University of North Texas

Like other major universities across the country, the University of North Texas (UNT) is no stranger to the need to express itself forcefully and uniquely as it competes for top students, dedicated faculty and external funding. Yet, for all its commonly held values and traditions, UNT has struggled over the years to build a cohesive, lasting brand. In its 121-year history, the university has had no fewer than 6 name changes. Between 1989 and 2004, UNT had no fewer than 6 distinct visual identities!

In October of 2004, under a UNT Board of Regents’ mandate, the university chartered a number of committees to develop and implement a new brand identity for the university. Eric Ligon and Keith Owens were charged with developing a new identity system for UNT: the word marks, letter marks, eagles and colors that would capture and express the institution’s unique personality, traditions, values, mission and aspirations.

What began as concise redesign grew into a coordinated visual campaign comprised of a family of marks branding every aspect of the university system - academic, athletic and spirit. Accompanied by a redesigned family of Mean Green spirit eagles, the entire system now contains over 700 distinct yet interconnected elements. With the support of the University’s administration, the University Relations, Communication and Marketing department and other student, faculty and staff constituencies, the Ligon + Owens was able to create an identity system that could span decades and help UNT propel itself into the regional and national prominence associated with a top flight research institution.