Traditional Mascot Logo Reinstated in AAMU Brand
Refreshed Butch Logo Reintroduced as Alternate Mark
Alabama A&M University has unveiled an updated version of its traditional standing
Butch logo as an approved alternate mark for spirit and licensed apparel use. The traditional
emblem had been retired in the University’s licensing program until the release of
the new look this week. Officials say the return of the mark will create new avenues for continued growth
and success of the AAMU licensing program.
“As we prepare to celebrate 150 years, the Butch logo is now refined to allow Bulldogs
of the future to connect with AAMU history and show pride through traditional insignia,”
said Assistant Vice President for Advancement and Branding Aaron Thompson. “The updated
design maintains the traditional form while implementing a few impactful changes that
both modernize and increase its functionality across platforms and applications.”
For this project, AAMU partnered with industry veteran Joe Bosack & Co. whose work includes the development of logos for brands like the NCAA Final Four,
the University of Georgia, Mississippi State University, the Orange Bowl, Boise State
University, and the SEC Football Championship. The agency’s rebranding portfolio also
includes clients like The Heisman Trophy and Indianapolis Colts.
The standing "Butch" logo will be available for licensed vendor use beginning September
16. The mark does not replace the AAMU Athletics mark, but serves as an alternate
logo for spirit, apparel, and merchandise. Learn more about the AAMU brand at www.aamu.edu/brand.