University unveils new graphic identity, mascot and tagline

Photo of TWU's new logo

Distinctive logo positions university to ‘Boldly Go’ toward a strong future

Owl mascot holding sign that says Pioneers

Texas Woman’s University Chancellor Carine M. Feyten unveiled a new university logo, tagline — ‘Boldly Go’ — and an athletics’ mascot during faculty and staff Fall Assembly today. 

The university’s new logo takes its primary design cues from the library fountain on its Denton campus, and also forms the letters “TW” for Texas Woman’s.

“This distinctive graphic identity unites our university community’s past, present and future,” Texas Woman’s Chancellor Carine M. Feyten said. 

The tagline ‘Boldly Go’ builds upon the strong past of Texas Woman’s, the nation’s largest university primarily for women. It also is an expression the university’s aim to educate, inspire and empower students for generations to come. 

In addition, the Pioneers, as the university’s athletic teams are known, soon will be sporting a new mascot — the “owl of Minerva” — that’s as fierce as it is wise, just like the student-athletes wearing it, Feyten said.

Inspired by the statue of the Pioneer Woman on Texas Woman's Denton campus, fondly dubbed “Minerva” by students, the “owl of Minerva” is the warrior-goddess’s mythological companion. Steadfast and erudite, this sacred animal is the ideal representation of Texas Woman’s student-athletes commitment to excellence in competition and in the classroom.

The Pioneers name will continue to be worn proudly, with the owl mascot appearing on sports uniforms, equipment and facilities. The design of the owl’s wings mimics the flares on the new Texas Woman’s logo, further strengthening the bond between Pioneers’ fans and the university.

“The owl mascot is the culmination of an enthusiastic exploration initiated by our students and athletes, with subsequent input from university leaders,” Feyten said, noting that the university is working toward a costumed mascot for athletics and campus events, in addition to special fan cheers and chants to further drive competitive spirit.

Feyten also noted that two of the university’s recent student regents played key roles in the new visual identity. Former student regent Monica Mathis, who graduated in May and now is a physical therapy graduate student at TWU’s Dallas campus, said the fountain made her feel welcome and at home when she first visited campus as a high school senior. The student regent who preceded Mathis — Neftali Gomez — also graduated in May and initiated the effort to develop a school mascot to enhance school spirit and pride.

Texas Woman’s partnered with Commerce House, a Dallas-based integrated advertising agency, to develop a new visual identity, tagline and mascot. The agency conducted dozens of interviews with faculty, staff, students and alumni across TWU’s campuses in Denton, Dallas and Houston, researching university history, culture and strategic priorities. It also conducted a national review of university branding standards to achieve a distinctive mark for Texas Woman’s.

The university last updated its logo in 2002. The owl mascot is the university’s first official mascot in its 116-year history.


Media Contact

Amanda Simpson
Director of Media Relations
940-898-3456
asimpson1@twu.edu