Clemson Tigers Rebrand Concept by Brian Gundell

CLEMSON TIGERS REBRAND CONCEPT CONCEPT ONLY

// N O T E N D O R S E D O R D E V E L O P E D B Y C L E M S O N A T H L E T I C S

CLEMSON TIGERS REBRAND CONCEPT

CLEMSON TIGERS | REBRAND CONCEPT ÂŠ 2017 Eargle Design, LLC and Brian Gundell Graphic Design Co., LLC Photos courtesy of Seth Berry of Seth Berry Photography (SethBerryPhotography.com) This is a piece of concept art only, it is not endorsed or developed by Clemson University, or the Clemson University Department of Intercollegiate Athletics.

CONTENTS THE CLEMSON BRAND TODAY.......................................................5 THE NEW CLEMSON BRAND.......................................................... 13 BRAND APPLICATIONS.................................................................. 25 BROADCAST APPLICATIONS.............................................................................26 CLEMSON MEMORIAL STADIUM......................................................................28 LITTLEJOHN COLISEUM...................................................................................... 32 UNIFORMS...............................................................................................................34 THE TIGER RAG.......................................................................................................59 APPAREL.................................................................................................................. 60

THERE’S SOMETHING IN THESE HILLS... There is a special place nestled in northwestern South Carolina, in the foothills of the Blue Ridge Mountains. This institution of higher learning prides itself on both academic and athletic excellence. With it’s military heritage along with it’s rise from Clemson A&M College to the thriving Clemson University that it is today, there’s no time, nor is there room for those who aren’t willing to work hard. We honor the past, including the military heritage as well as past athletic championships. We pride ourselves on POWER, TRADITION & GLORY. The bar was set high by past sons and daughters of Clemson, and it is up to the present students and student athletes to maintain or exceed that bar. At Clemson, BEST IS THE STANDARD. No exceptions. No excuses. Like Clemson University, the Tiger is beautiful beyond explanation, but also dominant. A predator stalking it’s prey, quiet and ready to pounce on it’s victims, staking it’s claim at the top of the food chain. Since 1889, Clemson University has not backed down and has been ready to pounce when needed, always answering a call from her students, alumni or country. Clemson will continue to rise and will not be denied. The only thing descending will be the football team running down the hill, after stalking their prey from the mountain top. Clemson won’t be denied.

CLEMSON CAN’T BE DENIED.

WE WILL TRIUMPH

THE CLEMSON BRAND TODAY

THE PAW One of the most recognizable logos in all of college sports today, the Paw was developed by James M. Henderson of the Henderson Advertising Agency in Greenville, SC. Henderson used both a cast of a tiger paw from the National History Museum in Chicago, and a photo of a tiger paw from the Smithsonian Institute. The paw sits at a 30˚ angle to designate a 1:00 traditional kickoff time. The indention at the bottom (commonly called “the hook”) was due to a scar on the paw of the tiger from which the cast was made.

CLEMSON TIGERS REBRAND CONCEPT

CURRENT MARKS USED A. ‘Clemson’ Lockup with sport underneath

B. ‘Tigers’ outlined with white & purple stroke C. Tiger Paw Mark

D. Capital ‘C’ primarily used for baseball

CLEMSON TIGERS REBRAND CONCEPT

CURRENT BRAND SHORTCOMINGS

While the current brand for Clemson is loved by students, alumni, and fans alike, we’ve identified several things that could be problematic in the long-term. These include: THE TIGER PAW While the Tiger Paw is a classic look for Clemson, there is no Tiger itself to represent the university’s athletic programs. Despite the “hook” that allows the Paw to be trademarked, there are numerous other programs at both the collegiate and high school level that use Clemson’s logo or one that is similar enough to be indistinguishable. INCONSISTENCY There is a lack of consistent branding between sports. For example, the baseball team has its own ‘C’ logo that is unused by any other sport. Additionally, the stroke on the Paw is not consistent with the rest of the letters when used as the ‘O’ in the Clemson wordmark. PAW HAMMER Clemson’s current custom typeface, known as Paw Hammer, has inconsistent serifs and kerning issues, causing legibility issues. It is also used inconsistently across various sports and facilities, and is not seen on all of Clemson’s uniforms.

