UT MARTIN SKYHAWK ATHLETICS UNVEILS NEW ALTERNATE LOGO
1/16/2020 5:01:00 PM | General
MARTIN, Tenn. - The University of Tennessee at Martin and the Skyhawk Athletic Department has announced the addition of a new, alternate logo aimed to enhance the Skyhawks branding package that has represented the university since 1995.
The new mark will not replace the existing primary Skyhawk mark but rather supplement the existing logo package. The new logo offers an alternate mark to the traditional Skyhawk head with a more dynamic and powerful side profile.Â
"The Skyhawk is unique throughout collegiate athletics," said Kurt McGuffin, UT Martin Director of Intercollegiate Athletics. "With dozens of bird and hawk mascots nationwide, we boast the only Skyhawk in Division I and are proud to continue that tradition of excellence. Our goal with the new logo was to retain the original look and characteristics of the Skyhawk while giving it a sleeker, modern feel. There are exciting things happening within Skyhawk athletics and UT Martin as a whole. We hope the new alternate logo is symbolic of the progress we intend to make."
The Skyhawk logo and Captain Skyhawk caricature were created in 1995 by Dye Van Mol & Lawrence, now DVL Seigenthaler, the Nashville office of the global marketing communications firm Finn Partners. The package was updated internally in 2007, and UT Martin Chancellor Keith Carver charged a university committee earlier this year to add a new mark.
"This marks the twenty-fifth year since the Skyhawk name and logo were introduced, and the timing is right to add an alternate mark to the logo family," said Carver. "The Skyhawk logo is easily associated with UT Martin, so I see this as an opportunity to boost enthusiasm for our athletics identity. The design and communication of sports graphics have changed in the decades since the Skyhawk logo was first released, and we are proud to introduce this alternate mark as a way to bring our athletic brand into 2020."
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Who designed the new logo?
Finn Partners, a full-service advertising, marketing and public relations agency in Nashville, was chosen in a competitive bid process to lead the project. Finn Partners' successful logo projects include current logos for the Nashville Predators, Middle Tennessee Blue Raiders and Belmont Bruins.
What was the process and timeline for the redesign?
Chancellor Carver charged a university committee with coordinating the project, which included student, faculty, staff, alumni and community involvement. Focus groups and an online survey that received just under 4,000 responses were used to refine ideas for the new mark. The committee then worked with Finn Partners to finalize the design. The release of the new mark happens to coincide with the 25th anniversary of the Skyhawk graphic identity, and the timing of the mark's release allows it to be used on new merchandise options before the start of the 2020 fall semester and a new academic year.Â
Why a new logo?
The last revision of the Skyhawk logo was introduced in 1995 and tweaked again in 2007. A more contemporary design displaying added action and movement will complement the popular Skyhawk logo and build more enthusiasm for the brand. The alternate mark will be used alone and with approved wordmark combinations using "UTM" and "Skyhawks." Â
Why release the new logo in-season?
Releasing the mark while teams are competing and students are in school will help build initial interest in the alternate mark before it is introduced on new merchandise. The alternate mark should be fully in use by the time classes start in fall 2020.
How quickly will the new logo be circulated?
Today's announcement clears the way for use of the new mark on uniforms, apparel and other merchandise. This is also a key time period for recruiting new students to the university, and interest in the new alternate logo should create additional excitement during spring recruitment activities.
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Other logo design choices were included in the online survey. Will only one mark be released? A second mark receiving strong support in the survey will be released at a later date. For now, the alternate mark is the focus of the 25th anniversary of the Skyhawk.
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