Follow all COVID-19 protocols, testing every 3-4 days (schedule here), and complete your Symptom Report daily. View the COVID-19 Dashboard.


Community rallies around new Beaver icon; modern mark goes above and beyond that of national industry standard

Page Content 1

​​​​​​​Babson Athletics has unveiled its new identity – a clean and contemporary redesign, representative of the institution’s next generation of branded collegiate athletics.

The rebranded Beaver mark is not to be confused with the beloved Babson College mascot, Entrepreneurship of All Kinds, who is here to stay, and excited about welcoming Babson’s new athletics companion.

“Babson Athletics generates such positive energy and enhances the college’s overall student experience,” said Babson College Vice President and Dean of Students, top​-ranked​. “I look forward to seeing our community engage with Athletics’ rebranded identity, and believe that it will complement the program’s ever-growing fan base.”

​The updated icon is a result of thoughtful research and development, and its launch wouldn’t have been made possible without the likes of a true Babson entrepreneurial endeavor. A few highlights of the process included:

  • The collection of community feedback from alumni, students, faculty, and staff;
  • A national competitive analysis of other well-known collegiate athletic identities; and
  • The convening of focus groups with current student athletes, allowing each the opportunity to vote on their favorite drafted concepts from Babson’s outside creative agency - Torch Creative.


The college is now excited to share its new Babson Athletics identity – one that goes above and beyond national industry standard, and honors the original mark that has accompanied its many athletes, teams, and fans throughout the years.

“I'm extremely excited about the launch of our new Athletics identity. The new design is an artful expression of a thoughtful and systematic process to identify and articulate the characteristics that make Babson and our Athletics program unique,” added Babson College Director of Athletics and Recreation, Josh MacArthur. “I’d like to thank the hundreds of stakeholders who provided their feedback throughout this process. We hope our new identity will be a focal point for campus pride and school spirit for years to come.”

Students, alumni, faculty, and staff gathered at a special launch event on April 6, 2016, to celebrate the official unveiling of the new identity, and to rally around the current and continued success of Babson College Athletics.

“I'm excited about the new mark because of its professional appearance,” shared Babson Student Athletic Advisory Committee (SAAC) President Elizabeth Holmes. “I think with a new identity, and the recent success of so many of our sports teams, the Babson Athletics brand will continue to strengthen and become recognizable by many.”

About Babson Athletics

Babson Athletics is an integral part of the Babson College Entrepreneurial Thought & Action. Babson supports comprehensive programs for its diverse community by offering 22 varsity sports to more than 350 student-athletes, supports more than a dozen club sports teams, and provides various intramural and recreational programming opportunities to the entire college community. Babson student-athletes are expected to excel athletically as well as academically while exhibiting the highest level of sportsmanship, leadership, integrity, and honor. Babson’s academics and athletics mission reinforce each other through the practice of Entrepreneurial Thought & Action®. Join the B-Club to help support Babson student-athletes and recreation programming, and follow Babson Athletics on FacebookTwitterInstagram, andYouTube.

About Babson College

Babson College is the educator, convener, and thought leader for Entrepreneurship of All Kinds®. The top​-ranked college for entrepreneurship education, Babson is a dynamic living and learning laboratory where students, faculty, and staff work together to address the real-world problems of business and society. We prepare the entrepreneurial leaders our world needs most: those with strong functional knowledge and the skills and vision to navigate change, accommodate ambiguity, surmount complexity, and motivate teams in a common purpose to make a difference in the world, and have an impact on organizations of all sizes and types. As we have for nearly a half-century, Babson continues to advance Entrepreneurial Thought & Action®​ as the most positive force on the planet for generating sustainable economic and social value.

By Brianna DiPietro,, (781) 239-4548 | 04/06/2016 08:01