The store had about 10 items on display at the entrance, ranging from hats and visors ($24 each) to T-shirts and a gold polo shirt made from Adidas’ “Climachill” fabric ($80). The same apparel also was to be put on sale at the football team’s spring game Friday night at Bobby Dodd Stadium.
Fans responded enthusiastically on social media to the gear, the first pieces of Tech apparel that Adidas has produced since the company agreed to be the apparel provider for the athletic department in August.
The word mark, a design that has been in the works since last May, will give the department and its teams a long-sought consistency in branding. (Keen-eyed observers may notice that the numbers marking the yard lines on Grant Field have been painted in a font echoing the word mark.)
New Georgia Tech wordmark.
Credit: Georgia Tech
Credit: Georgia Tech
The athletic department collaborated with NFL vice president for brand and creative Jaime Weston, a Tech alumna and a former Jackets volleyball player, and sought feedback from focus groups, alumni, students, athletes and fans.
“A lot of cases, whether it’s ‘SportsCenter’ or whatever it may be, it’s a fleeting image,” athletic director Todd Stansbury said, “and especially as we look at extending our footprint from a recruiting standpoint, I think that consistency becomes really important, because you want to make sure that a potential recruit in Seattle, Washington, whether they see the ‘GT’ or a certain gold or look or whatever, that they know who we are.”
The T, E and C in the word mark, particularly the T, were inspired by the tower’s lettering. The sleekness of the font was designed to evoke the school’s innovative bent, particularly in the design of the G, R and H, whose pointed serifs are also a nod to the stingers of Yellow Jackets.
Tech Tower on Georgia Tech's campus (AJC)
The Tech Gold (Pantone 4515 C) is based on the paint scheme of the Ramblin’ Wreck and also has a metallic version (Pantone 8383 C). The institute has also adopted the two gold shades.
The department has also reduced its variety of interlocking “GT” logos from 40 to 8, images that are displayed anywhere from television graphics to apparel to uniforms. They will use gold or white only with backgrounds of gold, white or blue. Eliminated versions also incorporated yellow, which has caused confusion about whether it was an official school color (it is not).
In that streamlining, whenever Buzz is used as a logo, he will be gold and blue and not black and yellow. The actual mascot costume will remain the same.
Georgia Tech linebacker Brant Mitchell models an Adidas t-shirt while speaking to media April 18, 2018 at Bobby Dodd Stadium. (AJC photo by Ken Sugiura)
An Adidas t-shirt with the Georgia Tech logo on sale at the Barnes & Noble bookstore near campus April 20, 2018. (AJC photo by Ken Sugiura)