Gardner-Webb Launches New Runnin’ Bulldog

VPCo. Created New Athletics Brand After Interviews with Over 500 Stakeholders

The launch of a new Runnin’ Bulldog for Gardner-Webb followed six months of research, over a year of athletic brand exploration, and interviews with more than 500 Gardner-Webb stakeholders. Working with VPCo. in Charlotte, N.C., the University’s revitalized athletic brand was drawn from historical graphics dating back to before the 1960s and updated with an innovative, customized look with swagger. “Distinctive, Fresh, Bold, and Confident…those were among the qualities that we prioritized when we set out to take our Runnin’ Bulldog to the next level,” shared Gardner-Webb President William Downs.

“Watching Varsity Partners work to design something special for our student-athletes and for our fans has been pure fun. I love the look! It’s big, it’s authentic, it’s fierce, and it’s got swagger.”

William Downs, Gardner-Webb President

The launch of a new Runnin’ Bulldog for Gardner-Webb followed six months of research, over a year of athletic brand exploration, and interviews with more than 500 Gardner-Webb stakeholders. Working with VPCo. in Charlotte, N.C., the University’s revitalized athletic brand was drawn from historical graphics dating back to before the 1960s and updated with an innovative, customized look with swagger. “Distinctive, Fresh, Bold, and Confident…those were among the qualities that we prioritized when we set out to take our Runnin’ Bulldog to the next level,” shared Gardner-Webb President William Downs.

Fans are seeing the transformation in sports venues, uniforms, billboards, bus wraps, and more.

The University Marketing Council recommended this rebrand work to Downs in July 2021, because the last GWU athletic brand update was more than 35 years ago. Additionally, the previous bulldog logo has become less distinctive over the years and has been adapted into numerous “clip art” illustrations across the internet. However, loyal fans of the retired logo can be assured it will be used for “retro” and “throwback” promotions.

In creating the new brand, VPCo. conducted focus group research with alumni, faculty, staff, students, student-athletes, trustees, community members, and friends.

“We needed some consistency with our visual identity, and we felt it was very important to be inclusive in this process,” noted Marc Rabb, assistant athletic director for Athletic Media Relations. “We had conversations with coaches and student athletes, and this was really important, and truly successful.”

Kylee Garrison, a Gardner-Webb volleyball player from Huntersville, N.C., enjoyed participating in the process and was excited about the new brand. “I am not someone who normally loves change, so I was surprised by how much I liked the new designs,” observed Garrison, who is dual-enrolled in the Master of Science strength and conditioning program. “I think it matches the vision for updating the campus and progressing towards the future. I look forward to seeing how this starts a chain reaction at GWU and what it looks like to be a Runnin’ Bulldog. Thank you to everyone who worked so hard to make sure that we all have a renewed sense of school pride.”

Nick Irwin, partner and chief creative officer with VPCo., commented that as his team worked through the identity process with the GWU campus and Boiling Springs area, they sensed a genuine sense of community. “We really enjoyed working with everyone to design an updated identity that aligns with the growth, vision and spirit of Gardner-Webb,” he affirmed. “We feel that the end result is an excellent representation of a Runnin’ Bulldog’s steadfast determination, and the student-athlete’s drive for success on and off the field.”

The new branded bulldog logos, wordmarks, distinctive fonts, spirit stripes and other special items, such as soccer “shields,” were created for Gardner-Webb athletics. These elements bring a new level of consistency and visibility to expand the GWU brand nationally. “The iconic red jersey was incredibly important for our updated logo, and that came through in the conversations, as was having a mark that represented determination and moving forward,” added Irwin.

L’Mia Littlejohn, an exercise science major and member of the basketball team, believed it was time for the University to have a new look. “I think it is important to rebrand so we stay current,” she noted.

Head Basketball Coach Tim Craft praised the new branding and logo enhancements as the latest example of Gardner- Webb athletics continuing to strive for excellence. He emphasized, “VPCo. has done an amazing job of modernizing our bulldog and other features of our brand, while also capturing the tradition and community that makes Gardner-Webb special and unique. This new look is enhancing school spirit, and is an exciting change for our student-athletes, alumni and fans.”

University Marketing was instrumental in bringing all areas of the University community together for this effort. Richard McDevitt, vice president for University Marketing and Communications, believes that the importance of instituting a unified brand identity is one that speaks beyond athletics. “This is more than a new logo; it is a refueled and renewed energy for the entire university. It has been a longtime coming,” McDevitt noted. “Our goal as a marketing team is to breathe life into our brand through powerful and engaging content delivered consistently to our audiences. We are always excited to amplify the voice of our Runnin’ Bulldogs, and we were honored to work on this project.”