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The name derives from the nickname of Saint Thomas Aquinas, “the Dumb Ox,” creating a connection to the university’s heritage while supporting the client’s desire for a character-rich Irish pub identity. The team explored several naming and logo variations before arriving at the final mark, drawing from the university’s seal and traditional Irish pub motifs.
The brand was designed to feel both rooted in tradition and lively: sophisticated to reflect the school’s traditions yet contemporary enough to resonate with college students. The student body participated in the brand selection process, strengthening campus ownership of the space. A flexible brand system was created to extend across a wide range of touchpoints, including merchandise, uniforms, promotional materials, event backdrops, wall graphics, and custom beer tap handles.
The interiors team collaborated closely to integrate brand elements into architectural details, including wood finishes, tones, logo placement, seating design, and exploring custom stained-glass patterns. The outcome of the collaboration between Multistudio’s Brand Experiences and Interior’s teams was an immersive environment in which identity informed not just signage but the pub's atmosphere. The design also included curating and refining the art and décor within the space to develop an intentional, cohesive experience.
The restaurant and gathering space have become a central community hub for students at the University of Dallas—a lively “living room” on campus. The project's success stemmed from a unique collaboration with Aramark: the team proactively proposed the branding work, and the client embraced the vision, resulting in a fully realized identity that now defines a community anchor at the University of Dallas—the Dumb Ox.
“Community is always a point of focus, and whether it is the church lawn, a residence hall lounge, the Dumb Ox, or something else, these are all spaces for folks to gather together in community,” Gibbs added “We have some beautiful and inviting spaces that can host moments of friendship, study, prayer, and beyond.”
