What is this UMKC Kangaroos Logo?
Primary logo of a yellow kangaroo mid-stride atop stylized slanted UMKC letters with silver & white highlights above Roos in black. Colors used are blue, yellow, light yellow (snout), silver, and black. On a blue background, the Roos type is changed to white, and a white outline is added to the overall design. Bernstein-Rein, a locally based company in Kansas City, was challenged to develop an identity that encapsulated a strong competitive edge and a fierce attitude. The conceptual approach for the Roo icon and the typography was to establish a sense of motion and direction. The winning Roo icon utilized one of its most iconic poses - the side profile in mid stride. Its eyes are focused and drive with an added snarl to its attitude. The creative designer took inspiration from the classic blue school color and modified it slightly. They then created a darker more intense blue than that of the previous and black was also added as a secondary option to the color palette. The addition of black adds strength and creates a bolder presence.
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