UNT|Dallas

In January of 2007, the UNT|System opened the first of many proposed buildings located on the 264-acre campus of the new University of North Texas Dallas (UNT|D). The new university is the first four-year public university in the city limits of Dallas. While part of the UNT System, the new institution required a unique image to represent a budding community of faculty, staff and students based in Dallas County. Ligon + Owens Design was contracted to develop, design and produce this new identity system. This process entailed fact finding, conceptual development, typographic design, mascot selection and design, and color selections.

In order to fully understand the project’s texture and nuance, Ligon + Owens first met with UNT|D decision makers and stakeholders Chancellor Lee Jackson, Vice President Richard Escalante, UNT|D Provost John Price and Deputy Vice Provost Gary Ross. Additionally, we also created materials for, and led discussions at, two branding events designed to engage the broader community constituents of UNT|D that were hosted by Chancellor Jackson and the UNT’s University Relations, Communications and Marketing department. Both events gave their respective participants the opportunity to share their opinions about and insights into possible UNT|D mascots, university colors and emblematic typography. The first brand event hosted Dallas's South Sector community leaders. This gathering of 110 attendees included mayors and councilmen, a state senator, and important opinion leaders. The second event gave UNT|D students and faculty members the chance to participate in the process. Both events were highly successful in two ways: fostering stakeholder engagement in the branding process and gathering information that ultimately guided branding decisions.

Ligon + Owens Design completed work for the word marks, letter marks and mascot as well as provided final color selections. We have completed over 100 variations and lock-ups of the marks for the university. These marks, mascot and colors in combination have become the outward manifestation of UNT|D’s unique values, mission and aspirations.