BREAKING LOGO NEWS: University Launches New ‘Denver Arch’

When the University of Denver formally released new logo brand guidelines to the public this past September, the announcement was met with mixed reviews. Of greater concern to many was the future of the ‘Denver Arch’, absent from the brand release. In Athletics, the Denver arch was a critical part of Denver’s athletic identity, especially in hockey. Would DU athletes be left with the interlocking logo(s) on the front of their uniforms as a primary identifier?

Tuesday morning, the question was answered.

After today’s announcement, Denver athletes will be able to continue competing with the Denver Arch on their chests going forward – not the institutional interlocking DU athletic logo. This logically aligns with other metro schools such as UMKC which rebranded to ‘Kansas City’ and UNO which rebranded to ‘Omaha’ with their athletic uniforms featuring city names that closely integrate their institutions with their community. Plus, ‘Denver’ is a differentiator from other DU-named schools (DePauw University, Drake University, Drexel University, etc.).

The new Denver Arch design, which will be implemented over time starting in 2023,  features a new lettering font that aligns with the font displayed on the recently introduced interlocking DU logo while still harkening back to the program’s history. The new arch has even more of a historical feel, dating back to the hockey program’s early national titles, with an updated font.

The announcement from athletic director Josh Berlo stated the continued use of the Arched Denver for DU’s 18 varsity sports:

Overall, the retention of the Denver Arch is a great (and obvious) move for athletics. Plus, this decision protects the Denver brand which, theoretically, could have been picked up by the Metropolitan State University of Denver as their brand identifier if the Pioneers abandoned the Denver Arch for the interlocking DU identifier.

What do you think of the new Denver Arch?

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Note: the jersey in the top photo was merely being used to showcase the new logo and what it might look like. The jersey is not real and is not going to be used as part of a real uniform.

11 thoughts on “BREAKING LOGO NEWS: University Launches New ‘Denver Arch’”

  1. I hope that is not the game jersey. It is too plain and looks like the practice jersey. Kept the game day jersey classy

  2. This new arch may not quite be as good or collegiate as the current one, but overall this whole logo exercise has turned out far less awful than it could have…

    Overall, I’m glad we made some noise about keeping the Denver name on the jerseys!

    Hopefully, the hockey team will be allowed to keep the current striping on the next jerseys, too,

  3. I am very glad we are keeping Denver on the chest. I am hoping they add gold trim or we will look like Wisconsin. Just glad we did not end up with a massive DU on the front of our jerseys. “Denver’ is our brand so critical to keep it!

  4. Were those jersey examples for time going forward? I thought they were just examples of the plain-jane jerseys worn in the past.
    I, too, like the Denver arch on today’s jersey. It’s classy, unlike the Wisconsin iteration.
    Did anyone else see the green NODAK jersey that North Dakota wore recently? It is butt ugly! (They deserve something that bad!!)

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