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Logo-motionBaylor re-examines its many identifying marks
By Meg Cullar
Baylor is currently in the process of evaluating its logos and marks
and might be making some changes, said John Barry, Baylor's vice
president of marketing and communications. But he said that changes to
Baylor's various logos would likely be more of a "fine tuning" than a
whole new look.
Baylor's logos actually come in three parts, Barry said. First there's the university seal, which is reserved for formal
applications such as commencement programs and diplomas. Second, there
is the university's athletic logo program. Currently, Baylor has a
multi-layered system of athletic logos with rules that govern how they
are used. And third, there is the university's academic logo, which is
currently what Barry called a "word mark"--basically the words "Baylor
University" in a distinctive typeface.
Barry said the current evaluation effort has been underway for more
than a year and began with the hiring of a branding consultant,
Rickabaugh Graphics. It is the same company that designed Baylor's
current athletic marks, including the bear head, the bear head and
shoulders, and the curved and straight "Baylor" and "Bears" spirit
marks.
Barry said the consultant believed that Baylor's academic logo was
underperforming compared to the other marks. Also, Baylor's various
schools, departments, institutes, and programs have had a tendency to
develop their own logos. "We are an institution with no shortage of
logos," Barry noted.
The first step in the evaluation process, Barry said, was to conduct a
national alumni survey, asking people what symbols and icons they
associate with their alma mater. The most common answers, he said, were
bears, Pat Neff Hall, and Judge Baylor. So when it comes to unveiling
the "enhancement" of Baylor's academic logo, he said, "That's probably
the direction that we would head."
Although Barry declined to describe any specific academic logo that is under consideration, the Lariat
described a "potential centralized mark being shown to groups" as a
silhouette of Pat Neff Hall with the statue of Judge Baylor in the
foreground. Others who saw it said it also included the date "1845" and
that the design was enclosed in an arched box.
The logo evaluation project also generated a controversy of surprising
proportions regarding the university's use of the interlocking BU, one
of the athletic marks. After months of Web-based rumors on message
boards and blogs, students confronted Baylor President John Lilley at
an open forum on April 21 about the possibility of the BU being removed
from Baylor's football helmets in favor of spelling out Baylor.
Although Lilley stated, "We are not getting rid of the interlocking
BU," students persisted. Under questioning from one student, Lilley
said, "We have a primary mark, which is BAYLOR, and a secondary mark,
which is BU. What we are doing is that where there is room to emphasize
BAYLOR, we are saying BAYLOR because that is our national and
international name. The helmets will carry it because the helmets have
room and TV cameras do close-ups of the helmets."
But just days later, in his regular e-mail to faculty and staff, Lilley
reversed course. "In an effort to enhance the awareness of the quality
of the Baylor University name nationally and internationally, Baylor is
presently reviewing its University branding efforts," Lilley explained.
"In that context there has been recent discussion regarding how we use
the interlocking BU. We determined initially that we should leverage
the strength of the Baylor name by using it on our football helmets in
place of the interlocking BU."
He continued, "We have heard from a number of members of the Baylor
family, however, and, as a result, we have concluded that while this
suggestion makes sense from a branding perspective, we acknowledge the
value of our traditional symbols. We will honor our past by retaining
our current football colors and our interlocking BU logo."
As Baylor's official "Graphic Standards Program" indicates, "The
interlocking BU and the Baylor spirit wordmarks are the primary
identity marks for Baylor athletics. All official athletic materials of
any kind must have at least one of the preferred marks. The bear head
and bear paw may be used as secondary marks in addition to a preferred
mark."
However, Baylor's licensing guidelines for vendors indicate that the
interlocking BU can only be used in conjunction with the words "Baylor"
or "Baylor University." Both documents are available on the
university's website and most easily found by going to baylor.edu
and using the search function for "graphic standards program" and "logo
usage and style guide." Once on the licensing site, click "logo sheet."
Barry said that the branding consultant was happy with the way Baylor's
athletic logos were working and that the current graphic standards
program was still in effect.
According to Barry, work on the academic logo should wrap up this
summer. "The expectations are that we will have more and more
opportunities to represent Baylor on a national stage, so are we sure
we're ready to do that as effectively as possible? I don't think there
is going to be anything that will shock or surprise or rattle anyone,"
he said.
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