Sam Houston State University Athletics
Bearkat Nation
Research, Strategy, Identity, Mascot, Guidelines, Launch
Insight.
The Sam Houston State University (SHSU) Bearkats are a beloved program with a rich history of success built on the values of honor, tradition, strength and grit. However, from a branding perspective, the Bearkats identity needed a modern makeover.
Idea.
After months of research and focus groups to discover what truly makes Bearkat’s Nation tick, it was obvious that we needed to stick with tradition and build a program based off the equity and history of the program. Our goal was to modernize and craft an updated program with the SH-Paw Mark as the centerpiece of the Bearkats visual identity system. The new Secondary Bearkat Paw demonstrates speed, power and forward movement, with each claw representing the four pillars of the program. Complementing these bold logos is a suite of new wordmarks and a new look “Walking Sammy” mascot identity, which fully invigorates SHSU’s path forward in Division I athletics.
Impact.
Taking nearly two years to complete, and launching during the spring of 2020…the new identity system was an immediate win. The biggest challenge of all quickly became keeping merchandise on the shelves. The updated mark and “Walking Sammy” is beloved by all stakeholders and has began to elevate the Bearkats Athletics program showing dividends in ticket sales, merchandise sales, recruiting and championships.
“I am so proud of the work done in helping modernize the Bearkats brand. From the Primary ‘SH Paw,’ to evolving ‘Walking Sammy,’ this was an exciting project to work on and see come to life.”