University of Calgary

Rex gets a makeover

UToday HomeApril 3, 2013

By Kim Lawrence

Rex gets a makeoverLast updated in the 1990s, the University of Calgary’s Dinos mascot will receive a facelift along with a major brand partner.Millions 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. We are all Dinos.

This morning at 11 a.m. in the MacEwan Hall south courtyard, Dru Marshall, provost and vice-president (academic), will unveil a refreshed look for the Dinos, introduce an important new partnership in the evolution of the Dinos brand, and begin the process of building a true rallying point for school spirit at the University of Calgary. 

Rex, the Dinos mascot, will be on hand to show off his new jersey and share his personal genealogical journey, which led him to Drumheller earlier this year.

The university adopted the dinosaur as a mascot in the 1960s to recognize the fact Alberta was once one of the richest dinosaur habitats on the planet.

The 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.

View the identity on the website as of midday today. The campus bookstore will begin selling a new collection of T-shirts featuring the refreshed identity at 11:30 a.m. as well. A more detailed story with photos and video will be available via UToday Thursday.

Check out the introductory video, starring Rex as he seeks his roots in Drumheller, Alberta, at


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