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The name “Dumb Ox” is a moniker for Saint Thomas Aquinas, given by his peers for his stature, shyness, and slow speech. The nickname cleverly connects back to the university’s heritage while supporting the client’s desire for a character-rich 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 to rebrand the space formerly known as the Rathskeller. A close partnership between our team and Aramark enabled us to proactively propose the branding effort. The client embraced the vision, resulting in a fully realized identity that now defines a central community anchor at the University of Dallas.
The brand was designed to feel both anchored in tradition and lively. The design reflects the school’s traditions while also being 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 Experience and Interiors 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 hub for students at the University of Dallas, a lively “living room” on campus where students, faculty, and staff can come together.
