page1ungi1vrstsgaiseaysu1 iy1ofi1ag …€¦ · university of tennessee athletics. brand identity...

CONFIDENTIAL / NOT FOR DISTRIBUTION

PROJECT

IDENTITY DEVELOPMENTCLIENT

UNIVERSITY OF TENNESSEE ATHLETICSROUND

ONEDATE

APR 24, 2014PAGE

1

UNIVERSITY OF TENNESSEE ATHLETICSBRAND IDENTITY DEVELOPMENT


PROJECT



ONEDATE

APR 24, 2014PAGE

2

RESPECT THE PAST,REPRESENT THE FUTURE.


PROJECT



ONEDATE

APR 24, 2014PAGE

3

_ Clarify vision, strategies, goals and values._ Research stakeholders’ needs and perceptions._ Interview key management._ Evaluate existing brands and brand architecture.

_ Synthesize learnings._ Clarify brand strategy._ Develop a positioning platform._ Co-create brand attributes._ Present brand brief.

_ Visualize the future._ Design brand identity._ Finalize brand architecture._ Examine applicability._ Present visual strategy.

_ Build synergy around new brand._ Develop launch strategy and plan - PR._ Launch internally first then launch externally._ Nurture brand champions - Legal and Licensing

PHASE _ 1RESEARCH & ANALYSIS

PHASE _ 2BRAND STRATEGY

PHASE _ 3DESIGN CONCEPT

PHASE _ 5MANAGING ASSETS

GIG PROCESS OF IDENTITY CREATION

_ Finalize identity solution._ Initiate trademark protection._ Prioritize and design applications._ Bring identity concept to context of viewer:

Explore applications in uniforms, products and signage._ Apply brand architecture.

PHASE _ 4BRAND EXPRESSIONS


PROJECT



ONEDATE

APR 24, 2014PAGE

5

_ The Most Important Uniform You Will Wear Is A Cap And Gown

_ Running Through The “T”

_ Orange Dominates

_ Go Big Orange!

_ Rocky Top

_ 1 TN

_ Go Vols

_ TN Tough

_ Staying Power

_ I Will Give My All For Tennessee Today

_ Tradition Of Sport

_ Vol For Life

_ Passion For Sport

_ Volunteer Spirit

_ Let’s Go UT!

_ Big Orange Country

_ Be The Best

_ Smoky Mountains

_ Success On And Off The Court

WHAT WE HEARD


PROJECT



ONEDATE

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6

Athletic Mission:

_ To inspire and support our student-athletes in the pursuit of comprehensive excellence.

Academic Vision:

_ To represent the University of Tennessee among the nation’s premier athletics programs by developing student athletes who graduate,

compete for championships and conduct themselves in a first-class manner, honoring and fulfilling the Volunteer spirit.

MISSION & VISION


PROJECT



ONEDATE

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7

INSPIRATION

_ History

_ Location

_ Legacy

_ Community

_ Future Volunteers

_ History _ Excellence_ Tradition _ Integrity_ Community _ Pride _ Winning

PROJECT

IDENTITY DEVELOPMENTROUND

ONEPAGE

8CLIENT

UNIVERSITY OF TENNESSEE ATHLETICSDATE

APR 24, 2014


Brand Attributes are a set of characteristics that represent the essence of your brand. They identify personality

traits and help create brand identity.

_ History

_ Community

_ Excellence

_ Integrity

_ Pride

_ Tradition

_ Winning

ATHLETIC BRAND ATTRIBUTES


PROJECT


ONEPAGE

9CLIENT


APR 24, 2014

CONFIDENTIAL / NOT FOR DISTRIBUTIONIDENTITY ANALYSIS

Observations:

_ 1. Usage of current wordmarks, numerals and icons lacks consistency and varies sport to sport.

_ 2. There are various versions of the primary mark (Power T) currently being utilized.

_ 3. Equity exists in the Tennessee Orange primary color. Orange is a definitive brand element for Tennessee

visible throughout performance and retail product, though historically the coolor has proven difficult to

achieve consistently and varies greatly by sport, material, light source etc.

_ 4. Inconsistent use and scaling of the Checkerboard Pattern on performance product.

