JACKSONVILLE – Jax State Athletics continues to strengthen its new identity with the progressive rollout of updated branding.
In conjunction with the University's transition to FBS football and Conference USA in 2023, Jacksonville State University and its athletic department moved to fully embrace its beloved "Jax State" moniker. Used by fans and teams alike for nearly a century, the name sparks a unique pageantry for the Northeast Alabama-based campus nestled in the foothills of the Appalachian Mountains. The move was made to set Jax State's identity apart from similar sounding universities and limit geographical confusion with the state of Florida.
To strengthen the brand transition from Jacksonville State to Jax State, the athletic department retired a series of JSU and Jacksonville-branded logos. To continue to build off the University's rich tradition, Jax State brought back to life the vintage "Fightin' Gamecock" logo that was used by some of the earliest Gamecock teams in the 1950's once the school changed its mascot from the Eagle Owls in 1947. Alongside the Fightin' Gamecock, a new suite of Jax State logo marks and wordmarks were created to embrace the bright future.
"As we've moved into a new era of Jax State Athletics, this refreshed brand identity represents both our proud tradition and our bold future," said Vice President for Athletics,
Greg Seitz. "Embracing the Jax State name and reintroducing the iconic Fightin' Gamecock connects us to generations of Gamecocks while giving us a distinct and unified look on the national stage. From championship success to historic television exposure, the momentum of this past year affirms that our identity is stronger than ever."
Last year Jax State officially implemented new brand standards in-house in an effort to allow teams, vendors and facilities to make the progressive shift in the coming months. A new artificial turf was installed inside AmFirst Stadium bearing the revived Gamecock logo at midfield with "Jax State" endzones prior to last fall. The Gamecocks went on to host the CUSA's nationally-televised championship game and win the school's first FBS conference title on the new field just five months later.
The new brand identity was prominently featured during Jax State's 2024-25 athletic campaign that saw the Gamecocks compete on national television a record 18 times across Football, Men's Basketball, Bowling, Softball and Baseball. The most ever for an athletic year. Across ESPN national channels alone, Jax State football and basketball games drew a combined audience of 1.97 million. Additionally, the Gamecocks competed in championship games for bowling, baseball and softball on CBS Sports Network.
To view the updated marks visit the
Brand Standards page.
