![]() ![]() “Over time our marks and colors have fractured and strayed from a core and consistent identity,” Tony Proudfoot, the Vice President of Marketing and Strategic Communication of Western Michigan University, states in the video. The video has under 1,300 views at the time this article was published, so the Broncos’ revamped identity definitely is flying under the radar. Western Michigan University’s official YouTube quietly released a video explain its visual identity refresh on Dec. After a historic 13-1 season which drew national recognition, Western Michigan’s image rapidly changed.Īfter four years of searching for a new identity, the Broncos are committing to a new rebranding effort. Even the beloved Buster Bronco mascot - whose headgear was donned by Lee Corso in a College GameDay episode in 2016 - was revamped. Western Michigan unveiled a simplified set of helmets, jerseys, and pants to rock on gamedays to usher in the 2017 season. The oars and canoe-themed uniforms were removed from the locker rooms, signifying it was time for change. When Fleck left to Minnesota, the slogan traveled with him. Fleck, who originally began using the three words as a “never give up” mantra to persevere through a moment of grief in his personal life. The “Row the Boat” moniker was concocted by former head coach P.J. A community was formed, a common language was understood, and a new brand was infiltrating the college football universe. Outside the stadium that morning, fans were greeting each other with “Row the Boat” to prepare for Western Michigan’s most crucial game in program history. ![]() 1,100 miles away from Kalamazoo, an upstart program from the Mid-American Conference lured thousands of spectators into the heart of the Dallas metroplex. Something special was brewing for a football program playing on its grandest stage in history. Each reiteration of the chant - “Row the Boat” - was deafening. After pregame warm-ups and festivities conclude, this large allotment of spectators begins chanting three words. It’s January 2, 2017, just minutes before the clock hits noon.įifty percent of AT&T Stadium, perhaps the modern mecca of the sport of football, is enveloped in brown, gold, and black. ![]()
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