The Golden Gopher brand has been around since 1986. My aim was to keep the history and tradition of this university, while creating a modern refresh that could be embraced by the fans. Aside from a more vibrant gold, I wanted to keep the integrity of the color palette that is unique to the school. Since the landscape plays a key role in Minnesota, the new "M" takes elements from tall pine trees. The perspective now points upward, as a leader in college sports. The current gopher is very playful and friendly, so the goal was to weave in the personality while intentionally adding a bit of attitude. This could be viewed as the "evolution" of the gopher as a fast, fierce and focused competitor.