The new badge logo utilizes a strong geometric hull-like shape with rounded corners that reflect features of the letterforms set in Lund’s primary typeface, Liberator. The As are custom forms so as to introduce more chamfered corners. 

Playful stacking of the letters is reminiscent of the original logo while a strong baseline connects more with the Lund brand overall. 

A walleye icon is situated atop the N, and may be exchanged for another icon suitable to various day-of-event happenings.