Context: The York “Lions” is the official name for Varsity Athletics & Sport Club teams that represent York University. The previous Lion's logo features a red lion (with and without the mane) with the university's colours, red and white. York's former teams were known as the York Yeomen and York Yeowomen but changed their name to the gender-neutral Lions in 2003. On August 16, 2018, the York Lions will reveal a new logo and launch an internal rebrand campaign. Jennifer Myers, executive director of Athletics & Recreation at York, had the following to say about the new mark:

“This is an exciting time to be a part of the Lion Pride! We have introduced a powerful new look that we think will resonate with our students and the York community as a whole. This new logo and identity reflects our passion and commitment to athletics and recreation at York. We believe this new brand will connect with students, staff and faculty alike, and with this new look everyone can see themselves as part of the pride.” The new York Lions primary logo features a majestic lion with a red mane and a black YU.

Q1. WHY REBRAND? WHY IS THE LOGO BEING CHANGED? WHY SO QUICKLY?
A1. Undertaking a formal brand revitalization initiative provides an opportunity to strengthen the overall York University brand by revitalizing the York Lion’s brand identity. Athletics & Recreation (A&R) commenced a formal re-branding process almost 2 years ago in collaboration with Central Marketing Services.The previous logo has been generally unsuccessful in its desire to make a broader connection with the York community. It was outdated, antiquated and extremely expensive to reproduce. There has been almost universal agreement (from student leaders, rec students, employees and athletes) across all groups, agreed that a change from the original logo was (desperately) needed.

Q2. WILL THE OLD LOGO BE DISCONTINUED?
A2. Yes, beginning August 16th the new logo will be launched to the public, from this date forward, A&R will discontinue using the old York Lion logo. It will take some time to replace all images & communications with the new logo, however, anything newly develop will be designed with the new logo.

Q3. WERE STUDENT’S ENGAGED/CONSULTED IN THE REBRANDING PROCESS?
A3. Yes, in October 2017 research was conducted by an independent firm in the form of conducting focus groups on student leaders, recreation students, employees and student-athletes. The result was that there was overwhelming agreement that a logo update was needed. The original York Lions logo was frequently described as cartoonish, complicated, unclear, not a source of pride. Participants were also re-engaged during the logo design/development stage and students are also be featured in an A&R rebrand video.

Q4. WHY ISN’T THE NEW LOGO GENDER-NEUTRAL?
A4. Independent research validated that gender-neutral wasn’t necessary. Students and staff felt that they did not want a logo to be complicated or dulled by forcing a political correctness that wasn’t necessary. Many that participated in the research did not recognize that the old logo was intentionally gender neutral (they mostly thought it was complicated and unclear). They felt that the new logo was as inclusive of men and women as the old logo.

Q5. WILL THERE BE NEW STANDARDS/GUIDELINES FOR THE NEW LOGO?
A5. Yes, new visual standards have been created and will be available on Aug. 22, 2018.

Q6. WHO DESIGNED THE new YORK LIONS LOGO?
A6. A&R engaged the services of Doug & Partners (d&p) with the objective of completing a full re-brand for the department which included the following:
• Primary and secondary marks
• Graphic Design Standards
• Initial launch campaign concept and creative development
• Departmental identification package
• Integration with York University Central Marketing

Q7. WHAT ARE SOME OF THE DESIGN FEATURES OF THE NEW LOGO?
A7. The key design principles of the new mark are:
• A proud majestic Lion
• The ‘YU’ includes the University in the mark
• Profile of the lion represents a lion in motion
• Size of the mane depicts a young lion
• Pointed ear symbolizes a lion that’s ready for action
• Research validated that a gender-neutral symbol was no longer required

Q8. WHAT IS THE LAUNCH SCHEDULE FOR THE NEW LOGO?
A8. The launch schedule will consist of the following key dates:
• Aug. 9th – 12th first materials appear with Varsity Football, Soccer and other teams receive their practice gear and apparel is handed out
• Aug 9 – 15th teaser campaign launches, A&R video airs on social media networks & website
• Aug. 16th – the teaser campaign ends with the unveiling of the new mark/logo
• Aug. 17th - Retail Merchandise Launch at the Lions Pride Shop in Tait McKenzie and the Bookstore
• Aug. 21st - #HeartOfALion Day – A campus community event at York Lions Stadium inviting everyone to come to the stadium for a lunch-time celebration
• Aug. 17th – 21st York Lions’ signage will be transformed
• Aug. 22nd – the new York Lions visual standards are completed & available for use
• Sept. 1st – 4th Mobile Tait initiative, to engage students and their families as they arrive on-campus
• Sept. 4th – York Orientation Day, brand launch in-front of approx. 4,000 1st year students
• Sept. 5th – 30th Rebrand #HeartOfALion website is launched showcasing profiles with York students, staff & faculty and alumni; mascot naming contest and other promotions and events
• Sept. 29th – Naming contest winner is announced at York University Lions Homecoming game


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