The Shenandoah University Intercollegiate Athletics Department unveiled a new graphics identity April 22 to a packed Ferrari Room in the Brandt Student Center.
The Buzzin’ Dozen pep band opened the 30-minute event by marching into the room while playing the Fight Song, causing student-athletes to bounce in their seats as they waited to see the new marks unveiled by Shenandoah President Tracy Fitzsimmons, Ph.D, and Director of Intercollegiate Athletics Doug Zipp.
The new identity consists of a primary mark, two secondary logos and sports-specific tertiary logos as well as wordmarks and a custom typeface. The identity, the first extensive redesign in more than 20 years, provides the athletics department with a consistent style.
The process of updating athletics’ graphic identity began in February 2014. Dr. Fitzsimmons admitted in comments at the unveiling event that she didn’t quite “get” the idea of the project when it was first presented to her, but as the project gained steam, she began to understand its importance in creating a graphic identity that not only enhances the idea of the “fighting Hornets,” but also supports the university as a whole.
“Our new brand is really something special,” said Zipp. It truly embodies athletics’ slogan: “21 Sports. One team.”
The new identity, created by New York City-area design firm Skye Design Studios in conjunction with a university-based committee, drew inspiration for its custom typeface from early 20th-century Shenandoah sports uniforms. The primary logo displays a new, updated hornet hovering above a mountain range, evocative of the university’s Shenandoah Valley home. His stinger slices down into a valley, and arched lettering, reading “Shenandoah University Hornets,” mimics the design of the many small bridges present on the main campus.
The two secondary logos draw upon the university’s previous brand equity in both the hornet and its iconic “SU”. The first is a ‘stand-alone’ hornet with the stinger again cutting a valley/river in a mountain range, while the other combines the university’s iconic “SU” with a stylized “stinger” connected to the bottom of the “S.” The primary and secondary logos also feature a sweeping abstract line graphic that connects back to the university’s crest. (Read more about the graphic identity.)
All three logos, and especially the “SU” secondary, elicited happy murmurs from many in the packed Ferrari Room.
Zipp said the new graphic identity was constructed with only two hard-and-fast rules: retain athletics’ red and blue colors and the nickname Hornets. “Other than that, we had a blank canvas.”
However, the new identity extended to more than just logos and apparel. Shenandoah’s mascot, “Buzzy” the hornet, also got a new, fun, and friendly-yet-fierce look. Fitzsimmons was the first to give the new Buzzy a hug when he buzzed into a room filled with smartphone cameras held high and capturing his initial moments with the Shenandoah family.
As students clamored for photos with Buzzy, those who attended the identity unveiling also received plenty of items featuring the new logos, including bags, buttons, and novelty sunglasses.
Skye Dillon, Owner/CEO of Skye Design Studios, admitted as he watched the whole scene unfold from the rear of the room that he’s not usually present for logo launches. “This was a really special project, however,” he said. “I feel like a part of the Shenandoah family.”
The event revealed that Dillon communicated and collaborated on a weekly basis with Assistant Athletic Director Scott Musa and Chief Marketing and Creative Officer Scott Spriggs to craft the identity, which was built using student input as well. Dillon said it was fulfilling to see the response to the graphic identity, to know that it hit its mark, and “to see that it connected with the entire Shenandoah family.”
“It’s pretty sweet,” soccer player Erin Septer ’17, said following the graphic identity launch. “It’s like a transformation to show how intense our teams are.”
“It’s much sleeker,” agreed football player Qlyl Middelijn ’17. “It just looks better.”
Both students said they’re excited to wear the new designs in the coming years. The new look seemed to make a fast impression on buyers, too, with people rushing to the campus bookstore to buy newly branded gear. “Sales were awesome,” Sharon Ritenour, bookstore assistant manager said on the day following the launch. “Everyone is so excited.”
So excited, they’re practically buzzing about it.
Contributed by Scott Musa and Stephanie Mangino