Case Study
Extreme Mascot Makeover
Situation:
To college students and alumni, mascots are sacred territory. From the beloved Kentucky Blue Blob to Notre Dame’s Fightin’ Irish, colleges have handled the marketing and evolution of their mascots with care.
Augustana College was no different in 2006 when the college decided its long-time Viking mascot, Olie, needed a makeover.
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Solution:
Augustana’s Olie is steeped in Norwegian tradition, incorporating the strength, pride and courage of legendary Vikings with the college’s mission and values.
A logo committee was formed with key L&S team members and Augustana alumni, students and staff to determine Olie’s new look and position as the face of Augustana College. After several rounds, versions and revisions, a new Olie was born with a flowing beard, steely gaze and helmet adorned with five jewels representing the college’s core values.
A celebration featuring a video, pep rally and free t-shirts revealed the new logo on the Augustana campus. Communications were sent to alumni, along with press releases to the local news media.
For the Vikings’ final 2008 home basketball game, masks of the logo were designed and distributed to the Augustana student cheering section, instilling school spirit into the new Olie.
Results:
"This was one of those rare opportunities in the history of Augustana to unveil a new image," said Bob Preloger, Vice President for Marketing and Communications. "We are thrilled that it has been so enthusiastically received, not only by those close to Augustana, but by the broader community as well."
Students and alumni immediately embraced the new logo for its proud, intense representation of the college. The announcement also garnered front-page media coverage around Sioux Falls. Creatively, the logo reveal campaign has been a huge success, winning three gold South Dakota Addy® Awards and a Best of Class Out of Home Award.
