New Look. Same Grit.

The University of Regina’s varsity teams, the Cougars and Rams, are suiting up for a new era, one that honours tradition while confidently striding toward the future. After rigorous planning, consultation, and creative exploration, a refreshed brand identity for the U of R’s varsity sports and club programs was unveiled today.

"We’ve created something that feels fresh, strong, and true to who we are today,” says Lisa Robertson, Director of Sport, Community Engagement and Athlete Development. “We’ve had a growing need for a more consistent and unified identity across our two varsity programs, and now, with this rebrand, we’re creating something that better reflects who we are today while building on the deep pride our community has in the Cougars and Rams." 

What we’ve done is create a cleaner, more unified brand system so we can represent both programs with strength and clarity, on campus, on the field, and in the digital world. This is an exciting new era and with this refresh our teams are ready to roar. — Lisa Robertson, Director of Sport, Community Engagement and Athlete Development

The refresh delivers new visual identities for both the Cougars and Rams, including reimagined logos, cohesive design elements, and a modern look that still honours the legacy of both teams.

“This isn’t just about logos,” says Robertson. “It’s about unifying how we tell the story of U of R Varsity Sport. From merchandise to digital content, signage to social media, the refreshed brand will provide consistency, visibility, and new energy.”

Unlike some rebrand initiatives that swap everything overnight, this launch is designed to be thoughtful, paced, and reflective of budgets and schedules. New visuals will start showing up in key places such as digital platforms, uniforms, and high-traffic signage with additional updates to follow over time.

“Budget has been a priority from the outset,” says Robertson. “The design work was funded through money set aside for strategic priorities, and the rollout has been designed to be gradual and strategic. We’re updating things as they naturally come up for replacement, no waste, just smart, intentional change.”

The path to the new brand identity began with an inclusive, collaborative process. Starting last year, the University engaged branding agency Trajectory, experts in collegiate and sports design, who worked closely with U of R’s Varsity Sports department and the Rams Football Club.

Consultations began with student-athletes and coaches, followed by a campus-wide survey. Alumni, fans, and community stakeholders were also invited to share feedback. The result? A brand refresh that respects the legacy of both programs, each with deep roots in Regina’s sporting culture.

Historically, the Cougars and Rams have existed as separate brands, with their own colour palettes, logos, and visual identities. This refresh brings the two into alignment, allowing for stronger cross-promotion, simplified marketing, and a clearer identity for University of Regina Varsity Sport as a whole.

“The Cougars and Rams are still the Cougars and Rams,” Robertson emphasizes. “What we’ve done is create a cleaner, more unified brand system so we can represent both programs with strength and clarity, on campus, on the field, and in the digital world. This is an exciting new era and with this refresh our teams are ready to roar.”

Banner photo credit: University Communications and Marketing