University of Regina Cougars + Rams

At the University of Regina, varsity athletics plays a central role in building school pride, community identity, and a shared sense of spirit. In a unique situation within Canadian university sport, one institution proudly competes under two distinct and deeply beloved varsity brands: the Regina Rams—one of the most storied football programs in the country—and the Regina Cougars, representing all other varsity teams. The challenge wasn’t about choosing one identity over another, but about strengthening a unifying varsity presence that could honour legacy while expressing a confident, modern athletics program.

Trajectory developed an integrated varsity athletics brand system that brings legacy forward rather than leaving it behind. Historic equity, rituals, and pride were translated into a fresh, contemporary visual language—one that feels energetic, confident, and unmistakably varsity. The result is a system that reinforces the overall athletics presence while allowing the Rams and Cougars to retain their distinct personalities and emotional resonance.

The work spans a full visual ecosystem: new primary and secondary marks, a comprehensive suite of sport-specific identifiers, and a flexible system designed to perform everywhere from digital channels to facilities to the field of play. Paired with a bold merchandise and apparel program—among the most distinctive in U Sports and Canada West—the refreshed identity supports recruitment, builds internal pride, and presents a unified, future-facing athletics brand that athletes and fans want to wear.