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SDSU Unveils Brand Refresh and New Football Uniforms

San Diego State unveiled a brand refresh and new uniforms on Thursday.
San Diego State unveiled a brand refresh and new uniforms on Thursday.

May 2, 2013

Audio News Conference | Photo Gallery | Get Acrobat Reader SDSU Logo and Style Guide

Audio New Logo Merchandise

SAN DIEGO - The San Diego State athletic department unveiled its brand refresh, including a new logo and typographic system, and unveiled its football uniforms for the upcoming 2013 season at a news conference Thursday.

San Diego State's main athletic mark, the interlocking SD spear, received an updated look and the department defined a primary and secondary typeface that will be utilized by all 19 varsity sports. The athletic department worked with Osaki Creative Group, which created the logo system that had been in place since 2002. The update will better allow the athletic department to have a cohesive brand identity that can be used consistently throughout the athletic teams.

"Today we are unveiling a brand refresh that unifies the Aztec identity and meets the needs of the changing marketplace," senior associate athletic director John David Wicker said. "San Diego State athletics is asserting itself on the field and in the classroom and we needed to have a unified brand to further our goal of maintaining a national presence. We now have a primary logo and specific logotypes that will be used across all sports and marketing materials to build that cohesive brand message. I would like to thank Osaki Creative Group and our on-campus team who spent 13 months refining our brand and developing the new marks that we unveiled today."

"Osaki Creative Group is honored be a part of this exciting project," president of Osaki Creative Group Kurt Osaki said. "San Diego State's decision to update their athletics logo shows their continued commitment to elevate the Aztec brand. We were fortunate to work with a group of outstanding people spearheaded by the leadership of Jim Sterk, John David Wicker, Steve Schnall and the brand committee. The updated logo carries forward the tradition, strength and spirit of the Aztec family. Go Aztecs!"

The unveiling included student-athletes in their new look, the University's pep band and cheer squad, as well as a celebration of the school-record nine Mountain West Conference championships the Aztecs have won this academic year.

At the end of the news conference, six teams, which combined for six league titles this season, showed off new uniforms with the updated logo and new typefaces that they will wear during the 2013-14 academic year. Among those teams was the football squad, which showed off new home and away jerseys, and a new all-white look for road games this fall. In addition to football, men's soccer, women's soccer, men's tennis, women's tennis and volleyball also showcased new uniforms.

The department will begin phasing in the new logo and marks immediately. Later this spring,, the official website of the athletic department, will re-launch with an updated look, which will include the new logo.