Colgate Raiders Introduce New Athletics Identity

HAMILTON – Colgate Athletics has unveiled an exciting new identity initiative, connecting past with present and aligning its visual identity with its commitment to clearly represent and celebrate Colgate University.

As one of a very few liberal arts colleges that compete at the Division I level, Colgate possesses a rare combination of academic and athletic opportunity, and a tradition of achievement in every field and every arena. This new identity strengthens that tradition and reinforces Athletics’ strong history at Colgate bridging the connection between classroom and competition.

An introductory video, voiced by Rob Stone ‘91 of Fox Sports, tells the story of how the new Colgate identity is rooted strongly in the past. Watch that video below.

In addition, Colgate Athletics freshened its website this week with a new online look as part of its continuing partnership with Sidearm Sports. The Raiders have been a proud Sidearm website partner since the early days of the online information age.

To create the Colgate Athletics makeover, the department collaborated with SME Creative Agency, one of the nation's most trusted branding firms in sports, entertainment and higher education; and Pentagram, an award-winning design firm that developed the Colgate University and Bicentennial identities.

The centerpiece of Colgate’s new athletics branding remains the C, inspired by the cover of the 1904 Salmagundi school yearbook. Track and field athletes brandished that C and Colgate had its first athletics logo more than 100 years ago. The new athletics C adds a double outline but remains true to its origins:

Athletics is in close alignment with the University.
Athletics emanates from the core mission and values of the institution.
Athletics is an extension of the classroom.

The intentional inclusion of a shield – as a primary mark, two spirit marks and an accent in the ’gate mark – conveys athletics as an extension of the academic mission. This is the same shield shape now seen in Colgate’s residential commons marks, and it represents the learning community fostered within the context of intercollegiate athletics at Colgate.

The 13 stripes as a graphic element of the new identity system represent Colgate’s 13 founders with 13 dollars, 13 articles and 13 prayers, and pay homage to those Colgate student-athletes who have come before and who “earned their stripes” competing for championships. Each of the student-athlete uniforms will feature the 13 stripes shield spirit mark. By “donning their stripes,” Colgate student-athletes are representing not only their team but the values and competitive tradition of the University.

The script ’gate, beloved by Colgate's alumni community, has a special place in celebrating our rich tradition of competitive success. The apostrophe reflects the shield, and, appropriately, the script is poised at a 13-degree angle.

Identity Book

Identity Standards Guide

Fans are invited to adopt the look as their own. General and sport-specific wallpaper options are available HERE, and the Colgate Bookstore will soon offer a robust selection of Raider gear both in-store and online.