Reimagining UM sport and recreation brands
Over the next several months, the University of Manitoba is undertaking an initiative to explore the family of brands that include Bison Sports, Mini U Programs, Junior Bisons and Recreation Services to more closely align them with the current UM brand and evolve how we all identify as Bisons.
We look forward to engaging with the community, on and off campus, and sharing our progress. Check back to this page for updates.
Introduction
The University of Manitoba is proud of its rich history and vibrant identity. In 2019, the central university brand underwent a refresh, reflecting our evolving values and aspirations. Our brand story shares a vision of who we aspire to be. Last refreshed in 2001, it is now time for this group of UM's most recognizable sub-brands to take a similar charge ahead.
This rebranding project reaches far beyond logos and colours. It's about harnessing our shared story and connection to the bison as a symbol of strength, leadership and determination while emphasizing the commitment to building healthy communities through sport and recreation. Through a fresh and creative approach, we aim to align these brands seamlessly with the core identity of the University of Manitoba that shares our nearly 150-year history intended to ignite inspiration for future Bisons.
Plan and progress
The initial branding initiative will consist of four phases, from May 2024 to March 2025:
August to October 2024: Consultation, research and discovery
A series of focus groups will be held in August, September, and October to gain insight and perspectives from our university community about existing views of the sport and recreation family of brands and their vision for how they should evolve. Focus groups will take place in Winnipeg.
Additional input will be collected via a survey.
As part of this process, a competitive audit will also be conducted looking at university sport and recreation branding.
November to December 2024: Brand strategy
Results from the focus groups will be refined and key themes reflecting the expression of the brands will be identified. Recommendations will be presented and further refined based on feedback.
January 2025 to February 2025: Creative exploration
Creative exploration will begin based on the approved brand strategy and platform.
March 2025: Execution and launch
The refreshed brand will be introduced to the university community in March 2025, along with the identification of priority deliverables. Ongoing execution is expected to continue through the remainder of 2025.
Community consultation
Through out the research and consultation process, we will host a number of focus groups to gather insights and opinions into the future direction of the Bison Sports brand.
We will host focus groups with the following stakeholders:
- Mini U Programs and Junior Bisons parents, participants and coaches
- Faculty of Kinesiology students, faculty and staff
- Recreation Services members, including intramural sports and rec club participants
- Bisons student-athletes and coaches
- Alumni and donors
Sign-up to join us for one of the upcoming sessions on August 21 and 22 or September 12, 13 or 14, 2024.
Can’t attend, but want to share your insights? Share your feedback below.