Lincoln adopts new athletic logo

Courtesy photo (Left to Right) Athletics Director Dianthia Ford-Kee and Director of Communications & Public Relations Eric Christopher Webb pose with new The Lincoln University Athletics logo.

LOWER OXFORD – After nearly 30 years, The Lincoln University, the nation’s first degree-granting Historically Black College and University (HBCU), unveiled its new athletics logo and branding for the university’s CIAA, Division II athletics program at a press conference yesterday.

The change is part of an overall rebranding effort for the entire university, which has included the adoption of a new university logo, the official addition of “The” to its name and the launch of the “Where Being The First Matters.” promotional campaign over the last year. The name revision reflects the university’s effort to distinguish itself from the three other Lincoln Universities and the three Lincoln Colleges as well as highlight its distinction as the first Lincoln and the first degree-granting HBCU.

“We are extremely excited to share with The Lincoln University family and community our new athletics logo and marks, representing the first complete branding marks for our Department of Intercollegiate Athletics,” said Dr. Robert R. Jennings, president of The Lincoln University. “All these efforts (the new athletics logo and entire university rebranding) are aimed at restoring and reclaiming The Lincoln University’s brand and legacy as the nation’s first-degree-granting Historically Black College & University, responsible for producing a myriad of FIRSTS and distinctions unrivaled by many other premier American institutions.”

The new athletics branding includes marks for a primary Lion, Lion head, LU lock, word, and number marks as well as its official orange PMS 1585 and blue PMS 662 colors to be used to accent the Lincoln brand.


The marks were developed with the assistance of Phoenix Design Works with input from a broad group of constituents which included a survey of what the lion should look like from students, athletes, alumni, staff and friends of Lincoln. Phoenix Design Works has also created athletic logos and marks for other Colleges and University’s such as: LSU, University of Tennessee, Delaware State, Norfolk State and NC A&T Universities.

Lincoln’s sole former athletics logo depicted the orange and blue head and upper torso of its lion mascot in a passive stride with an “LU” scrawled into its mane, which will now be retired and reserved for “Throwback” paraphernalia only.

“Moving forward, we wanted a Lion mascot that represented a fierce, rather than laidback, competitor,” said Athletics Director Dianthia Ford-Kee. “And since we recognize the nostalgia and affection of some alumni, we also wanted to ensure that elements from our soon-to-be retired Lion would be also embodied as well as others that remind the world that The Lincoln University is the FIRST Lincoln. But most importantly, we wanted marks that increase our visibility of The Lincoln University and reinforce our rich athletic tradition established as an NCAA Division III member and now as an NCAA Division II member.”