New Logo and Identity for Duquesne University Athletics by ChangeUp

The Duquesne Dukes are the athletic teams of Duquesne University of Pittsburgh, PA, a private Catholic university founded by members of the Congregation of the Holy Spirit (or Spiritans). The Dukes compete in Division I of the NCAA — six men’s teams and eleven women’s — as members of the Atlantic 10 Conference and while not as popular as other college teams they have enjoyed quiet, relative success over the years. With the goal to “re-energize, modernize, distinguish and elevate the overall image of Duquesne Athletics locally, regionally and nationally”, the Dukes recently introduced a new identity designed by Dayton, OH- and Irvine, CA-based ChangeUp (formerly Interbrand Retail). Our new monogram is simple yet bold. It was designed to convey a sense of