Illini breaking in new marketing slogan



“ILLINOIS. OUR STATE. OUR TEAM.” will be displayed within advertising and marketing campaigns around the state.

The Illini will probably no longer be taking shots at Northwestern and their “Chicago’s Big Ten Team” slogan. Hopefully, that nonsense is over with the new Illinois re-brand

“As the flagship public institution in the state, this theme describes the statewide following and support of Fighting Illini athletics from our millions of fans and alumni in the state of Illinois,” Director of Athletics Mike Thomas said. “This theme becomes a way for all of our fans to rally behind one central concept – that the University of Illinois is our state’s school. As the Fighting Illini, our student-athletes, coaches and staff are proud to represent the people of Illinois and we are proud to wear the state’s name on the front of our jerseys.”


The theme will be used in a variety of ways including advertising, street banners, team posters, schedule cards, stadium signage and video board graphics. The early stages of the campaign began during the 2011-12 basketball season with the addition of the Block I outlined by the state of Illinois at center court of the Assembly Hall. The new field at Memorial Stadium has the same Block I with the outline of Illinois at midfield.

While the Block I with the state of Illinois outline is being used specifically with the “ILLINOIS. OUR STATE. OUR TEAM.” branding, the traditional Block I-Illinois and standalone Block I logos remain the DIA’s primary marks.

The “ILLINOIS. OUR STATE. OUR TEAM.” campaign will be incorporated into a large-scale brand evaluation program that the DIA will partner with Nike beginning in 2013. The 18-month collaboration will result in an updated brand identity including new football uniforms for 2014.


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