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In 1983, Penn State began developing a new visual identity for its Intercollegiate Athletic Department. The university wanted a single graphic image that could be applied consistently throughout its communications and network of 65,000 students across 22 campuses. A licensing committee also identified an opportunity to generate royalties through a distinctive, protected logo.
Roy Parcels of Dixon & Parcels Associates was brought on to the project. At a meeting with football coach Joe Paterno and athletic administrators, the discussion turned to what this lion should look like. Paterno’s preference was clear: “I just don’t like those ones with big teeth and big claws.” A further survey of the university’s coaches reinforced this emphasis on ‘class’ and ‘dignity’.
Key Takeaways
Inspiration can be close to home, and take many forms.
While the PennState mascot had always been a lion, it was Heinz Warneke’s statue within the University Park grounds that would help shape the final design of the PennState logo.
A commercial opportunity
Many universities used a big cat mascot, logo or symbol. By placing emphasis on ‘class’ and ‘dignity’, rather than aggression, a notion often favoured in sports, the designers were able to develop a ownable version of a lion, one that could be protected and used to generate revenue.
What are people saying?
Research showed that students, alumni and the press commonly spoke of Penn State as one word, this influenced the redesign of the PennState wordmark.
