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Volume 21 No. 17
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’Bama’s championship logo celebrates its 17 titles

The University of Alabama’s licensing agency, IMG College Licensing, had a national championship mark ready for apparel and merchandise by the time the game-winning touchdown pass landed softly in DeVonta Smith’s hands.

When a school claims 17 national championships in football, as Alabama does, crafting a unique logo can be a challenge. But IMG College Licensing used some of the elements around the Crimson Tide’s latest title, like the new Mercedes-Benz Stadium and the number 17, to build out the new mark.

Its creative team, including designer David Port, began working on national championship marks before Thanksgiving. The agency worked with the school’s licensing director, Cole Price, and Brad Ledford, associate athletic director for strategic marketing, to pare down about 10 variations to one by the end of December.

Logos for each possible champion are needed before the game so that licensees can produce product in time for postgame celebrations.

IMG credited its team of Port, John Gregory, Nathan Wester and Steven Guye in creative support, and Tyler Stinnett, Eric Cheek and Kaitlyn Burrow on the account team.

— Michael Smith