NCAA - Santa Clara University
Santa Clara U. Unveils New Athletic Logos
Athletics to feature new primary Bronco logo as well
as secondary and sport-specific marks
 SANTA
CLARA, Calif. -- In cooperation with Phoenix Design
Works, the Collegiate Licensing Company (CLC) and its
office of communications and marketing, the Santa Clara
University department of athletics and recreation has
developed a new family of logos and word marks for its
intercollegiate athletics, club sports and recreation
programs, Director of Athletics and Recreation Cheryl L.
Levick officially announced today.
"This new identity system is intended to capture the
rich tradition of Santa Clara athletics as well as
appeal to a variety of demographics," said Levick. "We
look forward to these marks being well received by
students, alumni and friends of the program and believe
that this new logo identity system will be long-lasting
and continue to foster pride in our programs.
"Releasing a new family of athletic marks and logos
will also provide the university with an opportunity to
enhance revenues through licensing royalties. The
introduction of these new marks should help us extend
our brand into new retail outlets and positively
position athletics merchandise as we achieve success on
the field or the court."
The new identity program for SCU athletics was
created by nationally-recognized Phoenix Design Works
(PDW) of New York City and includes the following
components:
- A primary mark that features both a logo (the
new-look Bronco) and word mark (Santa Clara);
- A design update of the traditional Block SC logo;
- Sport and athletics-related department specific
logos that incorporate both the Bronco and Santa Clara
word marks;
- Secondary marks;
- Definitions of style on proper logo and word mark
usage by internal and external constituencies.
 The
primary mark introduces a new Bronco logo that has been
absent from the athletic department for several years,
while the Block SC has received an update that provides
dimension and definition. In addition, the department
will continue to use cardinal red (PMS color 202) and
white as its official colors, while utilizing grey and
black as accent colors in many of the new logos and
marks.
"We are very excited about the new athletic identity
that we have created with the Santa Clara athletic
department," said Jamie Skiles, Principal and Creative
Director of Phoenix Design Works. "With this family of
marks, you will see moving as opposed to stationary
images, and the Bronco itself will play a much more
prominent role in identifying Santa Clara Athletics."
The project began over a year ago with an internal
review of existing athletic marks and their ability to
accurately reflect the energy and direction of the
department as well as their marketing and merchandising
potential. After that review, the department negotiated
a funding strategy with PDW and CLC that did not place a
strain on existing resources while creating a lasting
revenue stream.
A committee, comprised of a cross-section of
individuals from various constituencies on campus, met
to review initial concepts and help provide direction to
the design process. Throughout the year, athletic
department officials worked with PDW and CLC to refine a
number of different looks and presented a group of
finalists to the university's senior level staff and
president Paul Locatelli. Phoenix put the finishing
touches on the logos and marks and delivered the final
product to Santa Clara Athletics and CLC in mid-May.
"Through the direction of the committee and the
support of Susan Shea and the office of communications
and marketing as well as the president's office, Phoenix
Design was able to capture a traditional collegiate look
while also appealing to the retail marketplace and a
younger audience," said Richard Kilwien, associate
athletic director at SCU. "We have a great deal of
respect for the history and tradition of Santa Clara and
we worked to retain that. However, the lack of a
marketable mascot logo the past several years has
inhibited our ability to extend the Santa Clara brand.
Together, with the help of Collegiate Licensing Company,
we should be able to expand our apparel selection and
place products bearing our logo into more retail
outlets."
Notification of the development of the new athletics
logo has been provided to existing and potential vendors
that produce goods bearing the trademarks and the
institution has begun implementing licensing policies
regarding their use. CLC manages all aspects of
licensing the marks for internal and external use on
merchandise and other products. The department is in the
process of developing a merchandising plan for rollout
in the fall and working with College Sports Online, Inc.
to redesign its official athletic website,
www.SantaClaraBroncos.com for an August relaunch.
"We are very honored to have the opportunity to be a
part of the introduction of Santa Clara University's new
athletic identity," said Brian White, CLC's Senior
Director of University Services. "Specifically, we look
forward to working with retailers and SCU's licensed
manufacturers to maximize its introduction into the
retail marketplace. CLC has extensive experience in
working closely with universities to introduce new brand
identities. The development of a solid brand identity is
foundational to any licensing program and will form the
very basis for marketing and promoting SCU's athletics
programs.
"Dozens of universities throughout the country have
modified or completely changed their brand identities
during the last few years with very positive results. We
anticipate a very positive response from fans and other
university supporters to SCU's new athletics logos."
Santa Clara University athletic teams have been known
as the Broncos since November, 1923. The Rev. Hubert
Flynn, S.J., professor of philosophy at Santa Clara, is
credited with creating the mascot. After attending a
rodeo, he wrote: "The Bronco is a native westerner, a
chunk of living dynamite, not very big but game to the
core. He can kick and oh boy how he can buck. If you
turn him loose in an open field his speed outstrips the
wind. The real Bronco is closely identified with the old
Santa Clara Mission days of the Padres, when large herds
of cattle roamed their lands and annual roundups were
held. The Bronco's distinctive traits typify all we
could wish for in an athletic organization." Afterward
the student newspaper endorsed the mascot and from that
point forward, athletic teams at SCU have been known as
the Broncos.
In 1891 red and white were chosen as the school
colors. Forty years later, a rousing debate erupted
between two priests, T.J. O'Connell class of 1892 and
Patrick Foote, S.J., over the origins of that choice.
What seems to be clear is that some teams wore red and
white in the 1880s and that the student body
successfully petitioned for that combination of colors
to be designated as the official school colors.
About Phoenix Design Works
Phoenix Design Works is a leader in the sports design
and branding industry. Based in New York, the company
has worked with shaping the athletic identities of over
60 colleges and universities in the past three years,
including LSU, Arkansas, Harvard, and Saint Joseph's.
Phoenix Design also has a long resume in professional
sports, counting Major League Baseball, the Breeders'
Cup, NASCAR, and the National Basketball Association
among its high-profile clients.
About Collegiate Licensing Company
The Collegiate Licensing Company (CLC) is the oldest
and largest full-service collegiate licensing
representative in the nation. Based in Atlanta, Ga., CLC
employs a staff of more than 70 licensing professionals
with the capability to establish and manage every aspect
of a collegiate licensing program. CLC's members include
more than 200 colleges, universities, bowl games,
athletic conferences, the Heisman trophy, and the NCAA
(including the Men's and Women's Final Four, the College
World Series, and all NCAA Championships). CLC has
represented Santa Clara University since 1991 and is
responsible for protecting and marketing the
University's trademarks.
This article was taken from
santaclarabroncos.collegesports.com. All rights
reserved.
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