SBD/April 3, 2013/Marketing and Sponsorship

Between The Hedges: UGA Unveils Secondary Logo; No Change To 'Power G'

The Univ. of Georgia and Nike yesterday unveiled a "new secondary logo and some subtle changes to their uniforms" as part of the school's "brand identity launch," according to Chip Towers of the ATLANTA JOURNAL-CONSTITUTION. But it seemed UGA AD Greg McGarity's "primary message" was that "nothing much was changing." McGarity emphasized that "nothing changed regarding the general look of the traditional football uniform or, most important, Georgia’s 'Power G.'" He said, "We're not touching the G. That will never be altered as long as I'm here." McGarity said that UGA officials evaluated "all 20 teams that Georgia fields and that every team had a different number font and letter font on their uniforms." UGA and Nike felt the need to “bring some clarity to the program” by providing a consistent style across the board. Over the past 15 months, Nike’s "creative arm worked to identify that consistent look." They ended up "creating a font specifically for Georgia and called it 'Bulldog Bold.'" That now will be used for "all lettering and numbering for all sports," but McGarity was "skeptical as to how noticeable it will be to fans." McGarity: “If we had kept it under wraps and not said anything before we ran out on the field for the [Aug. 31] Clemson game, nobody would have noticed." Towers notes more buzz was "generated by the secondary bulldog logo Nike created." Featuring a wide bulldog head in a red, spiked collar, the “Secondary Dawg” will be "utilized only in 'non-uniform use.'" It will be "prominently displayed" on the field during UGA's G-Day spring game "near the two end zones and at other points throughout Sanford Stadium" (ATLANTA JOURNAL-CONSTITUTION, 4/3).

: In Georgia, Marc Weiszer notes UGA's new football uniforms now will be in the "same 'Pro Combat' style the team wore against Boise State to open the 2011 season, but with the traditional look of a red jersey with numbers and letters outlined in black, and white jerseys with black numbers and letters outlined in red." QB Aaron Murray said, "It’s a lot more flexible, breathable, lighter. Yeah, definitely I love the material. That’s something we asked coach (Mark) Richt. ‘Hey, we know we’re not going to keep these uniforms, but if we can get this material in our colors, that would be pretty awesome.’” Nike Senior Graphic Designer Clint Shaner said that the uniform is the "most innovative that Nike produces for football." It now will include a "Flywire collar that LSU, Missouri and Florida are already wearing." Weiszer notes there are "no new football uniform color combinations on the horizon" (ATHENS BANNER-HERALD, 4/3).
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