General
WASHINGTON, Pa. – After months of research and preparation, Washington & Jefferson College Athletics has a new brand, which was revealed exclusively on WTAE-TV, Pittsburgh's Action News 4, on the 6 p.m. evening news on Wednesday, July 6, 2016.
Developed by New York City-based SME, which counts among its recent clients the Atlantic Coast Conference, Miami Marlins and Kentucky Derby, the W&J Athletics brand includes new primary and secondary logos, along with a wordmark and sport-specific images.
"This is an exciting time for W&J Athletics," said Director of Athletics Scott McGuinness. "I would like to thank SME for the company's creativity and strategy during this process. Our committee considered valuable input from students and alumni to help us build an athletic logo program that encompasses the vast and rich history of this athletic department, but also keeps an eye towards the future."
The brand will be rolled out in phases over the next year as it is integrated into the athletic facilities expansion and renovations, added to team uniforms in line with the College's uniform replacement policy, and implemented throughout social media and web platforms. Additionally, apparel and merchandise with the new brand will be hitting the campus store shelves for the fall semester.
"We believe that our new athletics brand is something that our students, both present and future, as well as alumni, will embrace and celebrate," said Vice President of Student Life & Dean of Students Eva Chatterjee-Sutton. "SME once again showed why it is among the best organizations in its field, while presenting a brand which we believe will reinforce the pillars of the W&J community."
PRIMARY MARK
The W&J Primary Mark will serve as the most universally recognized identity element and should be used whenever possible. The light background image with the black J should be used on white and light backgrounds, while the dark background image with the white J should be used on black or dark backgrounds.
Grayscale and Black and White one-color options are also available when color isn't available for production. The same rules apply as far as dark image on a light background and light image on a dark background.
SECONDARY MARK
This Secondary Mark can be used by W&J Athletics as a complementary identity element to the Primary Mark or in place of the Primary Mark when application is not feasible.
Grayscale and Black and White one-color options are also available when color isn't available for production. The same rules apply as far as dark image on a light background and light image on a dark background.
WORDMARK
This Wordmark will serve as the primary Wordmark for the W&J Athletics Brand Identity.
The Wordmark introduces two stars which represent W&J's two presidential namesakes, "Washington" & "Jefferson."The two stars also represent the core values that all W&J NCAA Division III student-athletes hold in high regard when representing the Red & Black, "Pride" and "Prestige." The stars can be found on each element of the brand, with the exception of the Primary Mark.
Grayscale and Black and White one-color options are also available when color isn't available for production. The same rules apply as far as dark image on a light background and light image on a dark background.
PRIMARY MARK WITH WORDMARK
This Primary Mark with Wordmark can be used to further communicate the W&J Athletics brand.
Grayscale and Black and White one-color options are also available when color isn't available for production. The same rules apply as far as dark image on a light background and light image on a dark background.
SPORT-SPECIFIC MARKS
The W&J Athletics Sports-Specific Marks represent the specific athletics programs within our brand. They are valuable assets in unifying our programs and promoting consistency across our wider brand. Consistent and appropriate use of these marks is critical to properly express the respective W&J Athletics programs.
For more information or details, contact Sports Information DirectorSean Kingat sking@washjeff.edu.
Youtube video link:https://www.youtube.com/watch?v=Vq9CXUKwjYM
About SME, Inc.
SME(http://www.smebranding.com) is a strategic branding agency, specializing in connecting with audiences through powerful identity development. Founded in 1989,SMEenjoys a stellar worldwide reputation of creative excellence, thought leadership and client service. SME's client list includes some of the leading brands in global and collegiate sports including the Atlanta Braves, the Atlantic Coast Conference, Churchill Downs, University of Connecticut Athletics, the Miami Marlins and many more.
