The Observer, September 8, 2006
Volume XXXIX, Issue 2
New athletic logo to distinguish Case from other schools
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For anyone who has walked into the Veale Center in the last two weeks, you've likely noticed that the Case Spartans are sporting a brand-new logo. Although unrelated, the move follows the lead of fellow University Athletic Association schools Washington University in St. Louis and Emory University, who also recently unveiled new athletic logos.
The change comes as a great relief to many of the athletes and coaches throughout the athletic department, who had grown tired of seeing the former Spartan head displayed on letterhead, T-shirts, and uniforms almost haphazardly in varying directions and fonts. Further, the new design completely eliminates the similarities that the former logo held with Michigan State's athletic logo. The new logo is a made of three elements: the mascot, the wordmark "Spartans," and the university name.
Although the department has grumbled about the logo for years, the first substantive action was not taken until 15 months ago when Sports Information Director Craig Jantz approached newly appointed Athletics Director Dave Diles.
"Prior to speaking with Dave [Diles], Michigan State had expressed to me some interest in regards to the similarity between our logo and theirs," said Jantz. "I went to Dave because I thought it would be a worthwhile, value-adding initiative for the department to take."
Once Diles had received a consensus agreement from the department that a new logo was needed, he was ready to jump into action.
"After talking with the coaches and players, it was clear that we needed a design that is unique, distinctive, and clearly our own," said Diles.
From the initial decision to take action to the final unveiling of the logo, the entire process took about six months to complete. The design phase became a collaborative effort between Athletics and University Marketing.
"We approached University Marketing with our desires and said, 'let's see what you guys can pull together,' and in the end they did a fantastic job," Diles said.
The initiative was championed within University Marketing by Christopher Price, who has since then left the department and was unavailable for comment.
"Chris was really the creative energy behind the project," said Diles. "There were others over there who contributed, but he took the lead and produced some great results. The new design clearly has much more texture and energy than our previous one did."
The fact that the entire project was completed in a mere six months is a testament to the dedication of all those involved, as there are not many university-sponsored initiatives that get completed in such a short amount of time. Before being rolled out, the final product, which is a compilation of the best features of approximately 20 different potential designs, was wholeheartedly approved by the Department of Student Affairs, the athletic coaches, and those who matter the most – the student-athletes themselves.
Further, due to its overwhelming approval, the logo will begin appearing on select athletic merchandise in the university bookstore.
In addition to the logo itself, the coaches and the university printing contractors were given a 12-page handbook detailing design elements of approved colors, placements, and uses for the Spartan logo.
"Our objective with the new logo and usage booklet is to have a mark that over time builds equity within the department and distinguishes our athletics programs from those of any other university," Diles said. "With the new logo I think we have accomplished that goal."
