#StingersUnited: a bold new look for Concordia

Stronger, cooler, sleeker and, most importantly, united. That’s the message the new Concordia Stingers brand, logo and uniforms will convey to their fans as well as their rivals. It’s a bold departure, but one that remains true to the spirit and tradition of varsity sports on campus.

“We wanted our new image to transcend sports and competition”, says Alan Shepard, president of Concordia. “We also had a unique opportunity to further strengthen the already deep sense of pride that exists within the Concordia community. From our students and their parents, our faculty and staff, to our alumni and donors, we are hoping to unite everyone who has a connection with the university.”

The new logo retains the traditional yellow and burgundy colors — respecting the history and influence of the university’s two founding institutions, Loyola College and Sir George Williams University — complete with stripes and a stinger. 

All the varsity teams will sport new uniforms at the opening games of their respective seasons.

“At the heart of the rebranding process was a reflection on who we are and what we stand for,” says Patrick Boivin, director of Recreation and Athletics. 

The process was inspired by five pillars of Concordia’s sport programs: passion, adversity, roots, the road (an athlete’s journey to the field of play) and the hive (the buzz created by an engaged fan base).

The new look was developed following extensive consultation with students, coaches, athletes, alumni and university staff. With the goal of uniting the community, a multidisciplinary team was pulled together consisting of 20 students who prepared scripts to be used in videos, publications and on the university’s multimedia platforms.  Award-winning photographer, videographer and Concordia alum John Londono oversaw the photography and video production.

Over 350 student athletes who play on 10 different varsity teams represent the Stingers. 

The launch of the new branding sets the stage for the upcoming sports season. 

“This is a very exciting time for our student-athletes, coaches and staff members,” says Boivin. “We are embarking on a new road that builds upon our rich history and a passion that will lead us to future success.”

New apparel provider is the perfect fit

In tandem with the launch of its new Stingers brand, Concordia has reached an agreement with Fruit of the Loom Canada to have the company’s Russell Athletic brand become the official uniform and apparel provider for its varsity sports teams.

Russell Athletic is synonymous with collegiate sport in the United States. Concordia is the only university in Canada that has signed such a deal with the brand.

“We’re very excited about this new agreement with Russell Athletics,” Boivin says. “We were looking for a partner that is forward-thinking and on the leading edge of athletic apparel supply, and I feel we have found the perfect fit. These are exciting times for the Stingers and we’re looking forward to making our mark with Russell as our outfitter.
 

Come and see members of the Stingers football team take to the field in their new uniforms on Friday, September 4, when they play their season-opener against the Université de Sherbrooke Vert et Or at Concordia Stadium (7200 Sherbrooke St. West).

The game starts at 7 p.m., preceded by a tailgate party at 5 p.m.