UWG News Archive

UWG's Identity Process

March 21, 2005

CARROLLTON, GA - A process to guide the development of a new athletics marketing identity for the University of West Georgia has been established and the wheels will begin rolling immediately following the University’s spring break.

According to Dr. Tara Singer, vice president for University Advancement, a committee will be charged with coordinating the process. Singer explained that the various components of an athletics identity program include the nickname for athletic teams; graphic design mascot image and word marks; and sideline mascot costume or entity.

In addition, a selected athletics marketing identity may be adopted in other areas of the University such as names for newsletters, campus services, etc.

“A mascot is intended to be a spirit-raising and unifying symbol of the University,” Singer explained. “Successful work in these areas should lead to the development of an exciting image that all members of the University community may rally behind — an image that projects school spirit and pride in all of the programs (athletic and academic) of the University of West Georgia.”

Singer noted that the first order of business for the committee will be to identify the scope of work that they would like the outside marketing counsel to assist with in facilitating the development process. In addition, the committee will quickly move on to developing a process to allow individuals and entities to submit nominations for the major component pieces of the athletics marketing identity (nickname, graphic design for mascot and word marks, sideline mascot). Through these efforts, the committee will be charged with recommending at least three unranked options for each of these major components of the athletics marketing identity for further consideration by the University community.

The committee will provide feedback to the administration regarding each of the proposals and final decisions in each case will be made by the President’s Advisory Committee. The committee or the University reserves the right to not choose a component piece from the suggestions submitted, but to continue the process further or to engage other professional consultants for work on a specific component piece if necessary.

The committee will also develop strategies and tactics for adaptation of the selected athletics marketing identity pieces in other areas of the University (exploring how might the mascot and/or nickname might be adapted for fight songs, team cheers, newsletter names, food courts, shuttle services, etc.). Those individuals and entities submitting ideas for a potential new nickname will also be asked to describe how that name may be applied to other uses on campus.

Singer will serve as the chair of this committee, however she will not vote on committee matters unless necessary to break a tie. The committee shall be comprised of individuals from various constituencies. “Each organization will be asked to consider appointing those individuals who have some expertise in marketing as appropriate and who are willing and able to bring a broad and open mind to this effort as well as a University perspective,” Singer noted.

The committee will include: two representatives from the Alumni Association (selected by the leadership of the Alumni Association); two representatives from the Booster Club (selected by the leadership of the Booster Club); two members of the faculty of the University of West Georgia with one representative selected by the Faculty Senate and Dr. Faye S. McIntyre, dean of the Richards College of Business and associate professor of Marketing and Real Estate, serving as the second representative; two student representatives with one representative selected by the Student Government Association and one representative selected by the Student Athlete Advisory Counsel; and two staff representatives by virtue of their positions — Coach Ed Murphy, athletic director, and Lisa Ledbetter, director of Public Relations.

In addition to these committee members, Christopher Simpson of Simpson Communications (UWG’s integrated marketing counsel) will be asked to serve as a non-voting ex-officio counselor to the committee.

The committee will attempt to complete its work (nickname and graphic identity development) by December 21, 2005. Until the end of the fall semester, the University’s teams will continue to be known as The Braves. In the interim, all references to Native American symbols, imagery, and customs will be discontinued.

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