nike branding audit

8/9/2019 Nike Branding Audit

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CONFIDENTIAL / NOT F

PROJECT

IDENTITY DEVELOPMENT

CLIENT

UNIVERSITY OF TENNESSEE ATHLETICS

ROUND

ONE

DATE

APR 24, 2014

PAGE

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UNIVERSITY OF TENNESSEE ATHLETICSBRAND IDENTITY DEVELOPMENT


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RESPECT THE PAST,REPRESENT THE FUTURE.


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_ Clarify vision, strategies, goals and values._ Research stakeholders’ needs and perceptions._ Interview key management._ Evaluate existing brands and brand architecture.

_ Synthesize learnings._ Clarify brand strategy._ Develop a positioning platform._ Co-create brand attributes._ Present brand brief.

_ Visualize the future._ Design brand identity._ Finalize brand architecture._ Examine applicability.

_ Present visual strategy.

_ Build synergy around new brand._ Develop launch strategy and plan - PR._ Launch internally first then launch externally.

_ Nurture brand champions - Legal and Licensing

PHASE _ 1RESEARCH & ANALYSIS

PHASE _ 2BRAND STRATEGY

PHASE _ 3DESIGN CONCEPT

PHASE _ 5MANAGING ASSETS

GIG PROCESS OF IDENTITY CREATION

_ 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.

PHASE _ 4BRAND EXPRESSIONS


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_ 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

_ Let’s Go UT!

_ Big Orange Country

_ Be The Best

_ Smoky Mountains

_ Success On And Off The Court

WHAT WE HEARD


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Athletic Mission:

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

Academic Vision:

_ To represent the University of Tennessee among the nation’s premier athletics programs by developing student athletes who graduate,

compete for championships and conduct themselves in a first-class manner, honoring and fulfil ling the Volunteer spirit.

MISSION & VISION


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INSPIRATION

_ History

_ Location

_ Legacy _ Community

_ Future Volunteers


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_ History _ Excellence_ Tradition _ Integrity_ Community _ Pride

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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

ATHLETIC BRAND ATTRIBUTES


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CONFIDENTIAL / NOT FIDENTITY 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 institut ion that is striving to be united as

“One Tennessee”.

_ 7. Use of the Smokey Mascot Mark has been limited to retail.


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ONE TENNESSEE


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Current Brand Expression:

Wordmarks, Logos and Icons

IDENTITY ANALYSIS

Youth Mark


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Vault Wordmarks, Logos

and Icons

IDENTITY ANALYSIS


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Color

Primary:

_ Orange

_ White

Secondary & Accent:

_ Blue

_ Grey

Primary:

Secondary:


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SEC Conference Comparison:

Logos, Colors Alabama

Georgia

Team Crimson 69W

White 10A

Black 00A

Night Silver 09S

Pewter Grey 09T

Salsa Red 69L PMS 349

Arkansas

White 10A

Team Crimson 69W

White 10A

Auburn

Team Orange 89L

College Navy 41S

White 10A

Florida

University Orang

Game Royal 4EV

White 10A

Black 00AUniversity Red 65N

White 10A

Kentucky

Game Royal 4EV

White 10A

LSU

University Gold 76ICourt Purple 51L

White 10A

Mississippi

University Red 6College Navy 41

White 10A

IDENTITY ANALYSIS


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SEC Conference Comparison:

Logos, Colors

IDENTITY ANALYSIS

Mississippi State

Texas A&M

PMS 430

Deep Maroon 66P

White 10A

Missouri

Gold Dart 79U

Black 00A

White 10A

South Carolina

Black 00A

Team Crimson 69W

White 10A

Tennessee

89K Vivid Orang

White 10A

PANTONE Proce

Pewter Grey 09TDeep Maroon 66P

White 10A

Vanderbilt

Team Gold 79WBlack 00A

White 10A


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NCAA Oranges Comparison

IDENTITY ANALYSIS

Bright Ceramic | 87F Team Orange | 89L University Orange | 89M

_ Tennessee _ Illinois

_ Miami

_ Oregon State

_ Syracuse

_ Virginia

_ Clemson

_ Florida

_ Oklahoma State

_ Virginia Tech

Brilliant Orange | 89N

_ Oklahoma State

_ Princeton

Desert Orange | 81F

_ Texas


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BASKETBALL (M)

FOOTBALL

BASKETBALL (W)

BASEBALL

IDENTITY ANALYSIS


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TRACK & FIELD/XC (M)

SOFTBALL

VOLLEYBALL

TRACK & FIELD/XC (W)

IDENTITY ANALYSIS


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SOCCER (W)

IDENTITY ANALYSIS

GOLF (M/W)

ROWING (W)

TENNIS (M/W)


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COLORS ORANGE BLACK DARK GREYWHITE

BASEBALL - M

BASKETBALL - M

BASKETBALL - W

CROSS COUNTRY - M

CROSS COUNTRY - W

FOOTBALL - M

GOLF - M

GOLF - W

ROWING - W

SOCCER - W

SOFTBALL - W

SWIM & DIVE - W

SWIM & DIVE - M

TENNIS - W

TENNIS - M

VOLLEYBALL - W

TRACK & FIELD - W

TRACK & FIELD - M

IDENTITY ANALYSIS


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WORDMARKS TENNESSEE ARCHED TENNESSEE CUSTOM TENNESSEE TENNESSEE SCRIPT

BASEBALL - M

BASKETBALL - M

BASKETBALL - W

CROSS COUNTRY - M

CROSS COUNTRY - W

FOOTBALL - M

GOLF - M

GOLF - W

ROWING - W

SOCCER - W

SOFTBALL - W

SWIM & DIVE - W

SWIM & DIVE - M

TENNIS - W

TENNIS - M

VOLLEYBALL - W

TRACK & FIELD - W

TRACK & FIELD - M


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NUMERALS BLOCK SERIF SAN SERIF CUST

BASEBALL - M

BASKETBALL - M

BASKETBALL - W

CROSS COUNTRY - M

CROSS COUNTRY - W

FOOTBALL - M

GOLF - M

GOLF - W

ROWING - W

SOCCER - W

SOFTBALL - W

SWIM & DIVE - W

SWIM & DIVE - M

TENNIS - W

TENNIS - M

VOLLEYBALL - W

TRACK & FIELD - W

TRACK & FIELD - M


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CONFIDENTIAL / NOT FIDENTITY ANALYSISIDENTITY ANALYSIS

MARKS POWER T POWER T/LADY VOLS SCRIPT

BASEBALL - M

BASKETBALL - M

BASKETBALL - W

CROSS COUNTRY - M

CROSS COUNTRY - W

FOOTBALL - M

GOLF - M

GOLF - W

ROWING - W

SOCCER - W

SOFTBALL - W

SWIM & DIVE - W

SWIM & DIVE - M

TENNIS - W

TENNIS - M

VOLLEYBALL - W

TRACK & FIELD - W

TRACK & FIELD - M


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Environmental

IDENTITY ANALYSIS


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Athletics Website

(http://www.utsports.com)

Social Media (Instagram,

Facebook, Twitter)


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Athletics Website



Facebook, Twitter)

IDENTITY ANALYSIS


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Athletics Website



Facebook, Twitter)


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Athletics Website



Facebook, Twitter)


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_ 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.

GOALS


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_ Define the Audience

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

_ Align Color Palette

_ Brand Identity Marks

_ Primary

_ Custom Typography & Numeral Set

_ 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

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