Identity System Q&A
Why are you changing the OSU Athletics Identity System?
We are not changing the identity system; we are establishing a distinctive and consistent way to represent OSU athletic teams on the fields and courts and in their uniform designs. OSU Athletics used multiple versions of the block “O” and logotypes that varied from sport to sport. As a Pac-10 institution, the new system creates a unique identity that will be easily identifiable throughout the nation.
What will happen to the Beaver head logo?
The Beaver head logo remains the primary Athletics logo. The logotypes will be used as companion wordmarks to the Beaver.
What was the University’s role in working with Athletics on this project?
The identity system was developed collaboratively through University Advancement and Athletics. University Advancement works closely in the area of consistent institutional identity as well as merchandise licensing. After the “Clean Sweep” campaign, an effort that standardized the look and feel of OSU, its logo and identity system, was completed, UA began to look at creating a system that would standardize Athletics’ identity much in the same way that the OSU logo system was standardized on the academic side.
Why “OS?”
Originally, OSU developed a series of block “Os” that followed in the Athletics tradition and then took these designs out for comment and discussion. After many focus groups, conversations and surveys with alumni, friends, faculty, staff and students (including OSU student athletes and coaches), it was clear that the block “O” was very distinctive to Ohio State; in Oregon, the “O” has been branded well by the University of Oregon; and “OSU” in black and orange has been recognized with Oklahoma State. The change to the “OS” came from conversations with these key stakeholders about creating a unique look - a look that could not be confused with any other university in the nation.
Is there a corporate partner in this change?
OSU’s merchandise licensing program is supported through the Collegiate Licensing Corporation (CLC). CLC assisted OSU in finding a design partner for this project. Michael Morrow, a Portland-based designer and owner of Morrow Creative Group, led the effort to create the new professional image. Michael, the former Nike creative director, grew up in
The University is facing budget challenges. How could OSU afford this?
Designer Michael Morrow offered OSU a significant discount for his services because of his strong ties to Beaver Nation. Therefore, no general funds money was used for the system. The new look is anticipated to generate more revenue through the merchandise licensing program that can be used to further support efforts through the University Advancement, Athletics and the Research Office.
How will this be implemented?
The new logotype can already be found on some team uniforms including baseball, softball and wrestling. As regular uniform orders are due, the new system will be used. The scoreboard at Goss Stadium displays the new logotype and over time, as changes are made to Gill and Reser, the new system will be used. This transition makes it affordable and practical for OSU Athletics.
How does this new identity fit into the other OSU logos and marks? How will this logotype be used?
The attached logo sheet explains how the new logotypes fit into the OSU academic and athletics systems.
As much as anything, this new identity system honors the hard work and contributions of our student-athletes.
The pride we feel from having a national championship baseball team or a Sun Bowl trophy team or from the professionalism and character our athletes demonstrate on the field and courts lays the foundation for this new system.
We hope that you too will wear the “OS” with spirit and pride for
For more information, contact University Marketing at 541.737.3871
