We wrote about the new Denver arch eight months ago, after the University of Denver Athletics announced the retention of an ‘arched Denver’ logo with a more muted arch. The new Denver arch comes on the heels of the rollout of the revised interlocking ‘DU’ logo that was launched university-wide a year ago. The interlocking DU logo rebrand was especially concerning to fans of the hockey program, where the potential loss of the Denver arch was seen as a potential blow to the University of Denver Hockey program branding and history. After eight months of waiting, University of Denver men’s hockey shared photos of their new uniforms this past week with the new Denver logo on the chest. While there will always be resistance to change, this is a clean new look that is very much in line with the brand and tradition of Denver Hockey.
This revised home jersey features a red Denver arch trimmed in gold with a new lettering font. 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 initial announcement from athletic director Josh Berlo stated the continued use of the Arched Denver for DU’s 18 varsity sports:
According to our sources, several levels of Denver administration were involved in the final approval of the Athletic Department’s use of the new arched Denver.
Denver has also moved from a maroon color palette to a more brilliant red color and carried the new interlocking DU logo over to the shoulders. New Balance continues to be the manufacturer of the sweater and shorts. Overall, we like the look of the new uniforms and believe they preserve the Denver Hockey brand.
The official uniform announcement video is in the tweet below and more images of the new uniforms can be seen on DU Hockey’s social media pages:
— Denver Hockey (@DU_Hockey) August 31, 2023
All photos courtesy of Denver Athletics