2008 Woodie Awards
35-year-old logo makes way for new
Selection committee hopes students, faculty will be as happy with the new mascot as with the old.
Brittany Westerberg
Issue date: 2/27/08 Section: News
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"We on the selection committee are very excited about the tradition that begins today with this new logo," Students' Association (SA) Vice President Chris Schaefer, who emceed the unveiling event, said.
The old mascot design has served SDSU for 35 years. "How many other things have served us well that long?" President David Chicoine said. "We have to give respect to the contributions that that logo has given this institution for those 35 years."
During those years, Chicoine continued, the institution has changed. Student enrollment has increased, new buildings have been built and new programs have come online. "It certainly makes sense then for this group of dedicated people to have undertaken the task to refresh the visual image of South Dakota State University."
"We have come to this decision using your input as a guide," SA President Alex Brown said, referencing the many surveys and focus groups the selection committee put on during the months leading up this unveiling, "and we hope you are as happy with the new mascot as we are."
The new design was met with a mixture of responses from students. Some thought it looks "mean" and angry. Other students like the new logo.
Emily Kuecker, a junior speech communications major, said that this design was the best they have had yet, especially looking at the fact that they did not have the easiest animal to work with. "I think it's really creative how they made the Jacks logo," she said about the word-mark.
"You're always going to have people who prefer the old rabbit," University Relations Director Jenny Crickard said, "but it won't completely disappear."
Brothers Craig Whitlock and Cory Whitlock of Mongoose Graphics in Denver, Colo. - both Spearfish, S.D., natives - created the new mascot design. When they were presented with the $1,000 reward for creating the new design at the unveiling, they donated it back to the school, saying it should go toward the Jackrabbit Guarantee scholarship.
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