Ignition…Tradition: FSU unveils new logo and uniforms

As the culmination of a two year project Florida State Athletics, in partnership with Nike, unveiled new uniforms and an updated Seminole head logo as part of a large scale re-branding. Nicknamed Ignition…Tradition the project includes new uniforms for all the varsity sports, a new Seminole head logo, and a consistent garnet color across all platforms.

In the past the color of the garnet used on FSU merchandise varied drastically from item to item. As part of the rebrand the Athletics department is working to implement a consistent color scheme regardless of the manufacturer or item.

The new Seminole head logo, which was leaked last week when a Walmart accidentally displayed a shirt with the new logo on it, has already been painted on the field and around the stadium. The response to the new logo has been mostly negative from the FSU fan base even after the University released a statement saying the change was necessary due to the inability to accurately reproduce the old logo across all types of media. For instance, the old logo was particularly difficult to embroider. The new logo corrects that problem along with the inability to accurately paint the logo on the football field.

The new uniforms can been see below:

The University released the following statement detailing the changes with quotes of from four of the coaches:


  • New Seminole logo with the head held high, expressing purpose and conviction.
  • Updated version of Seminole Spear with color and sleek lines to be used consistently by all intercollegiate athletic teams.
  • Custom wordmarks and numeral set.
  • Primary and secondary color palettes.
  • Patchwork

Primary Identity – Seminole Logo

The Seminole logo is the primary representation of the brand and is used as the main identifying device for Florida State Athletics. Reinforcement of the primary identity will build equity in the brand. In primary or secondary colors, the Seminole logo works well across all media. With a more graphic application and flexible approach to palettes and logo staging, the Seminole logo is positioned well for the future.

Secondary Identity –Seminole Spear

Florida State’s trademark helmet with the Seminole Spear is well known throughout all of college football. This design was first introduced during Bobby Bowden’s first year as head coach in 1976.  The Spear has been refined and will be an even more important element of the brand hierarchy moving forward, primarily for application on uniforms and helmets.

Color Palette

When it comes to communicating the Florida State Athletics brand, color is quintessential.  Garnet and Gold remain the primary colors for the Seminoles, with White and Black serving as a secondary palette.  Garnet symbolizes passion and strength, and gold traditionally evokes a sense of quality and pride.  The color black is authoritative and powerful, and white represents confidence and honesty.

Typography – Primary – “UNCONQUERED”

Type tells a story. The right typeface, used consistently, builds character. The Seminoles of Florida call themselves the “Unconquered People,” descendants of just 300 Indians who managed to elude capture by the U.S. army in the 19th century. The custom display alphabet is a powerful element within Florida State’s brand identity. The typography incorporates distinctive inline styling, unique serifs and structural characteristics that are exclusive to Florida State Athletics. These elements create a powerful, exclusive look that distinguishes the wordmarks from other institutions. This custom alphabet, appropriately named “Unconquered” is unmistakably Seminole.

A custom numeral set has been included as an enhancement to the primary typeface.

Typography  – Wordmarks – “FLORIDA STATE,” “SEMINOLES,” AND “FSU”

To assist in creating a consistent look for a wide variety of athletics communications, custom wordmarks for “Florida State,” “Seminoles,” and “FSU” have been designed.  The wordmarks work closely in support of the primary identity and are derived from the primary typography.

Typography – Wordmark – Seminoles Script

The Seminoles script was designed as a nod to the heritage of the sports of baseball and softball at Florida State.  Script typography is based upon the varied and often fluid stroke created by handwriting. The letterforms in the Seminoles script are consistent with the design language in the primary typography and word marks.

Typography – Secondary

The secondary sans-serif typeface United was selected to complement the primary typeface and directly tie back to the Florida State Athletics Brand Identity.  United is part of a family that offers an exceptionally wide range of weights, providing great versatility and legibility. United is one of the most extensive font families available anywhere, boasting three unique styles, each with seven weights and five widths for a total of 105 fonts in the entire collection.

Quotes from FSU Coaches

“I really believe that the traditions of Florida State are as deeply rooted and important as any in college football and perhaps even more because of our relationship with the Seminole Tribe and I wouldn’t have approved anything that I felt detracted from that.  The elements that went into the design changes are all based on our unique history and that’s an important part of the story.  In fact, we went to the Tribe right away and got their opinion and permission before we took the first step.

“We are making the change in the football uniforms for a couple of reasons.  The first is that it puts us in the very top of the line in terms of technical innovation where we had been trailing some over the last few years.  The second is to take advantage of the chance for a much needed update of our uniforms that better suits the future of our program.

“I heard a quote from Buck Showalter last month that is a pretty good message related to this.  He said, “Never confuse change for a lack of respect for tradition.”  We have kept tradition at the forefront throughout this process.

“And there is no doubt in my mind about the excitement level that our players are going to have being able to wear these uniforms.”

Jimbo Fisher, FSU Head Football Coach

“Our players are going to love playing in the new uniforms.  They are lightweight, they absorb perspiration much better, and our players love the more brilliant colors.  The reaction of each of our players was the same – they all love the improved design, feel that they will give them more freedom of movement and that the colors say Florida State to them because the garnet and the gold are much more outstanding than our previous uniforms. “

Leonard Hamilton, FSU Head Men’s Basketball Coach

“I really like the style of our new jerseys. Nike continues to be on the cutting edge with designing new material that is both appealing and comfortable to wear. We expect these new jerseys to be very eye-catching to recruits, and the modified design and updated Seminole head logo continue to reaffirm FSU’s traditions and values. The breathable fabric and overall look of our brand new jerseys generates even more excitement as we look toward the 2014-15 season and beyond.”

Sue Semrau, FSU Head Women’s Basketball Coach

“Our new uniforms do a wonderful job of preserving the tradition of Florida State baseball with updated technology and materials. Nike found the perfect balance between the history of Seminole baseball and the future. We wanted to ensure we continued to utilize our interlocking FS, which is so deeply associated with our program. The preserved that tradition while incorporating the Seminole head into our uniforms. Our players are extremely excited to be playing in a uniform that is one of the most advanced in all of college baseball.”

Mike Martin, FSU Head Baseball Coach