Coast Guard makeover got mightier

The U.S. Coast Guard Academy has unveiled a new brand identity for all intercollegiate athletic programs inspired by two core elements, the Coast Guard racing stripe and the bear.

“The goal of this project was to refresh our marks in a way that strengthens our alignment with the operational Coast Guard and pays homage to the rich traditions of our service,” said Dr. Dan Rose, CGA Director of Athletics.

While the previous mark was the profile of a perturbed bear, the new mark is one seriously scary carnivoran mammal. If the Coast Guard’s rich traditions include tearing apart predators with their bladelike teeth and claws, mission accomplished.

Here’s the description from the USCG:
The racing stripe is the global identifier of the Coast Guard, connecting anyone associated with the branch. The iconic stripe is present on all Coast Guard assets ranging from patrol boats and cutters to helicopters and fixed-wing aircraft. This distinct feature is embedded within the core brand marks and uniform striping in order to build an immediate connection between the athletic department and the United States Coast Guard.

The bear element of the identity is inspired by the Alaskan Kodiak – the most rare yet physically large North American bear – native to Kodiak Island, Alaska. This persona is the ideal metaphor of the Coast Guard’s small yet mighty presence within the U.S. Military system.

The bear pays tribute to the Revenue Cutter Bear, which served in both World Wars, and became the first American law enforcement presence in newly purchased Alaska. Utilizing an Alaskan Kodiak for an Academy based in New England is intentional to represent the global reach of the entire branch. The bear is shown charging and strong, inspired by the Coast Guard spirit of facing all missions head-on.

During the year-long creative timeline, a wide range of Academy stakeholders were engaged in a collaborative process guided by Skye Design Studios, a national leader in sport branding.