BOSTON, Mass. - The Simmons College Athletics Department has revealed its new visual identity and brand after completing a comprehensive four-month process in collaboration with the College's Communications and Marketing Departments. Simmons is debuting fresh new primary and secondary logos as well as wordmarks and sport-specific wordmarks in addition to a tertiary logo.
"Working with Athletics on new visual branding was a top priority," said Cheryl Howard, Simmons Vice President of Communications, Diversity & Inclusion. "We all wanted a mark & logo that truly captures the spirit, passion and heart of our super-competitive Simmons Sharks. We could not be more excited about the new look which is debuting now. Go Sharks!"
A committee comprised of athletic administrators and coaches worked closely with the graphic designers of New York City design firm, SME, Inc. to create a branding initiative that would capture the spirit, passion and heart of the Simmons Sharks.
"For the Simmons Sharks project, SME were tasked with developing a contemporary identity for what is truly a unique brand within collegiate sports," said Ed O'Hara, President and Chief Creative Officer at SME. "To achieve this SME focused on building a logo program that together tells the complete visual brand story of the Sharks all in a manner which is clean, simple and direct. It was a pleasure working with the Simmons team who were brilliant collaborators and driven to ensure that every detail was just right."
The Sharks' sleek, new look conveys a position of strength, speed and competitiveness that embodies and pays tribute to the integrity of the student-athletes, who represent Simmons on the playing surface, in the classroom and in the community.
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The new branding utilizes the navy and gold colors, which have become a staple of the Sharks' look throughout the years. The primary Shark will serve as the strong, bold face of Simmons Athletics, while the secondary fin signals the Sharks' measured pursuit of excellence in the waters of competition.
The branding will make its debut on the Simmons Athletics website, social media channels, team uniforms and apparel as well as the Sharks' $13 million state-of-the art outdoor athletic complex, Daly Field, which is set to open for competition in September of 2016.
"It couldn't be better timing or more exciting for the college and athletics to introduce our new identity in conjunction with the opening of Daly Field," said Director of Athletics Ali Kantor. "The branding raises our profile as we embark on a new level of sustained success with a goal of consistently competing on the national level."
Simmons Athletics sponsors 10 varsity programs, including basketball, crew, cross country, field hockey, lacrosse, soccer, softball, swimming & diving, tennis and volleyball and competes in the Great Northeast Athletic Conference as well as the New England Women's & Men's Athletics Conference for crew. The Sharks have won the GNAC Commissioner's Cup in three of the last five years and boasts NCAA Tournament appearances in multiple sports in recent years.