HUNTSVILLE — Alabama A&M University has unveiled an updated version of its traditional standing Butch logo as an approved alternate mark for spirit and licensed apparel use.

The traditional emblem had been retired in the university’s licensing program until the release of the new look this week. Officials say the return of the mark will create new avenues for continued growth and success of the AAMU licensing program.

“As we prepare to celebrate 150 years, the Butch logo is now refined to allow Bulldogs of the future to connect with AAMU history and show pride through traditional insignia,” said Assistant Vice President for Advancement and Branding Aaron Thompson. “The updated design maintains the traditional form while implementing a few impactful changes that both modernize and increase its functionality across platforms and applications.”

For this project, AAMU said it partnered with industry veteran Joe Bosack & Co. whose work includes the development of logos for the NCAA Final Four, the University of Georgia, Mississippi State University, the Orange Bowl, Boise State University, and the SEC Football Championship. The agency’s rebranding portfolio also includes The Heisman Trophy and Indianapolis Colts.