MIDDLETOWN, Conn. – The Wesleyan Athletic Department unveiled its newly evolved visual identity on Thursday, August 15, 2019, featuring a new Cardinal. The updated visual identity also includes an Athletics mark, wordmarks, and an exclusive font style created for Athletics. It captures the historic success of Wesleyan Athletics, and is being introduced as part of an overall new look for the University that has been rolled out over the past year. University Communications worked in close partnership with the coaching staff in designing the new Cardinal, and took input from faculty, staff, alumni and student's throughout the project.

“I am very excited to introduce our new visual identity,” says Director of Athletics Mike Whalen ’83. “While I loved our old logos, they were not unique to Wesleyan. During the design process, we made it clear that we wanted to honor the deeply rooted traditions of Wesleyan Athletics, while establishing an exclusive set of modern logos. Our energized visual identity does exactly that, and I am truly looking forward to celebrating our continued successes with our updated look.”

the cardinal

“The previous Cardinal was developed in the early 2000s, long before digital and social media became dominant forms of communication. That mark was challenging to use in the digital realm, where vibrant and flexible graphics thrive,” explained Marketing Director Deb Katz.

With the refresh, the primary elements of the Cardinal were retained but modernized, bringing to life a modern and bold bird.

  • More feathering was added to give the appearance of a cardinal in flight while reflecting the determined, powerful, and fierce spirit of the Wesleyan community.
  • The eye of the Cardinal is wider to evoke our attitude of remaining focused on the goals we set out to achieve, both on and off the field.

athletics mark

The new primary Athletics mark features the fierce Cardinal integrated into a custom ‘W’ derived from the University’s Copernicus font, which ties it into the entire visual identity system. The updated mark distinguishes Wesleyan Athletics from other university teams, and was designed with digital and mobile viewers in mind.


The wordmarks for Athletics were created using the main University fonts of Copernicus and Replica. To show a sense of forward motion and energy, the Replica font was customized for Athletics to create the “A” and “R” with extended and angled lines. These wordmarks will be used exclusively for athletic-related items – uniforms, gear, signage, etc.



refreshed colors

In keeping with tradition, our color palette is very close to our original colors, but has been cleaned up to ensure that colors will be consistent on all of our channels. Our primary colors are Cardinal Red and Black Squirrel.

Wesleyan Athletics will have a pop-up store from August 15th-September 8th where you can purchase exclusive athletic apparel with our new marks. Click on the button below to access the store and purchase new gear for the 2019-20 season!

We Are Wes began as a feature story collection highlighting the people who make Wesleyan Athletics a special place. The new visual identity pays homage to where we have been and where we are going. Every person who has been a part of Wesleyan Athletics makes up who we are and without each individual we would not be who we are – or where we are – today. In an effort to reflect this in our every day interactions, we decided to use We Are Wes as our new Athletics mantra.

We Are who we have been and we are who we will be, because We Are Wes!

More information about the different marks and their uses as well as frequently asked questions can be found here.

We look forward to celebrating our continued athletic success with our new look and feel!

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