Pulaski, TN — February 20, 2024 — In an exciting development that heralds a new era for the University of Tennessee Southern (UT Southern) Athletics, the department is thrilled to unveil its refreshed brand identity: a dynamic, powerful new look for the Firehawks. This comprehensive rebranding initiative reflects a bold and fierce spirit, aligning with the institution’s steadfast ‘Students First’ mission and signaling a rejuvenation of its core values and ethos.
The new Firehawks logo and branding represents more than a visual transformation; they symbolize UT Southern Athletics’ commitment to excellence, unity, and the relentless pursuit of greatness in every arena. This rebranding effort stands as a proud emblem of our identity and principles, encapsulating the essence of what it means to be part of the UT Southern Firehawks community.
A Fresh Identity for a Bold Future: The updated branding includes a refined color scheme, redesigned typography, and unique iconography, each element carefully chosen to signify our connection to tradition and our aspirations for the future. The new suite of Athletics logos are designed to establish a consistent and unified brand presence – in harmony with the primary academic logo – across all platforms and collateral, ensuring a cohesive look and feel that truly represents UT Southern Athletics.
Key components of the new brand identity include:
- The UT Icon: An inspired adaptation of the notable UT icon incorporated within the logo serves to distinctly represent UT Southern, blending tradition with our own unique Southern identity.
- The Hawk: A central figure in the new logo, the hawk is ingeniously formed by the negative space of the “S,” with its eye acting as a focal point of determination and vision.
- Fire: Symbolizing passion, energy, and transformation, fire is represented by a flame that not only encompasses the shape of the hawk but also creates the base and curvature of the “S,” infusing the logo with dynamic movement and intensity.
Embracing Our Journey Forward: This brand evolution is more than a collection of standards; it’s a declaration of our journey forward, embracing our rich history while boldly stepping into the future. The new Firehawks brand identity is a testament to our community’s shared ideals, values, and unyielding pursuit of excellence.
“We are incredibly excited to introduce the new Firehawks logo and brand identity to the UT Southern community and the world,” said Brandie Paul, UT Southern’s Director of Athletics. “This marks a significant milestone in our journey, symbolizing not only our growth and evolution but also our commitment to fostering an environment of excellence, unity, and pride.”
The UT Southern Athletics department invites students, alumni, and fans to embrace this new chapter in the Firehawks story. Together, we ignite a future filled with promise, achievement, and an unwavering spirit of bold determination.
For more on the Firehawks, follow UT Southern Athletics on social media.
About University of Tennessee Southern
The University of Tennessee Southern, established in 2021 through the acquisition of Martin Methodist College (founded in 1870), is the fourth undergraduate campus in the UT System. As the only public four-year institution of higher education between Chattanooga and Memphis, and located approximately 70 miles south of Nashville and 40 miles north of Huntsville, Alabama, UT Southern offers a comprehensive and dynamic educational experience. Committed to academic excellence and community involvement, it prepares students for successful and meaningful careers.