O, University of Oregon, some think Nike has subtle designs on you
 |
|
||||||||||
EUGENE — In an attempt to bring cohesion to its image, the University of Oregon may decide to use a single symbol on everything from brochures to business cards: an O.
But the swanky, stylized O was designed by Nike, and some faculty and students are concerned the logo sends a signal that sports are more important than study at the university.
"I've said several times I think it sends the wrong message," said English professor Jim Earl, who serves on a panel examining the role of athletics at the UO.
The new O was inspired by athletics. The outside of the letter is round, like the bowl of Autzen Stadium, and the inside is an oval, to represent the track at Hayward Field.
Earl prefers the great seal, the traditional emblem of the academic heart of the university. Designed by Judge Matthew Deady in 1878, it has an image of Mount Hood in the center and around the edge the university Latin motto mens agitat molem, which means "mind moves mass."
"The seal seems dignified, it seems traditional," Earl said. "Whereas the O, it seems like the Ducks."
Allan Price, UO vice president for advancement, said the UO has designed a pile of logos and symbols over the years, including the Fighting Duck, the great seal, the interlinked U and O, variations on the words University of Oregon, individual logos for schools and colleges within the university, and many others.
Price said the university advertises itself with so many different graphic images they tend to cancel each other out or leave people scratching their heads.
"It almost conveys something negative, which is that we don't know who we are," he said. "And that's the most worrisome part."
The UO seal would be retained for formal and ceremonial uses, such as diplomas and commencement ceremonies, and also be allowed on certain types of letterhead. The Fighting Duck will stay also, and other logos can be used along with the new universitywide logo.
The idea is to have one dominant symbol that clearly communicates an image of the university to the public.
"What we're trying to do here is create commonality, not uniformity," Price said.
In the past, student activists have labeled the school the "University of Nike" for its close ties with Nike co-founder and Chief Executive Officer Phil Knight. He is a UO alumnus and the school's most generous donor.
Price said the university owns the rights to the logo and Nike had no role in choosing its symbol as the dominant one.
"If you asked anyone in the community what the logo of the university was, they'd say the O," Price said. "So a part of this is just accepting reality."
A decision is expected sometime next month.