UFC makes subtle changes to logo, design
July 9, 2015
The UFC is changing its logo but you will have to look hard to see the difference. In an effort to revamp the look and feel of the presentation of the brand, the company will unveil subtle changes this weekend.
According to an AP story, the UFC hired creative directors at Troika to redesign the logo. Essentially, the “C” in UFC no longer looks like a wrench and takes on a more “fluid, more balanced, more professional” look. White approved of the new logo. In addition to the logo, the UFC will unveil several changes to its visual presentation this weekend at UFC 189. This includes tweaking the telecast visuals such as the fight clock on the screen.
The creative directors at Troika believe that the design changes will make the UFC “more fun to watch for hardcore enthusiasts and less confusing for casual fans.” Approximately 30 people worked on revamping the UFC image over the last 6 months and we shall see these changes at the biggest weekend of the year for the UFC.
With the elimination of third-party sponsors and implementation of the Reebok uniforms, the visual in the octagon will be different. This was an opportune time to include additional visual changes.
I understand that many people will not understand why the UFC would hire a firm to make subtle tweaks to its logo and presentation. Certainly hiring Troika was not cheap. But like many companies, the UFC believes in its branding and image. It knew that UFC 189 was going to be the biggest event of the year and if there was a time that casual viewers would purchase a PPV, it would be this one. Unveiling its new, albeit subtle, logo and other visual elements probably was due for the company as it enters a new era with its partnership with Reebok.