Saint Peter’s Peacocks Unveil New Athletic Branding

As part of a department-wide rebranding around one of the nation’s most unique mascots, the Saint Peter’s Peacocks recently unveiled a new primary logo, typeface and spirit marks.

Through the hallowed halls of @saintpetersuniv, our 𝙨𝙥𝙞𝙧𝙞𝙩 and 𝙗𝙚𝙡𝙞𝙚𝙛 run deep…

New style; same strut. Introducing the revamped visual identity of Saint Peter's University Athletics #StrutUp🦚 pic.twitter.com/K1aox3iTl2
— Saint Peter’s Athletics (@SPUAthletics) August 25, 2020

“This is an exciting day for our student-athletes, coaches, staff, alumni and fans,” athletic director Rachelle Paul said in a statement. “Together, with the ongoing renovations to the Yanitelli Center, the introduction of our new visual identity will usher in a new era of Saint Peter’s athletics. I am confident that the entire Saint Peter’s community will embrace the modern look of our rebrand, one that is reflective not only of the positive change and progress made in athletics but the entire university.”

Spearheaded by Charlotte-based Varsity Partners, the new visual identity is centered around a fresh take on the peacock mascot. There are three different versions – including a standalone head, a full strut and a full perch – with the three feathers atop its head symbolizing the holy trinity found on the university seal.

“The Saint Peter’s leadership team, student-athletes and community are special,” said Varsity Partners CEO Tim Rebich. “A lot of organizations talk about hard work, but this group lives it. From apparel to identity system design, we worked side-by-side to create momentum for a program ready to harness its potential. We are excited to help build on the ongoing success that is happening in Jersey City.”

All three logos include a new shade of blue, aligning athletics with the academic side of the university, while the arched wordmark was inspired by the early days of Peacock athletics. The new monogram, meanwhile, can be seen on the rolled-up sweater of the perched peacock.

“The mission of the rebrand was to create a simplified identity system that evokes the hard-working spirit of the Saint Peter’s community while harnessing the energy of the fanbase to build on established legacy and tradition,” Paul said.

Saint Peter’s is a private Jesuit university located in Jersey City, New Jersey. The Peacocks field 16 varsity sports in the Metro Atlantic Athletic Conference and are the only NCAA Division I program with that nickname.