Virginia Athletics changes branding identity: What do you think?

Virginia Athletics is rolling out an update to the iconic V-Sabre mark developed by Nike’s Global Identity Group.

The rollout also includes updates to the iconic V-Sabre mark, two new secondary marks, a revised color scheme and the introduction of new typography, numerals and patterns.

“I love the new visual identity system,” said Carla Williams, Virginia’s director of athletics. “It’s exciting and it maintains UVA’s sense of history and a strong connection to the past. It pays homage to our tradition and what we hope our future will be, which is to be bold, creative, innovative, competitive, fierce and fiery. The new marks and logos have all of those qualities in each one of them.”

The launch of the new Virginia Athletics brand identity is the culmination of an 18-month collaborative process with Nike that began with discovery sessions with UVA coaches, student-athletes and administrators.

“Nike’s discovery process was fascinating,” Williams said. “They are global leaders in marketing and to be able to be part of their process was unique and special. To hear our coaches and staff members who had been at UVA for many years talk about the University, the Rotunda, the Lawn, the serpentine walls and the academic mission of the University was quite impressive and inspiring. I could see and hear their passion for UVA and their commitment and love for the University.”

Williams acknowledged that there was thought given to delaying the launch of the new brand identity due to COVID-19.

“We hope our new marks and logos serve as a rallying point for our coaches, student-athletes, prospective student-athletes and fans. We look forward to being back on Grounds together again,” Williams said.

A complete guide to the athletics brand identity is available online at

Nike sideline apparel featuring the new marks is currently available at the following retail outlets:




UVA Basketball Fans!

uva basketball team of destiny
Team of Destiny: Inside Virginia Basketball’s Run to the 2019 National Championship, by Jerry Ratcliffe and Chris Graham, is available for $25. The book, with additional reporting by Zach Pereles, Scott Ratcliffe, and Scott German, will take you from the aftermath of the stunning first-round loss to UMBC in 2018 through to the thrilling overtime win over Texas Tech to win the 2019 national title, the first in school history.

Dick Vitale on Team of Destiny: “This is a hoops story you will LOVE! Jerry and Chris capture the sensational and dramatic championship journey by Tony Bennett and his tenacious Cavalier team. UVA was Awesome Baby and so is this book!”

Ralph Sampson on Team of Destiny: “Jerry and Chris have lived and seen it all, even before my time. I highly recommend this book to every basketball fan across the globe. This story translates to all who know defeat and how to overcome it!”

Feedback from buyers: “Got the Book in the Mail Saturday, and could not put it down! Great read and great photography as well! Love all of the books I’ve received, but hands down, this is my favorite!” – Russell

Buy here.

augusta free press news
augusta free press news
augusta free press news