Stetson Tip Its Hats to Bosack & Co. at New Logo Launch -

During the annual Late Night Breakfast Wednesday, May 2 at Stetson University’s Rinker Field House, student-athletes took the stage for a “fashion show,” wearing new uniforms that sported freshly restyled Hatters logo/brand marks designed to capture both historic Hatters spirit and progressive movement into the future.

Stetson Athletics Director Jeff Altier saluted the diligence of a committee that had spent two years in research and development, encompassing all sectors of the Stetson community – students, faculty, alumni, Trustees, former athletes, coaches and others. “I am very proud of the work they did,” Altier said. “This group took a great deal of time and effort to solicit input from many, many focus groups, allowing students, faculty, staff and alumni the opportunity to influence the final result.”

Research for a new Athletics brand commenced in 2016, with preliminary proposals from six agencies being pared to one. The selected agency, Bosack & Co., was given the mandate to develop a brand mark that was true to who the Stetson Hatters are but also distinctive.

“The nickname, Hatters, is one of the most unique monikers in all of college sports,” said Joe Bosack, the firm’s founder and creative director. “It was a thrill to work with Stetson to reimagine and refresh the visual identity of this most iconic brand.”

The highlight of the logo redesign is a warm embrace of the Stetson “S” in place of “SU.” Also gone is the hat sitting tilted atop the SU. Instead, a new centered, tilted hat is introduced and neatly incorporated into the Stetson “S” to infuse “energy” and “excitement.” The hat comes with a lively accent band.

To further strengthen ties to tradition, the existing Stetson Athletics’ Hatter Green (a dark shade of green) and the university’s Stetson Green (a lighter, brighter shade of green) are the lone predominate colors, accompanied only by white, black and gray — with their use strictly outlined in a Stetson Athletics brand identity book.

About Stetson University Athletics

Stetson University’s Athletics Program has a vision of developing a culture of champions athletically, academically and within the community. This vision is accomplished through a mission of recruiting and developing student-athletes, coaches and staff, creating a culture of champions, within and outside of competition. The department operates with five core values: Championship Culture, Integrity, Excellence, Pride/Tradition and Leadership. To learn more about the Vision, Mission and Core Values for Stetson Athletics, visit
About Bosack & Co.

Bosack & Co. is an independent, national branding and design firm specializing in sports and collegiate athletics for 20 years. Based in Pottsville, PA, the firm has a depth of strategic marketing and branding experience trusted by over 100 clients. The firm’s extensive collegiate athletics branding experience includes the NCAA Championships, 90 events across 24 sports and three divisions, including the Final Four, Frozen Four, and College World Series.  For more, visit