2024-2025 Athletic Brand Identity Guide

ATHLETIC BRAND IDENTITY GUIDE

01. INTRODUCTION

THE BRAND OF GREENVILLE UNIVERSITY

The brand of Greenville University comes with a history that is well over a century in the making. It is the responsibility of the institution to respect and protect that brand.

The purpose of the Greenville University Athletic Brand Identity Guide is to create consistent standards by everyone involved in Greenville University athletic communications and branding, including employees, vendors, students, and others who use the school’s name or identity graphics.

Greenville University is the sole owner of its name and graphics.

Our Mission

The mission of the Greenville University athletic department is to foster Christian character, athletic development, and academic achievement in a Christ-centered community.

Our Philosophy

Greenville University is a Christian academic community that intends to meet the emotional, intellectual, physical, social, and spiritual needs of its members. The athletic department strives to develop discipline in the lives of its participants through athletic involvement and dedication. The desire of the athletic department is to see athletics as a means by which the goals of Greenville University may be achieved.

GU athletics’ primary goal is that the studentathlete can see every aspect of life in relation to a Christian world view. A clear understanding of Christian beliefs and values as well as the commitment to doing the will of God are encouraged. With these principles in mind, a student-athlete can view every aspect of life in relation to his or her ongoing relationship with Christ.

GU supports the concept as stated in the NCAA Division III manual that coaches are educators.

Understanding that athletics has significant educational and academic value, Greenville

University waives a health, physical education, and recreation general education activity class requirement for those who participate in athletics. Greenville University coaches are viewed primarily as teachers. Their daily and primary duty is to evaluate and instruct student-athletes in athletic skill development, sport strategy, teamwork, spiritual development, and general life skills. The student-athlete should also recognize that academic achievement is the primary purpose for his or her attending Greenville University. To become informed in a variety of disciplines is the intent of a liberal arts education. Learning is a lifelong process, and combining learning with athletics should be the goal of each athlete at Greenville University.

The University has established behavioral guidelines by which all student-athletes and all students are expected to adhere. But, it is important to realize that the established rules are not the maximum expectations of a student-athlete, but rather the minimum. It is the desire of the athletic department that the student-athlete will develop motivation which encourages him or her to become a self-directived person who is articulate, wise, sensitive, aesthetically and scientifically aware, and committed to doing the will of God.

The identity of a student athlete at Greenville University is far more than putting on a jersey and performing at an athletic event. It means pursuing a standard of character both on the field and in the classroom. Through strong work ethic and dedication, Panther athletes distinguish themselves as excellent competitors, top notch scholars, and men and women of character.

GU athletics values the institutions past while embracing its future. Our athletics program began decades ago with physical education classes held on Scott Field. Today, there are 17 varsity athletic teams competing at GU throughout the academic year. We value our rich heritage and the journey that brough us to this point. GU athletes stand on the shoulders of giants – men and women of character who inspire us to be the same.

02. COLORS

The Panther athletic colors were chosen for their bold appearance and striking contrast when paired together. The Orange, black, varied greys, and white are a visual representation of our desire for Panther athletes to stand out with boldness. For Panther athlete uniforms, only the colors below may be used.

All final designs must be approved by the Greenville University Marketing Department. Submit designs to marketing@greenville.edu.

03. TYPEFACE

Greenville University Panther athletics utilizes a custom typeface based off of the Lato font, entitled Greenville Lato to distinguish our athletic teams from other teams with similar colors. Greenville Lato appears sharp but incorporates slightly rounded elements, reflecting the sleek but muscular appearance of a Panther. For custom verbiage created using the Greenville Lato typeface, email your request to marketing@greenville.edu. This typeface is restricted to team mottos, slogans, advertisements, uniforms, warmups, venues, and merchandise. This typeface is not to be used in paragraph text, or as a header on web or print materials.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789

Lato and Helvetica Neue have been selected as fonts to accompany Greenville Lato in the athletic font suite and should be used for headers, and paragraph text in print and web materials.

Lato Light

Lato Light Italic

Lato Semibold

Lato Semibold Italic

Helvetica Neue Light

Helvetica Neue Oblique

Lato Regular

Lato Regular Italic

Lato Bold

Lato Bold Italic

Helvetica Neue Regular

Helvetica Neue Regular Oblique

Lato Medium

Lato Regular Italic

Lato Heavy

Lato Heavy Italic

Helvetica Neue Bold

Helvetica Neue Regular Oblique

TEXT LOGO – LOCK-UP

Greenville University text logos can be used in a locked-up format. Examples of this format can be found below. For new athletic program created logos, contact GU’s marketing department for assistance at marketing@greenville.edu.

MINIMUM SIZE: .75” .75”

.3X

PROTECTED AREA: The protected area around the logo ensures clarity and integrity of the graphic.

This logo is to be used exclusively on headwear: helmets, hats, ballcaps, etc. However, the use of this logo is not required on headwear.

PROTECTED AREA: The protected area around the logo ensures clarity and integrity of the graphic.

PROTECTED AREA: The protected area around the logo ensures clarity and integrity of the graphic.

PROTECTED AREA: The protected area around the logo ensures clarity and integrity of the graphic.

