After announcing in July “bold new” logos, the College of William and Mary has spent nearly $20,000 to update or replace everything from name tags to stencils.
In July, Tribe Athletics announced it would bring the athletics department logo more in line with the college’s branding as a historic institution in a historic locale, according to Virginia Gazette archives.
That move comes at a cost: $19,423.30. That’s the amount the athletics department spent in addition to already-budgeted equipment replacements, according to College of William and Mary spokeswoman Suzanne Seurattan.
The new logo design include a more “aggressive” Griffin, as well as an interlocking “W&M” that stylistically dates back to 1899, according to the college.
The college’s brand to prospective students, donors and sports fans is more closely related to that of the City of Williamsburg than the “Tribe” sports logo, former Tribe football head coach Jimmye Laycock said in July.
At the time of the announcement, Samantha Huge, the college’s director of athletics, said the new logos would allow people to more easily make the connection between the college and the college’s sports teams.
According to information the Virginia Gazette received in response to a Freedom of Information Act request, the athletics department’s biggest purchase so far: new signage at $6,332.75.
New road painting stencils and road painting came in at $4,279.50, “promotional items” comes in at $3,481.05; the cost to trademark the logo was $2,595.
Other smaller expenditures include $1,015 in business cards and $1,000 in envelopes and letterhead. The athletics department also purchased $720 in name tags.
The new logos will continue to be phased in over the next few years as funds are available or as equipment needs to be replaced, senior assistant athletics director Peter Clawson said in July.
An example of a change will be the refinished Kaplan Arena basketball court, Clawson said at the time. The college updated the mid-court logo now as the floor was due for maintenance.
“The focus has been on replacing larger ticket items like the arena floor, equipment and uniforms/apparel as they reached the end of their natural usage and were therefore already budgeted for,” Seurattan wrote in an email.
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