UMKC Athletics Debuts New Logo

Mark emphasizes Kansas City and competitive kangaroo
Yellow and blue graphic of UMKC logo with kangaroo

UMKC Athletics unveiled a new primary logo. The Roo athletic teams will proudly display a new mark, illustrating elements of strength, determination and a commitment to the Kansas City community that aligns with the department’s vison and core values. The goal is to elevate the Roo brand on a local, regional and national level.

The Roos partnered with Old Hat, a sports-focused strategic agency in Oklahoma. UMKC Athletics collaborated with stakeholders throughout campus to gain critical insight during the process. This included surveying more than 11,000 fans and members of the community. The goal was to deliver a mark that resonated with all of Kansas City and would be a source of pride for the university.

"Our new visual identity allows us to have a stronger connection with our students, fans, alumni and supporters on campus and in the local community,” said Brandon Martin, Ph.D., director of athletics. “It represents our continuous pursuit of comprehensive excellence and our focus on being Kansas City committed.”

An homage to UMKC history, the new mark mirrors elements from the “fighting kangaroo” logo used in years past. Evoking the past while creating a new future was a major goal of the project.

Merchandise with the new logo is available on Additional items will be added throughout the summer with a full line-up of new apparel arriving in time for the fall semester.


Published: Jun 12, 2019