A refreshed identity aims to unite the campus’s varsity sports team
The University of Regina’s athletic teams, the Cougars and Rams, launched a new brand this summer, representing a refreshed identity for the campus’s varsity sports and club programs. Cougars and Rams have long existed as two separate brands, each with its own visual identity, colour, and palette. The initiative is to align these two acts as a catalyst for a unified and stronger presence of the varsity teams on campus, as well as in the digital world. The gold and green pouncing cougar and ram are meant to epitomize strength and a fearless drive; the same qualities that the university’s student athletes summon with every stride.
While this rebrand is expected to launch on all platforms in the upcoming months, a picture was posted on August 14 on the university’s official Instagram page stating, “The Cougars and Rams now stand united in Regina Green and Regina Gold, the official colours of the University of Regina. More than a palette, these hues symbolize a shared legacy, a collective strength, and a campus bound by purpose and pride.” An intentional tribute to Wascana Lake is subtly incorporated within the ears of the Rams and Cougars, which speaks to the connection with the Regina community. The sharpened lines of the Cougar and the white horns of the Rams reflect the untamed energy with which our student athletes compete.
To this end, the Carillon had the opportunity to speak to Lisa Robertson, the Director of Sport, Community Engagement, and Athlete Development at the University of Regina, to gain more insights into the motive behind this new logo and what lies ahead for the campus community.
What motivated the decision to rebrand the Cougars and Rams?
The process to rebrand has been in development for several years and addresses a long-standing need for more consistent and unified branding between our Cougars and Rams teams. This refresh is a strategic step towards cohesion and efficiency. A stronger, unified brand helps us streamline communication and marketing efforts, improve brand recognition, and strengthen our presence on campus and in the community.
On a personal level, what excites you the most about this rebrand, and if you could describe the new identity in just one word, what would it be?
United
What challenges did you face in balancing tradition with modernity during the rebranding process?
One of the most obvious challenges we faced was uniting two brands with different names – Rams & Cougars – and two animals that represent those names. We wanted to respect the traditional names and animals but unite them in both colour and tone while aligning their message in terms of the story they tell about the University and about our student-athletes. Grit, passion, elite.
Can you share any specific goals or visions you have for the future of the Cougars and Rams under this new identity?
We have both short term and long-term goals for the new identity.
In the short term, we are focused on a budget conscious approach to implementation of the new brands. This first year we have prioritized branding items that we normally have in our marketing budget in terms of signage, social media assets, team clothing, and merchandise. We want the most public spaces where the teams train and compete to be the priority.
Having said that, things like the turf field logo and the gym floor logos are expensive updates to make so they will be changed over time in alignment of the normal facility maintenance or renewal.
Our long term goal is to saturate the Regina and southern Saskatchewan markets with our brand and merchandise and with a unified approach to storytelling to draw the community into our events and competitions. We want our brand to not just be top of mind for U of R students and the community but be a brand they are proud to support.
This refresh is a strategic step towards cohesion and efficiency. – Lisa Robertson
What specific elements of the previous branding were retained in the new identity?
This is an interesting question and not one I had thought a lot about. I would say that there was only one piece we consciously wanted to maintain and that was the use of the horns for the Rams. The horns are steeped in tradition and have a lot of meaning for the Rams players and alumni. The white horns are very purposeful in the new design. But besides that, we really wanted to have something on the table in terms of creative license for the design team.
University sports are significant in uniting students, alumni, and the city. How do you see this new brand strengthening those community ties in YQR?
A stronger, unified brand helps us streamline communication and marketing efforts, improve brand recognition, and strengthen our presence on campus and in the community.
What is a message that you would like to pass on to the U of R students and the Regina community as the Cougars and Rams enter this new chapter?
Be a part of the action – it is free for U of R students to come to games and for 95% of our sports it is the highest level of competition in the city and the province. It is fun, free and you will not regret going!
The University of Regina Rams versus the University of Alberta Golden Bears’ home opener is happening on Friday, September 5th,at 7 pm at Leibel Field. Gates are expected to open at 6 pm. Entry is free for children below five years of age and for current Uof R students with a valid ID. Adult ticket fees are $20, and the fee for those between six and seventeen years of age is $10. Make sure to purchase your tickets while they last. Go Rams Go!
