The new logo was revealed during Opening Convocation for the Class of 2020, the first class to enter the university under the River Hawks moniker. The annual convocation ceremony occurs the afternoon of move-in day and celebrates new students’ entry to Susquehanna University.
Featuring Susquehanna’s school colors of orange and maroon, the logo features a sleek representation of a river hawk, with emphasis given to its distinctive and piercing eyes. It was designed by Pottsville-based Joe Bosack & Co., which has developed athletic brand identities for nearly 100 colleges and universities across the country. Bosack and team also worked with the NCAA to redesign the association’s championship logos, including the identity for the Final Four, which was unveiled last spring.
“River Hawks, or osprey, are distinctive, powerful, adaptive and resilient,” Susquehanna President L. Jay Lemons said of the bird found along the Susquehanna River. “Although it’s a migratory bird, it always finds its way back to Susquehanna. And our students know that no matter how far they go, this incredible place will always be their alma mater.”
The reveal of the logo was accompanied by the premier of a one-minute video celebrating the new mascot, while at the same time honoring Susquehanna’s history and traditions. The video also revealed the new Susquehanna “S,” which replaces the previous block “S” with smoother lines and the wings of the river hawk represented.