Spring Break
Three logos, one university
Issue date: 11/2/07 Section: Forum
Say you've spent $100,000 and want to protect that investment. You have trademarks on the names and images associated with it and procedures in place to manage these efforts. You even have standards in place for how those trademarks should look, what activities they should be associated with and who can use them. You are the university marketing department at OSU; your $100,000 investment is the new athletics "OS" logo and student opinion says you've failed.
While this new logo received a mixed response from students, OSU Bookstore Inc. and both the athletics and marketing departments have supported it with giveaways, special sales and new apparel. These expenses appear to have paid off as the "OS" logo is highly visible around campus. However, despite awareness and visibility, students are confused about the purpose of each OSU trademark.
The university frequently uses three trademarked logos: the university "OSU" for academics, the Athletic Beaver Logo and the athletic "OS." Upon approval from university marketing, manufacturers are able to use OSU trademarks on their goods - in exchange for royalties paid. This process results in many of the goods for sale at the bookstore, including souvenirs, apparel, sports equipment, jewelry and cocoa mix.
In a quick (and unscientific) survey, The Daily Barometer found students able to name the purpose of only two of the three logos. Respondents appeared nervous and expressed their uncertainty. Some even vented their frustration with the change and its mediocre aesthetics. Merchandise at the bookstore shows widespread trademark misuse - academic planners with athletic logos, hats with camouflage "OS" logos, footballs with "Beavers" separated from the stylized Benny Logo and a large variety of typefaces for "Oregon State University."
While the 2005 Clean Sweep campaign has successfully removed the hexagonal OSU logo from use, newly introduced marketing materials and merchandise are only creating confusion. Recently publicized, The Campaign for OSU introduces new designs to the already cluttered OSU visual landscape. Created by Kelsh Wilson Design of Pennsylvania, the mark that has gone up on banners and signs around campus violates both the typographic and color standards of the OSU Brand Identity.
The problem is not a new campaign, a new logo or the use of them commercially; the problem is an overwhelming, chaotic use of these trademarks. OSU needs to elevate and enhance its image not through more promotion, but through better promotion and control of its properties. As alumni generously invest in OSU's future, the university should ensure protection of those investments and the image they represent.
While this new logo received a mixed response from students, OSU Bookstore Inc. and both the athletics and marketing departments have supported it with giveaways, special sales and new apparel. These expenses appear to have paid off as the "OS" logo is highly visible around campus. However, despite awareness and visibility, students are confused about the purpose of each OSU trademark.
The university frequently uses three trademarked logos: the university "OSU" for academics, the Athletic Beaver Logo and the athletic "OS." Upon approval from university marketing, manufacturers are able to use OSU trademarks on their goods - in exchange for royalties paid. This process results in many of the goods for sale at the bookstore, including souvenirs, apparel, sports equipment, jewelry and cocoa mix.
In a quick (and unscientific) survey, The Daily Barometer found students able to name the purpose of only two of the three logos. Respondents appeared nervous and expressed their uncertainty. Some even vented their frustration with the change and its mediocre aesthetics. Merchandise at the bookstore shows widespread trademark misuse - academic planners with athletic logos, hats with camouflage "OS" logos, footballs with "Beavers" separated from the stylized Benny Logo and a large variety of typefaces for "Oregon State University."
While the 2005 Clean Sweep campaign has successfully removed the hexagonal OSU logo from use, newly introduced marketing materials and merchandise are only creating confusion. Recently publicized, The Campaign for OSU introduces new designs to the already cluttered OSU visual landscape. Created by Kelsh Wilson Design of Pennsylvania, the mark that has gone up on banners and signs around campus violates both the typographic and color standards of the OSU Brand Identity.
The problem is not a new campaign, a new logo or the use of them commercially; the problem is an overwhelming, chaotic use of these trademarks. OSU needs to elevate and enhance its image not through more promotion, but through better promotion and control of its properties. As alumni generously invest in OSU's future, the university should ensure protection of those investments and the image they represent.
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