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Why Auburn Should Not Tamper with the “AU” Logo

By on August 9th, 2019 in Football, News 13 Comments »

Courtesy of Auburn Uniform Data Base

For the first time in over 50 years Auburn will be changing its official logo. The traditional interlocking “AU” will be tighter, smaller, and emphasize a little more orange. The new logo will be a shorter, squatter version of the old with the recognizable white space between the “A” and “U” done away with and the “U” in the logo shorter.

The last time Auburn tried to mess with the brand (1995), then president Dr William Muse had a revolt on his hands from fans and had to quickly retreat. Sort of like what happened to Coca Cola when management tried to change its recognizable brand to “New Coke” back in 1985. There was a revolt from consumers, the likes of which had never been seen before.

Coca Cola officials tried to market it as a new improved logo and formula. They tried to alleviate consumer angst by saying the changes were slight and intended to improve the brand.

Likewise, according to the university’s assistant vice president for communications, Mike Clardy, Auburn updated its logo to “help us further elevate the Auburn brand.” When looking at the new design, some will undoubtedly (as with the Coke brand change) say it’s almost the same thing, so what is the bid deal?

If it is in fact a slight alteration, then my question is, “Why change it at all?” Why spend a lot of money to change all the uniforms, the printed material, signs around campus, including the stadium, Arena, and athletic facilities? It will be a complete waste of resources for something that doesn’t need changing. As my granddaddy used to say, “If it ain’t broke, don’t fix it.”

Again, how can changing an internationally recognizable brand to something different help “elevate the Auburn brand?” Reports are the genesis for the change came from former Auburn President, Steven Leath, who was forced out of office last month. Why then should the school proceed with such a costly venture?

Mike Marshall over at The Auburn Authority has an interesting take on the change wanted by Dr Leath. Marshall is an alumnus and former beat writer for several outlets, including 247Sports. He had this to say via twitter: “Not sure why you would do that. If AU is looking to enhance  marketing and branding, perhaps a better approach might be to avoid hiring a president who was almost a disaster from the start and paying him $4.5 million to leave.”

Exactly Mike, exactly.

Auburn should keep the AU logo as it is and apply the energy and money somewhere else that needs the attention because this is one area that doesn’t need fixing!

War Eagle!


  1. NOOOOOOOOOOoooooooooo!!!!!

  2. Changes may be small but why change an iconic emblem? I agree with you ATM, spend the money elsewhere.

  3. zotus zotus says:

    ATM, my grandfather would have looked at this whole goat rodeo @ Auburn right now concerning the “AU” logo … and, said this:

    “Well, grandson, it’s just another example of another incompetent, head-in-the-sand bureaucrat serving up yet another ‘solution looking for a problem’ to an ungrateful public. It’s what head-in-the-sand bureaucrats do. The rest of us would be well advised to run like a scalded dog from bureaucrats, such as these, and never put them in positions with the authority to make decisions that effect other people’s lives.

    P.S. On a historical note: I was in my senior year at Auburn when, without fanfare, the “player’s number” came off the side of the Auburn football helmet, and the “AU” logo made its debut. That was in 1966, the year that will always be remembered as the lull period for Auburn football, stuck it history between the great eras of Fredrickson-Sidle and Sullivan-Beasley.

    But, of course, 1966 would always be able to lay claim to the legacy of being the father and the mother of that great “AU” logo. Or, so we in the Class of 1966 thought. But, that was before Apparatchik Steven Leach came on the scene in Lee County Alabama with his ‘solution looking for a problem’ agenda. (I’m looking at you, $49 Mil contract extension)

    P.P.S. But as you point out, it’s not too late. This “AU” logo fiasco needs to be nipped in the bud. Auburn folks everywhere would be well advised to run from this man, Leach, and his ideas like a scalded dog. Enough is enough!

    NOTE to the Auburn BOT: Do your jobs Ladies and Gentlemen. Please do your jobs.


  4. AubieCE AubieCE says:

    This smacks of incompetence and change because some graphic designer was let loose.
    It’s not like AU has places it can’t spend $ better than this.
    As there is no need for this, why do it?
    I have seen no real answers nor whose grand idea this fiasco is.

  5. I saw War Bloggle post a link on twitter for fans to sign a petition to stop the change. I don’t know how much that can help but here’s the link :

  6. neonbets says:

    The Useless Bureaucrat’s Syllogism:
    Something must be done.
    This is something.
    Therefore, we must do this.

    Personally, I could care less. The change doesn’t bother me, as much as the in-your-face-bureaucratic-stupidity. Hell, if you’re going to make a change, then go Full Oregon with it. Make the colors Highlighter Blue and Highlighter Orange. Use Greek lettering for the A and the U. In other words–commit.

    Now that would upset me greatly. BUT, at least there’s some logic to the initiative. This way. Auburn could recoup all the wasted salary payments to useless leaches like Leath (say ‘useless leaches like Leath’ 5X fast–I dare you!) with the sales of retro unis.

    Now, they can’t even do that, as the two designs are too similar. So stupid.

  7. easyedwin easyedwin says:

    Not necessary

  8. Amy Harrison says:

    The iconic Auburn logo is just that… iconic. Leave it alone and put the money to a more productive use.

  9. Sullivan013 Sullivan013 says:

    Looks like it’s time for a boycott of any vendor selling the new logo. That will be the surest way to kill this little experiment.

    Let the licensed vendors start clamoring back at the University about the drop in their sales figures and you’ll see this quickly become a single-season anomaly relegated to the dustbin of history.

  10. Zach Taylor Zach Taylor says:

    And we find all of ourselves in complete agreement.

    Except this:

    Some of us artistically challenged spent our youth trying to get the ends of the U just right and never quit could….that gap between the letters always got me. At least this has been solved.

  11. WDE7385 WDE7385 says:

    Totally agree. No need to spend money to “fix” something that is not broke.
    Save that money, AD may need it later this year for something worthwhile.

  12. […] to alter the official “AU” logo. It may seem like much to do about nothing, but apparently it’s important to a lot of folks. In fact there’s an on-line petition to stop the change. Thus far it has garnerd over 10,000 […]

  13. wde1988 wde1988 says:

    Don’t mess with our traditions… this includes our uniforms!


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