CLEMSON TIGERS REBRAND CONCEPT

A. University of Missouri B. Northern Michigan University C. University of Pittsburgh D. Auburn University E. Campbellsville University E. Dripping Springs (Texas) Independent School District F. Frenship (Texas) Independent School District

A B

G H I

A-C, E. Inconsistent kerning (spacing between individual letters) D. Inconsistent serif (points right, not left) F. Inconsistent weight on both white and purple outlines between â&#x20AC;&#x153;CLEMSNâ&#x20AC;? and Paw G-I. Inconsistent serifs cause odd shapes and gaps to occur in outlines, causing legibility issues

CLEMSON TIGERS REBRAND CONCEPT

THE OPPORTUNITY OF THE NEW BRAND In creating a new brand for Clemson Athletics, we have the opportunity not only to address the shortcomings mentioned previously, but to invigorate the students, alumni, and fan base with a new identity that reflects the prestige and success that Clemson has achieved. Areas that we intend to improve include: THE NEW TIGER We intend to provide a Tiger mark that represents Clemson, shows emotion, is intimidating to opponents, and is instantly recognized across the nation. CONSISTENCY We intend to bring a consistent brand to all sports â&#x20AC;&#x201D; no team has is on its own, all sports will be fighting for Clemson University. We will achieve this with a more consistent use of logos, type, and other visual elements created uniquely for Clemson. LEGIBILITY We intend to create a brand new typeface for Clemson, one that is simpler, more legible, and more effective than Paw Hammer. We also intend to use this typeface in every aspect of tiger athletics, from uniforms, to facilities, to apparel. HISTORY We intend to truly honor Clemsonâ&#x20AC;&#x2122;s rich and vibrant history in multiple facets, including the tradition of the school, the past success of Clemson athletics, and in honoring the pride of its sons and daughters of South Carolina.

CLEMSON TIGERS REBRAND CONCEPT

HONOR

EMBRACE

STRIVE

YOUR PAST

YOUR PRESENT

FOR THE FUTURE

THE NEW CLEMSON BRAND

INSPIRATION There are multiple visuals that represent Clemson University. Some capture the beauty, grace and ferocity of the Tiger and its stripes. Others show the history of a proud institution. Here is a collection of some of these images that inspired a new brand of Clemson Athletics. THE TIGER The tiger is a beautiful and graceful creature, but never afraid to show it’s teeth when needed. TIGER STRIPES Just as the mane distinguishes the lion, the stripes distinguish the tiger. CADET APPAREL Take a walk around the Clemson campus and it’s not hard to find ties to it’s military heritage. PAST ATHLETIC APPAREL A traditionally strong athletic department draws elements of past apparel to honor the success of the past, present, and future. UNIVERSITY SYMBOLS The Clemson ring design and academic shield logo have prevailed through the years and are still symbols that students and alumni are proud to show off.

CLEMSON TIGERS REBRAND CONCEPT

THE NEW PRIMARY MARK The new mark features a modern, determined Tiger who will not be defeated. Similar to it’s University, the tiger is battle worn but has prevailed through and it’s eyes are focused and looking for prey. The word mark ‘Clemson’ is a unique typeface developed specifically for Clemson Athletics.

CLEMSON TIGERS REBRAND CONCEPT

EXTENDING THE BRAND

Shown here are alternate marks used to support the visual identity by tying the brand to the past, academics and state pride. STANDALONE TIGER HEAD A. The new tiger head becomes the primary face of Clemson Athletics.

SECONDARY MARK B. The classic Tiger Paw ties past athletic success to the present and future. TERTIARY MARKS C. The “C Shield” establishes a connection between athletic and academic success by using the shape of the academic shield, while using the new Block “C.” The Shield also displays state pride by including the South Carolina palmetto tree and crescent moon. In the background is a custom tiger stripe pattern.

D. The “Block C” was commonly used before the implementation of the Paw. This updated version has a custom tiger stripe pattern used on the “C” itself and is part of a new custom typeface. E. The Script ‘Clemson’ and ‘Tigers’ marks are used for throwback and vintage settings, but feature the same tiger stripe pattern as the C Shield and Block C.

CLEMSON TIGERS REBRAND CONCEPT

DEATH VALLEY KICKOFF Introducing Clemson’s brand new completely custom typeface, aptly named “Death Valley Kickoff.” A strong block typeface to hearken to Clemson’s traditional roots amongst collegiate athletics, this typeface features a unique notch cut out of most characters. The notch itself is created from two different angles. The first points to where 1:00 would be on a clock face, in recognition of Clemson’s traditional 1:00pm kickoff time for football games. The second angle, at 81° from horizontal, celebrates Clemson’s 1981 National Championship.

CLEMSON TIGERS REBRAND CONCEPT

ANTENNA

SECONDARY TYPEFACE Complementing Clemsonâ&#x20AC;&#x2122;s new

BY FONT BUREAU

custom typeface is Antenna by Font Bureau. Antenna is available in

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrst uvwxyz !@#$%&*-+() 1234567890

a wide variety of weights and styles, all of which can be incorporated into different brand, marketing, and communication applications.

