Finding an identity for UB

There’s a diamond in the rough in the WNY sports scene that has the potential to become one of the preeminent pieces of the athletic community in the region. It’s a team simultaneously fighting for the attention of WNY sports fans and a larger identity crisis.

As the years have ticked by, UB has battled an increasing difficult fight in an attempt to gain relevance on a regional and national level – specifically in the cash cow sports of basketball and football. As the 2013-14 athletics calendar heats up, UB’s newest facelift will be in full view.

One of Danny White’s first steps in his role as AD has been to usher in the use of New York as the most prominent branding feature for the school’s athletics team. Instead of focusing on being the University at Buffalo Bulls, they will be the State University of NEW YORK at Buffalo Bulls. The change has been welcomed with varying reviews, although the angle makes perfect sense.

In practice, I don’t think the change has been well executed. The big New York font on the football uniforms and Alumni Arena court looks awkward and doesn’t play very well on the eyes. While I support the thinking behind this type of rebranding, I’m not sure it is going to work as planned. Continue reading