Illinois Athletics Unveils Updated Brand Identity
April 16, 2014
CHAMPAIGN, Ill. - The University of Illinois Division of Intercollegiate Athletics, in partnership with Nike, today introduces a new brand and identity system that sets the visual direction for Fighting Illini Athletics for years to come. The updated identity provides a fresh look for one of the most storied brands in all of intercollegiate athletics.
Illinois and Nike collaborated on a nearly two-year brand evolution program to enhance and expand upon the celebrated marks of the university, honoring the history and integrity of academics and athletics, key characteristics associated with the Illinois brand. With the goal of developing an innovative and consistent athletic identity that pays tribute to the university's legacy and tradition, Illinois and Nike worked with student-athletes, coaches, administrators and alumni throughout the process. The end result is a visual hierarchy that plays off the brand attributes of the Fighting Illini. As part of the new program, all 19 of Illinois' intercollegiate sports teams will showcase consistent colors, logos, lettering and numerals that will debut with the football and basketball programs in 2014-15 and gradually expand across all sports in the upcoming seasons.
"When we first approached Nike regarding this project almost two years ago, we knew we would get the finest effort from the very best group for what we were trying to accomplish in freshening the Fighting Illini brand identity," said UI Director of Athletics Mike Thomas. "We are extremely pleased with the results that the Nike team produced. They worked very closely with our student-athletes and coaches throughout the process to get the perspective of young men and women, along with our coaches who are recruiting prospective student-athletes to attend the University of Illinois. The end result is a consistent look for all of our programs that helps tie in the long history of the Block I, with a modern touch."
The "I" logo will remain the primary representation of the brand and serve as the main identifying device for athletes. The overall proportions of the letterform have been slightly adjusted from the previous version, with a decreased weight of the body (vertical) stroke and increased weight of the cross (horizontal) strokes. The connections between the strokes have evolved to tie in with the custom alphabet and numeral set, which features subtly curved joints. In addition to the updated "I", a custom alphabet and "Illinois" and "Fighting Illini" logotypes have been created for use across all sports teams. The oblique letterforms are inspired by the speed and elusive lateral movements synonymous with Red Grange, one of the most celebrated athletes in Illinois Athletics history. The split color design nods to the concept of duality in the school's motto, "Learning and Labor," and represents the state of Illinois as a crossroads between East and West. The primary logo and typography now work in support of one another while playing off the University of Illinois Athletics attributes of Tradition, Pride, Loyalty, Family, Honor and Passion.
Continuing with the themes of duality and symbolism, the powerful storytelling elements of Memorial Stadium and the great mystique of Red Grange were combined to create an aggressive, contemporary look of speed in the new Victory Badge. Inspired by superheroes, the primary "I" logo is at the center of the badge, encased by two facing F's that symbolize the fight that the Illini display when they take the field of play. The Victory Badge is grounded by vertical stripes that reference the columns at Memorial Stadium, and ends in a powerful V shape that represents victory. While the logo's inspiration is derived from the school's rich football tradition, it will be used by all of the university's athletic teams. Through the development of this secondary logo, University of Illinois adds a modern element to complement the classic look of the primary mark.
Color also has played an important role throughout the years at the university and is quintessential to Illinois Athletics. The current scheme of navy and orange was made official on Nov. 6, 1894, with the endorsement of students and faculty. While the primary colors will be maintained, a secondary palette of white, dark steel gray and metallic silver has been added to provide depth and flexibility to the brand as a whole.
"Nike has enjoyed a fruitful relationship with University of Illinois Athletics and it was an incredible journey discovering some of the university's unique history," said Todd Van Horne, Vice President and Creative Director for Nike Football and Baseball. "The new enhancements celebrate the university's past and are designed to evolve far into the future."
Fans can go to the online store at FightingIllini.com for immediate purchases or pre-sale ordering. Most retail outlets that sell University of Illinois merchandise will have products with the new branding by the end of April, including Champaign-Urbana retailers Gameday Spirit Fan Store and T.I.S. Bookstore.
NEW ILLINOIS BRAND IDENTITY STANDARDS
Refinements to the classic "I" mark and introduction of a new secondary mark to be used consistently by all intercollegiate athletic teams. Custom alphabet, logotypes and numeral set. Primary and secondary color palettes.
Primary Identity - The "I" Logo
The most basic component of typography is the letter and each letter of the alphabet is distinguished by its unique shape. The letter I is strong and bold, referencing the idea that the Fighting Illini never back down in competition. The overall proportions of the letterform have been slightly adjusted from the previous version, with a decreased weight of the body (vertical) stroke and increased weight of the cross (horizontal) strokes. The connections between the strokes have evolved to tie in with the custom alphabet and numeral set, which features subtly curved joints.
Secondary Identity - Victory Badge Logo
The primary "I" logo is at the center of the badge, encased by two facing F's that symbolize the fight that Illini embody when they take the field of play. The Victory Badge is grounded by vertical stripes that reference the columns at Memorial Stadium, paying tribute to the original Fighting Illini who gave their lives for their country. The mark ends in a powerful V shape, which stands for victory.
Tertiary Identity - Pattern
A custom pattern has been designed to represent the Fighting Illini and enrich the overall identity package. The pattern draws inspiration from the 200 columns that line the East and West walls of Memorial Stadium, and is reserved for limited use.
Primary Color Palette
The official colors of the University of Illinois were established in 1894. Today, they serve as a tie to the geographic location of the university, representing the sun rising into the blue Midwest sky. The color blue is authoritative and powerful, and navy specifically suggests loyalty and integrity. Orange is associated with the characteristics of creativity, determination and success, and will be consistent throughout gameday uniforms and sideline apparel.
Secondary Color Palette
A secondary palette including white, dark steel gray and metallic silver has been included to add depth and flexibility to the Illinois brand. Gray is a perfect neutral because it sits between the extremes of black and white. Silver is the color of intellect and knowledge. It is classic, sleek and refined; an ideal complement to the strong primary color palette.
TYPOGRAPHY - PRIMARY
To assist in creating a consistent look for a wide variety of athletic communications, a full alphabet and custom wordmarks for "Illinois" and "Fighting Illini" have been designed to enhance the overall brand. The oblique letterforms are inspired by the speed and elusive lateral movements synonymous with Red Grange, one of the most celebrated athletes in Illinois Athletics history. In the primary execution, the letters incorporate both of the brand's primary colors, which is unique in the world of intercollegiate athletics. The split color design nods to the concept of duality in the school's motto, "Learning and Labor," and represents the state of Illinois as a crossroads between East and West.
TYPOGRAPHY - SECONDARY
The sans-serif typeface Frutiger was selected to complement the primary identity. Frutiger is a sans-serif typeface designed by the Swiss type designer Adrian Frutiger. The result is a distinctive and legible typeface that maintains a modern appearance and legibility at various angles, sizes, and distances.
TYPOGRAPHY - NUMERALS
Custom athletic numerals have been designed to complement the wordmarks as well as unite athletics across multiple sports. The letterforms are bold and energetic, infused with speed. The serifs are sleek and powerful, drawing inspiration from the fast cuts and aggressive playing style of Red Grange.
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