Eventually, all Bruin teams will be unified under a new branding effort, centering around the new Game Time GF logo

While George Fox University is traditional in many senses, the school also prides itself as being forward-thinking at the same time.

So when the athletic department recrafted its vision statement two years ago, it seemed like the perfect opportunity to simplify and modernize the school’s marks and logos while also standardizing the look of all its SUBMITTED PHOTO - A new look - George Fox players got their first look at the redesigned school logo that will grace helmets when the school resurrects its football  program in fall 2014 after a 50-year hiatus.

Building off its vision “to be ‘the team to beat’ in NCAA Division III sports with the most formative experience in the country,” the Bruins have rebranded themselves visually, most notably with their new “Game Time” GF logo, which has been rolled out incrementally on team uniforms and across campus.

“In terms of the way it looks now, we wanted to get something that had a really strong collegiate feel to it, some substance to it, which is why it’s little bit blocky,” said director of admissions Ryan Dougherty, who led the rebranding effort. “At the same time, we wanted something that was a little bit more modern, aggressive, had more movement to it. When you look at it, it’s almost tipped forward a little bit.”

In house designer Darryl Brown spearheaded the design of the new logo, which creates the ‘F’ with negative space nested inside the ‘G’ and incorporates three “fangs,” matching the school’s bear-head logo, which was updated last summer, and the department’s new official font.

The men’s soccer team, for example, employed the bear-head logo and font on its new uniforms this fall, while the women’s soccer team used the “Game Time” logo.

The idea was to roll out the new look in waves, as teams replaced their gear, like men’s and women’s basketball did this winter. This season has also seen the school unfurl giant bleacher covers in Miller Gymnasium featuring the logo, which is also on banners across campus. by: GARY ALLEN - A colorful start - George Fox University has yet to finalize the design it will use on its football helmets when the team takes to the field in fall 2014. Both designs (left and below) will employ bold graphics and be adorned in the school's colors of Navy Blue and Old Gold, and the graphics will be created and applied to the helmets by Newberg company Hydro Graphics Inc., which has a created a niche business applying the company's technology to helmets and other sports gear for high-profile college and professional sports teams across America.

Moving forward, all merchandising will feature the new branding, part of which will be sticking exclusively to the school’s traditional shades of Navy Blue and Old Gold as its primary colors.

The overall timing of the rebranding dovetailed nicely with the upcoming addition of football and women’s lacrosse, and the new marquee sport has been included in the latest roll out as the school released the second of its three helmet concept designs, all of which have been done in partnership with local company printing Hydro Graphics Inc.

The first concept featured a large “Game Time” logo with a chrome finish and was revealed to players at a practice this fall. The second features a color in a gradual fade from blue in the front to gold in the back, with a modern “slash” of bear claws on the sides.

HGI has created custom looks for many of the biggest names in football, most notably the Oregon Ducks, and Lisa Bischoff said the company has been thrilled to bring George Fox’s designs to life. Even though it will play its first game in more than 50 years next fall, among Division III teams the Bruins will likely be on the cutting edge stylistically right from the start. Bischoff said HGI would certainly like to see GFU become a forerunner among programs at that level.

“I just love football towns and think it’s going to be so phenomenal for Newberg,” Bischoff said. “That we get to take part in it, we just think it’s great. I think it’s a win-win for everybody.”

The school will unveil its third helmet concept at a later date, but doesn’t expect to make a final choice until it places its final uniform orders in February or March.

“It’s one of those things we’ve been working on for quite a few years, so it’s really exciting to see the facilities going into the ground and the branding initiative along with that,” said athletic director Craig Taylor. “It’s exciting for me and for the university to see this take shape and move forward.”

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