The University of Manitoba is charging ahead with a new identity for its Bisons varsity sports teams.
The Winnipeg-based school, which competes in the Canada West conference of U Sports, rolled out the new identity earlier this week. The centerpiece of the visual system is a new forward-facing bison logo that retains the school’s traditional brown and gold colour scheme but adds blue into the mix “to ensure visual cohesion with the university’s broader brand.”
The new forward-facing bison symbolizes strength and determination, while the return to true brown and gold honours the past and unites all eras under One Herd. Clean lines, vibrant tones, and dynamic design elements, including a custom sports serif typeface inspired by bison hooves and horns, position the Bisons as confident, cohesive, and ready to face what comes their way. Every element was designed to foster belonging, pride, and the enduring spirit of resilience that defines the Bisons.
— University of Manitoba
“We are proud to reveal the refreshed look for this next chapter of Bison Sports history,” University of Manitoba President Michael Benarroch said on the school’s website. “In the same way our student-athletes continue to redefine what success looks like, both on the fields of play and in their communities, we wanted a redefined look that encompasses the legacy of the Bisons while reflecting the vibrancy of our future.”
The process of redesigning the Bisons’ logo began in 2024, when consultations began with student-athletes, parents, volunteers, members of the Indigenous community and other stakeholders.
“It was crucial to us that this process involved as many stakeholders from the community as possible,” said Douglas Brown, Dean of the Faculty of Kinesiology and Recreation Management. “The Bison means so much to so many people, so we wanted to ensure their voices were heard.”
“It’s been no small undertaking to get to this place,” added Gene Muller, Director of Athletics and Recreation at UM. “It’s been a tremendous amount of effort from people across the university to create this new identity for Bison Sports, and we couldn’t be prouder of the hard work and care they’ve put in.”
All Bisons teams will begin using the new logo in their respective 2025-26 seasons, including the track and field team, which is hosting the 2026 U Sports National Track and Field Championships in March. Junior Bisons teams and competitive rec club teams will also have updated logos featuring the forward-facing bison. “These logos create a powerful visual representation of our collective strength as one herd and reflects the spirit and excellence of our programs and our institution,” the school said.
“The unveiling of a new logo and getting to be a part of this is really special,” said second-year men’s hockey player Skyler Bruce. “The name and look of the Bisons means something in Manitoba, and I think we will all look back on this as a very special time.”
The Bisons will celebrate the new brand at a block party on Friday, September 20, which coincides with their Homecoming football game against the University of Alberta Golden Bears at Princess Auto Stadium.
