Athletics and Recreation unveils 'TMU Bold' look
TMU Athletics and Recreation have created a new TMU Bold logo for future branding and uniforms. The logo will begin appearing on campus starting October 7, 2022.
Toronto Metropolitan University’s (TMU) Athletics and Recreation department has unveiled the new TMU Bold logo that will be used in branded materials and uniforms moving forward. This comes shortly after the team name, TMU Bold, and team mascot, a falcon, were announced this summer.
Community members will notice that the Bold logo has been modelled after the style and customized font of the Athletics and Recreation TMU logo that was already announced during the varsity and competitive clubs name change. The lines on both have been incorporated to mimic the lines on the court, the ice and the field. Taking the Bold logo a bit further, the ‘B’ has incorporated a subtle nod to the team mascot, a falcon. Falcons are known for their diving speed during flight, making them one of the world’s fastest animals. The top of the ‘B’ is curved in the shape of the falcon's body and beak as it dives at extreme high-speeds.
The ‘B’ in the TMU Bold logo subtly hints at the team mascot, a falcon, by adding references to falcon beak and wings.
The Bold logo will be incorporated into athletes’ warm-up gear and around the Mattamy Athletic Centre, for example on the sidelines, as pictured above, and in the lobby as pictured below. The TMU logo has been painted in the centre basketball court.. In the coming months Athletics and Recreation will add the Bold logo to the baselines on the court. The department will add the TMU logo to centre ice over the winter break and community members will see the Bold logo on the rink boards in the coming weeks.
"As a member of the varsity teams at TMU, we wear the logo every single day, whether it be on the ice or in our community. So what it looks like, and what it represents is critically important to us. When I saw the new TMU Bold logo, I immediately loved it,” said Lisa Haley, head coach of the TMU women’s hockey team. “Change is never easy, but now that I understand more about what it all represents, such as the qualities of a falcon, the meaning behind Toronto Metropolitan University, and the Go Bold slogan, things just feel right."
The Bold logo will soon be seen throughout the Mattamy Athletic Centre, for example on the basketball time block.
“The subtle hint to our team mascot, the falcon, gives the Bold logo some energy,” said Nuala Byles, marketing director for TMU Athletics and Recreation. “It's not overt, it’s subtle. It’s like our version of the Nike Swoosh.”
The Athletics and Recreation department tapped Jacknife Design, a Toronto-based branding and design agency, to help with the logo development. Byles says they chose Jacknife because of their experience with branding notable teams like the Toronto Marlies and the Toronto Football Club (TFC).
A mock-up of how the TMU Bold logo will be used around the Mattamy Athletic Centre.
As everyone rallies around the new team name and mascot, the TMU community can also expect to see a combination of the new Athletics & Recreation TMU and TMU Bold logos being used in the university’s recreation services.
“The TMU Bold logo is our new identity,” said Eyosias Samuel, coordinator of special events and drop-in recreation. “It represents the work we do and how we all feel about the Athletics and Recreation department, aim high, continuously push boundaries and always be Bold.”
For more information on TMU Athletics and Recreation services, visit their website (external link) .