as just additional challenges to overcome.
- The North forges us into greater competitors.
- We are Rising ‘Up’
- We continue to grow in strength as we pursue more national success. Always aiming to be the best, we aspire to greatness and put in the work to reach our goals.
- We forge ahead, competing to reach the top.
- We Never Back Down
- We are gritty, tough, and resilient. No matter the opponent, no matter the circumstances, no matter the odds, we give everything we have in pursuit of victory.
- We are forged in the crucible of competition.
“As our conference continues to evolve, the rebrand will equip the league and its member institutions with more visual tools to further promote and recognize the success of our student-athletes and teams,” said Commissioner Borchardt. “We will strategically integrate the new logo and identity initiative into all aspects of our conference operations including digital and social media platforms, new external signage, various general and sport-specific championship enhancements, apparel offerings and other branding opportunities.”
The UMAC is an NCAA Division III member comprised of eight full-time member schools from Minnesota and Wisconsin: Bethany Lutheran College, Crown College, Martin Luther College, North Central University, Northland College, University of Minnesota Morris, University of Northwestern, and University of Wisconsin-Superior.
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UMAC Brand Identity Microsite |
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UMAC Brand Identity Guide |
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UMAC Logo Download Links |