After months of rumors that the University of Connecticut was getting rid of the much loved husky dog image for a new ‘brand” today was the day that the new logo was leaked out in a blog post by the University’s marketing machine — “A New Husky for a New Era.”
Nike designed the new logo — was UConn paid to use this new logo by Nike? Is there an exclusive Nike deal tied to this new Husky dog logo? Does that change your opinion?
Samoyed Husky Dog
UConn is not the only institution of higher education with a husky dog as a mascot. Others include University of Washington and Northeastern University. Somehow through the years, UConn adopted a Samoyed or Siberian/Samoyed mix “husky” dog which has had an all-white coat and often has had two different colored eyes (one blue; one brown). In the athletics world this was just fine because Washington and Northeastern’s husky dogs had the markings of an Alaskan or black and white Siberian “husky” dog. It was easy to tell the difference between UConn and the other two husky universities.
UConn Mascot – Jonathan the Husky Dog
UConn student LOVE the UConn husky dog. As most in higher education know, if all goes well during a students’ undergraduate career, “institution bond” is strong — and a loyal alum has been developed. One common way in which students as well as fans connect to their beloved alma mater or state school is through the university’s mascot — in UConn’s case, the husky dog. UConn has three versions of their husky dog: the real canine (cared for by Alpha Phi Omega), the costumed cheerleader Husky Dog, and the image/logo created by the University used in marketing and on team uniforms. In all cases at UConn the husky dog has been an all-white, fluffy, mild mannered dog. UConn fans and alumni absolutely adore their mascot and have since the 1930’s.
Many universities have tried to change their mascot, colors, and logo — and have failed. Did UConn not learn from the disasters at other Universities like when Purdue introduced a new Purdue Pete who looked like the cousin of a Cabbage Patch Kid? The Cabbage Patch-Purdue Pete debuted in a spring football game never to be seen again because of the intense backlash from students, alumni, and fans. The new mascot was booed off the football field when it was introduced and continued to get harsh criticism until the University was compelled to completely abandon the new Purdue Pete — faster than the death of new Coke.
So…why is President Herbst so determined to change our mascot, making Jonathan more fierce? Why does the new logo look like a black & white husky dog — perhaps an Alaskan? Is President Herbst trying to leave a legacy?
University marketing and branding is serious business these days. But university marketing is much more complex than “real world” marketing. Universities have so many more stake holders than the corporate world. Not only should the university be concerned about what students, alumni and fans think and feel about the mascot and “brand” but they also must be concerned about other stake holders like parents, donors, legislators, community partners, corporate sponsors, and athletic conference officials. Branding, in cases like these, is often at direct odds with Tradition. Every real canine UConn husky dog except the first has been all-white. That is some strong tradition. How will this be overcome?
Northeastern University Huskies
University of Washington Huskies
- Even if UConn fans love the new brand and mascot — how will this impact Washington and Northeastern? — and the rest of UConn athletic conference?
- How will UConn distinguish itself from the other husky schools?
- Will the UConn administration replace the costumed mascot, retire the real canine, and remove or modify the husky statue outside of Gampel Pavilion?
- How much is this going to cost? Think about how many places the current image of the UConn husky dog is including merchandise, murals, business cards, signage, uniforms, garbage trucks, stadiums, Coke cans, and my $100 sweater.
- How will the UConn administration deal with the negative backlash which is inevitable?
- Nike designed the new logo — was UConn paid to use this new logo by Nike? Is there an exclusive Nike deal tied to this new Husky dog logo? Does that change your opinion?
So, what are your thoughts?
To help you formulate your opinion, here are a few more images for your reference:
Siberian Husky Dog
Alaskan Husky Dog
PCPop w/ Pablo 
I really like the new logo because he or she has aHAPPY face I think they should keep the statue of the previous mascot in front of gample People. Don’t like change. Change is good. What better time than now when they are entering a new conference. I am a huge WBB FAN AND UCONN IS MY TEAM AND I HAVE NEVER BEEN TO CONN AND I WON’T CHANGE BECAUSE OF A LOGO.
You make a really good point. We will love the UConn Huskies regardless of what the logo looks like. Thanks for the reminder…of what’s really important. Go UConn Huskies!