• rss
  • pinterest
  • twitter
  • facebook
  • inkedin
Logo Designer menu
  • home
  • home
  • about
  • advertise
  • contact
  • submit
  • jobs
  • Advertising
  • Advice
  • Architecture
  • Articles
  • Arts
  • Automotive
  • Books
  • Business & Finance
  • Communication
  • Community
  • Competition
  • Computer & Internet
  • Corporate
  • Design
  • Design Jobs
  • Design Studio
  • Design Tools
  • Education
  • Electronics
  • Entertainment
  • Fashion & Lifestyle
  • Fonts
  • Food
  • Freight & Transport
  • Government
  • Health & Beauty
  • Home & Garden
  • Hotel & Travel
  • Icons
  • Music
  • News & Media
  • Opinion
  • Other
  • Photography
  • Real Estate
  • Religion & Spirituality
  • Science & Technology
  • Social & People
  • Sports
  • TV & Video
  • Web Design
  • pinterest
  • twitter
  • facebook
  • inkedin
search
0

Pentagram Rebrands Massachusetts’ Historic Amherst College

By Editor February 7, 2018

Categories: Education

Pentagram has rebranded Amherst College, a private liberal arts college founded in the Western Massachusetts town of Amherst all the way back in 1821.

The academic institution originally took its name from the town and the town in turn took its name from Lord Jeffery Amherst, a colonial-era military figure.

However, recent historical investigation has determined that Lord Jeffery Amherst, the commander of British forces in North America during the French and Indian War, quite possibly supported the idea of dispensing blankets laced with the smallpox virus to Indians—an early example of biological warfare.

Given this information, Amherst College decided to abandon their longtime unofficial mascot, “The Lord Jeffs” or just “The Jeffs”, and adopt a new official mascot.

After what is said to have been a lengthy nomination process and a campus-wide vote the college adopted the prehistoric mammoth as its new mascot; “The Mammoths” beat out finalists “The Hamsters”, an anagram of the word Amherst, and “The Poets”, a reference to the famous American poet Emily Dickinson who was born in the town of Amherst and studied at the Amherst Academy (the precursor to Amherst College).

The eventual winning mascot name, “Amherst Mammoths”, was inspired by the skeletal remains of a Columbian Mammoth, the second largest in the world, housed at Amherst’s Beneski Museum of Natural History.

Pentagram was subsequently commissioned to design the new Amherst mammoth icon and to revamp the athletic and institutional identity systems for the college. Two versions of the mammoth mark were created, a full-figure version depicting the creature moving forward, and a version featuring just the mammoth’s head with its distinctive tusks.

In addition to the new mammoth marks, Pentagram’s design team created several alternate icons including a redesign of the college’s nearly 200 year-old academic seal that was affixed to the diplomas awarded to the graduates at Amherst College’s first commencement in the summer of 1825. The seal, which has been revised several times over the last two centuries, is composed in a double circle and features a sun radiating above the college’s Latin motto “Terras Irradient” (Let them enlighten the Lands). An open book completes the composition.

The words “Sigill. Coll. Amherst. Mass. Nov. Ang. MDCCCXXV” which translates to “Seal of Amherst College, Massachusetts, New England, 1825.” is set in all-caps around the perimeter of the circular crest.

The previous Trajan font is also updated with the identity system’s new primary typeface Tiempos, a contemporary Roman typeface designed by the Klim Type Foundry based in New Zealand, and the motto is set in the system’s new san serif typeface Setimo.

In addition to Tiempos and Setimo, typefaces primarily used for the revamped academic identity system, the Pentagram team introduced Soho that is used in all-caps for athletics and spirit applications.

Two revised versions of the Amherst “A” monogram also set in Tiempos, a sunburst graphic element, an updated colour palette, and new logos for Amherst’s four giving societies complete the identity tool kit.

