Three logos, three sectors, one place

Hannah Baker

Hannah BakerNews Editor

When one thinks of SDSU, three prominent images should come to mind: the jackrabbit, the Campanile and the SD logo.

These three logos all represent a different sector of SDSU. The jackrabbit logo is used by student organizations, alumni commonly use the Campanile logo and the Athletic Department has made the SD mark its typical logo, as it is seen on the field and court.

If a student group wants to utilize one of the logos, there are a few guidelines they must abide by to make sure the logo is not manipulated in any way.

Mike Lockrem, director of marketing and communications for University Relations, said receiving permission to use the logo is not a difficult process. In the past, he said student organizations have approached University Relations beforehand to make sure they are using it correctly.

“Students will come in, and we will look at it and say “yes’ or “no,’ or “you need to make some adjustments’ and things like that,” Lockrem said. “We’ve set some guidelines around the use of those marks to protect it from being altered or changed … and to make sure it represents the institution the right way.”

Lockrem said students are welcome to use the jackrabbit logo because it was originally introduced for student organizations to use.

“Student organizations on campus have the right to use [the jackrabbit logo],” Lockrem said. “From an institutional perspective, what we are trying to do is make sure that the application of the logo is correct.”

Although the jackrabbit was introduced for student-use, several students on campus are fond of the SD logo the most, including Sarah Ruml, a sophomore speech communications major from Freeman.

“I think the SD one is most appropriate, but I see the Campanile on letters whenever they send those out, so I know that’s a popular one,” Ruml said. “Maybe now that we’ve chosen a name for the jackrabbit, that one might become most appropriate. But right now I think the SD suits SDSU the best.”

Brooke Garner, a junior nursing major from Rapid City also said the SD logo is her favorite.

“I think the SD logo is the most prominent logo, and it represents the university well,” Garner said. “Also, since I am a part of SDSU athletics, I connect with it the most.”

When approving whether or not the logo can be used, Lockrem said University Relations looks at the color to make sure they have not been altered, as well as anything else that might defile or manipulate the logo.

Lockrem said there’s a difference between using the logo in print and for a sales item or a fundraising item.

“We’ve had to work with different groups on the licensing aspect and of the process that includes license vendors,” Lockrem said. “If a licensed vendor is not available, we’ve had student organizations become licensed themselves (so they can use the logo) and that’s just to insure that the application of those marks is within the guidelines.”

If a student organization fails to comply with the current guidelines, Lockrem said University Relations would address the matter and try to work with the organization to help them understand how to use the logo correctly.

“Right now it’s an educational process. If we find something that we think is incorrect, the next time we can make sure it’s going to be done properly,” Lockrem said.

Lockrem said these guidelines are not just for print purposes, but for the Internet as well. Since the logos can be found easily online, the primary concern is to make sure the application of the logo is being used correctly.

“A lot of people in the social media aspect like to use the logo on their own personal Facebook pages. They may want to prominently display the institution’s logo as their profile picture the week before a big game … that’s them showing pride in their institution.”

However, if the logo was being used somewhere University Relations did not think supported the integrity of SDSU, action could be taken to find out what purpose the logo is serving for that organization and if it is not applicable, the logo could be removed.

Ruml said she likes the fact that students can use the different logos as long as they have permission.

“It probably depends what they want to use it for. If they are trying to get a profit off of it they should get permission first, but if they are just using it for decoration and representing the university well I don’t think that’s bad.”

The SD logo, is currently receiving a minor facelift from University Relations to make the color scheme is more uniform and defined.

“There’s been a lot of different varieties of how the SD was used so what we really had to focus on was, more or less, the appropriate color scheme because we had so many different versions,” Lockrem said. “We want to narrow it down to make sure we have the right versions of the SD moving forward.”

Lockrem said if students have any questions about logo use to contact University Relations.

“We’re here to answer questions and help the process. Certainly we need to do that with the guidelines we are developing but it’s about trying to get people educated and get that information out there so people understand why we do things a certain way.”