University of Tennessee Athletics Identity Development One Apr 24, 2014 1

CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 1

CONFIDENTIAL / NOT FOR DISTRIBUTION UNIVERSITY OF TENNESSEE ATHLETICS BRAND IDENTITY DEVELOPMENT CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 2

CONFIDENTIAL / NOT FOR DISTRIBUTION RESPECT THE PAST, REPRESENT THE FUTURE. CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 3

GIG PROCESS OF IDENTITY CREATION CONFIDENTIAL / NOT FOR DISTRIBUTION PHASE _ 1 _ Clarify vision, strategies, goals and values. RESEARCH & ANALYSIS _ Research stakeholders’ needs and perceptions. _ Interview key management. _ Evaluate existing brands and brand architecture.

PHASE _ 2 _ Synthesize learnings. BRAND STRATEGY _ Clarify brand strategy. _ Develop a positioning platform. _ Co-create brand attributes. _ Present brand brief.

PHASE _ 3 _ Visualize the future. DESIGN CONCEPT _ Design brand identity. _ Finalize brand architecture. _ Examine applicability. _ Present visual strategy.

PHASE _ 4 _ Finalize identity solution. BRAND EXPRESSIONS _ Initiate trademark protection. _ Prioritize and design applications. _ Bring identity concept to context of viewer: Explore applications in uniforms, products and signage. _ Apply brand architecture. PHASE _ 5 _ Build synergy around new brand. MANAGING ASSETS _ Develop launch strategy and plan - PR. _ Launch internally first then launch externally. _ Nurture brand champions - Legal and Licensing CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 4

CONTENTS CONFIDENTIAL / NOT FOR DISTRIBUTION

WHAT WE HEARD CONFIDENTIAL / NOT FOR DISTRIBUTION

_ The Most Important Uniform You Will Wear Is A Cap And Gown _ Running Through The “T” _ Orange Dominates _ Go Big Orange! _ Rocky Top _ 1 TN _ Go Vols _ TN Tough _ Staying Power _ I Will Give My All For Tennessee Today _ Tradition Of Sport _ Vol For Life _ Passion For Sport _ Volunteer Spirit _ Let’s Go UT! _ Big Orange Country _ Be The Best _ Smoky Mountains _ Success On And Off The Court CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 6

MISSION & VISION CONFIDENTIAL / NOT FOR DISTRIBUTION

Athletic Mission: _ To inspire and support our student-athletes in the pursuit of comprehensive excellence.

Academic Vision: _ To represent the University of Tennessee among the nation’s premier athletics programs by developing student athletes who graduate, compete for championships and conduct themselves in a first-class manner, honoring and fulfilling the Volunteer spirit. CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 7

INSPIRATION CONFIDENTIAL / NOT FOR DISTRIBUTION

_ History _ Location _ Legacy _ Community _ Future Volunteers CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 8

ATHLETIC BRAND ATTRIBUTES CONFIDENTIAL / NOT FOR DISTRIBUTION

Brand Attributes are a set of characteristics that represent the essence of your brand. They identify personality traits and help create brand identity.

_ History _ Community _ Excellence _ Integrity _ Pride _ Tradition _ Winning

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 9

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

Observations:

_ 1. Usage of current wordmarks, numerals and icons lacks consistency and varies sport to sport.

_ 2. There are various versions of the primary mark (Power T) currently being utilized.

_ 3. Equity exists in the Tennessee Orange primary color. Orange is a definitive brand element for Tennessee visible throughout performance and retail product, though historically the coolor has proven difficult to achieve consistently and varies greatly by sport, material, light source etc.

_ 4. Inconsistent use and scaling of the Checkerboard Pattern on performance product.

_ 5. Opportunities exist to refine the secondary and tertiary identity that will strengthen the primary identity and supply freshness to retail product, including expand the color palette, create a unique Smokey logo and custom Tennessee and Volunteer wordmarks.

_ 6. The continued use of Lady Volunteers further segments an athletic institution that is striving to be united as “One Tennessee”.

_ 7. Use of the Smokey Mascot Mark has been limited to retail.

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 10

CONFIDENTIAL / NOT FOR DISTRIBUTION

ONE TENNESSEE

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 11

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

Current Brand Expression: Wordmarks, Logos and Icons

Youth Mark

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 12

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

Current Brand Expression: Vault Wordmarks, Logos and Icons

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 13

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

Current Brand Expression: Color

Primary:

Secondary:

Primary: _ Orange _ White Secondary & Accent: _ Blue _ Grey

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 14

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

SEC Conference Comparison: Alabama Arkansas Auburn Florida Logos, Colors White 10A White 10A White 10A White 10A Team Crimson 69W Team Crimson 69W College Navy 41S Game Royal 4EV Black 00A White 10A Team Orange 89L University Orange 89M

Salsa Red 69L PMS 349 Pewter Grey 09T Night Silver 09S

Georgia Kentucky LSU Mississippi White 10A White 10A White 10A White 10A University Red 65N Game Royal 4EV Court Purple 51L College Navy 41S Black 00A University Gold 76I University Red 65N

