North Dakota unveils hawk logo to replace Fighting Sioux

The University of North Dakota unveiled Wednesday a design to replace the Fighting Sioux logo shelved four years ago under threat of NCAA sanctions.

The new logo shows the profile of a “stoic” and “resolute” hawk against the green letters “ND,” which will accompany the Fighting Hawks nickname adopted by the university last year after the Fighting Sioux was retired in 2012.

“I like the new logo,” Interim UND President Ed Schafer told the Grand Forks Herald. “I’m excited about it. I think we have the elements of the Fighting Hawk, and importantly, UND, and more importantly North Dakota. Those were the three things that I wanted to see in the logo and that I wanted to have. I’m excited about how it turned out, and I think it’s going to make a statement about who we are and where we’re going.”

The university ultimately bowed to the 2005 NCAA mandate against “hostile or abusive” Indian nicknames, mascots and logos after a lengthy legal and political battle to keep the Fighting Sioux, which was adopted in 1930.

Fighting Hawks beat out Roughriders by 57 to 43 percent in a November vote by UND alumni, students and stakeholders. During the interim, the university’s athletic teams played in “North Dakota” and “UND” jerseys.

While the Fighting Sioux is no longer the university’s official nickname, Sioux jerseys and chants are still popular at games. The university sells some Fighting Sioux gear as part of its Dacotah Legacy Collection through the Ralph Engelstad Arena Sioux Shop.

The hawk logo received a mix reception on social media from North Dakota fans and alumni, some of whom said the design looked amateurish. The university paid about $50,000 to SME Branding for the logo’s creation.

“I am not a UND fan, but I will say that this logo and name [are] horrible,” Matthew Williamson posted on Facebook. “All I see is a Chicken Hawk. UND will always be the Sioux.”

Responded Chuck Marchand, “The Sioux logo is not coming back! Move on! Not a big fan of the new name but I do like the new logo.”

UND athletic director Brian Faison said the logo will be phased in as new uniforms are replaced, although the football helmets will show the logo in the fall. The university is planning to unveil spirit wear at an Aug. 13 merchandise launch event.