Change is a funny thing at South Bend. You’ve got the Golden Dome, the "Play Like a Champion Today" sign, and the kind of tradition that feels like it’s carved into the very limestone of campus. So, when the university drops a new Fighting Irish logo, people naturally freak out.
Don't worry. The classic Leprechaun isn't dead. Honestly, he’s just getting some coworkers.
In August 2025, Notre Dame Athletics decided to shake things up by introducing the first-ever football-specific Leprechaun mark. It was a massive deal because the original design hadn't really been touched since Lyndon B. Johnson was in the White House. But instead of replacing the icon we all know, Fighting Irish Media—the school’s in-house creative powerhouse—is basically building a whole universe of sport-specific logos.
The Football Leprechaun: No More Fists?
The most jarring thing for long-time fans was the stance. For sixty years, the Leprechaun has been in a "dukes up" fighting position. It’s iconic. It’s aggressive. It’s basically the definition of the brand.
The new football-specific version is different. He’s not squaring up for a boxing match anymore; he’s on the move. He’s tucked a football under his left arm and looks like he’s hitting a hole in the line of scrimmage. His eyes are green now, too. Some fans on social media immediately dubbed him the "Running Irish," and yeah, the reaction was mixed.
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Change is hard. Especially when it involves a character that landed on the cover of Time magazine back in 1964.
But here is the logic: Notre Dame wanted something that felt more active and specific to the modern game. They didn't just wing it, either. The design was inspired by actual movement—the way legends like Raghib "The Rocket" Ismail, Manti Te'o, and Kyren Williams moved on the field. They even looked at safety Xavier Watts for inspiration. It’s a logo built from the DNA of the program’s history.
It’s Not Just About Football
If you thought they were stopping with the pigskin, you're wrong. This is a full-scale branding rollout. Shortly after the football reveal, the athletic department dropped a Hockey Leprechaun. This one features the mascot in a skating stance, looking ready to drop the puck at the Compton Family Ice Arena.
Then came the Basketball Leprechaun in December 2025.
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It’s all part of a partnership with Under Armour. Basically, they want your favorite sport to have its own unique identity while staying under that massive "Fighting Irish" umbrella. You’ll see these marks on sidelines, in social media graphics, and—let’s be real—on a ton of new merchandise.
What’s Staying the Same
Despite the new additions, the hierarchy of Notre Dame branding is still pretty rigid.
- The Monogram: The interlocking "ND" is still the king. It remains the primary athletic brand.
- The Classic Leprechaun: The original 1964 version (designed by Theodore W. Drake for a measly $50) isn't going anywhere. It’s still the "spirit mark."
- The Vintage Vault: Some older, retired logos have been moved here for "special use" only.
The new sport-specific marks are "secondary spirit marks." Think of them as the alternates you wear to a party when you want to look a little different but still want everyone to know where you go to school.
Why Now?
Why mess with a 60-year-old tradition? Money is a factor, sure. Selling new hats with a hockey-playing leprechaun is a great way to boost revenue. But it’s also about "E-E-A-T"—Expertise, Authoritativeness, and Trust—in the branding world.
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The school wants to show that it isn't stuck in 1966. By evolving the logo to reflect the specific movements and "fundamentals" of different sports, they’re trying to bridge the gap between "Old Notre Dame" and the NIL-driven, fast-paced world of 2026.
It’s a gamble. Some alumni will always hate it. They see the "dukes up" Leprechaun as a sacred symbol of an underdog mentality. To them, taking the fists down feels like a softening of the brand. On the other hand, younger fans and recruits often dig the "action" look. It’s more "dynamic," as the marketing folks like to say.
How to Spot the Real New Fighting Irish Logo
If you’re out shopping for gear or watching a game, here is how you distinguish the new marks:
- Football: Leprechaun is running to the right, football tucked in his arm, green eyes.
- Hockey: Lower center of gravity, skating posture, ready for the ice.
- Basketball: Features a dribbling motion, designed with input from both the men’s and women’s programs.
Next Steps for Fans
If you want to keep up with the rollout, keep an eye on the official Fighting Irish social accounts as the 2025-26 seasons progress. New marks for baseball, lacrosse, and soccer are expected to drop throughout the year. You can also visit the Fighting Irish Shop to see how these designs look on the actual Under Armour sideline gear, as that's where the transition is most visible right now.