NCAA - University of Massachusetts Amherst
UMass Unveils New Athletics Marks
New-look Minuteman, word marks and custom font
highlight department’s new visual identity program.
 AMHERST,
Mass. - A new, vibrant and contemporary family of logos
and word marks, along with a customized font package for
the University of Massachusetts’ 23-sport
intercollegiate athletics program were publicly
introduced during a press conference Wednesday afternoon
at Boston’s historic Fenway Park.
“Today marks the culmination of a sixth-month process
that builds upon the well-established spirit and
tradition of UMass and the Minuteman,” Massachusetts
Athletic Director Ian McCaw said. “At the same time,
this new visual identity system is contemporary,
inclusive, fashionable and exciting.
“We look forward to these marks being well received
by students, alumni, friends and citizens of the
Commonwealth. We believe that this new logo identity
system will be long-lasting and continue to foster pride
in our programs.”
The new identity program for UMass Athletics was
created by the nationally-recognized Phoenix Design
Works of New York City and includes the following
components:
- A primary mark that features both a logo (the
new-look Minuteman) and word mark (UMass);
- Sports-specific logos that incorporate both UMass
and Massachusetts word marks;
- Secondary marks;
- A customized font package;
- A style manual on proper logo and word mark usage
by internal and external constituencies.
The primary mark being unveiled today replaces the
script UMass logo that has been utilized by the
department for more than a decade, while the Minuteman
icon has received a face-lift for the first time since
being introduced as the school’s new mascot in 1972. In
addition, the department will continue to use maroon
(PMS color 201) and white as its official colors, while
utilizing the PMS color cool grey three and black as
accent colors in many of the logos and marks being
released today.
“This identity system captures the rich tradition,
unique characteristics and strong appeal of UMass
Athletics,” McCaw said. “We appreciate the opportunity
afforded us today by the Boston Red Sox, and are
grateful for their generosity in hosting this event.
“I’d also like to thank the department’s logo
committee, the focus group participants and the Phoenix
Design Works staff for their dedication and valuable
input in developing a very strong visual identity
program. As this has unfolded, we heard from our
students, alumni and many friends around the nation,
which made for a very healthy and spirited discussion
about the department’s current logos and marks.”
A review of all UMass Athletics word marks, logos and
color schemes currently being used by the department
began last winter with McCaw’s appointment of an
internal committee comprised of athletic staff and
members of the University community. In February,
Phoenix Design Works was selected by the department to
provide the creative materials for the new identity
system.
The internal committee, working with Phoenix Design
Works, met several times throughout the spring to
develop the new logos and marks. As part of the
committee’s process, other potential mascots were
discussed, along with a new-look Minuteman. On May 14,
the department announced that the Minuteman would
continue to serve as the department’s mascot, and over
the next two months Phoenix put the finishing touches on
the logos, marks and fonts being unveiled today.
Following the University’s mid-May announcement that
the Minuteman would be retained as the University’s
athletic mascot, UMass alum W. Greg Rothman (Class of
1989) showed his support for the Minuteman by donating
$10,000 to the department. Rothman, a Political Science
major at UMass, currently resides in Mechanicsburg, Pa.,
with his wife, Carolyn Akke Uilkema. The Rothman’s
financial donation covered the initial cost of the
project.
As part of UMass’ new logo identity program,
merchandise featuring the logos may be purchased by fans
and alumni through the department’s Web site,
www.umassathletics.com, or on campus at the
University Bookstore. In addition, Twins Enterprise, a
manufacturer and retailer located at 19 Yawkey Way in
Boston and owned and operated by UMass graduates, will
have some hats with the new logo available for purchase
beginning after 4 p.m. on Wednesday.
The department’s Web site went live with the new
logos and word marks at the same time Wednesday’s press
conference began, and fans who had signed up to receive
a sneak preview of the marks received them via E-mail
earlier Wednesday.
The unveiling of the new athletics identifiers is the
second in a series of revenue enhancement strategies
announced by the athletic department this summer,
following last week’s move to bring all facets of the
radio network in-house.
“Releasing a new family of athletic marks and logos
will afford the University with an opportunity to
enhance revenues through licensing royalties,” McCaw
said. “With increased merchandise sales and licensing
royalties, we expect the department to surpass the break
even point by September.”
Athletic teams were known as the Aggies and Statesmen
in the early years, and were called the Redmen until the
early 1970s. In the spring of 1972, a group of Native
Americans from New York wrote a letter to the UMass
administration asking if it was aware of the defamatory
connotations of the word Redmen and if it could be
curtailed. The student senate, through a poll of the
student body, came up with several options for a new
nickname, including the Minutemen. The name has an
historical and patriotic relationship with the
Commonwealth. Women’s athletic teams became know as the
Minutewomen.
The new UMass primary mark is included with this
release. The primary and secondary logos are also
available on the UMass Web site (www.umassathletics.com).
For further information, please contact Nick Joos in
the UMass Media Relations Office.
This article was taken from
www.umassathletics.com. All rights reserved.
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