UMKC Athletics Completes New Brand Identity
UMKC Athletics 7-1-2019
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KANSAS CITY, Mo. – Athletic Director, Dr. Brandon Martin is proud to announce that the University of Missouri-Kansas City Intercollegiate Athletic Department has finalized its new brand identity. Beginning July 1, 2019, the athletics department will be referred to as Kansas City Athletics.

In June, Kansas City Athletics unveiled a new primary logo which mirrors elements from the “fighting kangaroo” logo in years past—illustrating elements of strength, determination, and pride. The goal was to deliver a mark that resonated with all of Kansas City and would be a source of pride for the University.

"We are Kansas City’s College Team and committed to this City,” said Dr. Martin. “Our new identity will allow us to build and cultivate a stronger connection with our fans, alumni and supporters within the Kansas City community. Our new identity encompasses the determination and pursuit of comprehensive excellence and being #KCcommitted."

The last visual piece of the identity, the KC Roos mark, features an interlocking KC in the University Colors with the moniker Roos intertwined. The mark evokes the history of Kansas City and provides a unique approach on many existing KC marks. Kansas City Athletics will focus heavily on the use of their athletic yellow color to stand out in a crowded Kansas City sports marketplace. The full family of marks may be seen here. Click here

“Our Kansas City Athletics reveal is a culmination of a research data-driven process aimed at elevating our brand,” commented Dr. Martin. “The perspective and innovation with which our partner Old Hat approached this project was invaluable and we are confident in the future of our brand.”

Kansas City Athletics plans to use the rebranding of the Swinney Center North Lobby and competition court as an opportunity to build awareness with recruits and fans. “With the investment in a new court identity, televised presence, fan engagement, and even player usability will be elevated,” said Martin.

Fans can continue to order new merchandise by visiting


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