Retaining a Legacy While Avoiding Trademark Infringement: A Case Study of One University's Attempt to Develop a Consistent Athletic Brand Identity

This case study chronicles Syracuse University's athletic department's attempt to achieve consistency in its identity program by changing its identity during 2004, and then again in 2005. The changes were owing to high-level personnel changes on both the academic and athletic sides of the university. This case details the many issues arising from both identity changes, including negative public opinion and potential issues of trademark infringement. The practical and strategic implications for Syracuse University and other colleges and universities are discussed.