Jul 01, 2008
FIU spent the summer working on its image, which culminated in the revelation of two new logos last month.
University mascot Roary Rage got a makeover through a fresh new logo from the Athletics department. The emblem features a "stronger" and "more aggressive" panther according to John O'Meara, director of marketing for Athletics.
The University also released a draft of a potential new logo design that encompasses the University entirely.
The logos were reworked by the University's marketing team lead by Associate Vice President of University and Community relations Terry Witherell, so no additional costs were incurred in their creation.
Both logos feature the acronym "FIU" in block, blue and gold letters. The font type is "more traditionally collegiate," according to Maria Elena Villar, assistant professor of advertising and public relations.
For the potential University logo, under the letters "FIU" are the words Florida International University. The word International is written in larger letters to represent FIU's multicultural focus. The seal previously used in the logo has been dropped and will be used only for official documents such as diplomas or contracts, according to a press release sent out by University President Modesto Maidique.
Athletics' new logo has also been simplified, shedding the shield background and tall grasses previously shown. The panther was also reworked, with the new logo featuring both front legs and an open mouth, bearing teeth.
"We tried to get the panther coming out at you with a little more muscle. It just comes across as a little more aggressive as opposed to the last one," O'Meary said. "The key words we tried to hit with this new logo [are] strength, courage and determination."
With FIU's tight budget in mind, the change to the new logos will be gradual.
"We're not asking people to throw anything away – that would be a waste of money. It's just when people order new supplies, they'd have the new logo," said Madeline Baró, assistant director of Media Relations.
Neither the University nor Athletics is sure how long it will take to phase out the old logos, or how much it will cost.
"It's a slow process," O'Meary said.
The new logos came about in an effort to "unify and refresh the FIU brand," according to Baró.
The University logo was reworked to provide consistency for the FIU brand. Previously, over 40 representations had been used to identify different areas of the University, according to the press release.
"Creating a recognizable and consistent logo will generate a message of pride and community to both our internal and external audiences," said Maidique in the press release.
Athletics decided to change its logo to represent a new era in the department, which has mostly come about due to personnel changes, according to O'Meary.
"It's not just about Athletics. Part of this new brand is winning on and off the field — in the community and in the classroom," O'Meary said. "The old logo needed tweaking to represent the new brand we are trying to create here.
The changes to both logos aren't too drastic — and for good reason, according to Villar.
"A dramatic change in logo sacrifices organizational history and brand legacy. It may make alumni and fans feel alienated," Villar said.