UMKC Athletics Launches New Brand Identity
UMKC Athletics 6-12-2019
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KANSAS CITY, Mo. – The University of Missouri-Kansas City (UMKC) Athletics Department unveiled a new primary logo today. The Roo athletic teams will proudly display a new mark, illustrating elements of strength, determination and a commitment to the Kansas City community that aligns with the department’s vison and core values. The goal is to elevate the Roo brand on a local, regional and national level.


The Roos partnered with Old Hat, a sports-minded strategic agency based in Oklahoma. UMKC Athletics and Old Hat worked for the last four months on a creating an athletics specific external strategic plan for all brand related initiatives. Athletics collaborated with stakeholders throughout campus to gain critical insight during the process. This included surveying more than 11,000 fans and members of the community.  The goal was to deliver a mark that resonated with all of Kansas City and would be a source of pride for the University.


"Our new visual identity allows us to have a stronger connection with our students, fans, alumni and supporters on campus and in the local community. It represents our continuous pursuit of comprehensive excellence and our focus on being Kansas City committed," said Director of Athletics, Dr. Brandon Martin.


As a homage to UMKC’s history, the new mark mirrors elements from the “fighting kangaroo” logo used in years past. Evoking the past while creating a new future was a major goal of the project.


“We could not be more pleased with the way this project came together and the finalized product,” said Zac Logsdon, CEO/Founder of Old Hat. “We are very proud to have been able to partner with the Kansas City Roos and roll out an identity that will represent their student-athletes and fans for many years to come.”


In addition to the primary mark, the athletic department has been working with Old Hat on several other elements that will be rolled out later in the summer. The process will also result in a full custom typeface for the Roos that will mirror that seen in the primary mark.


Merchandise with the new logo is available on  Additional items will be added throughout the summer with a full line-up of new apparel arriving in time for the fall semester.


About UMKC Athletics

The University of Missouri-Kansas City (UMKC) Athletics is an NCAA Division I member of the Western Athletic Conference (WAC). The Roos field 16 varsity sports with 240-plus student-athletes. For more information, visit


About Old Hat Creative Agency

Old Hat is a sports-minded strategic agency based out of Oklahoma. Old Hat, whose clients include Florida State, North Carolina, Duke, and USC among others, has handled the rebrand process for many clients in collegiate athletics, academia, and professional sports. For more information, visit

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