Shaw Athletics unveil new logo

Courtesy of Shaw University Office of Sports Information

RALEIGH, N.C. – After months of research and preparation, Shaw University Athletics has taken on a bold and dynamic branding identity that will set the visual direction of the department for the future.

The new logo features a new bear. This innovative design pays tribute to the University’s past while modernizing the look through graphics, colors and lettering. The brand rollout will be on Friday, Mar. 22 at 10 a.m. on the third floor in the President’s Conference room in Estey Hall.

Shaw University Athletics partnered with Phoenix Design Works, a national brand identity firm, to create a logo that aligned closely with the department’s vision, to further reinforce a commitment to athletic excellence.

The new logo embodies the fierce, competitive and focused spirit of the Shaw Bears. The new identity includes a new bear with gold trimming around the word Shaw with a traditional banner at the bottom covered in garnet and white. The decision on the new bear was characteristic of the details surrounding the entire design process.

“We understand the importance of logo design for our brand identity as Shaw is continuing to evolve as an institution,” said President Paulette Dillard. “I am extremely pleased with the investment made in the new logo development process by the Shaw community.”

The logo development process included focus groups consisting of the administration, coaches, current and former student-athletes and alumni. The logo reflects recommendations made by these groups for the direction of the new marks.

“We’re thrilled with the look of the new logo and know our student-athletes, alumni and fans will be excited as well,” said Director of Athletics, Dr. Alfonza L. Carter. “The new logo gives us a fresh and distinctive look that captures the energy and pride of our programs. We are committed to building a brand that is a great representation of our university, our student-athletes and our alumni.”

For the most up-to-date information on Shaw athletics and its 13 varsity sport teams, please visit

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