The updated Brand Guide summarizes 10 years of work by ULM’s Office of Marketing and Communications that included extensive research, user interaction, and collaboration among all university stakeholders (current and former), including the U.S. military, university leadership, students and student-athletes, coaches, historians, and alumni.
The new edition of the ULM Brand Guide introduces several new visual assets inspired by the P-40 Warhawk, the plane flown by General Claire Lee Chennault’s Flying Tigers of the American Volunteer Group in the Second Sino-Japanese War in China prior to WWII. Chennault is a Northeast Louisiana native whose connection to the area was a contributing factor to ULM selecting “Warhawks” as its new mascot in 2006.
The new edition of the ULM Brand Guide was developed by Executive Creative Director Srdjan Marjanovic, who also designed all of the new P-40 related assets. Marjanovic says there has been confusion in recent years about whether the Warhawk is a bird or a plane. The answer? “We are both. This duality is central to the Warhawks’ identity and is uniquely ours at ULM. It honors both the vision, precision, and adaptability of the hawk and the legacy of the P-40 Warhawk aircraft flown by General Claire Lee Chennault and his Flying Tigers. This narrative is not just symbolic; it’s rooted in history and regional pride,” said Marjanovic.
"This new Brand Guide ensures that we move forward as one brand, one voice, one university,” said ULM President Dr. Carrie L. Castille.