Oklahoma State University Athletics
Frequently Asked Questions...
October 18, 2000 | General
Oct. 18, 2000
On Nov. 22, Oklahoma State University will unveil a "family of logo marks" for the OSU Athletics Department that will provide a strong, overarching brand identity. Beginning with its first usage, screened onto the original court flooring of the soon-to-be-completed Gallagher-Iba Arena, the marks will be adopted throughout the 2001 season by each sport via complementary uniform identification.
The "family of marks" captures the essence of the "OSU brand" and "O-State," first introduced and modified during the '70s and '80s, and enhances them by bringing dimensionality, distinctiveness and recognition that these marks are Oklahoma State.
Q. Why update the marks at all?
A. OSU has not had an overarching, unified family of logo marks for the athletics department since the inception of the University. There was a need to provide consistency and continuity across all OSU sports, licensing, and apparel sold at retail stores.
Q. What are the new "family of marks" supposed to do for OSU?
A. To increase recognition and enhance the prestige of the University through uniquely identifiable logos. To broaden the appeal of the marks to past, current and future generations of OSU students and friends.
Q. How does Pistol Pete fit into this new "family of marks?"
A. Contrary to reports, OSU's athletics department has no intention of changing its mascot from the well-known and beloved Pistol Pete. Pete is one of the nation's best mascots.
Q. Who was responsible for the new marks?
A. A committee of Cowboy fans, alumni and longtime supporters of OSU was established to work closely with SME, a noted sports-marketing/design firm, to create the look of the primary mark and its extensions.
Upon the initial design of the marks, OSU conducted focus-group sessions among students on campus to gain concept feedback. The research department at Jordan Associates, an advertising/communications agency, conducted consumer research through mall-intercept methodology to test the relevance, perception and acceptance among two other very important target audiences: alumni (21-54) and sports-wearers (individuals who purchase and wear clothing displaying various sports logos with a stated preference for OSU). In summary, the opinion of the new marks gained through the mall intercepts were:
* The logos were scored on attribute ratings that OSU felt the enhanced look should convey (Appealing, Bold, Strong, Tough, Progressive and Independent), and in every attribute, total respondents rated the new logo higher.
* 80.3% of sports-wearers favored the new design.
* Among sports-wearers, the new logo received 7.4 (out of a maximum 10 rating) versus the old logo at 5.8.
* Among alumni that spent their college years with and cheered on the old logo, there was only a slim margin favoring the old marks.
Input resulting from these concept tests were incorporated into revisions, and enhancements were made to today's approved "family of marks".
Q. What other groups had input into the logo design?
A. The coaches of OSU's various sports also reviewed the new marks. Their responses were positive, and they believe it's important to utilize a consistent look across all events. They are committed to the change.
The marks were reviewed with the President's Office, E-Group, Board of Regents and athletics department staff. Elite members of the O Club, like Dick Soergel, Myron Roderick and J.W. Mashburn, previewed the new marks and were impressed.
Q. Why is one of the logos fiery?
A. Fire is a graphic depiction of the rugged and enduring persona of the
"Cowboy," representing attitudinal traits of independence, individualism, strength, survival and spirit.
Fire is "hot" -- a momentum desired in athletics. It captures forward intense movement.
It is important to keep in mind that there will be apparel options without the fire as well. Even various athletic teams will be using versions of the brand that do not involve the fiery look.
