NORMAN — The University of Oklahoma Athletics Department has completed work with Nike's Graphic Identity Group (GIG) to refresh the department's marks in advance of the switch to the Jordan Brand for the sports of football and men's and women's basketball.
The process included the development of a new font, "Sooner Born," which will be used on team uniforms, in facilities and on paper goods in the department. It also made a slight streamlining alteration to the interlocking OU mark to improve its symmetry.
"Our trademarks are iconic. We respect tradition and have historically protected it while still finding ways to grow our brand."
— Joe Castiglione
The font will be exclusive to OU Athletics and is loosely based on the Yearbook font that had been used previously. Yearbook is a stock font that is widely used across many graphics landscapes.
"Our trademarks are iconic. We respect tradition and have historically protected it while still finding ways to grow our brand," said OU Vice President and Athletics Director Joe Castiglione. "We were able to do some confidential reviews with coaches, student-athletes and other University stakeholders and we were overwhelmed with positive responses. Over the years, OU's marks and look have been updated from time to time. This is a rare opportunity to tweak and refresh in line with feedback we have received in that process."
The new font, which includes both letters and numbers, will be adapted over time by the athletics department. The adaptation will occur mostly when replacement is appropriate rather than a sweeping and immediate change. The new font will also be available to licensed vendors and retailers that produce and stock OU merchandise. The first opportunity for fans to purchase merchandise with these marks will be in early May, with a larger assortment available in July.
Both the font and streamlined logo have already been incorporated in limited use, including in the new Switzer Center and south end zone facilities of the football stadium.
A list of other schools who have completed the GIG process includes Arizona State, Arkansas, Army, Boise State, Cal, Duke, Florida, Florida State, Georgia, Kentucky, Miami, Michigan, Michigan State, Missouri, North Carolina, Oklahoma State, Oregon, Purdue, Rutgers, Stanford, TCU, Tennessee, Virginia Tech, USC, Washington and Washington State, among others.
The new font and logo have already been incorporated into the new south end zone facilities.