SFU Athletics launches new look for sports teams
Simon Fraser University Athletics & Recreation is launching a new visual identity inspired by its celebrated past.
The new SFU Athletics & Recreation icon leans into the original red and white school colours, as well as a vintage maple leaf and octagon shape worn by SFU student-athletes throughout its history.
The refreshed brand captures the pride that student-athletes feel when they compete against their American opponents as Canada’s NCAA team.
Over the years, SFU student-athletes have inspired and motivated each with the rally cry “Rep the Leaf”which becomes a central part of the new brand.
“We are Canada’s NCAA team and we proudly Rep the Leaf in every competition,” said Senior Director of Athletics and Recreation, Theresa Hanson.
“Our new brand was inspired by, and honours, all of the talented student-athletes who have competed for SFU while moving us into a new era with a modern look and feel.”
In 2019, SFU was recognized as one of the top universities in NCAA Division II, ranked 15th out of over 300 institutions.
The new logo will be used by the SFU Department of Athletics & Recreation, all 17 athletic programs, competitive clubs and its youth camps.
The new look, developed by Twice DDB, is an integral part of the university’s master rebranding work that began in 2017.
In the fall 2018, SFU signed a multimillion-dollar, five-year partnership with Nike Team and T.Litzen Sports to become the official and exclusive supplier of uniforms and apparel to the university.
The new uniforms and new look will roll out this fall as teams begin their competitive seasons.
T-shirts featuring the new look will be given away to fans at the home-openers for volleyball on Sept. 19 and football on Sept. 21.
The volleyball team plays rival Central Washington on Sept. 19 in the West Gym at 7 p.m. The SFU football team plays South Dakota School of Mines and Technology on Sept. 21 at 6: p.m. at Swangard Stadium, the temporary home field during construction of a new stadium with covered seating on Terry Fox Field at SFU’s Burnaby campus.