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USJ Athletics Launches New Logo And Branding Initiative

USJ Athletics Launches New Logo And Branding Initiative

WEST HARTFORD, Conn. – The University of Saint Joseph (USJ) Department of Athletics is proud to announce the launch of its new logo series and branding initiative, which was officially unveiled on Monday afternoon. The goal of the revitalized logo and brand is to elevate and modernize the Blue Jays' visibility on a local, regional and national level, while also aligning it with that of the University's official brand.

The Blue Jay, which has been the primary logo of USJ Athletics since the University became a fully established NCAA Division III program in the fall of 1993, received a sleek, new look heading into the 2020-21 academic year. Additionally, a silhouette of the official USJ crest was incorporated into the new logo and sits just behind the modernized Blue Jay in an effort to unify Athletics with the University's logo.

"We are very excited about our new visual identity as USJ Athletics continues to grow and move forward," said Director of Athletics Amanda Devitt. "We could not be more pleased with the way this project came together and I would like to thank everyone who was involved in the process. Having a strong and recognizable brand is important as we continue to pursue excellence as a department."

In addition to the revamped primary logo, a secondary logo and word mark were also created to add versatility to the new branding initiative. USJ Athletics will also now have an official primary and secondary font which will be featured across a wide variety of applications to create a consistent look across the board as the department keeps building momentum.

The new O'Connell Center Addition, USJ's website and all social media accounts, will also feature the updated marks, while other changes, such as updating logos in various competition spaces and facilities, will happen as a rolling change over time.

Apparel and accessories with the new logo will be available for purchase soon by visiting the online campus store here.

About USJ Athletics
The University of Saint Joseph (USJ) Athletics is a NCAA Division III member of the Great Northeast Athletic Conference (GNAC). The Blue Jays field 15 varsity sports with 200-plus student-athletes. For more information, please visit

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