BLACK MEDIUM LIGHT THIN

BLACK ITALIC MEDIUM ITALIC LIGHT ITALIC THIN ITALIC

BOLD REGULAR EXTRA LIGHT

BOLD ITALIC REGULAR ITALIC EXTRA LIGHT ITALIC

STANDARD

CONDENSED

EXTRA CONDENSED

COMPRESSED

CLEMSON TIGERS REBRAND CONCEPT

THE TIGER STRIPE PATTERN A new custom tiger stripe tonal pattern was created as part of the brand package as a visual tool to be used as a background element or as part of uniform designs.

CADET HERITAGE SASH Until becoming a co-ed “civilian status” school in 1955, Clemson was a military academy complete with a Corps of Cadets. Prominently featured on the cadets’ uniforms was a sash worn across the body and hanging down at his side. This element honors that heritage and tradition, reflecting the shape of the bottom of the original cadet uniform sash and features prominently throughout the new identity program.

CLEMSON TIGERS REBRAND CONCEPT

COLOR Shown here is the updated color palette for the new Clemson brand. The primary Orange and Regalia have A.

not changed. However, accent colors

CLEMSON ORANGE

REGALIA

FORT HILL WHITE

PANTONE ® 165C

PANTONE ® 268C

C: 00 M: 00 Y: 00 K: 00

C: 00 M: 74 Y: 94 K: 00

C: 81 M: 100 Y: 12 K: 02

R: 255 G: 255 B: 255

R: 255 G: 103 B: 27

R: 91 G: 43 B: 130

# FFFFFF

# FF671B

# 5B2B82

have been added to complement those primary colors, especially in rendering the Tiger Stripe pattern. PRIMARY COLOR PALETTE A. CLEMSON ORANGE B. REGALIA C. FORT HILL WHITE SECONDARY COLOR PALETTE

PANTONE® 166C

PANTONE® 2607C

PANTONE® 877C

BLACK @ 10%

C: 04 M: 82 Y: 100 K: 00

C: 82 M: 100 Y: 18 K: 12

C: 48 M: 39 Y: 39 K: 03

C: 00 M: 00 Y: 00 K: 10

R: 231 G: 83 B: 00

R: 81 G: 39 B: 115

R: 139 G: 141 B: 141

R: 230 G: 231 B: 232

# E75300

# 512772

# 8B8D8D

# E6E7E8

D. PANTONE® 166C E. PANTONE® 2607C F. PANTONE® 877C G. BLACK @ 10%

CLEMSON TIGERS REBRAND CONCEPT

REIGN SUPREME ALWAY

BRAND APPLICATIONS

BROADCAST APPLICATIONS

CLEMSON TIGERS REBRAND CONCEPT

CLEMSON MEMORIAL STADIUM

CLEMSON TIGERS REBRAND CONCEPT

LITTLEJOHN COLISEUM

CLEMSON TIGERS REBRAND CONCEPT

UNIFORMS: FOOTBALL BUSINESS SUITS The traditional orange and white threads worn by the Clemson football team informs the nation that the Tigers are in town, and there’s a job to be done. HELMET The new ‘Traditional’ home helmet remains largely unchanged, keeping the Paw logo on the side and the purple and white stripes. However, the helmet is updated by paying homage to the past with the Cadet Heritage Stripe down the center, while also incorporating the tonal tiger stripe pattern. JERSEY The jersey features a purple sleeve cap with the signature tonal tiger stripe pattern. The Clemson wordmark has been added, and the numbers have been updated to the new Death Valley Kickoff typeface. The tonal tiger stripe has also been carried over to the numbers as well. PANTS The pants feature the Cadet Heritage Stripe down the sides, also incorporating the tonal tiger stripe pattern. SOCKS/SHOES Clemson will keep its traditional orange & white look for the socks and shoes.

CLEMSON TIGERS REBRAND CONCEPT

ALTERNATES In addition to the Traditional home uniform, the new Clemson Football uniforms feature several alternate designs to mix and match on gameday. HELMETS The new white and purple helmets feature the Tiger head logo and orange facemasks. JERSEYS A white and purple version of the primary orange jersey have been created. PANTS Orange and purple versions of the Cadet Heritage Stripe pant have also been included. SOCKS/SHOES Included with the set are a pair of orange and purple socks, complete with alternate purple & orange cleats. FAUXBACK UNIFORM Completing the set of alternate uniforms is the inclusion of a â&#x20AC;&#x153;fauxbackâ&#x20AC;? uniform. Modeled after the uniform design worn by Clemson during the 1940s, the uniform features the same striping patterns on the helmet, jersey, and pants but with a modern twist. The new Block C logo and Death Valley Kickoff typeface, along with the custom tiger stripe pattern update the look to the new brand.

