Cal was first. The first public university in the great state of California. They are the pioneers. They are the trailblazers who started it all. Same goes for Under Armour. When status quo was the status quo, they changed everything. Starting revolutions. Challenging authority. Being first. That’s what Cal and Under Armour have been doing since their respective day ones. Now, together, through passion, design, and the relentless pursuit of innovation, they fight to keep that revolutionary spirit alive.

As part of the launch of this partnership, a comprehensive rebranding effort was made where everything from logos, messaging, to photography was up for a refresh. Below are examples of the new identity that carried over into print and digital end uses.

Art Direction: Kirk Roush
Photography: Sam Gordon
Copy: Dane Rahlf & Matt Norman
In the beginning, it was just us.
The first of our kind in California.
We set THE blue and gold standard, emblazoned it with a bear, and held it high.
Then we watched our passion spread across the state.
Throughout the country.
Around the world.
Challenging the status quo, driving forward, never backing down.
The future of intelligence. The future of excellence.
The future of defiance, innovation, and sport.
This is where it all begins.


IT STARTS WITH US.