_ 5. Opportunities exist to refine the secondary and tertiary identity that will strengthen the primary identity

and supply freshness to retail product, including expand the color palette, create a unique Smokey logo and

custom Tennessee and Volunteer wordmarks.

_ 6. The continued use of Lady Volunteers further segments an athletic institution that is striving to be united as

“One Tennessee”.

_ 7. Use of the Smokey Mascot Mark has been limited to retail.


PROJECT


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APR 24, 2014


ONE TENNESSEE

_ __ __ _

PROJECT


ONEPAGE

11CLIENT


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Current Brand Expression:

Wordmarks, Logos and Icons

IDENTITY ANALYSIS

Youth Mark

_ __ __ _

PROJECT


ONEPAGE

12CLIENT


APR 24, 2014




Vault Wordmarks, Logos

and Icons

IDENTITY ANALYSIS

_ __ __ _

PROJECT


ONEPAGE

13CLIENT


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Color

Primary:

_ Orange

_ White

Secondary & Accent:

_ Blue

_ Grey

Primary:

Secondary:

_ __ __ _

PROJECT


ONEPAGE

14CLIENT


APR 24, 2014



SEC Conference Comparison:

Logos, Colors Alabama

Georgia

Team Crimson 69WWhite 10A

Black 00A

Night Silver 09SPewter Grey 09TSalsa Red 69L PMS 349

Arkansas

White 10ATeam Crimson 69WWhite 10A

Auburn

Team Orange 89LCollege Navy 41SWhite 10A

Florida

University Orange 89MGame Royal 4EVWhite 10A

Black 00AUniversity Red 65NWhite 10A

Kentucky

Game Royal 4EVWhite 10A

LSU

University Gold 76ICourt Purple 51LWhite 10A

Mississippi

University Red 65NCollege Navy 41SWhite 10A

IDENTITY ANALYSIS

_ __ __ _

PROJECT


ONEPAGE

15CLIENT


APR 24, 2014



SEC Conference Comparison:

Logos, Colors

IDENTITY ANALYSIS

Mississippi State

Texas A&M

PMS 430Deep Maroon 66PWhite 10A

Missouri

Gold Dart 79UBlack 00AWhite 10A

South Carolina

Black 00ATeam Crimson 69WWhite 10A

Tennessee

89K Vivid OrangeWhite 10A

PANTONE Process Blue CV

Pewter Grey 09TDeep Maroon 66PWhite 10A

Vanderbilt

Team Gold 79WBlack 00AWhite 10A

_ __ __ _

PROJECT


ONEPAGE

16CLIENT


APR 24, 2014



NCAA Oranges Comparison

IDENTITY ANALYSIS

Bright Ceramic | 87F Team Orange | 89L University Orange | 89M

_ Tennessee _ Illinois

_ Miami

_ Oregon State

_ Syracuse

_ Virginia

_ Clemson

_ Florida

_ Oklahoma State

_ Virginia Tech

Brilliant Orange | 89N

_ Oklahoma State

_ Princeton

Desert Orange | 81F

_ Texas

_ __ __ _

PROJECT


ONEPAGE

17CLIENT


APR 24, 2014



BASKETBALL (M)

FOOTBALL

BASKETBALL (W)

BASEBALL

IDENTITY ANALYSIS

_ __ __ _

PROJECT


ONEPAGE

18CLIENT


APR 24, 2014



TRACK & FIELD/XC (M)

SOFTBALL

VOLLEYBALL

TRACK & FIELD/XC (W)

IDENTITY ANALYSIS

_ __ __ _

PROJECT


ONEPAGE

19CLIENT


APR 24, 2014



SOCCER (W)

IDENTITY ANALYSIS

GOLF (M/W)

ROWING (W)

TENNIS (M/W)

