Concordia Cardinals

There is a new but familiar face joining the campus of Concordia University Ann Arbor this fall.

The CUAA Cardinals’ Athletic Department has unveiled an updated Cardinal logo to kick off the 2021-22 academic year. The athletic department partnered with Mongoose Graphics to work through the redesign and establish a brand identity guide for the first time in the department’s history.


Athletics’ new look is the result of a year-long process involving students, athletics staff, campus leaders, and alumni. Various elements of the former Cardinal logo were incorporated to maintain the history and tradition of the previous mark. At the same time, the new logo takes on a more modern and cleaner look to move it into the 21st century and set CUAA’s athletics brand apart.

“Kyle Thoms played an integral part in the development of our new logo throughout the last year before transitioning from assistant athletic director to his new role in enrollment,” said Director of Athletics Lonnie Pries. “Numerous meetings took place that included our students, staff, alumni, and administration in order to hear their feedback as we went through the process. We are excited to move forward with the finished product and love how we have a modernized Corky that still displays characteristics of the Corky that our alumni remember.”

Apparel options with the new logo have been made available in the Cardinal Closet, CUAA’s online apparel store.

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Details on the design

CUAA’s new Cardinal mark reflects many of the characteristics and features of the previous Cardinal with some modern flair that is more conducive to printing, digital use, and apparel. Another familiar aspect to the customized Cardinals font scheme was building it around the “C” that has been widely used in Concordia’s C-Cross logo. This font was also customized to the Concordia athletic department and creates a new opportunity to separate the Cardinals while also honoring the past that has helped to lead the Cardinals to where we are today.

Concordia Cardinals

After an extensive search and recommendations from reputable collegiate athletic departments across the country, the athletic department landed on partnering with Mongoose Graphics. Cory Whitlock championed the project and brought a dynamic portfolio which included rebranding projects with colleges and universities such as University of North Carolina Greensboro, Creighton University, Grace College (Ind.), and Goshen College.

“Working with Lonnie and the athletic department staff was a great experience. It was clear early on that the athletics department needed a refresh to their current branding,” shared Whitlock. “We went through the process of determining what was working, and what needed an update. The goal was to add more consistency and build a strong brand for CUAA moving forward.”

Soaring ahead

The new and improved Concordia Cardinal begins a fresh chapter for Concordia University Ann Arbor. The branding builds upon growing momentum and excitement for the work that is being done everyday on the field, in the classroom, and in the hearts of the students that God has called to make a difference in the Church and the world for His glory.

More about Concordia Cardinal Athletics

CUAA is an NAIA school and offers 26 athletic programs: 11 men’s sports, 12 women’s, and three coed. The campus has made great strides toward expanding its athletic repertoire in recent years, adding e-sports, men’s and women’s ice hockey, men’s and women’s lacrosse, and men’s and women’s tennis since 2014.

Concordia University Ann Arbor athletics exists to develop servant leaders who strive for excellence in academics, athletics, and personal growth while maturing as Christians together. The department embraces the four core values of: Christ-Centered, integrity, servant leadership, and championship mindset.

Learn more about CUAA athletics at

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