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 15

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

SEC Conference Comparison: Mississippi State Missouri South Carolina Tennessee Logos, Colors White 10A White 10A White 10A White 10A Deep Maroon 66P Black 00A Team Crimson 69W 89K Vivid Orange PMS 430 Gold Dart 79U Black 00A PANTONE Process Blue CV

Texas A&M Vanderbilt White 10A White 10A Deep Maroon 66P Black 00A Pewter Grey 09T Team Gold 79W

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 16

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

_ Tennessee _ Illinois _ Clemson _ Oklahoma State _ Texas _ Miami _ Florida _ Princeton _ Oregon State _ Oklahoma State _ Syracuse _ Virginia Tech _ Virginia

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 17

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

FOOTBALL

BASKETBALL (M)

BASKETBALL (W)

BASEBALL

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 18

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

TRACK & FIELD/XC (M)

TRACK & FIELD/XC (W)

SOFTBALL

VOLLEYBALL

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 19

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

SOCCER (W)

GOLF (M/W)

ROWING (W)

TENNIS (M/W)

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 20

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

COLORS ORANGE WHITE BLACK DARK GREY LIGHT BLUE

BASEBALL - M

BASKETBALL - M

BASKETBALL - W

CROSS COUNTRY - M

CROSS COUNTRY - W

FOOTBALL - M

GOLF - M

GOLF - W

ROWING - W

SOCCER - W

SOFTBALL - W

SWIM & DIVE - M

SWIM & DIVE - W

TENNIS - M

TENNIS - W

TRACK & FIELD - M

TRACK & FIELD - W

VOLLEYBALL - W

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 21

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

WORDMARKS TENNESSEE ARCHED TENNESSEE CUSTOM TENNESSEE TENNESSEE SCRIPT VOLS SCRIPT

BASEBALL - M

BASKETBALL - M

BASKETBALL - W

CROSS COUNTRY - M

CROSS COUNTRY - W

FOOTBALL - M

GOLF - M

GOLF - W

ROWING - W

SOCCER - W

SOFTBALL - W

SWIM & DIVE - M

SWIM & DIVE - W

TENNIS - M

TENNIS - W

TRACK & FIELD - M

TRACK & FIELD - W

VOLLEYBALL - W

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 22

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

NUMERALS BLOCK SERIF SAN SERIF CUSTOM

BASEBALL - M

BASKETBALL - M

BASKETBALL - W

CROSS COUNTRY - M

CROSS COUNTRY - W

FOOTBALL - M

GOLF - M

GOLF - W

ROWING - W

SOCCER - W

SOFTBALL - W

SWIM & DIVE - M

SWIM & DIVE - W

TENNIS - M

TENNIS - W

TRACK & FIELD - M

TRACK & FIELD - W

VOLLEYBALL - W

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 23

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

MARKS POWER T POWER T/LADY VOLS SCRIPT

BASEBALL - M

BASKETBALL - M

BASKETBALL - W

CROSS COUNTRY - M

CROSS COUNTRY - W

FOOTBALL - M

GOLF - M

GOLF - W

ROWING - W

SOCCER - W

SOFTBALL - W

SWIM & DIVE - M

SWIM & DIVE - W

TENNIS - M

TENNIS - W

TRACK & FIELD - M

TRACK & FIELD - W

VOLLEYBALL - W

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 24

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

Current Brand Expression: Environmental

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 25

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

Current Brand Expression: Athletics Website (http://www.utsports.com) Social Media (Instagram, Facebook, Twitter)

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 26

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

Current Brand Expression: Athletics Website (http://www.utsports.com) Social Media (Instagram, Facebook, Twitter)

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 27

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

Current Brand Expression: Athletics Website (http://www.utsports.com) Social Media (Instagram, Facebook, Twitter)

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 28

IDENTITY ANALYSIS CONFIDENTIAL / NOT FOR DISTRIBUTION

Current Brand Expression: Athletics Website (http://www.utsports.com) Social Media (Instagram, Facebook, Twitter)

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 29

GOALS CONFIDENTIAL / NOT FOR DISTRIBUTION

_ Develop an innovative and cohesive athletic brand identity system that reflects and elevates the unique characteristics and tradition of Tennessee Athletics.

_ Promote consistency across athletics.

_ Position athletics for the future.

_ Develop and implement consistent, clearly defined identity and usage guidelines.

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 30

RECOMMENDATIONS CONFIDENTIAL / NOT FOR DISTRIBUTION

_ Define the Audience

_ Develop a comprehensive, refined athletic brand identity that consists of the following:

_ Align Color Palette _ Brand Identity Marks _ Primary _ Custom Typography & Numeral Set _ Primary, Secondary & Supporting Typography _ Wordmarks _ Tennessee _ Volunteers _ Vols _ Vols Script _ Rocky Top _ Pattern & Texture _ Checkerboard _ Licensing Mark: _ “Smokey” Mascot Mark _ Define the Tennessee Athletics Brand Architecture & Hierarchy

_ Develop Comprehensive Tennessee Athletics Brand Guidelines

_ History _ Tradition _ Community _ Excellence _ Integrity _ Pride _ Winning