Reports: Auburn changes ‘AU’ logo, new branding is in ‘Sabon’ font

There’s been talk about Auburn changing its AU logo recently on social media, and those rumors have been proven true by Auburn Undercover’s Brandon Marcello.

Marcello shared the official updated copyrighted shield logo on 247Sports.com. Clint Richardson of AuburnUniforms.com has a detailed breakdown on the updated logo versus the old logo.

Below is the example shared by Richardson on Twitter that shows the changes in a GIF on the Auburn helmet, and you can certainly tell a difference in the logos. The white space between the upper parts of the A and U are gone, and the white space in the lower portion has been reduced.

The new logo doesn’t look entirely different when viewed from afar, but up close, and side-by-side with the original, you can see the differences. pic.twitter.com/qE5P1QigMZ

— Clint Richardson (@Clintau24) August 9, 2019

Richardson also noted the branding changes will be in the “Sabon” font. “Copperplate” is the previous font.

In the design world, Copperplate is hated about as much as the layperson hates Comic Sans. It’s considered cheap and lazy.

Sabon feels too similar to a Times New Roman for me to think of it as an upgrade. pic.twitter.com/fDJT7aP2JB

— Clint Richardson (@Clintau24) August 9, 2019

It’s unclear when Auburn will roll out the new branding, according to Marcello and Richardson, but it’s likely to take place following the 2019-20 academic season.

SDS Staff

Saturday Down South reports and comments on the news around the Southeastern Conference as well as larger college football topics.