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New University athletic logo debuts

(7-26-2000) Boston College today unveiled its new athletic logo, a symbol and consistent color scheme that brings "uniformity and identity" to Eagle athletic gear and sportswear, according to Athletic Director Gene DeFilippo.

The new logo is a modernized and forward-looking adaptation of the traditional Boston College symbol of an interlocking "BC" with an eagle in the center. It will appear on all varsity uniforms; stadium, arena and playing field signage; sports graphics; athletic department publications and stationery; and a full range of clothing and gifts, including hats, t-shirts and outerwear, DeFilippo said.

In addition, the Boston College Athletic Association has adapted a cartoon icon of "Baldwin," a bald eagle mascot, for use in children's marketing and as a secondary sports logo. DeFilippo said that the new logos and standardized maroon and gold color shadings were developed by SME Powerbranding of New York City, with the assistance of BC Associate Athletic Director for Marketing Susan Mosher. SME Powerbranding has also designed new athletic logos for Stanford University, University of Alabama, University of North Carolina and University of Florida as well as teams in the four major professional sports, including the Jacksonville Jaguars (NFL), Toronto Raptors (NBA), Florida Panthers (NHL) and Tampa Bay Devil Rays (MLB).

"We have developed a branding program that will bring a consistent look and colors to all of Boston College athletics," Mosher said, "and we now have a logo program that will support that new look."

Boston College Bookstore Director Thomas McKenna said that shelves are already stocked with the new logo items and he reported brisk sales of hats and clothing bearing the updated BC sports trademark.

"The new logo has a very exciting look," McKenna said. "The graphics are great. It has a real 'pop' to it."

In addition to the University Bookstore, items with the new BC logo are on display and available for on-line sale at the Boston College Athletic World Wide Web site,, as well as at MVP Sports stores throughout the Northeast.

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