Matt Dionne | Editor-in-Chief
Featured Image: Homecoming 2018 featuring the Lions’ new logo | Fatema Ali
York’s annual homecoming game was this past Saturday against Waterloo (York won in thrilling fashion, as Matt Dean blocked the Warriors’ last-second, game-winning field goal attempt). The game was also the Lions’ first homecoming game featuring their new logo.
This August, York unveiled a new, more modern logo that their teams will be sporting for the foreseeable future. “We have introduced a powerful new look that we think will resonate with our students and the York community as a whole,” said Jennifer Myers, executive director of Athletics and Recreation at York.
This new logo replaces their former Lion, which was unveiled in 2003, after York went through a rebranding that saw their nickname change from the Yeomen and Yeowomen, to the Lions.
“The new logo is simple, it’s positive, it’s forward-facing, it’s courageous and we believe it encapsulates what it means to be a York Lion—courage, acceptance, and resilience,” says Myers.
Under their former logo, York raised seven national championship banners—four in soccer in 2008, 2010, 2014, and 2015; two in tennis in 2015, and 2016; and one in men’s indoor track and field in 2014. Additionally, York won 18 OUA championships in 11 sports under their old logo—most recently in 2017 for men’s hockey, women’s field hockey, and men’s soccer.
However, the rebrand isn’t exclusively about representing athletes on the field. “This is about the entire campus, not just varsity athletes,” says Myers. “We believe this brand will connect with students, staff and faculty alike, and with this new look, everyone can see themselves as part of the pride,” she adds.
According to Myers, many students didn’t feel attached to the logo, which was also difficult to reproduce. This is why the decision to rebrand was made.
“Reproduction wasn’t the primary factor in our decision, but when you think of the cost to embroider the old logo on something—it’s much less expensive for the new logo, it does have a small impact, for sure. However, the primary driving force behind this decision was that we were hearing from students that there really wasn’t a big attachment to the previous Lions’ logo. It served its purpose; it was great when it came out, but we really wanted to create something that students could get excited about, and be proud to wear,” she says.
So far, many students are embracing the new image. “I like the new logo. It looks more aesthetic, you know, more modern,” says first-year law and society student, Kisara Withanawasan.
“The old one definitely looks a bit dated—like it’s from the 70’s or 80’s, I did like it, but the new one is so much better, it’s fierce, it’s modern, I love it,” says third-year computer security student, Alex Cucos.
“It feels like the former logo is a lot more old-fashioned. The new one looks more aesthetic— it’s very creative, but without as much detail bogging it down, so it looks more original. I definitely prefer the new one,” says first-year history student, Matthew Mishiyev.
The new logo didn’t happen overnight, it took months of planning and focus groups before the athletic department decided on what is now the new image representing the York Lions. “The process took us a year and a half—throughout the process, we engaged a professional agency to organize focus groups in addition to the feedback we’d gotten through surveys and discussions with student leaders on council,” says Myers.
“Once we got to the point where we had narrowed our choices down to three different logos, we brought in several focus groups, which included varsity athletes; student leaders, including college council presidents, intramural council, and other students that worked for us; staff members; and a few coaches. So, we had several demographics represented in these focus groups—which were made up primarily of students, and they looked at the different logos, and overwhelmingly the first version of the logo we now have—it didn’t look exactly like this—is what resonated most with people,” she adds.
Former captain of the men’s soccer team, Jonathan Lao, is a fan of the sleek, new design. “I think the new logo looks awesome. It’s refreshing, modern and yet it gives the lion this sort fearlessness look that I think a lot of our athletes can relate to. The more lively look it has definitely gives a more meaningful message every time we put on the badge and represent the school,” he says.
However, not everyone is a fan of the new logo. For some, such as second-year children’s studies student, Sierra Rocca, their preference is dependent on their aversion to change. “I prefer the old one. I think it’s because I don’t like change and I’m just used to seeing that one,” she says.
Others felt the new design doesn’t hold up. “I prefer the old logo. It has better characters and the new one just looks too simple,” says third-year global health student, Brynn Lee.
Some students don’t prefer either logo. “It looks like the same thing. One is a lion and the other is a lion—the only difference is the new one looks more modern than the old one,” says first-year English student Samarjit Bajwa.
Nevertheless, it appears the majority of students are accepting the new logo, as merchandise is flying off the shelves. “We’re frantically trying to get more on the shelves—I know the bookstore is currently sold out. The community has been really positive about it,” says Myers.
Accompanying the logo is a new mascot—which has yet to be named, as the athletic department is still deliberating based on a contest which was launched in the summer, along with the unveiling of the new logo.
“We have narrowed our options for the name of our new mascot to three down from over 800 submissions: Regulus, which is the brightest star of the Leo constellation, which we could shorten to Reggie; and then we have Roary, which was popular for obvious reasons; and then we have Yeo, which was a homage to the original Yeomen and Yeowomen nicknames of the previous era,” says Myers.
“There were a lot of crazy ideas, and when we did some research on Urban Dictionary, a lot of them were ruled out [as is often the case when the internet is employed to name something]. But those three are the most popular, and creative. We are starting an online campaign to let the people decide,” she adds.
If you’re interested in adding your voice to the conversation of the new mascot’s name, you can find the link at the York Lions website.