LOGO & TEXT LOCK-UP

When using the panther head logo with text logos such as “Greenville” or “Panthers”. The text must be created with the Greenville Lato typeface. When adding a specific sport to the logo, such as “soccer” or “basketball” the text must be a the secondary Lato font. Different options and guidelines for placement are indicated below.

Avoid the following unacceptable uses:

1 Do not stretch, resize or distort.

2 Do not crop any portion of the logot ype

3 Do not tilt or rota te the logot ype.

4 Do not rearrange components in the logot ype.

5 Do not alter the relative size of any component of the logot ype.

6 Do not alter the t ypeface of the logot ype.

7 Do not alter the t ype st yle (e.g ., from all caps to cap/lowercase, or ita lics).

8 Do not create st ylized Greenville University text.

04. LOGOS

While Greenville University athletics before embraces the rich history that brought us to where we are today, we also affirm the value of facing forward to welcome the future. The forward-facing panther head indicates this posture. The panther’s ears are pinned back, ready for action. In the same way, GU’s athletes are prepared not only for athletic events, but for lives of character and service.

A variation of this logo utilizes the outline of the academic shield icon. Approved variations of the shield and panther logo can be seen below. Other color variations are prohibited.

Primary

PROTECTED AREA: The protected area around the logo ensures clarity and integrity of the graphic. MINIMUM SIZE: .25”

The secondary logo for Greenville University athletics is a branded “GU” using a less rounded version of the custom Greenville Lato typeface. There are two spirit variations for this secondary logo. The first includes the panther head logo between the letters G and U. The color combinations approved for this variation appear below. The seconda variation includes a slash that appears from the top right corner of the logo to the bottom left corner of the logo. The color combinations that may be used with this variation are shown below. The gradient slash mark is not to be used for embroidery. Only solid color slash marks can be used for embroidery.

PROTECTED AREA: The protected area around the logo ensures clarity and integrity of the graphic.

Solid color slash mark options to be used for embroidery (with solid stroke replacing inner shadow rdient)

GU’s marketing department created a retro logo for game day uniforms. This option is limited to one game day uniform (home, away, or alternate), but can also be utilized as much as desired on game day warm-up apparel. Approved versions of the logo are shown below. PROTECTED

THE VILLE LOGO

The Ville logo was developed for both official athletic usage and for mainstream brand use on clothing and other GU branded items. The word has been approved for official athletic wear, team stores, and clothing for sale in the Panther Clawset student store. The Ville of Ville can be used on home or away athletic uniforms and in the retro font or the GU panther custom font.

05. PATTERNS

The following design elements and patterns may be used on promotional materials, on social media, and on advertising for GU athletics. For advertisement requests, or graphic elements needed, please contact the GU marketing department at marketing@greenville.edu. THE

PROTECTED AREA: The protected area around the logo ensures clarity and integrity of the graphic.

MINIMUM SIZE: .15” .15”

MINIMUM SIZE: .15” .15”

PROTECTED AREA: The protected area around the logo ensures clarity and integrity of the graphic.

06. GUIDELINES

Official game day uniforms must have one of two design elements:

The world “Greenville” or “Panthers” must be included as text logos, or these words should appear as the primary logo or secondary logo, not including spirit variations.

Uniforms that display last names should use either the Greenville Lato typeface of the Lato/Helvetica Neue font options. We recommend the teams use the Lato/Helvetica Neue options.

Do not display two official logos within six inches of one another on the same side of a uniform. (this does not include lock-up logos).

Do not use unofficial logos or slogans in a manner that appears to be part of the Text logo, primary logo, secondary logo, or headwear specific logo.

For special events, new colors (such as pink for breast cancer awareness month) can be used on game day uniforms.

In some cases, uniform vendors require the use of specific fonts. If this is the case, please contact the marketing department for assistance in working with the vendors to determine which vendor font is the best match for GU’s brand identity. There are consequences for use of unapproved fonts.

07. MASCOT

Though the panther mascot has been around since 1940, it wasn’t until 2015 that it had a name. In a student contest, “Hoguey” was chosen as the winning name in honor of Wilson T. Hogue, the first president of Greenville College in 1892.

At Homecoming 2023, Greenville University introduced a new Hoguey. The new, professionally made suit is a far cry from the hand-sewn one made in 1968 by the mother of the school’s first mascot, Roy Yarbrough.

Hoguey went from black to orange in 2023 and his face was created to more accurately exemplify the panther logo. This Hoguey is a fierce competitor and full of personality!

In celebration of our new Hoguey, GU’s marketing department created a caricature of our mascot friend to be used for general GU apparel, stickers, and more.

The Greenville University athletic brand is more than a logo or text. It is the culture behind everything we do as Panthers. Our brand represents who we are as an institution, as student-athletes, and as young men and women of character.

We embrace our past because it shaped us. We embrace our future because we know where we are going. As Panthers, we look forward with a focus on what is to come and a determination to stretch our faith and grow together.

If you have any questions regarding the athletic brand identity of Greenville University or need assistance designing uniforms, shirts, etc. Please contact the GU marketing department by email at marketing@greenville.edu. Logos are available upon request.