With great change comes great opportunity.
A glance at Austin Peay State University shows a campus on the rise – Tennessee's fastest growing university. A closer look at the Athletics Department reveals a similar situation bolstered by a multi-million dollar renovation in progress at Governors Stadium along with new video boards in the Dunn Center all presenting a great opportunity.
In order to capitalize on growth and increase brand recognition, the need to develop an innovative and cohesive athletics brand identity became paramount. As Austin Peay Athletics has evolved, has had the need for consistency across all sports to include logo marks and typography. The strength in consistency lies in the ability to better distinguish the history and traditions unique to Austin Peay, while also representing its strategic vision moving forward.
The Governor icon, which pays homage to former Tennessee governor and university namesake Austin Peay, has evolved over the years from a jovial, round-headed gentleman in the 1940s and 50s to a mustachioed, dignified character in the 1980s.
The 'new Gov' is a modernized, forward-facing gentleman with a stern look, meant to represent a stronger, sleeker upgrade while keeping the base trappings of Austin Peay's iconic figure.
“The updated brand components – of which the new Governor mascot emblem is the most significant piece – has been carefully developed with the fan experience in mind,” said Jeff Bibb, of BLF Marketing. “Austin Peay alumni and fans can look forward to purchasing visually striking and boldly branded apparel to show their passion and support the University's athletics program.”
The red coat, top hat, monocle and classic necktie take on symbolic meaning long found within the Governors Club infrastructure. Those four symbols represent the organization's donation levels, giving the department's valued donors a personal connection with the Govs' new appearance.
The 'AP' mark – which has been a university-wide symbol since 1977 – also is getting a sleeker look. Slight adjustments will greatly increase the University's marketability through merchandising.
“The AP logo is one of the most recognizable brand marks in the OVC,” said Mike O'Malley, an APSU Governors Club board member, equipped with branding experience. O'Malley served eight years on the Wendy's National Advertising Board, including one year as President. He most recently worked on the update and enhancements of the Wendy's logo and brand marks.
“Any changes or adjustments made had to be well thought out. These changes may be subtle, but they create a cleaner, more readable mark that will work better in all uses.”
The new marks are designed to appeal to a younger generation while maintaining the logo's sophisticated look, and will be adopted by the university as well.
“Austin Peay has sustained a culture of excellence in the classroom, in competition, and in our community because of outstanding people and leadership,” said Athletics Director Derek van der Merwe. “We are going to build on this solid foundation with a set of initiatives that will help to invite and engage our community to experience the great things happening at this University. I invite you come to campus to see how this University is growing and flourishing."
The arrival of van der Merwe as Austin Peay director of athletics has sparked a renewed focus on the athletic department's brand. It's an all-encompassing endeavor incorporating the department's core values of excellence, tradition, integrity, opportunity and community, along with new branding marks and typography to make the Austin Peay brand more identifiable.
While the marks were designed by nationally-recognized design firm Joe Bosack and Co., which has created sports logos for Mississippi State, Boise State, UNLV, the Atlantic Coast Conference and the Southeastern Conference, the concepts were home grown.
For approximately seven months, a committee of Austin Peay staff, students, student-athletes and alumni, along with local business and community leaders worked to develop an image that represents the mission and core values on which the department stands. The concepts were brought before a number of diverse focus groups that included Austin Peay's Staff and Faculty Senates, the President's Cabinet, Student Government Association, Governors Club and individual athletics teams.
“Developing an innovative and consistent brand identity for APSU Athletics though its logos and marks was no easy task to take,” said Kevin Carter ('77), a member of the Governors football 1977 OVC Championship team. “The process had to build on the history and traditions of Austin Peay athletics, while representing its mission and core values. van der Merwe and his staff did an outstanding job of including all stakeholders in the process. The end result is a number of marks that meets the needs and expectations of those stakeholders.”
“This new identity represents a lot of positive change that will quickly transform the way our students, alumni and community engage this campus,” said SGA President Mike Rainier. “This something we can all be proud of.”
A customized typography for use across the athletics department will also be included in the new redesign. The combinations will be used with the updated Governors and 'AP' logo, in addition to specific identities for various team sports, the Governors Club and the Peay!Nuts student fan club. LetsGoPeay.com will change servers in June, with an updated website layout and new video integration among the new features visitors to the site can expect.
Merchandise featuring the new identity will begin showing up at area retailers during the summer. All university athletic squads will be outfitted with the new marks beginning in Fall 2014.
