Campbell Athletics unveils new logo, brand identity

See the new style guide here

The new Campbell “C” replaces the old “CU” mark and features the same “hump” shape as the new Fighting Camel logo.

Campbell University Athletics unveiled new branding, with refreshed and updated visual identity assets as the Fighting Camels embark on a new era in program history.

The new visual identity — launched on July 1 — includes new logos and word marks, a simplified color palette and official typography fonts. It marks an evolution of Campbell University Athletics, reflecting the strength and resiliency of the Fighting Camel, while honoring both the past and present.

Specifically, the new visual identity is as distinctive and unique as the Fighting Camel moniker, communicating a sense of strength and bold simplicity, designed to function across all licensing, linear, and digital applications.

“Campbell has had so much success over the past several years,” said Director of Athletics Hannah Bazemore. “As we enter into a new conference we wanted a championship brand to carry us into this next era of Campbell Athletics. This new look is bold, it’s authentic, it’s strong and fierce. It makes a statement about who we are, simplifies and aligns our identity across the department and will increase the impact of the Campbell Athletics brand.”

Unflinching and adorned in its distinguishing Orange and Black, the modernized and raring Fighting Camel branding unifies the Campbell University campus and community, along with its 21 varsity sports programs. The refreshed primary logo retains the trademark attitude and tenacity of the Fighting Camel, charging undeterred into competition, while strengthening the most inimitable mascot in NCAA Division I.

An evolution of past logos, the new primary mark streamlines the Fighting Camel with an even stronger, bolder stance, allowing for vastly improved functionality in application, while giving Campbell student-athletes, coaches, staff and fans alike a championship caliber look to match its programs’ achievements in competition.

The Camel’s classic collegiate racing bib is adorned with a new customized “C”, featuring the unmistakable hump of the dromedary Camel, and unifying the primary athletics mark with other visual identity assets.

The “C” and the Camel are integrated with a new custom “Campbell” primary word mark, sharing the same hump characteristics.

Along with other complimentary assets, the new visual identity will be championed by “Fight as ONE”, leading the campaign by reinforcing the “fight” of the Fighting Camel, while showing Campbell’s unified 21 varsity sports, campus, community and alumni.

Campbell last updated its primary athletics look in 2008.

During the process, Campbell Athletics partnered with industry-wide respected veteran in brand design and strategy Joe Bosack & Co., which has worked with the NCAA, as well as numerous universities, including the University of Georgia, Mississippi State, North Carolina State, UNCW and James Madison, among many others, in addition to numerous conferences and globally known brands over a 25 year history.

The project was led internally by Associate A.D. for Communications and Branding, Jason Williams, with multiple Campbell Athletics executive and senior leadership, athletics external affairs, coaches and student-athletes, as well as university, faculty, staff and administrators contributing.

View the full Campbell Athletics visual identity guidelines at