Oregon State University is proud to announce an enhanced brand identity system to represent OSU's athletic teams on the fields and courts. The new look is a result of a collaborative effort between the University, Collegiate Licensing Company (CLC) and Michael Morrow of Morrow Creative Group.
The new identity system establishes a distinctive and consistent font type in
addition to a new "OS" logo. The new "OS" logo will be secondary to the
nationally established Beaver head that appears on the field at Reser Stadium,
football helmets and on the court at Gill Coliseum. For Athletics the new "OS"
is considered a spirit mark that already has been implemented by some teams
including the defending baseball national champions.
's athletic teams have used several variations of logos in the past,
including the block "O". The goal of the new logotype is to create a unique
appearance that will be easily identifiable throughout the nation.
"This new branding effort will enable us to create a common identity and will
set us apart from other schools that have similar color schemes and
abbreviations. I want to stress we will still be OSU to our fans and alumni and
continue to use OSU in our fight song and rally cheers," Director of Athletics
Bob De Carolis said.
Now that we have established ourselves nationally we need to have a clean look
in terms of how we represent Oregon State, Beavers and use logos. All 17 of our
sports will now have a uniformed look."
The University requested comment from many groups before implementing OS,
including student-athletes, staff, faculty and alumni groups. Along with the
Beavers' status as a national program, there was a general consensus that the
athletic department's general secondary logos, the block "O" and the "OSU" were
confused with several other institutions across the nation, including Oklahoma State
which features the same orange and black colors.
"We just asked ourselves- why not OS for Oregon State?" said Morrow, who has
worked on identity projects for many sports brands, professional teams and
universities, including the University of Notre Dame
and the University of
. ""We see the Interlocking OS as innovating in the Collegiate
marketplace. In the coming years as the Beavers continue to compete nationally
on the biggest stages of college sports, fans across the country will know that
we are the Oregon State Beavers."
CLC and Nike have partnered to launch the new "OS" apparel which has an April
target for availability at retail. The gear will be available at Beaver sponsors
Joes, OSU Bookstore on campus, Downtown Portland Beaver Fan Shop location and
online at www.osubeavers.com.
The second phase of the new identity launch will include new football uniform
designs for 2007. Athletics will unveil its new football uniforms from Nike live
on Beaver Nation Online, the audio/video site within www.osubeavers.com, on
Fri., April. 27 (details to be announced). This past year Nike and OSU Athletics
signed a new apparel supplier agreement making Nike the exclusive apparel
partner for 14 of the 17 Beaver intercollegiate teams.
Oregon State University
Athletics Identity System
||The new Oregon State (OS) logo, along with the new logotype, is
considered an Athletics spirit mark. It is used to represent Oregon
State on fields of play and
in the retail market.
||The Beaver logo remains the primary mark for Athletics and the
Oregon State logo (OS) is the secondary mark.
||The Oregon State University logo will continue to be used to
represent the university in all academic areas. This logo is to be used
on Web sites, letterhead, business cards, other stationery, powerpoint
presentations, signage and any other methods that represent the
Oregon State University
Why are you changing the OSU Athletics Identity
We are not changing the identity system; we are establishing a
distinctive and consistent way to represent OSU athletic teams on the
fields and courts and in their uniform designs. OSU Athletics used
multiple versions of the block "O" and logotypes that varied from sport
to sport. As a Pac-10 institution, the new system creates a unique
identity that will be easily identifiable throughout the nation.
What will happen to the Beaver head logo?
The Beaver head logo remains the primary Athletics logo. The logotypes
will be used as companion wordmarks to the Beaver.
What was the University's role in working with
Athletics on this project?
The identity system was developed collaboratively through University
Advancement and Athletics. University Advancement works closely in the
area of consistent institutional identity as well as merchandise
licensing. After the "Clean Sweep" campaign, an effort that standardized
the look and feel of OSU, its logo and identity system, was completed,
UA began to look at creating a system that would standardize Athletics'
identity much in the same way that the OSU logo system was standardized
on the academic side.
Originally, OSU developed a series of block "Os" that followed in the
Athletics tradition and then took these designs out for comment and
discussion. After many focus groups, conversations and surveys with
alumni, friends, faculty, staff and students (including OSU student
athletes and coaches), it was clear that the block "O" was very
distinctive to Ohio State; in Oregon, the "O" has been branded well by
the University of Oregon; and "OSU" in black and orange has been
recognized with Oklahoma State. The change to the "OS" came from
conversations with these key stakeholders about creating a unique
look - a look that could not be confused with any other university in
Is there a corporate partner in this change?
OSU's merchandise licensing program is supported through the Collegiate
Licensing Corporation (CLC). CLC assisted OSU in finding a design
partner for this project. Michael Morrow, a Portland-based designer and
owner of Morrow Creative Group, led the effort to create the new
professional image. Michael, the former Nike creative director, grew up
in Corvallis and is a true "Beaver Believer." His firm has
professionalized the identities for many professional sports teams and
college athletic departments including for Notre Dame and the University
of Kansas. He developed the stylish "OS" that features strong lines and
arches that represent the strength and traditions of Oregon State
The University is facing budget challenges. How could
OSU afford this?
In the first year of OSU's contract with CLC, the company agreed to turn
back to OSU all of their service fees taken out of the revenue generated
through merchandise licensing. The new system was created out of these
funds and out seed money provided through the licensing program. OSU
Athletics also offered in-kind payment to supplement the costs of the
new system. Designer Michael Morrow offered OSU a significant discount
for his services because of his strong ties to Beaver Nation. Therefore,
no general funds money was used for the system. It is anticipated that
the increased merchandise sales, generated by the new mark, will replace
any initial investments made through the licensing revenue. In fact, the
new look is anticipated to generate more revenue through the merchandise
licensing program that can be used to further support efforts through
the University Advancement, Athletics and the Research Office.
How will this be implemented?
The new logotype can already be found on some team uniforms including
baseball, softball and wrestling. As regular uniform orders are due, the
new system will be used. The scoreboard at Goss Stadium displays the new
logotype and over time, as changes are made to Gill and Reser, the new
system will be used. This transition makes it affordable and practical
for OSU Athletics.
How does this new identity fit into the other OSU
logos and marks? How will this logotype be used?
The attached logo sheet explains how the new logotypes fit into the OSU
academic and athletics systems.
As much as anything, this new identity system honors
the hard work and contributions of our student-athletes. The pride we feel from having a national championship baseball team or a
Sun Bowl trophy team or from the
professionalism and character our athletes demonstrate on the field and
courts lays the foundation for this new system. We hope that you too will wear the "OS" with spirit and pride for Oregon
For more information, contact University Marketing at