by The SII Team
The transition of IUPUI to IU Indianapolis offered a unique opportunity for the IU Indianapolis athletic department to create a new visual identity and branding position. On a campus that excels in hands-on and engaged learning, it is critical that student creativity and input is valued in the development of the future of IU Indianapolis athletics. Students will work with the terms “IU Indianapolis” and the “Jaguars” mascot to develop the future visual identity of IU Indianapolis athletics.
The SII partnered with IU Studios and the department of athletics to recruit students from the Herron School of Art & Design, Luddy School of Informatics, School of Health and Human Sciences sports management, School of Liberal Arts, Kelley School of Business, and any other student who has a love for sport to tackle this issue of the visual identity of Jaguars athletics.
The event took place on January 27-28, 2023, and students were asked to work in interdisciplinary groups over the span of 24 hours to develop the future visual identity of IU Indianapolis athletics. Students pitched concepts to the department of athletics, IU Studios, and other campus stakeholders.
Focus Areas
Students were provided with general branding guidelines or concepts by IU Studios, but given the latitude and creativity to develop new concepts that could be included a new branding guide that would take effect in Fall 2024.
Visual identity
Students proposed recreating the marks, logos, and lettering that the general public will see when they interact with the IU Indianapolis athletics brand on websites, scoreboards, score aggregators, bottom of screen tickets, and sports apps.
Fight Song
The IUPUI fight song included phrases like “We’re raising the power of two, both Indiana and Purdue” and seven references to “IUPUI.” Students proposed new lyrics and new fight songs to replace the IUPUI fight song to encompass the new identity.
Uniforms
Students conceptualized new uniform concepts starting in Fall 2024. Students created designs that consider the latest trends in uniform design, including alternate, city, throw-back, and traditional uniforms. Students thought through the selection and usage of secondary and tertiary colors, use and scripting of terms like Indianapolis, the IU trident, the Jaghead logo, the term Jags or Jaguars, and usage of
Indianapolis iconography that denotes sense of location/place.
Merchandise
Outfitting students, fans, and alumni with new IU Indianapolis athletics gear in an
exciting way is an important part of the launch of the new campus. Students created and prototyped merchandise and apparel concepts that are fresh, modern, and appealing that fits the culture and location of campus. They were also asked to think about how influencers can quicken the pace of adoption of IU Indianapolis apparel.
Large scale branding for placemaking
Placemaking in the built sports environment requires the creative delivery of large-scale branding pieces on places like field and court design, facility and venue signage, and other physical assets that denote a sense of place. Students thought through what a city-wide branding initiative to make IU Indianapolis athletics at the front of people’s minds would look like. They conceptualized placement of branding and advertising throughout the city as part of their project.
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