The Other Mythical Spelling

As we saw yesterday, the MacEwan Griffins decided that they needed to update their logo from a somewhat-cartoonish griffin to a fiercer, sleeker, modern griffin. What I didn't mention is that the other team known as the Gryphons representing the University of Guelph also went through a rebrand in March! What should be noted is that the final result for both schools have similarities despite them using completely different design methods. While MacEwan went with a former student's design company, Guelph's new identity was designed entirely in-house. Both designs achieved their rebranding goals, however, and there are enough differences so that they aren't confused for one another!

For those unaware, Guelph's visual history was actually posted on their website, and it's interesting! It reads,

"The Gryphon name was first introduced in 1966 after the chairman of the Athletic Advisory Council, Fred Gilbert, suggested it for the U of G softball team. He would later advocate for all U of G sports teams to be called Gryphons, and it was officially adopted in 1967. Soon all members of the U of G community would proudly call themselves 'Gryphons'.

"The logo itself was created by W.F. Mitchell and took inspiration from a gryphon illustration used as a trademark by an English manufacturer. Mitchell would make slight alterations to the design and received approval from the manufacturer to use it."

While there were no websites that identified the manufacturer who granted the University of Guelph permission to modify its logo, it seems pretty clear from the lede image that the Gryphon logo is tough to draw and doesn't feel all that warm and welcoming. While it accomplishes looking like a gryphon, it doesn't really evoke any reaction from someone like me who didn't attend the school. I'm sure that former and current students have pride in that logo, but it's just not a fun, memorable logo for the right reasons.

"The University of Guelph's updated visual identity is compelling, powerful and elevates our position as one of Canada's leading universities," Dr. Rene Van Acker, interim president and vice-chancellor, said on March 21 at the soft launch of the new logo. "I commend the hard work of all members of the U of G community who had a hand in this ambitious project and ensured everyone felt represented. Our evolved brand will elevate U of G's recognition locally, nationally and internationally."

As you can see to the right, Dr. Van Acker's assessment is fairly close to how I'd describe the new logo despite me not using the word "compelling". It does look more powerful compared to the old logo, and the modern, sleek design has some feeling now. Perhaps it will carry a little intimidation. It certainly will evoke pride in the students, faculty, and fans who sport the new logo on their clothing, and it's a far more marketable logo than the old one was. Comparatively to what we saw yesterday with MacEwan, the design is simpler than the Alberta-based Griffin, but that difference keeps the two schools separate despite their team names. In the end, Guelph's new design still works well.

The raised right front foot somehow made it into both designs, so I should note that lead designer Ethan Bersche, who serves as the manager of brand strategy, collaborated with marketing and communications leaders across campus on the design process while partnering with Michelle Pino, manager of marketing and communications in the Athletics Department, to develop the evolved Guelph Gryphons logo. Olya Yousefi, director of digital engagement and marketing, led consultations with students, faculty, staff, alumni, athletes, donors, and industry partners on the final design elements, and the new Gryphons logo is the result of that effort.

"Our objectives were rooted in engagement, excitement and innovation," Yousefi said of the new logo. "The design strategy leveraged in-house talent and community consultation and resulted in an identity that strengthens our Gryphon culture and reflects our mission to improve life on campus and beyond."

I don't know if a logo can "improve life on campus and beyond", but I do think that this new Guelph Gryphons logo will bring more pride to Gryphons events as well as being a logo for which student-athletes will rally. The new logo has depth as if the gryphon was more real than the previous design, and it works capture the spirit of Guelph athletes with focus and determination. This new Gryphons logo works very well, and it gets a big thumbs-up from this writer.

Well done on this rebranding, Guelph! It looks great!

Until next time, keep your sticks on the ice!