NEW LOGO CAPTURES BREADTH OF BEOREGON'S SPIRIT

September 28, 20232 yr

Moderator

No.

THE UO ATHLETIC DEPARTMENT'S CAMPAIGN SUPPORTING INCLUSIVITY IN SPORT HAS FRESH NEW IMAGERY.

The goal was daunting – reconceive the logo for the UO athletic department's BEOREGON campaign to better reflect the movement's spirit of diversity and inclusion across a broad spectrum of race, gender, sexual identity and beyond.

The result is stunning – a new mark building upon the "Soaring Duck" logo, with a remarkable colorway that recognizes the differing planks in the foundation of Oregon's student-athlete population.

In the spirit of the U.S. national motto E pluribus unum – "out of many, one" – the new BEOREGON logo encapsulates the varied backgrounds of Ducks athletes who unite together to compete under the same banner.

First launched in 2016, BEOREGON encouraged UO student-athletes and those who cheer for them to embrace their authentic selves.

The initial colorway utilized a rainbow of tones intended to reflect the various shades used by Oregon teams in their array of uniforms over the years.

But, said UO tennis player Uxia Martinez Moral, a member of the UO student-athlete advisory committee's BEOREGON subcommittee, "I think there was a little bit of confusion with the past logo, that BEOREGON basically symbolized 'Pride' and the LGBTQ community. And that's obviously part of it – but it's not all of it."

The process of reconsidering the BEOREGON logo began in 2020, with Zoom calls that included several current student-athletes at that time.

The project was led by Van Horne Brands, directed by former Nike creative director Todd Van Horne and his son, Quinn, senior designer for the firm.

On Sunday, three years of development culminated in the unveiling of the new BEOREGON logo during the athletic department's annual "Opening Ceremony" for student-athletes, prior to the start of fall classes at the university this week.

For most of them, it was the first chance to see the way so many elements of BEOREGON's spirit had coalesced in the new logo.