Comments on: Rocket (Branding) Crisis

By: heatherwhaling

heatherwhaling — Wed, 23 Sep 2009 19:04:17 +0000

Hmm, you're making me think this through even more — thanks! I guess the difference is that I don't recall seeing people with the ND crest on t-shirts. It's just the interlocking N and D, which is the visual that people associate with the school. Now that I'm re-looking at the OSU website, I see your point. For a lesser well known school, I'd think they'd want to be as consistent as possible to build up that brand recognition.

I still think my main point of contention is the three logos in 10 years. That seems like a lot of change, and like one of the other commenters noted, it's more about an identity crisis than anything else. Thanks for raising such good points, Rob!

By: Rob Blatt

Rob Blatt — Wed, 23 Sep 2009 18:57:05 +0000

i left a separate comment, but Notre Dame, Ohio State and FSU all use different logos and imagery for their athletics and academic departments.

By: Rob Blatt

Rob Blatt — Wed, 23 Sep 2009 18:55:05 +0000

Actually, I think I have to disagree again. Take a look at Notre Dame's website. The mascot is nowhere to be seen on the homepage, but the athletics department is. The interlocking N and D represents specifically the athletics department, and that is different form the official school logo of the crest with the cross and open book.

Notre Dame has a school logo and crest, which uses a preselected font and order of words on lines, then they have the interlocking N and D which represents the athletics department and athletics department only, then they have a mascot, the fighting irishman. This is similar to the rocket as a mascot, the different font for "Toledo" in the athletics department and the official school logo with the crest and leaves.

his isn't too many cooks in the kitchen, but it is a way for schools to have as traditional logos as they'd like while allowing the athletics departments to have logos that invoke sports.

By: heatherwhaling

heatherwhaling — Wed, 23 Sep 2009 18:46:30 +0000

Hey, Rob, thanks for commenting! I think there's a difference between a logo and a mascot. If we look at Notre Dame, for example, they don't have a little Irish man on everything. They have a logo that represents the whole university and then they have a mascot. But, the logo — the key visual branding mark that people associate Notre Dame — remains consistent. And, when it comes to branding, isn't consistency the key? It's an interesting challenge facing large organizations. I wonder if this results from too many cooks being in the kitchen? Just wondering outloud …

By: heatherwhaling

heatherwhaling — Wed, 23 Sep 2009 18:43:14 +0000

Thanks for your response! Toledo's mascot is the Rocky the Rocket (who, by the way, has also undergone more than a couple “costume changes” in the past few years). Absolutely, the school needs to have a mascot — that's a key part of the athletic culture. But, like FSU, Ohio State, Notre Dame and other schools with strong logos and strong athletics program — the same logo is used … whether it's on a jersey, a tote bag or letterhead. I guess my issue with Toledo's logo is that if it's not versatile enough to represent athletics and academics, does it accurately reflect the institution? I say no, but I'm intrigued by the comments left. Thanks for chiming in!

By: heatherwhaling

heatherwhaling — Wed, 23 Sep 2009 18:39:52 +0000

Davina, I totally agree with you. It's a complete identity crisis — beyond the logo. While I believe I received a good education at the University of Toledo, we're not Harvard … heck, we're not even the Harvard of the Midwest! The image that they portray with the new logo doesn't jive well with who they really are. That's the issue.

By: davinabrewer

davinabrewer — Wed, 23 Sep 2009 18:34:50 +0000

The School and Sports icons being a little different is not that bad, but in this case they are too far apart. (And I notice when retailers get my LSU purple and gold wrong.)

The early 2000s logo is representative of that era (and the 90s really, with the swirly ring thing). The current crest logo is trying to promote establishment and history, as if they've halls covered in ivy for a century. Is that really who they are?

It's not just a logo or branding issue, they have an identity problem. What this school needs to do: Figure out who they are and who they serve now. Figure out where they are going, and what that future holds. Build an icon, a logo and brand around that and stick with it. FWIW.

By: Lawleyrs

Lawleyrs — Wed, 23 Sep 2009 18:25:00 +0000

My first reaction was that from the corporate world “Oh wow – oh no”. But then I read some of your comments and they have a point – schools tend to have a mascot. Perhaps this is not how you viewed the “sports” logo – but it's their mascot. I went to Florida State University – we have our university seal and we have the Seminole head. These are both “logos”, perhaps, but they BOTH equally represent our school. There are t-shirts with seals and there are t-shirts with Seminoles. This is the same for the University of Miami, UF, etc.
Perhaps the issue should be more that their education “logo” needs to be more of a seal or crest rather than a “logo.” To be honest, they're on the right track with that. Now for that horribly falic “rocket” on the pocket? Hm – that just needs someone else to design with more focus on the rocket and less on the School name. My two cents – take that with a grain of salt. Good luck!

By: andydonovan

andydonovan — Wed, 23 Sep 2009 14:15:24 +0000

I think that a university's identity and brand should be as important as any corporation, association or organization. Simply put – it helps it's constituents to identify with it and eachother. If I were to advise “UT” I'd say choose their brand, logo and identity wisely and stick to it. Am looking forward to seeing how all of these comments affect the process.

By: Rob Blatt

Rob Blatt — Wed, 23 Sep 2009 12:23:40 +0000

At UMass Lowell we had one logo for the school and another for the sport teams. It never bothered me because most schools have different logos for the school and the team. UMass Lowell doesn't want a River Hawk on the official school signs, but at the same time if the logo for the Hockey team was a U and M intertwined, it would get boring. I imagine that UT doesn't want a rocket on their official logo, but they also don't want to change their name to the “Toledo Shields”