The Division of Intercollegiate Athletics has begun the process of updating its brand.

The DIA is looking to change “logos, colors, terms and fonts,” said assistant athletic director Marty Kaufmann, making up “anything that we can graphically display publicly.”

The purpose of the update is to redefine the brand so that Illinois athletics have a more recognizable identity. 

“When we recruit nationally, sometimes they may or may not know what the orange and blue might mean,” said Kaufmann, who oversees licensing and merchandising for the DIA. “We want some sort of imagery that will become quickly recognizable of the University of Illinois.” 

Currently, there are several logos the DIA uses. 

“It has hurt our brand because there isn’t consistency,” Kaufmann said.

The last time the DIA updated the brand was during the mid-1990s with the development of the Block-I logo, Kaufmann said. 

The DIA decided to work with Nike, a corporate partner of the DIA, on the re-evaluation of the brand. The choice to work with Nike was based on its long-term relationship with the DIA and the company’s experience with athletic design. Nike also volunteered its services, making it “a pretty easy decision for us,” Kaufmann said.  

Nike is expected to present the DIA with several concepts and ideas for the brand. Once the DIA receives Nike’s ideas, Kaufmann said it will be up to the DIA to make a final decision on how to proceed.

As of now, this process is still in the early stage, and there are no official changes being made yet.

Kaufmann also said that representatives from Nike and the DIA have only met once face-to-face, but over the next few months expect to meet monthly. 

The update will not address the mascot debate which has been a major topic of contention at the University. Kaufmann said the athletics department is only taking a look at evaluating the brands they use now.

Some changes may include tweaks to the orange and blue colors. The DIA does not plan on eliminating the iconic colors; however, Kaufmann said the colors are not always produced accurately.

“The orange and blue are kind of tough to replicate,” Kaufmann said. “We just kind of want to clean it up.”

While Mike Thomas, athletics director, is the leader of the project and the final decision-maker, the DIA has also gotten input from coaches and athletes. 

After Nike presents its ideas, the DIA will consult with public relations, public affairs and the chancellor’s office, said Kaufmann, and changes will be made from there.

“Athletics often is the way supporters first learn of a university,” said campus spokeswoman Robin Kaler in an email. “When DIA strengthens its brand, it reflects positively on the entire campus.” 

The process of the update is expected to take up to 18 months, with changes in Illinois sports gear and apparel planned to appear by fall 2014.

Danielle can be reached at [email protected].