University of Calgary Rebrand

In 2013, the University of Calgary launched a bold rebranding initiative to redefine its identity as one of Canada’s top research-intensive universities. The rebrand reflected a strategic ambition: to elevate the university’s national and international profile, attract world-class talent, and articulate a clear vision for its future as a next-generation research institution.

Driven by the institution’s Eyes High strategic direction, the rebranding process involved a full repositioning of the university’s story—moving from a regional academic institution to a global leader in research, innovation, and community impact. The new brand identity emphasized ambition, energy, and excellence, echoing the University of Calgary’s youthful spirit and entrepreneurial mindset.

The updated visual identity, including a modernized crest and a vibrant, confident aesthetic, helped unify communications across faculties and departments while reinforcing the university’s forward-looking culture. At the heart of the rebrand was a revitalized narrative—one that celebrated the university’s research achievements, its commitment to student experience, and its deep connection to Calgary’s dynamic urban and economic landscape.

The 2013 rebrand was not simply cosmetic. It catalyzed institutional alignment, sharpened strategic priorities, and laid the foundation for the university’s rise in global rankings. It also reinforced the University of Calgary’s role as a catalyst for innovation, discovery, and community partnership—locally, nationally, and around the world.

 Starting Point

 The new logo was required to derive from the University of Calgary crest designed by the heraldry office in Ottawa. My goal was to create a contemporary version of the crest while respecting the foundations of the brand established in 1955.

University of Calgary Dinos

In concert with the rebrand was the need to update University of Calgary athletics brand – Dinos. This rebrand updated over 14 sports teams from hockey to the UofC swim team.