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UB athletics restores "Buffalo" as main branding theme

Courtesy University at Buffalo Athletics

Say goodbye to the "New York" centered scheme which University at Buffalo athletes have worn for the past three years. Beginning next fall, the Bulls are putting the "Buffalo" back in UB.

The University at Buffalo Athletics Department on Tuesday unveiled its new logo scheme, which restores "Buffalo" as its main font, which introducing a newer, sleeker bull . The interlocking U and B used by the program for years remains intact.

Allen Greene, UB's director of athletics, says the process to revisit and rework the brand began last year. The 'New York' theme unveiled in 2013 was intended to showcase UB as one of the crown jewels of the state's university system. It was not well received by many within the local community.

"The 'New York' centric word mark these past couple years was designed specifically to start that conversation, to get people to care about UB one way or the other," Greene said. "We weren't necessarily concerned about whether that was a positive reaction or a negative reaction, but we needed to see people react."

Social media feedback following Tuesday's unveiling was overwhelmingly in favor of the new look. The new logo will be used beginning with next fall's sports teams, most notably the football squad.

Greene said the exploration of a new logo began before both the men's and women's basketball teams qualified for the NCAA Tournament this spring. But those postseason runs, including other successes including an individual track and field national championship (Jonathan Jones won the NCAA national title in track and field for his performance in shot put), have UB Athletics excited. They're hoping the new look will encourage the public to support the university's sports programs through ticket purchases.

"I think it's really important for our community to embrace the Bulls, embrace college athletics, come out to our games, buy season tickets, make donations," Greene said. "We've got something special going on here."

Michael Mroziak is an experienced, award-winning reporter whose career includes work in broadcast and print media. When he joined the WBFO news staff in April 2015, it was a return to both the radio station and to Horizons Plaza.
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