thanks a lot for your insight and perspective. I think it was great that you divulged the symbolism behind every aspect and element of the new “O” – the color along with the enclosed and outside spaces. That is something I forgot to include in my initial entry and it really encompasses the thought and process that was involved into creating this new icon. I can definitely agree with you on the fact that there is innovation and forward thinking that is enveloped into the new logo. Visually, I just personally felt that it is too separated and distant from the old. The “Roboduck” that was introduced was one prime example of the direction they really wanted to push this new rebrand and that mascot received a large public outcry. Although I’m not a huge fan of the new typeface that was created from the logo and the way it looks on University apparel, stationery, etc., there is one thing we can agree upon – we support the UO and all its successes along with its bright future up ahead!

Thanks again for commenting Garrett and…GOOOOO DUCKS!!!

Jeffrey

A logo – any logo – is an outward representation of an inward belief. The “O” was not created as part of a new identity, as stated, but rather, as a means to better represent a long established University of Oregon identity.

The initial idea to “rebrand” the U of O came from the Athletic Department. It was planning a major reconstruction of Autzen Stadium for 2001 and they had already made the commitment to contend for conference titles and national recognition in all varsity sports and they wanted a better representation of who we are. The responsibility for the new look and logo went to Nike.

The Nike design team invested more then a year in the project and considered several options, including other styles of the “O”. The core values they wished to convey were innovation and irreverence for the status quo, qualities that were well entrenched in the football program, the track team, and indeed, the University itself. These were the two signature traits embodied by Steve Prefontaine, perhaps the most internationally known UO athlete in our history. The final design we have been using for the past 11 or 12 years was not designed to “look good on the football helmets’ as was stated. The inside of the “O” represents Hayward Field. The outside of the “O” is based on the shape of Autzen Stadium. The official color of the “O”, the shape-shifting iridescent green, represents forward thinking. The “Oregon” font was created to incorporate the new “O”.

With the success of the “O” for the Athletic Department, in 2002 the University adapted the “O” as the official or primary logo for the entire school.

I disagree about the look of the new “O” versus the interlocking UO or the duck hurdling through the large “O”.
Since becoming a lifelong Duck in 1968 when I was 16, I am familiar with both the old logo and the new. While I still wear my older style logo clothes and hats, I prefer the new “O”. Quite the opposite of you, I think it looks very classy on business cards, stationary, the never-ending University website, and the prominent locations it is used, which is, of course, just about everywhere related to or connected to the University.

The brand that is the University of Oregon, represented by the new “O” goes far beyond the athletic fields. We belong to a preeminent University, recognized nationally and internationally for our high standards of excellence in education, research, innovation, forward thinking, diversity, and ethics that are second to none. The new “O” says far more to me and the rest of the world then a letterman’s jacket or an angry Donald ever could.

Go Ducks.