Dash of red in works for redesign
Two months after the administration issued a style guide for Hillsdale College staff, the athletic department began discussing changes to logo, color scheme
Cody Ewers
Issue date: 2/28/08 Section: Sports
Fueled by recent Hillsdale College marketing changes, coaches discussed new jersey colors and a revamped Charger logo this week.
Possible plans, discussed this week, could result in adding a third color, red, to the Charger blue and white, and a move to redesign the Charger's H-bolt logo.
Two months after the external affairs office created a campus wide style guide, which unifies the college's identity, discussions in the athletic department hint at the widespread impact of the trend, which could overhaul its department identity by next year.
Chris Bachelder, associate vice president of strategic marketing, said the college will take inventory of areas on campus needing standardization, such as scoreboards, publications and the football field logo. Once the guidelines are finalized, he said, they will begin revamping.
"Nothing we have done or will do changes the mission of the college," Bachelder said. "But what will change are the images and words that communicate that timeless mission."
Changes began over a year ago after administration realized each department's identity varied, Assistant to the President Mike Harner said. Two weeks later, Bachelder was hired. A year later, the assessment of the college's brand identity was completed and a new style guide created.
Director of Athletics, Mike Kovalchik, said he doesn't think the changes will jeopardize Hillsdale's tradition.
"I think the new additions will be very appropriate as long as they don't conflict with our tradition of blue and white," he said.
Kovalchik said one possibility for a new athletic department logo is to combine the H-bolt and the Charger horse. The change could be positive as long as it isn't a major variation from the present, Kovalchik said.
Currently, each sports team separately chooses and orders their uniforms at their own discretion. However, no uniforms will be purchased until changes are finalized.
Kovalchik said he looks forward to one standard shade of blue for all sports teams because different companies have their own dyes, making it hard for every team to purchase uniforms in the same shade.
Head football coach Keith Otterbein said he is wary of adding a third color and expense of replacing his team's equipment.
"I'm not close minded about the idea, but we've had the same jerseys for five years," Otterbein said. "So I just assume stay with what we've got - it's our tradition."
Otterbein said he doesn't see any drive for change in the near future, but he is on board with the administration and their goals for Hillsdale's image.
Bill Lundberg, head track and field coach, said he likes the implemented change of font and is supportive the administration's goal, but is unsure of a using a third color due to the financial aspect.
Students are also cautious about the possibility of a new addition to the color scheme.
Sophomore and former track runner, Igor Stelea, said it's hard to imagine Hillsdale with a third color alongside blue and white.
"A new color would probably be fine," Stelea said. "It will definitely take some getting used to."
Senior baseball player Joe Schoonover said he is content with the current jersey but willing to consider the addition.
There are rumors circulating among coaches and athletes concerning possible mascot change. Schoonover said he was against the idea of a new mascot.
"Absolutely not, Chargers all the way," he said.
For more on the Charger brand click here.
Hillsdale College Collegian 2008
Possible plans, discussed this week, could result in adding a third color, red, to the Charger blue and white, and a move to redesign the Charger's H-bolt logo.
Two months after the external affairs office created a campus wide style guide, which unifies the college's identity, discussions in the athletic department hint at the widespread impact of the trend, which could overhaul its department identity by next year.
Chris Bachelder, associate vice president of strategic marketing, said the college will take inventory of areas on campus needing standardization, such as scoreboards, publications and the football field logo. Once the guidelines are finalized, he said, they will begin revamping.
"Nothing we have done or will do changes the mission of the college," Bachelder said. "But what will change are the images and words that communicate that timeless mission."
Changes began over a year ago after administration realized each department's identity varied, Assistant to the President Mike Harner said. Two weeks later, Bachelder was hired. A year later, the assessment of the college's brand identity was completed and a new style guide created.
Director of Athletics, Mike Kovalchik, said he doesn't think the changes will jeopardize Hillsdale's tradition.
"I think the new additions will be very appropriate as long as they don't conflict with our tradition of blue and white," he said.
Kovalchik said one possibility for a new athletic department logo is to combine the H-bolt and the Charger horse. The change could be positive as long as it isn't a major variation from the present, Kovalchik said.
Currently, each sports team separately chooses and orders their uniforms at their own discretion. However, no uniforms will be purchased until changes are finalized.
Kovalchik said he looks forward to one standard shade of blue for all sports teams because different companies have their own dyes, making it hard for every team to purchase uniforms in the same shade.
Head football coach Keith Otterbein said he is wary of adding a third color and expense of replacing his team's equipment.
"I'm not close minded about the idea, but we've had the same jerseys for five years," Otterbein said. "So I just assume stay with what we've got - it's our tradition."
Otterbein said he doesn't see any drive for change in the near future, but he is on board with the administration and their goals for Hillsdale's image.
Bill Lundberg, head track and field coach, said he likes the implemented change of font and is supportive the administration's goal, but is unsure of a using a third color due to the financial aspect.
Students are also cautious about the possibility of a new addition to the color scheme.
Sophomore and former track runner, Igor Stelea, said it's hard to imagine Hillsdale with a third color alongside blue and white.
"A new color would probably be fine," Stelea said. "It will definitely take some getting used to."
Senior baseball player Joe Schoonover said he is content with the current jersey but willing to consider the addition.
There are rumors circulating among coaches and athletes concerning possible mascot change. Schoonover said he was against the idea of a new mascot.
"Absolutely not, Chargers all the way," he said.
For more on the Charger brand click here.
Hillsdale College Collegian 2008
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