Keuka College adopts new identity for athletics

Staff Writer
The Chronicle Express
Keuka College Wolfpack

Keuka College has unveiled a new visual identity for the athletics program, adopting the Wolfpack as its new nickname.

The new athletics identity aligns the College’s athletics department’s brand and program with the College’s overall mission, vision and strategic direction, falling in line with the College’s new brand signature, —“Believe in What We Can Do Together.”

On Sunday night —before a jam-packed crowd of students, faculty, staff, alumni and members of the community — this new identity was unveiled to tremendous approval during a pep rally inside the College’s Weed Physical Arts Center.

The rebranding includes a primary logo and a series of new lockups that feature a sharp, clean, strong visual look that will invoke a renewed sense of pride and community spirit in the College’s student-athletes, coaches and administrators, as well as faculty, staff and alumni, said Dave Sweet, the College’s longtime director of intercollegiate athletics.

“The Wolfpack was a natural fit, and this unites the athletics department with the overall College’s rebranding efforts, especially tying into the ‘Believe in What We Can Do Together’ signature,” said Sweet, who is celebrating his 30th year leading the College’s athletics department.

“The Wolfpack identity is really going to have a positive and exciting impact on our student-athletes, our coaches, our alums, our faculty and our staff. This will give our department and our student-athletes a sense of pride in working together, as one, to accomplish our goals. The wolf is a strong, fierce leader and we want our student-athletes to emulate that pack mentality.”

Sweet said the College has acted as a tight-knit community for years, referencing the College’s role in helping Penn Yan and the neighboring communities clean up from the aftermath of May’s torrential rains. Those storms caused widespread damage and destruction in the community, but the College answered the call to service by heading out in droves to assist with the cleanup efforts, despite students being in the midst of preparation for their final exams.

“As one of our student-athletes was walking out of my office that day before heading into town to help with the cleanup efforts, she commented that we were a pack of wolves, descending into town to make things right with our neighbors in need,” Sweet said.

“The selfless acts of our student-athletes during the May storm is a perfect example of how our students have always embraced the Wolfpack mentality.”

The new rebranding effort will feature a redesigned athletics website (, which will debut in early September.

Beginning with the fall sports season, team uniforms, equipment, apparel, playing surfaces, scoreboards, and other signage will begin the transformation to reflect the new and improved series of Wolfpack imagery.

The process of revamping the athletics identity began in December of 2013, when a cross-campus committee set out to identify goals for a new identity.

Those goals included devising a strong brand that would:

• Be representative of the strong leadership on campus

• Convey a fighting sense of school spirit

• Be gender-neutral

• Inspire pride and loyalty in Keuka College

• Represent family

• Be unique among other colleges

The committee also wanted this new identity to present strong merchandising opportunities while allowing for the creation of a mascot that could further the sense of school spirit.

In May, the logo was revealed to a group of students, alumni, faculty, and staff, and it was met with overwhelming support. Further endorsement came from the President’s Cabinet, the Board of Trustees, and the Alumni Association Executive Council over the summer.

"Our students-athletes are all fiercely competitive young men and women who give 100 percent in the classroom, on the field and in the community for one another,” said Jon Accardi, assistant director of athletics at Keuka College.

“This reveal is simply a nickname and visual identity that best represents that brand. If you ask anyone what the best part of Keuka College is, it's always about family and togetherness. Our community truly believes in the power of the pack, and this new identity has been met with total approval from everyone we’ve showed it to. We are very excited to unveil this new identity to the campus and the community.”

Wolfpack fans will immediately see updates to facility signage, as well as the retirement of all old Storm apparel and merchandise.

Senior Emily Forrester was one of the current students involved in the creation of this new athletics identity. She said she is excited to see the Wolfpack logo in action, and is proud of how the campus community came together to devise the perfect identity for Keuka College’s athletics department.

“The whole demeanor of the logo perfectly embodies who we are as a school and as a community,” Forrester said. “We’re a family, and this new identity emphasizes school spirit and a sense of looking out for each other. The Wolfpack is all about teamwork, and our students — current, past and future — can look forward to saying they are part of a strong team. As much as we are changing our identity, Keuka College has always been about family and will always be about family.”

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