FLORENCE---New visual symbols have been adopted by Francis Marion University.
The new symbols include a new university logo featuring three-dimensional letters “FMU” in University Roman BT Bold typeface. The logo has an inverted-curve design at the top and bottom of the letters “FMU” and will be duplicated in red, white and blue, the university’s colors.
A new athletics logo features the word “Patriots” in Krone typeface, printed over a large red star. “Patriots” is printed in white letters outlined in blue. A smaller star provides the dot over the “i” in “Patriots,” and a saber is incorporated into the design beneath the word “Patriots.” The star is symbolic of the military rank of general as in General Francis Marion.
Francis Marion University is named after the South Carolina Revolutionary War hero, nicknamed the “Swamp Fox” for using the terrain to outfox the British as America won its independence.
The new logos will be used in university publications and other marketing efforts to project a strong visual image for FMU to its various constituencies. The university logo was used in producing this year’s catalog and other recruiting materials. One of the first uses of the athletics logo is on the new wooden floor installed recently in Smith University Center gymnasium. Over time, the athletic coaches will also be incorporating the new logo in team uniforms. The university bookstore will be utilizing the new marks in various paraphernalia during the year.
“We have tried to design bold new visual symbols that best project Francis Marion University in today’s society,” said Garry Ballard, director of communications services. “We have developed these symbols, using feedback from a number of groups over many months to help us narrow our focus on what type of designs would be most accepted by our various publics.”
“We hope our students, alumni, faculty and staff as well as the community will like the new looks for FMU,” said Ballard.
A third visual element was also designed for secondary use by the athletics department when needed. This design is a cartoon Patriot carrying a colonial flag and is modeled after the costumed mascot now used by the FMU athletic program at various sports events. This figure is dressed in colonial garb, wearing a tri-cornered hat with an inset of the crescent moon, a symbol used by General Francis Marion’s troops in the Revolutionary War.
Athletic Director Murray Hartzler said the new symbols will replace the Patriot silhouette logo used since the 1970s. “The new logo projects a more modern and exciting image for FMU athletics,” said Hartzler. “Our athletes and coaches really like the new look, and we think it reflects a strong marketing effort for the athletic program.”
Janie Williams, a part-time graphic artist at FMU, created the university logo. The athletics logos were designed by Francis Santaquilani of Chattanooga, Tenn., the same artist who developed the Pee Dee Pride hockey team logo.
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