Georgia is simplifying and clearly defining its brand in its sports uniforms

Georgia's new football uniforms, designed by Nike, will look similar to the "Pro Combat" ones the Dogs wore against Boise State in the 2011 opener.

ATHENS, Ga. — Georgia is tweaking its uniforms in an effort to promote a consistent and unified look across its teams.

The Bulldogs will still sport the red, black, white and silver but in partnership with Nike, they’ve added a newly developed primary and secondary letter and number font.

While the iconic power ‘G’ will still be featured in football, there will be a new secondary bulldog logo. It will be featured on the field during Saturday’s G-Day spring football game.

“I want to really make it clear that this is not a rebranding process regarding the ‘G,’ ” athletic director Greg McGarity said Tuesday. “We’re not touching the ‘G.’ …What this did is it helped us simplify and clearly define our brand.”

Georgia’s football uniforms will now be in the same “Pro Combat” style the team wore against Boise State to open the 2011 season but with the traditional look of a red jersey with numbers and letters outlined in black and white jerseys with black numbers and letters outlined in red. The new font used is “Bulldog Bold” and the numbers are larger.

“It’s a lot more flexible, breathable, lighter,” quarterback Aaron Murray said. “Yeah, definitely I love the material. That’s something we asked coach (Mark) Richt. ‘Hey, we know we’re not going to keep these uniforms, but if we can get this material in our colors, that would be pretty awesome.’”

The uniform is the most innovative that Nike produces for football, said Clint Shaner, senior designer for Nike. It will now include a Flywire collar that Louisiana State University, Missouri and Florida are already wearing.

McGarity said Georgia and Nike have worked during the past 15 months to “better define and align our athletic branding, which includes things such as marks, logos, typography, fonts used on uniforms, facility signage, apparel and the like.”

Nearly all 15 of Georgia’s sports used a different font, whether it was letter or numbers. Now Georgia will have brand identity guidelines that embrace the history and tradition of Bulldogs athletics while still reaching an expanding audience, McGarity said.

Football, men’s and women’s basketball and track and field will have their new uniforms on display for the 2013-14 season.

 

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