The Fighting Hawk, the mascot of the University of North Dakota (UND), has established a strong identity and presence over the past decade. This month marks the 10th anniversary of the nickname’s adoption, a decision made on November 18, 2015, after it won a final vote against the Roughriders. The initiative to select a new name followed years of controversy surrounding the previous nickname, the Fighting Sioux, which had been retired in December 2012.
During homecoming week in September, the Fighting Hawk was prominently displayed across campus on banners, signs, and merchandise, as well as at various university events. According to Jessica Kinneberg, assistant director of creative and brand strategy at UND’s Marketing and Communications Department, numerous university departments have embraced the Fighting Hawk branding in their initiatives. Examples include the “Hawks in Harmony” faculty/staff choir and “Hawks at Work,” a human resources initiative.
The transition to the Fighting Hawk nickname was not without challenges. Historically, UND teams were known as the Flickertails before gradually adopting the Sioux and Fighting Sioux names. In 2005, the NCAA prohibited the use of Native American names and imagery, leading to potential sanctions for non-compliance. A settlement in 2007 allowed UND to retain the Fighting Sioux nickname if it gained support from local Sioux tribes, which ultimately did not happen.
The public sentiment shifted, and a statewide vote in 2012 indicated a preference for dropping the Fighting Sioux name. As a result, UND teams played without an official nickname until the Fighting Hawks were selected in 2015. The process garnered significant attention, earning recognition as the Herald’s Story of the Year.
Despite the success of the Fighting Hawk brand, some alumni and community members remain attached to the Fighting Sioux name. Nicole Letofsky, associate athletics director for marketing and communications, acknowledged the emotional ties many have to the former identity. “I understand that can be really hard to move away from,” she said.
Transitioning to the Fighting Hawk has taken time, according to Andrew Armacost, President of UND. He noted that while the athletic teams have embraced the change, dedicated fans, particularly those of the hockey team, often associate the Fighting Sioux logo with decades of success. “All I ask is, when people decide what they put on to cheer on our teams, to make sure that they put thought into the impact of that choice on other human beings,” Armacost stated.
The construction of the Ralph Engelstad Arena, which received a $100 million donation from Ralph Engelstad, further complicated the transition. Engelstad had threatened to halt construction if UND dropped the Fighting Sioux nickname, emphasizing the importance of tradition in his vision for the arena.
The process of rebranding to the Fighting Hawks was approached with careful consideration. Conor O’Flaherty, founder and president of Enliven, the agency responsible for developing the new brand, highlighted the need to engage stakeholders throughout the transition. He emphasized the importance of recognizing the history associated with the Fighting Sioux while building a new identity for UND. “You never want to invalidate someone’s experience or someone’s passion,” he said.
Kinneberg, part of the evaluation committee for the new graphic identity, focused on ensuring that the brand met technical standards while also capturing the essence of North Dakota. The new logo prominently features “ND” to represent the state, symbolizing a broader identity beyond just a mascot.
As acceptance of the Fighting Hawk grows, there has been an increase in requests to use the mascot’s imagery in various contexts. Kinneberg noted, “Those are things that have definitely increased over the last couple of years. I think there has been really positive growth.”
Moreover, the mascot itself, introduced at a football game on September 22, 2018, has become a beloved figure among the university’s young fans. Letofsky observed that children are particularly drawn to the larger-than-life representation of the Hawk, often seeking it out at events. This connection helps bridge the gap between generations, fostering a sense of community and continuity at UND.
While the Fighting Hawk may not have universal acceptance, the past decade has shown significant progress in establishing a new identity for the university. As the Fighting Hawk continues to soar, the university reflects on its history while looking forward to the future.
