Alfred State Unveils New Athletic Brand

Alfred State unveils new athletic mark

As the Alfred State athletic department begins a new era as full members of Division III of the NCAA, Pioneer student-athletes, coaches, and facilities will feature a brand new athletic brand. The new brand, featuring an Ox and a dynamic new "Alfred State Pioneers" school spirit wordmark, will be prominent in all future team gear and displayed throughout the college's athletic facilities.

"We are eager to launch our new brand this fall which will set the direction for the next generation of Alfred State Pioneers," said Alfred State Director of Athletics Jason Doviak. "After a lengthy and inclusive process, the campus community felt that an ox would be the ideal mascot to represent our institutional nickname.  Throughout the design phase, the new logo has generated a lot of interest and enthusiasm.  Our student-athletes and athletic department will now have a true brand for the first time in our history.  The new look will help accelerate the momentum we have in gaining official NCAA Division III status, securing a multisport conference home in the AMCC, and moving us forward as a national program."

Instead of hiring a consultant, Chief Marketing Officer Russ Nunley led a 23-member branding committee to gather input from faculty, students, staff, and alumni. The committee supervised research, animal selection, and design of the new mascot. Artist Alan Zerbe was chosen and worked with the committee to create the new look.

Previously the college has relied on depictions of human characters such as Pioneer Pete or Orvis the Pioneer. The committee determined that an animal mascot is more inclusive and inviting. The goal is to provide athletes, students, alumni, and fans with a loveable animal mascot.

The mascot's design includes a furrowed brow, a snarl, and one hoof raised showing that the Pioneers are ready for competition. This new logo will enhance an already strong connection that ASC has with the Pioneers nickname.

"Pioneers both from history and today are known for forging ahead, leading others, and mastering skills to succeed," said Alfred State President Dr. Skip Sullivan. "The Pioneers nickname is perfect for our college. When we asked our students, they overwhelmingly recognized the importance of an ox for helping the Pioneers. We will once again rely on input from our students this fall as we vote on a name for our new mascot."

The new mascot is a reminder of how much of a team player the ox is for getting work done. "As strong as an ox" is an expression that has endured for centuries because of the solid and hard-working attitude of the animal. The mascot choice is also appropriate for a college that started as an agricultural school in 1908 and has grown to offer more than 70 majors.

An Alfred State degree gets results! 

Alfred State, a residential college of technology, provides career-focused education enriched by the liberal arts. With more than 70 dynamic majors — offering engaging course work in both traditional classrooms and the real world — Alfred State provides students with unparalleled preparation. The athletic department sponsors 19 intercollegiate teams and competes in Division III of the NCAA.