Pentagram
www.pentagram.com

Tags: academic, Amherst College, animal symbol, athletics, book, circle, Emily Dickinson, identity design, Klim Type Foundry, Latin, logo design, Lord Jeffery Amherst, mammoth, mascot, Massachusetts, monogram, naming, Native American, Pentagram, purple, racism, rebranding, roundel, seal, Setimo, sun, sun ray, sunburst, Tiempos, typography

SEE ALSO:

  • Penn College Reveals New Wildcat Athletics Logo
  • Historic ‘Quad Cinema’ Gets New Logo Design by Pentagram
  • Pentagram Rebrands U.S. Restaurant Chain, Tender Greens
  • Merced College Unveils New Logo Design
  • Pentagram Rebrands The Heart & Stroke Foundation of Canada
  • Soundwave Identity: Leeds College of Music

Leave a Reply

Click here to cancel reply.

CATEGORIES

  • Advertising
  • Advice
  • Architecture
  • Articles
  • Arts
  • Automotive
  • Books
  • Business & Finance
  • Communication
  • Community
  • Competition
  • Computer & Internet
  • Corporate
  • Design
  • Design Jobs
  • Design Studio
  • Design Tools
  • Education
  • Electronics
  • Entertainment
  • Fashion & Lifestyle
  • Fonts
  • Food
  • Freight & Transport
  • Government
  • Health & Beauty
  • Home & Garden
  • Hotel & Travel
  • Icons
  • Music
  • News & Media
  • Opinion
  • Other
  • Photography
  • Real Estate
  • Religion & Spirituality
  • Science & Technology
  • Social & People
  • Sports
  • TV & Video
  • Web Design

POPULAR

  • Elevation Creates Logo and Branding for ‘NFL on NickPlay’
  • YourParkingSpace.co.uk Reveals Brand-New Logo
  • Hulsbosch Refreshes Logo and Branding for HeartKids Charity
  • Bakery On Main Introduces New Logo and Packaging
  • Burger King Launches New Logo and Branding
  • Joe Duffy Goes Back to School – Rebrands DeLaSalle High
  • General Motors Updates Logo for New EV Era
  • Crystal Maker Waterford Given New Look by Identica
  • Robot Food Unveils New Logo and Packaging Design for Bulk

TAG CLOUD

3D A animated logo architecture black black and white blue branding car badge circle fruit geometric gold green grey icon design identity identity design illustration interior design logo design logotype luxury M metallic minimalist monochrome monogram naming orange packaging design Pentagram pink poster design purple rebranding red roundel shield stationery design stripes typography web design wordmark yellow

MONTHLY ARCHIVE

tweet meme

Tweets by @logodesigner_co

facebook

  • ABOUT | ADVERTISE | CONTACT
  • SUBMIT YOUR WORK

We simply love logos! Logo-Designer.co is dedicated to corporate and brand identity work. Our primary goal is to showcase identity design from around the world; we want to give designers the opportunity to share and publicise their creative work online.

If you're a designer wanting to submit your work, click on the ‘SUBMIT YOUR WORK' tab above.

For all other enquires, including advertising placements, please complete this form:

*Required Fields

THANKS. YOUR MESSAGE HAS BEEN SENT.
WE'LL RESPOND SHORTLY.

Logo-Designer.co is an online platform open to both professionals and students. We’re interested in your logo’s ‘design story’ – context, history, background, ideation, narrative, symbolism, meaning, semiotics, and other such things. We want to see iterative sketches, including discarded preliminary and prefinal designs, wherever possible. If you’re able to tell us about budget and time constraints, please do so. The more information, the better.

WHAT YOU NEED TO DO:

  • Provide large-sized images showing your design in lots of detail, saved at 150 or 300 dpi in JPEG (preferred) or PNG format
  • Include the ‘design story’ text document, not forgetting to list relevant categories and tags
  • Enclose the above in a single zip/rar file and send to: submissions [at] logo-designer [dot] co
  • You can submit more than one logo design; however, the limit is one submission per month
  • Be patient (it may be a while before we feature or publish your work).

OTHER CONTENT:

As well as logos, we’ll also consider the following for publication:

  • Font design
  • Icon design
  • Articles: opinion/advice (from both logo designers and brand strategy consultants).

RULES:

Please note: Logo-Designer.co will not show work related to any of the following:

  • Alcohol
  • Gambling
  • Tobacco
  • Pornography (or adult related themes).

©2020 Logo-Designer.co. All rights Reserved.
Do not republish/reprint our content without express written permission.
You are free to link to any of our website material.