UNIVERSITY OF MIAMI BRAND STANDING PROUD ON THE SHOULDERS OF HURRICANE ATHLETICS
June 11, 2009
CORAL GABLES, FL – (June 10, 2009) Athletics have long played an important role in defining the college experience – successful sports programs help unite students, faculty, staff, alumni and the greater community in cheering for their home team. And perhaps no other college’s or university’s programs are as legendary as the University of Miami Hurricanes, with their long legacy of winning national championships and excelling in a variety of sports. Now the split-U proudly worn by Hurricanes student-athletes will represent the entire university as its new, bold graphic identity mark.
One of the most recognized collegiate athletic brands in the nation, the orange and green “U” will be used to promote the university’s world-renowned academic and health programs and will be incorporated into a full range of uses – from Web sites and brochures to T-shirts and notebooks.
“This is perhaps the first time an academic institution stands on the shoulders of its athletics program in presenting its brand to the world. The entire Hurricanes sports family is proud of this validation of all our hard work and competitive success over the years,” said Kirby Hocutt, University of Miami director of Intercollegiate Athletics.
“Our student athletes not only stand out on the playing fields and courts – they are also excelling in the classroom and serving in the community. All our men’s and women’s teams exceeded NCAA standards on the Academic Progress Report. They represent the U with honor and distinction,” noted Hocutt.
In an announcement to the university community, Jacqueline R. Menendez, vice president of the Division of University Communications, explained that the new branding campaign is the result of extensive research with focus groups in three major cities and an alumni survey, with the results affirming people’s positive identification with the split-U “spirit” mark, which is perceived as “diverse, modern, confident, and bold”.
The split-U originated in 1973, when UM’s Athletic Federation, the fund raising arm of the athletic department at the time, commissioned a local public relations expert to develop a distinctive logo. The University had gone several years with a variety of helmet and uniform changes and the Federation noted that a number of major colleges have the initials UM. Miami designer Bill Bodenhamer suggested the “U” idea, which lent itself to slogans like “U gotta believe.”
Due to current economic conditions, the new identity campaign will be phased in over time, allowing for the use of existing office materials with the old logo until new supplies are needed. A Visual Style Identity Manual and Web site on the appropriate use of the new system may be accessed by clicking here. The Office of Communications and Marketing manages and monitors the use of the system and makes system graphics available to the University community and other authorized parties.
For information, please contact the Office of Communications and Marketing at umidentity@miami.edu or call 305-284-5600.
