Des Moines Register
09-14-07
Letter
Rethink and simplify the Iowa State 'brand'
Iowa State University appears to be missing a golden opportunity to simplify the branding of its athletics ("ISU Fans Vote for 'I-State' Helmet," Sept. 2). The debut of the 2008 football uniforms with white helmets and mediocre logo options has caused much disappointment throughout Cyclone Nation.
The more important issue, beyond white helmets, is the lack of a strong iconic identity for all Cyclone athletics.
I applaud them for realizing the way we currently represent ourselves is not the most effective. ISU's logo is a complex, over-colored design with incorporated text that is nearly impossible to distinguish at more than five feet away. Multiple variations of it exist with no clear primary version. It's difficult to establish instant brand recognition with no consistency to your identity, and since ISU hasn't officially abandoned the current logo, the new helmet designs only throw one more option on the pile.
A larger perspective shows that simplifying Iowa State's identity needs to be the focus. We need our own version of a Nike Swoosh. You only need to look about two hours east of Ames to see how successful that can be. Create something simple and iconic, and it will become timeless.
I challenge Iowa State to take the time and get this right. The result will be 10 times more effective and meaningful than letters on a white helmet. Give us something we can be proud of.
- Jeff Shaffer,
Des Moines.