CLEMSON TIGERS REBRAND CONCEPT

CLEMSON MEMORIAL STADIUM 75TH SEASON Death Valley was opened on September 19, 1942 making 2016 the 75th season of Clemson Tiger football being played in the venue. The logo to the right has been developed to commemorate the historic event. The shape at the top reflects the shape of the current scoreboard and the diamond is to signify 75 years. The new tiger head and tiger paw are included to represent the past, present, and future teams that will play at Clemson Memorial Stadium. Additionally, a true throwback uniform as been created to mark the occasion, featuring the return of navy blue instead of purple, gray facemasks on the helmet, and tonal manufacturer and conference marks to make this uniform feel authentic to how it would have looked in 1942.

CLEMSON TIGERS REBRAND CONCEPT

UNIFORMS: BASEBALL Updating the baseball brand to match the rest of the Clemson Athletics is a priority. The hats feature the updated block “C,” while keeping the traditional color schemes used at Clemson. The jerseys use either the updated wordmark, script “Clemson,” script “Tigers,” or a Tiger Paw on the left chest. Also included in the set is a fauxback inspired by the teams coached by the legendary Bill Wilhelm.

CLEMSON TIGERS REBRAND CONCEPT

UNIFORMS: MEN’S BASKETBALL Both Men’s & Women’s basketball uniforms feature the cadet heritage stripe, along with updated wordmark, Tiger Head on the shorts along and also on the aerographic panel on the back of the jersey. Along with the White, Orange, and Purple uniforms, the men’s features a gorgeous Orange fauxback with script “Clemson” and number inside the shield shape.

CLEMSON TIGERS REBRAND CONCEPT

UNIFORMS: WOMENâ&#x20AC;&#x2122;S BASKETBALL

CLEMSON TIGERS REBRAND CONCEPT

UNIFORMS: MENâ&#x20AC;&#x2122;S CROSS COUNTRY / TRACK & FIELD

CLEMSON TIGERS REBRAND CONCEPT

UNIFORMS: WOMENâ&#x20AC;&#x2122;S CROSS COUNTRY / TRACK & FIELD

CLEMSON TIGERS REBRAND CONCEPT

UNIFORMS: DIVING

CLEMSON TIGERS REBRAND CONCEPT

UNIFORMS: MENâ&#x20AC;&#x2122;S GOLF

CLEMSON TIGERS REBRAND CONCEPT

UNIFORMS: WOMENâ&#x20AC;&#x2122;S GOLF

CLEMSON TIGERS REBRAND CONCEPT

UNIFORMS: MEN’S SOCCER The Men’s Soccer Uniform features a diagonal stripe from top right to lower left of the jersey as a way to pay homage to the sashes worn by that the cadets in the early years of Clemson University.

CLEMSON TIGERS REBRAND CONCEPT

UNIFORMS: WOMENâ&#x20AC;&#x2122;S SOCCER

CLEMSON TIGERS REBRAND CONCEPT

UNIFORMS: MENâ&#x20AC;&#x2122;S TENNIS

CLEMSON TIGERS REBRAND CONCEPT

UNIFORMS: WOMENâ&#x20AC;&#x2122;S TENNIS

CLEMSON TIGERS REBRAND CONCEPT

UNIFORMS: VOLLEYBALL

CLEMSON TIGERS REBRAND CONCEPT

THE TIGER RAG The Tiger Rag is a traditional staple among Clemson fans. The updated Tiger Rag features the new Tiger head with the paw above itâ&#x20AC;&#x2122;s head. When folded, it can be worn around the head and the eyes of the tiger appear on the forehead of the wearer. The students are the target of this piece of apparel. While wearing the Tiger Rag, they would be one with the student athletes who wear the Tiger Head logo on their uniform.

CLEMSON TIGERS REBRAND CONCEPT

APPAREL

CLEMSON TIGERS REBRAND CONCEPT

CLEMSON TIGERS | REBRAND CONCEPT ÂŠ 2017 Eargle Design, LLC and Brian Gundell Graphic Design Co., LLC All work in this presentation is original artwork and cannot be used without the express written permission of the Eargle Design, LLC and the Brian Gundell Graphic Design Co., LLC. All rights reserved. This is a piece of concept art only, it is not endorsed or developed by Clemson University, or the Clemson University Department of Intercollegiate Athletics.

Eargle Design adam.eargle@gmail.com | 803.360.3022 www.eargledesign.com

Brian Gundell Graphic Design Co. brian@briangundell.com | 602.300.1768 www.briangundell.com

Seth Berry Photography berry.seth@gmail.com | 803.553.3074 www.sethberryphotography.com

R E I G N S U P R E M E A L WAY