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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 _ 05 | What We Heard _ 06 | Athletic Mission _ 07 | Inspiration _ 08 | Brand Attributes _ 09 | Identity Analysis _ 28 | Goals _ 29 | Recommendations CLIENT PROJECT ROUND DATE PAGE UNIVERSITY OF TENNESSEE ATHLETICS IDENTITY DEVELOPMENT ONE APR 24, 2014 5 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 NCAA Oranges Comparison Bright Ceramic | 87F Team Orange | 89L University Orange | 89M Brilliant Orange | 89N Desert Orange | 81F _ 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
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