NCAA - Liberty University

Liberty University Athletic Department Launches New Logo

November 19, 2003 • Lynchburg, Va.

The Liberty University Athletic Department officially launched a new athletic department logo today at a press conference held in the Grand Lobby of the Arthur S. DeMoss Learning Center, giving members of the media and the student body their first official look at a new Liberty Flames logo.

The new logo will give the Athletic Department a fresh identity; representing a more polished and modern look for all of its athletic programs. The new Liberty Flames logo, which will be used on all athletic uniforms, publications, merchandise and marketing materials, will replace other athletic logos.

"The new logo is a striking representation of the determination of the Liberty University athletic teams," said Dr. John M. Borek, Jr., President of Liberty University. "The emphasis upon the eagle portrays the strength, fortitude, courage and grace characteristic of our athletes. The sleek image brings to mind a sense of movement that will lend itself to versatility in design and application."

Liberty University and Prototype Advertising, a locally owned and operated marketing agency based in the historic district of downtown Lynchburg, have spent the past several months working side-by-side to further the image of Liberty University on a local, regional and national basis. The first official step in this process was the creation of a new and centralized identity for all athletic programs.

"We are thrilled and excited with our new logo," commented Kim Graham, Liberty University Director of Athletics. "This new mark is truly something that we can be proud of and gives our athletic programs a distinctive appearance. I am excited about the new look for Liberty University athletics and believe that it will be something that the student body, alumni, fans and friends of our athletic program around the country will embrace immediately."

The new Liberty Flames logo encompass two separate features that the Liberty University Athletic Department has used for years, but never used them together in such a fashion. The Eagle, featured on the top of the logo, was made with a "tribal flame look" and a sleek intimidating face, giving it a more aggressive appearance. This logo joins the nickname, the Flames, with the school's Eagle mascot and is remarkably different from any other college or professional logo.

"Prototype Advertising wanted to develop a look for Liberty University that was up to date, as well as consistent throughout the entire Athletics program," stated Josh Oppenheimer, Principle at Prototype Advertising Inc. "We hope this will help Liberty gain more recognition as an institution that continues to set the bar higher in all its athletic endeavors. The fans of Liberty University deserve nothing less than any other university or college in America and this identity should once again prove they belong among the elite in the NCAA."

History Of The Flames Nickname The Liberty University athletic teams were nicknamed the Flames in 1974. No other team claimed this unique distinction until the spring of 1982 when the student body of the University of Illinois at Chicago voted in the Flames through a write-in campaign. Their choice was based upon the fact that the Chicago fire started only three blocks from the campus.

The student body also made the choice for Liberty in 1974 when they chose the Flames over several other choices. The decision was based upon the school's motto, "Knowledge Aflame."

Liberty began in 1971 as Lynchburg Baptist College with green and gold as the school's colors. In 1976, the name was changed to Liberty Baptist and the colors to red, white and blue. In 1985, the college obtained university status and the name was changed to Liberty University. Throughout these changes, the Flames remained as the nickname for Liberty's athletic teams.

In 1980, the Eagle was designated as the new Flames mascot. An Eagle was selected because of the patriotic symbolism and connection with the school name - Liberty. It was designed with the Flames' nickname in mind. Thus, the flaming torch clutched in the Eagle's left talon was included with the original mascot renderings.

Prototype Advertising Inc. Prototype Advertising is a full-service advertising and marketing agency located in Historic Downtown Lynchburg. Concentrating on branding and identity building, they offer a comprehensive list of services including Creative Design, Identity Development, Media Management, Packaging Design, Audio & Video Production and Multi-Media Solutions. Prototype's client roster includes Framatome, GE Medical Systems, and Woods Rogers Attorneys at Law.

In addition to working with Liberty's Athletic Program, they have done work with The Washington Wizards, The Washington Capitals and the Carolina Hurricanes. Prototype Advertising stays actively involved in their community by producing two lifestyle and entertainment magazines, Lynchburg Living.com and Smith Mountain Laker.com. You can learn more about them at www.prototypeadvertising.com.

This article was taken from www.liberty.edu.  All rights reserved.