Penn State Unveils New Logotypes

8-03-96
University Park, Pa., Aug. 3 -- Penn State today unveiled a collection of new logotypes that feature a fresh illustration of the Nittany Lion with stylized typefaces to accompany it.

The additional marks, which will complement existing logos representing the University already in use, were introduced at a Beaver Stadium press conference today.

Daniel Sieminski, director of finance and business and chair of the Penn State Licensing Committee, said the new logotypes were developed to give manufacturers and retailers the ability to creatively market additional Penn State products.

"We are attempting to respond to suggestions that we provide an identity program that is less formal than those presently available," Sieminski said. "Our intention wasn't to replace any of the existing graphic representations of Penn State but to supplement them in a fashion that might increase the appeal to the various publics our licensees serve."

The new marks feature an illustration of a proud and determined Nittany Lion accompanied by distinctive typefaces in a number of different layouts to provide design options for licensees. In addition to the Nittany Lions' familiar blue and white, the logotypes offer silver as a possible accent color.

Use of Penn State marks on officially licensed merchandise is administered by The Collegiate Licensing Company, considered the premier collegiate sports marketing and licensing representatives in the nation. Income from the Penn State licensing program is used to fund undergraduate scholarships.

Based in Atlanta, Collegiate Licensing represents more than 150 colleges, universities, bowl games and athletic conferences nationwide. Vendors wishing to sell merchandise with the Penn State logo must obtain a license through CLC. Penn State ranked No. 4 in total sales among CLC clients during the year just concluded.

With assistance from Collegiate Licensing, Penn State engaged the New York design firm of Sean Michael Edwards to develop the new identity program.

Sean Michael Edwards has engaged in similar work for a number of universities including Florida, Maryland, North Carolina, Purdue, St. John's, Villanova and Virginia as well as several professional sports teams.

As a part of the development process, the University conducted four focus groups composed of students, alumni and community members. The focus groups helped to refine the process and were unanimous in their acceptance of the new designs.

The current family of logotypes includes the Identity Mark Shield, the Intercollegiate Athletics logo, the University Seal and the lion's head and full-bodied lion design. For identification purposes only, the new designs have been designated the "Pride of Lions."

Every time you enter a store and buy sweatshirts sporting the words "Penn State" or "Nittany Lions," you're helping financially needy Penn State students stay enrolled at the University.

Every officially licensed Penn State item sold nationally and internationally sends 7.5 percent of its price tag back to the University and its students. Compared to many other universities, Penn State was a latecomer in the move to officially license its name and certain affiliated images. Created in 1982 alongside the first national football championship, the program has grown tremendously, reaping more than $2 million in 1994-95, the Rose Bowl Championship season. The program directs 86 percent of the revenue into scholarship funds, with the rest used for administrative costs.

"The original intent of the licensing has been and remains funding academic and athletic scholarships for students," Dan Sieminski, chair of the licensing committee, said. "Since 1982, the licensing of Penn State's name and images has attracted $8.1 million for academic and athletic scholarships. Of the $8.1 million, $1.9 million has been directed into endowed scholarship funds to maintain a stable source of funding in the future."

Of the endowed funds, 65 percent has been earmarked for academic excellence scholarships so many more Penn State students will continue to benefit from the licensing program.

"Certainly, the Penn State family of students, employees, alumni and supporters has made this licensing program wildly successful," Sieminski said. "And with our Big Ten membership, the recent opening of the Jordan Center and the continuing success of our athletic programs including men's and women's basketball, we are optimistic that the program will continue to grow and support students at Penn State."