_ __ __ _

PROJECT


ONEPAGE

20CLIENT


APR 24, 2014



COLORS ORANGE BLACK DARK GREYWHITE LIGHT BLUE

BASEBALL - M

BASKETBALL - M

BASKETBALL - W

CROSS COUNTRY - M

CROSS COUNTRY - W

FOOTBALL - M

GOLF - M

GOLF - W

ROWING - W

SOCCER - W

SOFTBALL - W

SWIM & DIVE - W

SWIM & DIVE - M

TENNIS - W

TENNIS - M

VOLLEYBALL - W

TRACK & FIELD - W

TRACK & FIELD - M

IDENTITY ANALYSIS

_ __ __ _

PROJECT


ONEPAGE

21CLIENT


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WORDMARKS TENNESSEE ARCHED TENNESSEE CUSTOM TENNESSEE TENNESSEE SCRIPT VOLS SCRIPT

BASEBALL - M

BASKETBALL - M

BASKETBALL - W

CROSS COUNTRY - M

CROSS COUNTRY - W

FOOTBALL - M

GOLF - M

GOLF - W

ROWING - W

SOCCER - W

SOFTBALL - W

SWIM & DIVE - W

SWIM & DIVE - M

TENNIS - W

TENNIS - M

VOLLEYBALL - W

TRACK & FIELD - W

TRACK & FIELD - M

_ __ __ _

PROJECT


ONEPAGE

22CLIENT


APR 24, 2014



NUMERALS BLOCK SERIF SAN SERIF CUSTOM

BASEBALL - M

BASKETBALL - M

BASKETBALL - W

CROSS COUNTRY - M

CROSS COUNTRY - W

FOOTBALL - M

GOLF - M

GOLF - W

ROWING - W

SOCCER - W

SOFTBALL - W

SWIM & DIVE - W

SWIM & DIVE - M

TENNIS - W

TENNIS - M

VOLLEYBALL - W

TRACK & FIELD - W

TRACK & FIELD - M

_ __ __ _

PROJECT


ONEPAGE

23CLIENT


APR 24, 2014


CONFIDENTIAL / NOT FOR DISTRIBUTIONIDENTITY ANALYSISIDENTITY ANALYSIS

MARKS POWER T POWER T/LADY VOLS SCRIPT

BASEBALL - M

BASKETBALL - M

BASKETBALL - W

CROSS COUNTRY - M

CROSS COUNTRY - W

FOOTBALL - M

GOLF - M

GOLF - W

ROWING - W

SOCCER - W

SOFTBALL - W

SWIM & DIVE - W

SWIM & DIVE - M

TENNIS - W

TENNIS - M

VOLLEYBALL - W

TRACK & FIELD - W

TRACK & FIELD - M

_ __ __ _

PROJECT


ONEPAGE

24CLIENT


APR 24, 2014




Environmental

IDENTITY ANALYSIS

_ __ __ _

PROJECT


ONEPAGE

25CLIENT


APR 24, 2014




Athletics Website

(http://www.utsports.com)

Social Media (Instagram,

Facebook, Twitter)

_ __ __ _

PROJECT


ONEPAGE

26CLIENT


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Athletics Website



Facebook, Twitter)

IDENTITY ANALYSIS

_ __ __ _

PROJECT


ONEPAGE

27CLIENT


APR 24, 2014




Athletics Website



Facebook, Twitter)

_ __ __ _

PROJECT


ONEPAGE

28CLIENT


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Athletics Website



Facebook, Twitter)


PROJECT


ONEPAGE

29CLIENT


APR 24, 2014


_ Develop an innovative and cohesive athletic brand identity system that reflects and elevates the unique characteristics and tradition

of Tennessee Athletics.

_ Promote consistency across athletics.

_ Position athletics for the future.

_ Develop and implement consistent, clearly defined identity and usage guidelines.

GOALS


PROJECT


ONEPAGE

30CLIENT


APR 24, 2014


_ Define the Audience

_ Develop a comprehensive, refined athletic brand identity that consists of the following:

_ Align Color Palette

_ Brand Identity Marks

_ Primary

_ Custom Typography & Numeral Set

_ Primary, Secondary & Supporting Typography

_ Wordmarks

_ Tennessee

_ Volunteers

_ Vols

_ Vols Script

_ Rocky Top

_ Pattern & Texture

_ Checkerboard

_ Licensing Mark:

_ “Smokey” Mascot Mark

_ Define the Tennessee Athletics Brand Architecture & Hierarchy

_ Develop Comprehensive Tennessee Athletics Brand Guidelines

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