Northeastern Huskies

Athletics Mascot Rebrand

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Upstatement

In 2018, I was approached by Upstatement, a digital design agency based in Boston, with the opportunity to design a new mark for the Northeastern University school mascot, “King Husky.”

Brought on to help with the rebranding of the Universities athletic department, my role began with the exploration of numerous concepts and approaches for design of the new King Husky logo. After aligning on a direction with the creative team and the university, we transition into the refinement of the selected directions and wrapped with the final design and build of the logo-set.

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Credits

Mike Swartz | AD
Jeremy Nelson | Designer + Illustrator

Links

Upstatement
Northeastern Huskies

Discipline / Category

Visual Identity

Illustration

Logo Design

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With dogs as one of the most common mascots, it was critical to find a unique angle and form that Northeastern could claim. After exploring profile and front-facing options, we chose a 3/4 view tilted slightly upward that positions King Husky in a commanding and forward-moving manner.

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While the equity of a brand develops overtime, our aim for the release was to showcase King Husky in dramatic form to energize the Northeastern community. Above are a pair of hero images I created as an evolution of the content used for the reveal.

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Art directed by Mike Swartz, this project was a privilege to be a part of. From Start to finish. Mike provided clear direction and insightful guidance. Shout-out and a BIG thanks to Mike and the Upstatement team!

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