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Although this was from 2004, it shows that LU isn't the only school that needed to get brand identity together. I like the modern look of the letters for SU. Nike did a great job for SU, but I think Proto's stuff for LU is just as great.
SU Athletics Unveils Logo Identity
Syracuse University has adopted an athletics logo for all of its athletics teams. The new look is the result of a collaborative effort between the University and NIKE, SU’s official athletics apparel partner. All 21 of SU’s athletics teams will utilize the new mark – an interlocking SU – and the official orange color on uniforms and warm-ups and in print and electronic venues. Previously the department had multiple marks and logos. In addition, Syracuse University’s teams will now use the nickname Orange, replacing Orangemen and Orangewomen.
“We are pleased to be moving forward as the Orange,” said SU Director of Athletics Jake Crouthamel. “We are unique in that we are the only college or university to have orange as its official color. This new look will showcase that.”
Syracuse is the fifth school to work with NIKE in its identity redesign program. The interlocking SU is designed with a more aggressive angular and aesthetic appearance, depicting speed and a competitive edge. This logo was the result of research conducted during the past two years.
“The goal of the project is to create a very clean, refined and unique identity that by design fuses elements of the past with the aesthetic values of the future,” said Christopher McClure, creative director for Nike Team Sports. “We want to respect the past and represent the future.”
The new logo will give SU a single identity and will incorporate a consistent color palette, using a brighter orange than the current version, and a dark blue as the accent color.
“We appreciate the fact that NIKE chose SU as one of its select group of schools with which to work on this project,” Crouthamel said. “We have enjoyed our relationship with NIKE for the past seven years and look forward to our continued work with them.”
The research included discussion of the University’s identity, history and traditions, assessment of how the University is positioning itself, and how to maintain the current tradition and values of the University.
In addition to use by Orange teams, the new mark will appear on numerous apparel and novelty items.
Previously NIKE worked with the University of Oregon, the University of Washington, the University of Miami and the University of Kentucky.
Duke Grant doesn’t remember what his first Virginia Tech memorabilia item was.
He believes it was a ticket to a football game, but he’s not sure.
“I have since started saving my ticket stubs,” he said.
This fall football stadiums will become a barrage of color as fans go out in force decorated in their teams’ colors.
Every year, colleges and universities around the country make hundreds of thousands of dollars in royalties from college brands. Manufacturers and retailers always are looking for a new and interesting way to put a school’s name on a product.
Todd Goodale, University of Virginia associate director of athletics for marketing and video services, said last year, the licensing program generated $846,407 in revenue for the university, which represents the highest total in school history.
Locke White, director of Virginia Tech’s licensing and trademark administration, said Virginia Tech brought in more than $1 million in royalties.
This money can be measured in shot glasses, lighters, diapers and dog collars. If there is a space on the product, it can be turned into a symbol for school pride.
Grant said it is really apparent at tailgating parties with the big tents, flags and canopies.
“You can really see how the Virginia Tech thing has really gotten to everyone,” Grant said. “Anything you could imagine that could have a Tech logo on there, and there is someone selling them.”
But he cautions. “You can only wear so much on you at one time.”
And Liberty University is now joining the action.
LU recently signed a contract with Licensing Resource Group - the same licensing group Virginia Tech uses - to act on its behalf with the manufacturing companies.
“Basically what licensing does for any university provides an extra source of revenue,” said Kevin Keys, assistant athletic director for marketing.
“We are making a strong effort to brand the Liberty image. (University of Virginia) and Virginia Tech have been in this mode for some time.”
This isn’t the first time Keys has worked on a university’s branding and licensing program. He helped West Virginia University develop its WV logo.
Over the past year, the university has worked on its manual and the licensing agreement with LRG.
Keys said the university is hoping to get a strong regional following.
“We want to become as much of a name in Lynchburg as UVa and Virginia Tech are statewide.”
Through the licensing process one of two licensing groups - LRG and The Collegiate Licensing Co. - in the United States.
Keys said the manufacturer pays a percentage of the wholesale value, which the licensing company collects, on behalf of the university.
Then the university and the licensing company split the royalties.
Keys said LRG will come to town to meet with the vendors to about carrying LU products.
Goodale said prospective licensees submit a thorough licensing application through license company - in UVa’s case, the CLC.
The license company processes the information and makes a recommendation to the university for approval or disapproval.
Although it is up to the individual university what its criteria are, UVa’s Goodale said various factors affect the company’s recommendation including the prospect’s business history, the prospect’s intended channels of distribution and the prospect’s insurance coverage.
White said some colleges and universities have stipulations about how much insurance the company has.
Licensees with Virginia Tech are required to have $1 million in liability insurance. “We have to be named on the policy,” White said.
CLC and the university review these agreements annually, Goodale said. UVa currently has 450 licensing agreements at this time.
“There are things that we would not approve,” Keys said. “We wouldn’t approve things that would be related to alcohol or cigarettes. There is some crazy stuff out there.”
White agreed.
He said colleges and universities want to want to avoid products in bad tastes.
Sometimes a university’s licensing program gets so big, it creates a department to handle it all.
White said Virginia Tech now handles most of the licensing process, although it outsources aspects like collections to LRG.
“I think down the road it has the potential to be a substantial revenue stream,” Keys said.
Steve Arnold, associate vice president for college relations at Lynchburg College, said they do a lot of their merchandising and branding in-house.
Arnold said the college considers items on a case-by-case basis.
“The bulk of our merchandising is done through our bookstore,” he said.
Arnold said right now that is a part of the college’s local appeal.
“We want you to come to campus,” he said.
Arnold said the college recently finished an 18-month-long process to come up with a new branding program to use in its advertisements and media products.
White said the entire college merchandising market succeeds because of the alumni and fans
“We have a huge ready market,” he said.
White said a big part of Virginia Tech’s market is football season.
“(Fans) are walking out of the store with armloads of Virginia Tech products,” he said.
“It can get right expensive,” Grant said. “It is a brand loyalty thing. They hook you in, they know there is a pretty deep association with sports fans and their team.”
White said colleges and universities have made a ton of money off of licensed products in a relatively short period of time.
“It hasn’t been that long that the schools figured out that hey there is a whole new revenue stream,” he said.
Last edited by Flamesfanva on August 7th, 2006, 12:03 pm, edited 1 time in total.
this is great news. If the merchendise get any steam locally, you'll be able to find stuff online with major producers like with most other schools soon after I would imagine.
*please disregard this post if dated before 2017 and accept my apologies*
I already contacted a local vendor here in Lynchburg who has contracts with UVA and VT and he informed me that he is working through the licensing process now and plans to carry LU merchandise prior to the holiday season.
Hopefully it will just allow for a larger variety of merchandise from major producers of college merchandise like Wincraft. One thing I have been wanting and waiting for are banners like you see hanging from homes with the UVA or VT logos on them. It would be great to drive through Lynchburg and see the Flames logo displayed. Those are also great for tailgating.
This isn’t the first time Keys has worked on a university’s branding and licensing program. He helped West Virginia University develop its WV logo.
Hopefully he will convince LU to create a better Varsity Letter Logo than than the one on the guide.
And although you have to start somewhere, hopefully they are shooting for a more national presence also:
Keys said the university is hoping to get a strong regional following.
“We want to become as much of a name in Lynchburg as UVa and Virginia Tech are statewide.”
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