Brand Development for UNCW Sports Logos

Sammy the Seahawk has been an important aspect of school spirit at UNCW. The logo has changed four times since the opening which was in 1947. The Seahawk is part of the school’s brand, and is seen in multiple locations throughout the campus. We have a statue of it in front of Warwick and in front of Hoggard Hall. When students graduate, they typically take graduation pictures with the Seahawk in front of Hoggard Hall. It is an aspect of school spirit that is engraved into all of the students from day one.

Have you ever gone a day at UNCW and not seen someone wearing the school’s logo? The answer is that you probably have not. People here take pride in supporting the school and being proud to be a Seahawk. Over time, the logo has changed, and that is a great thing to do because everything is constantly evolving. As time changes, people change, and it is important for an organization to see that and incorporate it into their marketing strategy. The pictures below show the four sports logos UNCW has created.


1977-1985                                                              1986-1991




1992-2014                                                         2015-Present

It is important for a brand to engage their community. UNCW as a brand does this by creating a logo that connects to the students. When the logo changed in 2015, there was a split in who liked it and who did not. Students were use to the previous logo and felt a connection with it which is why they might have felt uneasy about the new logo. Freshman who started school this year only know this logo; therefore, they feel a connection with it because to them, it is the only representation of UNCW they have known.

While logos change over time, the image should not matter. What’s more important is what it represents. If UNCW continues to be a strong community of students, then the logo will continue to make a connection no matter the changes.





Groom, S. A. (2008). Integrated Marketing Communication: Anticipating the ‘Age of Engage’ Communication Research and Trends, 27(4), 14-15.


-Jenny Anguisaca