April 13, 2005
The University of Tennessee athletics departments rolled out six new secondary marks today, which will enable UT to integrate the tradition of Smokey into the logos. The primary brands for Tennessee athletics will continue to be the "Power T" and the "Lady Vol T".
"These new secondary marks give new energy to Smokey and add to the brand strength associated with our primary athletic logos," said Chris Fuller, assistant athletics director for sales and marketing. "Creating a new Tennessee Volunteers word mark also allows the department to officially retire some of the previous marks that have become outdated, such as the Davy Crockett rifleman mark and the Star Vols mark."
Phoenix Design Works and Satellite Studios developed the new marks. Phoenix is responsible for the Youth Smokey and Dignified Smokey marks, as well as variations of the new word mark and a completed alphabet utilizing the Tennessee font. Satellite Studios, based in Knoxville, created the Competitive Smokey marks.
The new marks will be available exclusively at Tennessee Traditions and the UT Bookstore on the University of Tennessee campus and online at www.VolMall.com until May. After that time, the new marks will be available to all licensees and retailers.
Secondary Marks Fact Sheet
The Philosophy of the Marks:
- The primary brands for Tennessee athletics will continue to be the "Power T" and the "Lady Vol T". These secondary marks give new energy to Smokey and add to the brand strength associated with our primary athletic logos
- Purpose of this project was:
1. To create secondary marks for the program that fully explored Smokey as part of the Tennessee tradition and also created a new "Tennessee Volunteers" wordmark
2. Allow Tennessee athletics to officially retire marks such as Davy Crockett "rifleman" mark, Star Vols mark, and the previous Smokey mark.
- "Tennessee Vols" word mark
- Youth Mark with "Power T"
- Youth Mark with "Lady Vol T"
- Dignified Smokey Mark with word mark
- Competitive Smokey with "Power T" medallion
- Competitive Smokey with "Lady Vol T" medallion
- Two design firms played a role in the project. Phoenix Design Works was the primary design firm, creating a catalog of marks that includes variations of the new word mark, a complete alphabet utilizing the Tennessee font, and two unique Smokey marks - the Youth Smokey mark and the "Dignified" Smokey mark. Satellite Studios, which is owned and operated locally by Danny Wilson, created the "Competitive" Smokey mark
Contact: Jamie Skiles - (212) 465-8585
Contact: Danny Wilson - (865) 691-1450
Where are products featuring these new marks available?
- For a short period of time, these new marks will be available exclusively on-campus at Tennessee Traditions and the UT Bookstore. These products will also be available exclusively online at www.VolMall.com. After this brief exclusive period, we will make the new marks available to all licensees and retailers.