WILLIAMSBURG, Va. – A revitalized brand, including a new logo, was introduced today by William & Mary Director of Athletics
Samantha K. Huge.
While engaging partners on campus and various constituencies in the W&M community, William & Mary Athletics sought a new, bold look to re-energize the brand and logo and align them more closely with the university's brand. The revitalized logo harkens to the use of the W&M in the traditional university colors. The interlocked "W&M" is the most prevalent logo historically for athletics, dating all the way back to 1899. The primary suite of revised logos also features a more aggressive Griffin with the word Tribe.
"Having a strong and recognizable brand is important as we pursue excellence as a department," stated Huge. "While we remain the Tribe, the new logo provides us with a more powerful connection to the university and will allow us to more seamlessly elevate the entire institution's visibility on a national scale."
The new logos will slowly replace the existing logos throughout athletic venues, on apparel, and in other inventory over the next year. Along with the new logo, there will be an increased emphasis on consistency in brand presentation across the athletics spectrum.
"I think what's really important is that the William & Mary name is a 325-year-old brand, and it is the strongest name and the strongest identity that the university has," said Justin Schoonmaker, creative director of William & Mary's University Communications unit. "To me, that's the biggest win here. We give the university credit for what athletics is doing, and we lend the athletics program the strength of the university name. It's a two-way win."
While the Tribe script logo will become de-emphasized, William & Mary Athletics remains committed to the nickname Tribe. The Tribe is a significant part of the ethos and culture both on campus and in athletics. It stands for community and a group with common interests. The Tribe was first referenced at W&M to describe its athletics program in the 1920s and became the exclusive nickname in the early 1980s.
The rebranding initiative began a year ago with a committee of athletics administrators and the university design team coming together to develop the athletics brand and bring it more in line with the institution's overall visual identity. Focus groups consisting of athletics' creative team, coaches and staff, student-athletes, alumni, and campus constituencies vetted the designs. The process also included the feedback from W&M Athletics' apparel partner, Under Armour.
The new look will be used on the uniforms, gear, stationery, and promotional material for all 23 William & Mary sports. Apparel with the new logo will also be available for purchase at the university bookstore and online at TribeShop.com.
Brand Storytelling
William & Mary Athletics enhances the university and the Williamsburg community. We are committed to an outstanding intercollegiate athletics program by forging an environment that demands success with integrity, winning championships, empowering leaders, building a championship culture, elevating the prestige of the university, and instilling pride and respect.
Full and Simple Primary Marks: The Griffin, which was introduced as W&M's mascot in 2010, is an important representation of the university. The mythological creature features the body of a lion representing the creation by royal charter in London and the head of an eagle, representing the instrumental role W&M played in the American Revolution.
The full and simple primary marks are the main athletics logos. The simple primary mark harkens back to the university and athletics department's most prevalent logo historically, the W&M. It is available with and without a stroke. The stroke option is recommended for use when the background is unknown or cannot be altered, as it provides background agnostic contrast.
The full primary mark includes the W&M featuring a fierce Griffin with the word Tribe. It draws from the pillars of Athletics; representing William & Mary with the W&M, the Griffin, and the Tribe.
| Uniform Word Mark: The William & Mary wordmark and Tribe wordmark are for uniform and team apparel use only. The William & Mary wordmark will primarily be used when William & Mary needs to be prominent, such as on away jerseys. The Tribe wordmark will primarily be used when Tribe needs to be prominent, such as on home jerseys. |
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| Griffin Illustration: The Griffin illustrations expand upon the original mascot by introducing new ferocity to the logo. The re-energized Griffin represents W&M's aggressive pursuit of excellence in competition, the classroom, and the community. |
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