New Bear, Same Tradition

By Stacey Walters

University of Pikeville Athletics was excited to usher in the next era of its athletic programs by announcing the release of a new brand identity in November 2020 that embodies vision and strength in the UPIKE Bear and

The branding package is extensive, featuring all-new primary and secondary logos and an exclusive typeface, color palette and sport-specific pieces utilized to further establish the brand identity. Design elements that pay tribute to the community’s geography in the main Bear insignia, with mountain peaks etched in the jawline and a tree’s silhouette above the brow.

The re-brand’s objective began months prior to build upon the brand’s existing strength and create a cohesive system that will reflect the characteristics of the future UPIKE Athletics programs.

UPIKE Athletics, in collaboration with Oklahoma-based Old Hat Creative, brought to life the pieces that will represent the Bears for years to come. The process involved diligent attention to detail focused on refreshing the brand while maintaining the core identity of the program. A refined and attractive product emerged as UPIKE Athletics debuted the efforts via social media channels. The re-branding is a welcome refresher for the program, as the former logo held a point for the Bears for more than 20 years.

A new Bear logo pilots the debut, featuring a modern touch that incorporates key traditional elements.

UPIKE Athletic Director Kelly Wells believes the re-brand will generate excitement in the student-athletes and the community. “The interest in the re-brand came about to celebrate and honor our institution, region and sports programs and spark interest in the movement of our department. The unique bear and lettering are exclusive to UPIKE and will become the mark of UPIKE Athletics for many years ahead,” said Wells. “Our goals were to develop a brand that spoke on our traditions of our mountain region, offer a proud and majestic outlook and resemble a more lifelike bear.”

UPIKE Director of Public Affairs Kelly Rowe-Jones says finding new ways to re-brand UPIKE Athletics communicates university pride, culture and legacy.

“Branding is so much more than a physical representation of our institution,” said Rowe-Jones. “It is more than a logo, set of colors or mascot. The brand embodies the mission, history and tradition of the university and is the emotional driver for the athletics program.”

UPIKE Sports Information Director Alek Morgan is excited to be a part of the athletic program’s growth.

“The redesign hit the mark perfectly, creating a fresh look while still maintaining our identity and tradition. It’s an exciting process to be a part of and goes hand in hand with the continued growth of UPIKE Athletics,” said Morgan. “We can’t wait to incorporate these new elements into the campus community and bring the Bear to life!”

UPIKE alum and Men’s Basketball All-Time leading scorer for the Bears Bart Williams ’93 says the rebranding project is an example of the commitment UPIKE implements to stay connected to their former student-athletes.

“The re-brand of the UPIKE athletics program keeps current and former student-athletes excited and involved in the program,” said Williams. “Although I left the Hill in ’93, I can’t say enough about how UPIKE and individuals like Kelly Wells, Tigh Compton and Rick Bentley make me feel special and a part of the university even today.”

Bears athletics has partnered with Under Armour to create an online apparel shop accessible via upikebears.com. The online store provides fans the opportunity to shop officially branded merchandise, updated with the new branding elements. A unique feature of the online marketplace is the option to have sport-specific text and logos on customizable items.

Fans can see the new branding material fully integrated into UPIKE Athletics’ online presence and social media, followed by a campus-wide implementation. Visit upikebears.com to stay up to date on the latest developments in UPIKE Athletics.