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 have been delighted to engage with the community, on and off campus, and look forward to 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 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.
Plan and progress
The initial branding initiative will consist of four phases, from May 2024 to September 2025:
August to October 2024: Consultation, research and discovery
Status: complete
A series of focus groups were held in August and September to gain insight and perspectives from a range of stakeholders—including student-athletes, coaches, volunteers, parents, Recreation Services members, members of the Indigenous community, and others—on existing views of the sport and recreation family of brands and their vision for how they should evolve. Focus groups took place in Winnipeg.
We hosted 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
- Members from the Indigenous campus community
- Bisons student-athletes and coaches
- Alumni and donors
We gathered feedback from the community via two online instruments as well. A short feedback form was open for completion between July 17 and October 11. In addition a qualitative survey to gather more specific data was deployed to stakeholder groups by Academica Group on behalf of UM from October 24 to November 3.
We completed our engagement with stakeholders, gathering valuable insights and feedback. As part of this process, a competitive audit was also conducted looking at university sport and recreation branding.
After collating all feedback, we were pleased to receive strong supposed for a refresh of the Bisons logo from the UM community.
November to December 2024: Brand strategy
Status: complete
Results from the focus groups and survey will be refined and key themes reflecting the expression of the brands will be identified. Recommendations were presented and refined based on feedback with the brand refresh working group composed of members of the Faculty of Kinesiology and Recreation Management, including Bison Sports, Mini U and Junior Bisons and Recreation Services, and Strategic Marketing and Communications departments at the university
January 2025 to March 2025: Creative exploration and development
Status: complete
Creative exploration concluded resulting in a direction that balances tradition with a unified identity that reflects who we are today and where we’re going.
April to September 2025: Execution, begin implementation and launch
Status - launched
The university unveiled the refreshed Bison Sports logo on September 2, 2025, at the 2025 student Pep Rally. A celebration of the new logo will take place during the Bisons Block Party on September 20, as part of Homecoming weekend. Ongoing execution is expected to continue throughout 2025-26 and over the next two to three years.