logo design
problem | Expand on the existing Notre Dame IP catalog to push the brand forward, attracting new audiences and generating new revenue, while honoring the iconic brand’s decades-long history.
solution | Nothing in the Notre Dame IP catalogue could serve as specifically representative of individual varsity sports. By drawing the Notre Dame Leprechaun as a character for each varsity sport, the marks address a need within Notre Dame’s brand identity while protecting its history; adding to the story of the Leprechaun, not replacing it. The Sport Leprechaun preserves the facial characteristics of the original Leprechaun but with an athletic styling better suited for uniforms and apparel. All logos were created in-house at Notre Dame; a collaboration between myself as Creative Director and Brand Director Tim O’Connor.
above: Football Leprechaun process sketches and final logo sheet.
| football launch |
above: Coordinated social media launch to introduce the most consequential Notre Dame IP expansion in decades. Commissioned artwork by David Nott can be seen on his Instagram here.
| football retail & team apparel |
| additional leprechaun marks |
Each of the following Sport Leprechauns followed the same design process as the Football Leprechaun, and were launched with a retail collection by Under Armour. The logos in the Sport Leprechaun series are released to the public one at a time on a rolling basis.
Basketball Leprechaun | Launched December 2025: Public launch included commissioned artwork by Ike Wynter, which can be seen on his Instagram here.
Hockey Leprechaun | Launched October 2025: The first Sport Leprechaun to appear on a team jersey, I designed this alternate uniform as part of a broader uniform overhaul for Notre Dame Hockey in 2025.
Golf Leprechaun | Launched March 2026: Public launch included logo amplification via a tweet by two=time Masters winner Rory McIlroy.
Leprechaun Head | Soft Launched August 2025: This mark is designed to allow the Leprechaun's new athletic styling to be used in small applications for team apparel and retail.
Creative Direction & Logo Design: Emma Schneider
Brand Direction & Logo Development: Tim O'Connor
Photography: Courtesy of Notre Dame Athletics