Image courtesy of the King’s College Marketing  and Communications Pictured above are Leo the Lion’s updated logo and logotype, designating the new athletic mark as part of the brand identity of King’s College.
Image courtesy of the King’s College Marketing and Communications
Pictured above are Leo the Lion’s updated logo and logotype, designating the new athletic mark as part of the brand identity of King’s College.

Leo the Lion has been around a long time — a 1947 issue of “The Crown” features the image of Leo leaning on a block K that every member of the King’s community is familiar with. Now, Leo’s getting an updated look in the new King’s College athletic mark, the latest step in the ongoing process to update the college’s look and feel so it more powerfully reflects the college as it stands today.

The new mark was designed by Creative Communications Associates (CCA) in a process guided by a committee of representatives from the college’s students, faculty, and staff. (CCA is the same group that designed the academic Mission Mark released this past fall.) The new athletic mark focuses on the pride, energy and competitiveness of the college and its student athletes.

Patrick Farrell, associate vice president of marketing and communications at King’s College, said the new athletic mark, like the Mission Mark, will help create a memorable identity for the college.

“The desired outcome is to create a fresh, memorable identity for the College that will resonate with all of our critical target audiences—in particular with prospective students— and more accurately reflect the spirit and mission of today’s King’s College,” Farrell said.

The new Leo and associated block ‘K’ and word marks (one of which says King’s, the other Monarchs), will be used in place of the Leo-leaning-on-the-block-K mark. Leo will be used primarily for athletics, non-academic student and alumni relations applications. The new name marks will be used on team uniforms.

The mark will be rolled out this spring at admissions and commencement events, including Accepted Students’ Day on March 29. The mark will be applied to the Scandlon Gym basketball court this summer. The new Leo will appear on new athletics uniforms, and will also be prominently displayed and promoted during Homecoming events in fall 2015.