UT Southern unveiled refreshed Firehawks branding that reaches far beyond athletics to touch every aspect of campus life. This new initiative—marked by the installation of pole banners, updated signage, vibrant artwork and fresh paint—is part of a broader effort to cultivate a more unified and cohesive campus environment. The goal is to foster a deeper sense of community, belonging and shared identity among all members of the UT Southern family.
The Firehawks brand refresh is a key element of the university’s strategic plan, which prioritizes enhancing school spirit, strengthening campus aesthetics and building a stronger connection between all facets of campus life.
“Our aim with the new Firehawks branding was to create a symbol that resonates with everyone across our campus, extending beyond just our athletes,” says Vice Chancellor for Strategic Communications and Marketing Aimee Rose. “We wanted a visual identity that fosters a sense of cohesion, something everyone can proudly embrace as a reminder that we are all part of something greater—a dynamic, connected and cohesive community here at UT Southern and within the larger UT System.”
In addition to banners and signage, the campus has been enlivened with new artwork celebrating the Firehawks brand. Vehicle wraps, new paint and large-scale wall decals now adorn common areas and public spaces—all working to enhance the student experience by highlighting values of friendship and collaboration.
The Nest Opens
Nestled in the heart of UT Southern’s campus within the Student Union, The Nest has quickly become more than just a spirit shop—it’s a symbol of pride, unity and the power of community— stocked with the latest Firehawks gear.
The idea for The Nest began as a small spark within UT Southern’s marketing team, which saw the need for a central place where students, faculty and visitors could showcase their Firehawks spirit. What started as a simple concept rapidly evolved into a full-scale project, driven by the passion and determination of the entire UT Southern community.
The creation of The Nest was not just about selling merchandise; it was about building something that aligned with UT Southern’s strategic goals. This new venture supports the university’s mission to enhance student life, foster a sense of community and promote school pride. The Nest is now a place where students connect, feel part of something bigger and proudly wear their Firehawks gear.
