A DSU rebranding survey is open for public commentary as the university progresses in the process of changing its identity. The university is seeking public opinion on six concepts for its new athletic nickname — including the Sun Warriors, Raptors, Rock Hounds, Blazers, Marshals, and Wranglers — and the subsequent mascot.
The entire community is invited to log onto dixiestate-nickname.com and offer feedback regarding the six finalists. The website includes conceptual imagery presented on mood boards that offer the feel and direction of each finalist but do not represent the final logo or design. Those participating in the survey will be asked to rank the six finalists in order of their preference. Additionally, they will be given the opportunity to offer feedback and suggest other identities.
Commissioned by president Richard Williams, an identity committee made up of individuals representing DSU’s alumni, students, athletics, faculty, staff, administration, and community is working with Utah-based Love Communications to determine the new identity. The six finalists were selected after the committee and agency studied over 10 years of research that measured the community’s opinions regarding the university’s identity. Next, the committee and agency identified 10 ideas for the university’s new identity. The committee then pored over the concepts, discussed each option extensively, and narrowed the identities to six finalists.
Along with gathering strong public opinion from past data, the committee focused on other key branding elements while considering each identity. The committee intends to create a brand that is strong for athletics; is distinct, authentic, and consistent with DSU’s history, geography, and mission; and is not used by other major institutions. Each of the six finalists meets a large portion of these criteria and the nickname/mascot combinations are all unique.
After the survey closes, the identity committee will review the results and take the rankings and all write-in options into consideration when making their final decision for the new identity. Once the decision has been made, DSU’s new mascot and brand will be revealed during the spring 2016 semester.
The rebranding process is part of an effort to establish a strong brand and identity for the university, one of the six goals of the institution’s strategic plan, Dixie 2020: Status to Stature, and includes changing the institutional nickname and athletic mascot from Red Storm and Big “D” the Bull, respectively.
Based on the data collected from the research, DSU’s new nickname and mascot will not include any current or past identities. Additionally, “Dixie State University” will remain the formal name of the institution as determined by the Utah State Legislature when DSU was granted university status.
To learn more about Dixie State University, visit dixie.edu.
