Nike Branding Audit

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UNIVERSITY OF TENNESSEE ATHLETICS
IDENTITY DEVELOPMENT
ONE
APR 24, 2014
CONFIDENTIAL / NOT FOR DISTRIBUTION

BRAND IDENTITY DEVELOPMENT
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APR 24, 2014
RESPECT THE PAST,

REPRESENT THE FUTURE.
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GIG PROCESS OF IDENTITY CREATION

PHASE _ 1
RESEARCH & ANALYSIS
PHASE _ 2
BRAND STRATEGY
PHASE _ 3
DESIGN CONCEPT
_
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Clarify vision, strategies, goals and values.

Research stakeholders needs and perceptions.
Interview key management.
Evaluate existing brands and brand architecture.
_
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Synthesize learnings.
Clarify brand strategy.
Develop a positioning platform.
Co-create brand attributes.
Present brand brief.
_
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Visualize the future.

Design brand identity.
Finalize brand architecture.
Examine applicability.
Present visual strategy.
PHASE _ 4
_
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Finalize identity solution.

Initiate trademark protection.
Prioritize and design applications.
Bring identity concept to context of viewer:
Explore applications in uniforms, products and signage.
_ Apply brand architecture.
BRAND EXPRESSIONS
PHASE _ 5
MANAGING ASSETS
_
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Build synergy around new brand.

Develop launch strategy and plan - PR.
Launch internally first then launch externally.
Nurture brand champions - Legal and Licensing
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APR 24, 2014
CONTENTS
_ 05 | What We Heard
_ 06 | Athletic Mission
_ 07 | Inspiration
_ 08 | Brand Attributes
_ 09 | Identity Analysis
_ 28 | Goals
_ 29 | Recommendations
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APR 24, 2014
WHAT WE HEARD
_ 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
_ Lets Go UT!
_ Big Orange Country
_ Be The Best
_ Smoky Mountains
_ Success On And Off The Court
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MISSION & VISION
Athletic Mission:

_ To inspire and support our student-athletes in the pursuit of comprehensive excellence.
Academic Vision:

_T
o represent the University of Tennessee among the nations 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.
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INSPIRATION
_ History
_ Location
_ Legacy
_ Community
_ Future Volunteers
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ATHLETIC BRAND ATTRIBUTES
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
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IDENTITY ANALYSIS
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
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ONE TENNESSEE
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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IDENTITY ANALYSIS
Current Brand Expression:

Wordmarks, Logos and Icons
Youth Mark
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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IDENTITY ANALYSIS

Vault Wordmarks, Logos
and Icons
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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IDENTITY ANALYSIS

Color
Primary:
Secondary:
Primary:

_ Orange
_ White
Secondary & Accent:

_ Blue
_ Grey
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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IDENTITY ANALYSIS
SEC Conference Comparison:

Logos, Colors
Alabama
Arkansas
White 10A
Team Crimson 69W
Black 00A
Auburn
White 10A
Team Crimson 69W
White 10A
Florida
White 10A
College Navy 41S
Team Orange 89L
White 10A
Game Royal 4EV
University Orange 89M
Salsa Red 69L

Pewter Grey 09T
Night Silver 09S
PMS 349
Georgia
Kentucky
White 10A
University Red 65N
Black 00A
_ History
_ Tradition
White 10A
Game Royal 4EV
_ Community
_ Excellence
LSU
Mississippi
White 10A
Court Purple 51L
University Gold 76I
_ Integrity
White 10A
College Navy 41S
University Red 65N
_ Pride
_ Winning
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IDENTITY ANALYSIS
SEC Conference Comparison:

Logos, Colors
Mississippi State
White 10A
Deep Maroon 66P
PMS 430
Missouri
White 10A
Black 00A
Gold Dart 79U
South Carolina
Tennessee
White 10A
Team Crimson 69W
Black 00A
White 10A
89K Vivid Orange
PANTONE Process Blue CV
Texas A&M
Vanderbilt
White 10A
Deep Maroon 66P
Pewter Grey 09T
_ History
_ Tradition
White 10A
Black 00A
Team Gold 79W
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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IDENTITY ANALYSIS
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
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IDENTITY ANALYSIS
FOOTBALL
BASKETBALL (M)
BASKETBALL (W)
BASEBALL
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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IDENTITY ANALYSIS
TRACK & FIELD/XC (M)
TRACK & FIELD/XC (W)
SOFTBALL
VOLLEYBALL
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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IDENTITY ANALYSIS
SOCCER (W)
GOLF (M/W)
ROWING (W)
TENNIS (M/W)
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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IDENTITY ANALYSIS
COLORS

ORANGE
W H I TE
B L AC K
DAR K GR EY
L IG HT B LUE
BAS EBA L L - M
BAS KET BA L L - M
BAS KET BA L L - W
C ROSS C O UNT RY - M
C ROSS C O UNT RY - W
F OOTBA L L - M
G OLF - M
G OLF - W
ROWI N G - W
S O C C ER - W
S O F T BA L L - W
S WI M & DI V E - M
S WI M & DI V E - W
T E N NI S - M
T E N NI S - W
T RACK & FI EL D - M
T RACK & FI EL D - W
V O LL EY BA L L - W
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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IDENTITY ANALYSIS
WO RD MARKS

TENNESS EE
A RC H E D TE NNE SS E E
C USTO M T E N N E SS E E
T E N N E SS E E S C R IP T
VO L S S C R IP T
BAS EBA L L - M
BAS KET BA L L - M
BAS KET BA L L - W
F OOTBA L L - M
G OLF - M
G OLF - W
ROWI N G - W
S O C C ER - W
S O F T BA L L - W
S WI M & DI V E - M
S WI M & DI V E - W
T E N NI S - M
T E N NI S - W
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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IDENTITY ANALYSIS
NU MERA LS

