University of Calgary

University refreshes Dinos identity, partners with Nike

Submitted by darmstro on Wed, 2013-04-03 11:11.

April 3, 2013

Dinos 2013Millions of years ago, the sub-tropical landscape around Calgary thundered with the heavy footsteps of ferocious reptiles competing for territorial domination. These days, students, faculty and staff at the University of Calgary channel that same fierce and single-minded drive for leadership – on the courts, fields, lanes, ice and waves of interuniversity sport and in the pursuit of new knowledge and innovation for society at large.

This morning, Dru Marshall, provost and vice-president (academic) at the university, unveiled a refreshed look for the Dinos – including a wardrobe makeover for Rex, the Dinos mascot – and invited the entire university community to embrace the updated identity as a rallying point for campus spirit. The timing of the evolution ties directly into the day’s second announcement: an extensive new partnership that will see the Dinos outfitted exclusively in Nike gear.

“Our Eyes High strategic direction has us on track to become one of Canada's top five research universities by 2016, where research and innovative teaching go hand in hand, and where we fully engage the communities we both serve and lead,” said Marshall. “Our commitment extends beyond the important work we do in our labs and classrooms: it also involves creating an unforgettable student experience and building one cohesive university family. The updated Dinos spirit mark should serve as a touch point for us all, whether we channel our drive for leadership through interuniversity sport or through the pursuit of new knowledge and innovation for society at large.”

The campus community agreed that Rex needed a fresh look (the previous Dinos logo was last updated in the 1990s). Extensive consultations with the student body, alumni, faculty and staff in fall 2012 revealed a collective desire to boost its ‘fierceness’ factor while making the entire identity system simpler and more flexible in how it is used across campus. The updated identity proudly incorporates the university’s red and gold colours and features a ferocious-looking Tyrannosaurus Rex ready to pounce from behind the Dinos name.

The opportunity to implement the refresh comes without significant expense as it ties into other projects already underway on campus, including the scheduled resurfacing of the Jack Simpson Gymnasium floor and a new partnership involving Dinos- branded apparel. All consultation, design and production work on the refreshed identity was completed by in-house staff at no additional cost.

The university has entered into a five-year partnership with T. Litzen Sports, the exclusive service provider of the Nike Team program, to outfit the Dinos in the iconic ‘swoosh’. The extensive agreement brings Nike Team/T. Litzen Sports on as a significant corporate sponsor and will see Nike-branded Dinos products available in the University of Calgary Bookstore, with a portion of sales to be re-invested in supporting Dinos student-athletes.

“This is an exciting day for the Dinos,” said Athletic Director Ron Wuotila. “Our updated identity and our partnership with Nike signify our commitment to enhancing spirit on this campus. This agreement associates the Dinos with one of the world’s most well-known brands – one that everyone wants to wear. Not only will this allow Dinos Athletics to present a more professional face to the world, but the comprehensiveness of the agreement will also allow us to consolidate our purchasing power and be much more efficient in how we allocate our resources.”

Nike is the world's leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Based in Dundas, ON, T. Litzen Sports is a Canadian leader in athletics supply and the only Nike Team dealer in the country, featuring international NTS status for the stocking and providing of the Nike Team line of products. The Dinos/Nike partnership will be facilitated through T. Litzen Alberta Territory Manager Chris Marcil.

“T. Litzen Sports in honoured to have been chosen to represent this Nike partnership to the University of Calgary,” said T. Litzen Sports National Sales Manager Ryan Denholm. “With the excitement around the updated Dinos identity and the level of excellence regularly displayed by Dinos athletes, it is a great time to bring the world’s leading sports brand to campus.”

View the new look at or visit the Campus Bookstore to find merchandise bearing the refreshed Dinos identity. Check out the introductory video, starring Rex as he seeks his roots in Drumheller, Alberta, at