|
Why are you changing the OSU Athletics Identity
System?
We are not changing the identity system; we are establishing a
distinctive and consistent way to represent OSU athletic teams on the
fields and courts and in their uniform designs. OSU Athletics used
multiple versions of the block “O” and logotypes that varied from sport
to sport. As a Pac-10 institution, the new system creates a unique
identity that will be easily identifiable throughout the nation.
What will happen to the Beaver head logo?
The Beaver head logo remains the primary Athletics logo. The logotypes
will be used as companion wordmarks to the Beaver.
What was the University’s role in working with
Athletics on this project?
The identity system was developed collaboratively through University
Advancement and Athletics. University Advancement works closely in the
area of consistent institutional identity as well as merchandise
licensing. After the “Clean Sweep” campaign, an effort that standardized
the look and feel of OSU, its logo and identity system, was completed,
UA began to look at creating a system that would standardize Athletics’
identity much in the same way that the OSU logo system was standardized
on the academic side.
Why “OS?”
Originally, OSU developed a series of block “Os” that followed in the
Athletics tradition and then took these designs out for comment and
discussion. After many focus groups, conversations and surveys with
alumni, friends, faculty, staff and students (including OSU student
athletes and coaches), it was clear that the block “O” was very
distinctive to Ohio State; in Oregon, the “O” has been branded well by
the University of Oregon; and “OSU” in black and orange has been
recognized with Oklahoma State. The change to the “OS” came from
conversations with these key stakeholders about creating a unique
look - a look that could not be confused with any other university in
the nation.
Is there a corporate partner in this change?
OSU’s merchandise licensing program is supported through the Collegiate
Licensing Corporation (CLC). CLC assisted OSU in finding a design
partner for this project. Michael Morrow, a Portland-based designer and
owner of Morrow Creative Group, led the effort to create the new
professional image. Michael, the former Nike creative director, grew up
in Corvallis and is a true “Beaver Believer.” His firm has
professionalized the identities for many professional sports teams and
college athletic departments including for Notre Dame and the University
of Kansas. He developed the stylish “OS” that features strong lines and
arches that represent the strength and traditions of Oregon State
Athletics.
The University is facing budget challenges. How could
OSU afford this?
In the first year of OSU’s contract with CLC, the company agreed to turn
back to OSU all of their service fees taken out of the revenue generated
through merchandise licensing. The new system was created out of these
funds and out seed money provided through the licensing program. OSU
Athletics also offered in-kind payment to supplement the costs of the
new system. Designer Michael Morrow offered OSU a significant discount
for his services because of his strong ties to Beaver Nation. Therefore,
no general funds money was used for the system. It is anticipated that
the increased merchandise sales, generated by the new mark, will replace
any initial investments made through the licensing revenue. In fact, the
new look is anticipated to generate more revenue through the merchandise
licensing program that can be used to further support efforts through
the University Advancement, Athletics and the Research Office.
How will this be implemented?
The new logotype can already be found on some team uniforms including
baseball, softball and wrestling. As regular uniform orders are due, the
new system will be used. The scoreboard at Goss Stadium displays the new
logotype and over time, as changes are made to Gill and Reser, the new
system will be used. This transition makes it affordable and practical
for OSU Athletics.
How does this new identity fit into the other OSU
logos and marks? How will this logotype be used?
The attached logo sheet explains how the new logotypes fit into the OSU
academic and athletics systems.
As much as anything, this new identity system honors
the hard work and contributions of our student-athletes. The pride we feel from having a national championship baseball team or a
Sun Bowl trophy team or from the
professionalism and character our athletes demonstrate on the field and
courts lays the foundation for this new system. We hope that you too will wear the “OS” with spirit and pride for Oregon
State University.
For more information, contact University Marketing at
541.737.3871 |