Logo Designer 4 the New Spartan Logo; Are you?!

An outpouring of criticism and a PR war over the new MSU Spartan logo! Well, since I'm a Spartan fan, from East Lansing and a logo designer... I thought I should comment. My position may surprise you!

YES, tradition and community are vested in a logo.

OF COURSE, alumni and supporters take pride in the university ultimately represented by a logo.

But, (I say this even as logo designer) it's important that we not glorify a logo and lose sight of the bigger picture… Don’t worship false idols. While often synonymous with a brand, a logo is (with a bit of understatement) just that – a logo; a visual mark to promote recognition. And logos evolve – they must to stay relevant to their loyal supporters.

Even the best logos evolve. Take NIKE, one of the most recognizable icons worldwide who also happens to be partnering with MSU athletic director, Mark Hollis, on this project—what an honor!! It has changed multiple times since it was designed for $35 in 1971. (See other examples of some of the largest organizations brand evolutions here.)

The 2010 Spartan head, like the above Nike evolution, changed subtly to refresh the look while retaining the most significant features. (Note: We were privy to this sketch only because of a leak. If someone ever snuck a premature glimpse of one of my unfinished campaigns, I’d be bummed – it's a total spoiler when you don't have the whole thing.)

We fall in love with a logo because we love the brand. We love the brand because of the services or people behind them. Realize that it’s the community, it’s the school, it’s the program that we adore. 

Support the evolution of the brand! Support being a part of something worth rebranding!

So many things float along in a sea of undesigned abyss… Celebrate that our community cares enough to bleed green this deeply.

This redesign isn’t disloyal. It isn’t unfair.

It’s progress and you should be proud!  Be proud at a time when Michigan struggles with a losing economy that we have a program that warrants new life! (The Wolverines can't say that!)

It’s not changing because it doesn’t work; it’s evolving because it does.

Embrace what a redesign truly means. Progress. Profit. Potential!

Go GREEN!