PLU Athletic Department Unveils New Logo

The Pacific Lutheran University Lutes are proud to introduce the school’s new branded athletic identity.

Over the years there has been a lack of consistency in regards to the athletic brand both on campus and in the community and the new logo allows PLU Athletics to build a brand by "creating an identity with one mark associated with PLU Athletics," said Director of Athletics Laurie Turner.

The previous logo was instituted in 2006, but from an athletic standpoint there was something missing. "PLU Athletics is rich in tradition and history and this new spirited design will embrace the strength, power and winning spirit that all PLU athletes bring on the field day in and day out." PLU Marketing Director David Vedder said.

"As a department we wanted to honor the past while simultaneously creating a modern image for the athletics department," said Assistant Athletic Director Jen Thomas.  

The rebranding of the athletics logo involved the Athletic Department working in conjunction with University Communications and the Student Life Office.  Once a general depiction of the logo was created, it was presented to coaches, student-athletes and the general student body for feedback. The primary logo was established with the Knight mascot with "Lutes" underneath. A series of images and sport specific logos have also been created.

The response to the unveiling of the new logo has been overwhelmingly positive and student-athletes are excited about it. "I am happy to finally see a mascot and logo that puts a face to PLU Athletics. The knight logo illustrates the aggressiveness and determination necessary to succeed on and off the field," said men’s soccer player Alex Schisel.

"Creating a symbol that embodied all that we as PLU athletes represent was a difficult challenge but I feel as though the Athletic Department was able to do just that and the athletes are proud of the new logo," said softball player Haley Harshaw.

The new logo will appear on the Northwest Conference website, PLU’s athletic website, (www.golutes.com) apparel, game-day programs, press releases and marketing and promotional tools.

Apparel with the new logo will be available to purchase in the Garfield Book Company and at athletic competitions. The department will also sponsor promotions and giveaways featuring the new logo at sporting competitions throughout the year. Opportunities to win apparel online will be at the athletics’ facebook page www.facebook.com/golutes.

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