B LOCK
S E RI F
SAN S E R IF
C USTO M
BAS EBA L L - M
BAS KET BA L L - M
BAS KET BA L L - W
F OOTBA L L - M
G OLF - M
G OLF - W
ROWI N G - W
S O C C ER - W
S O F T BA L L - W
S WI M & DI V E - M
S WI M & DI V E - W
T E N NI S - M
T E N NI S - W
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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IDENTITY ANALYSIS
MARKS

POW ER T
P O W E R T/ LA DY V O LS S C RI P T
BAS EBA L L - M
BAS KET BA L L - M
BAS KET BA L L - W
F OOTBA L L - M
G OLF - M
G OLF - W
ROWI N G - W
S O C C ER - W
S O F T BA L L - W
S WI M & DI V E - M
S WI M & DI V E - W
T E N NI S - M
T E N NI S - W
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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IDENTITY ANALYSIS

Environmental
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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IDENTITY ANALYSIS

Athletics Website
(http://www.utsports.com)
Social Media (Instagram,
Facebook, Twitter)
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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IDENTITY ANALYSIS

Athletics Website
Facebook, Twitter)
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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IDENTITY ANALYSIS

Athletics Website
Facebook, Twitter)
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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IDENTITY ANALYSIS

Athletics Website
Facebook, Twitter)
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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APR 24, 2014
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GOALS
_ Develop an innovative and cohesive athletic brand identity system that reflects and elevates the unique characteristics and tradition
of Tennessee Athletics.
_ Promote consistency across athletics.
_ Position athletics for the future.
_ Develop and implement consistent, clearly defined identity and usage guidelines.
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning
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RECOMMENDATIONS
_ Define the Audience

_ Develop a comprehensive, refined athletic brand identity that consists of the following:

_ Align Color Palette
_ Brand Identity Marks
_ Custom Typography & Numeral Set
_ Primary
_ Primary, Secondary & Supporting Typography
_ Wordmarks
_ Tennessee
_ Volunteers
_ Vols
_ Vols Script
_ Rocky Top
_ Pattern & Texture
_ Checkerboard
_ Licensing Mark:
_ Smokey Mascot Mark
_ Define the Tennessee Athletics Brand Architecture & Hierarchy

_ Develop Comprehensive Tennessee Athletics Brand Guidelines
_ History
_ Tradition
_ Community
_ Excellence
_ Integrity
_ Pride
_ Winning

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CLIENT

UNIVERSITY OF TENNESSEE ATHLETICS

APR 24, 2014

CONFIDENTIAL / NOT FOR DISTRIBUTION

UNIVERSITY OF TENNESSEE ATHLETICS

UNIVERSITY OF TENNESSEE ATHLETICS

APR 24, 2014

CONFIDENTIAL / NOT FOR DISTRIBUTION

RESPECT THE PAST,

UNIVERSITY OF TENNESSEE ATHLETICS

APR 24, 2014

GIG PROCESS OF IDENTITY CREATION

Clarify vision, strategies, goals and values.

Visualize the future.

Finalize identity solution.

Build synergy around new brand.

CONFIDENTIAL / NOT FOR DISTRIBUTION

UNIVERSITY OF TENNESSEE ATHLETICS

APR 24, 2014

CONFIDENTIAL / NOT FOR DISTRIBUTION

UNIVERSITY OF TENNESSEE ATHLETICS

APR 24, 2014

_ Running Through The T

_ I Will Give My All For Tennessee Today

_ Vol For Life

_ Passion For Sport

_ Big Orange Country

_ Success On And Off The Court

CONFIDENTIAL / NOT FOR DISTRIBUTION

UNIVERSITY OF TENNESSEE ATHLETICS

APR 24, 2014

MISSION & VISION

CONFIDENTIAL / NOT FOR DISTRIBUTION

_ To inspire and support our student-athletes in the pursuit of comprehensive excellence.

UNIVERSITY OF TENNESSEE ATHLETICS

APR 24, 2014

CONFIDENTIAL / NOT FOR DISTRIBUTION

UNIVERSITY OF TENNESSEE ATHLETICS

APR 24, 2014

ATHLETIC BRAND ATTRIBUTES

CONFIDENTIAL / NOT FOR DISTRIBUTION

UNIVERSITY OF TENNESSEE ATHLETICS

APR 24, 2014

CONFIDENTIAL / NOT FOR DISTRIBUTION

UNIVERSITY OF TENNESSEE ATHLETICS

APR 24, 2014

CONFIDENTIAL / NOT FOR DISTRIBUTION

UNIVERSITY OF TENNESSEE ATHLETICS

APR 24, 2014

CONFIDENTIAL / NOT FOR DISTRIBUTION

Current Brand Expression:

UNIVERSITY OF TENNESSEE ATHLETICS

APR 24, 2014

CONFIDENTIAL / NOT FOR DISTRIBUTION

Current Brand Expression:

UNIVERSITY OF TENNESSEE ATHLETICS

APR 24, 2014

CONFIDENTIAL / NOT FOR DISTRIBUTION

Current Brand Expression:

Secondary & Accent:

UNIVERSITY OF TENNESSEE ATHLETICS

APR 24, 2014

CONFIDENTIAL / NOT FOR DISTRIBUTION

SEC Conference Comparison: