JACKSON STATE GREENJAYS
Jackson State Community College’s atheltic team had historically been called the “generals”. That name, for several reasons, like being somewhat culturally insensitive and the local AA Baseball team adopting the same name, brought about the need for a new name and a new mascot. We worked with a select committee with representatives from all areas of the college to brainstorm a new name, mascot and logo. They wanted to keep their green and gold color scheme to maintain some consistency in the look and feel of the athletic program, and they wanted a unique name. Not Tigers. Not Cardinals. Not Bears or Cubs. With some research we discovered the existence of a bird called a Green Jay. And after even more research, we could not find a single college athletic team using a Green Jay for a mascot. Several Jays or Bluejays, but no GREEN Jays.
Authenticity is really important to us, so we did our homework on this species of bird. After getting the basic shape of the bird simplified and worked out in one color (black and white), we discovered there is a lotof blue in the “green” jay so we introduced it as a secondary color and the orange found on the bird as an accent color. That helped freshen up the pallete for uniforms and apparel, and gave them more options and possible combinations.
Next task was to create a proprietary font we could use for the athletic program. We worked with an existing font that had some of the feel we were looking for a did a lot of customization to create a look and feel that worked well with our new mascot mark but stood on it’s own as well.Most athletic teams need a good bit of variety and flexibility with their branding due to all the various applications, so we try to develop each piece with that in mind.
Now for the rules of the game. One of the biggest challenges in branding is consistency. That’s why we develop brand standards, to help maintain a consistent look and breed familarity with the brand as it is applied across all media and, in this case, all sports.
And then the really fun stuff – uniforms and apparel. We developed a custom set of numbers to match our font for the teams to use on their uniforms. Go GreenJays!