Aquinas Blugolds Athletics Rebrand

Logo, Identity, Lettering, Script, Uniforms, and Merchandise for High School Athletics

About The Aquinas Blugolds

What’s unique about the Aquinas Blugolds? How about their nickname? It’s a color combination, and the only high school application of Blugolds at the high school level.

There’s a history of teams naming themselves after colors, especially pre-1910. The Cincinnati Reds and the old St. Louis Browns come to mind. (The Cleveland Browns comes to mind, too, but they weren’t quite named after a color. They were named after Paul Brown. But he was kind of named after a color. So, six of one…)

With Aquinas, my guess is it’s likely a reference to the main colors of the University of Notre Dame, playing into my theory that Midwestern Catholic athletic programs like to affiliate themselves with the Fighting Irish. I don’t know this to be true, but I also don’t think I’m wrong.

At any rate, sports branding of color instead of mascots has its challenges. It’s a more abstract  exercise than an animal- or occupation-based mascot.

Luckily, it’s St. Thomas Aquinas himself who does a big favor for us. For 800 years, he’s been associated with lightning. And lightning, as we all know, lends itself perfectly to sports. It’s fast, dynamic, unpredictable, and literally full of energy.

I came to the same conclusion as the designer of the previous identity, that a bolt of lightning should serve as the main element for the Aquinas Blugolds.

the Teams of the CWCC

This is one of seven unsolicited athletic rebrand projects.

Each of these teams were previously members of the Central Wisconsin Catholic Conference.

Aquinas Blugolds
(La Crosse, Wis.)

Assumption Royals
(Wisconsin Rapids, Wis.)

Columbus Dons
(Marshfield, Wis.)

McDonnell Macks
(Chippewa Falls, Wis.)

Newman Fighting Cardinals
(Wausau, Wis.)

Pacelli Cardinals
(Stevens Point, Wis.)

Regis Ramblers
(Eau Claire, Wis.)

before and after comparison of main logo
before and after comparison of main logo


back of football helmet
home and road football uniforms, angled
back of football helmet
home and road football uniforms, angled


soccer kit action shot home
soccer kit home
soccer kit road
soccer kit action shot road
soccer kit action shot road



basketball uniform home - action
basketball uniform home - action
basketball jersey home
basketball jersey road
basketball uniform road - action
basketball uniform road - action

Cross Country & Track

track and cross country design


home baseball uniform 3 angles
road baseball uniform 3 angles
alternate baseball uniform 3 angles


GO Blugolds raglan shirt
faceted bolt logo sweatshirt
Aquinas Blugolds Athletic Dept t-shirt grey
enamel pin designs
flannel wool ballcap
Winter merchandise

If you made it this far, thanks for taking a good look. To get a deeper dive into some process images, see more Aquinas Blugolds goodness at Behance.

What's up next?

I’m working on the next entry in my Meet the Teams of the CWCC series.

Assumption Royals Athletics, the pride of Wisconsin Rapids, will be my focus.

Until then, please share this work with people in your life who support high school sports. That’s how this will grow. Thanks for being a part of the ride!