СÓÅÊÓƵ

Since the 1930s the СÓÅÊÓƵF sports mascot has been the polar bear. In 1963 the Polar Bears became known as the Nanooks, from the Inupiaq word for polar bear.

1960s
In the 1960s СÓÅÊÓƵ President William Wood commissioned a student to draw a polar bear from one of Fred Machetanz' paintings. An ink drawing was done that was later refined into a graphic featuring the letters СÓÅÊÓƵ and a lumbering bear going across them.

1975
In response to a major statewide university restructuring in 1975, the university was renamed СÓÅÊÓƵF, forcing the need for a new logo. The F was added to the СÓÅÊÓƵ logo and the bear was redrawn.

1985
СÓÅÊÓƵF Chancellor Patrick O'Rourke introduced a new logotype in 1985 featuring the name of the institution, three lines and a very small image of the nanook.

1995-96
In 1995-96 university graphic designers teamed up to look at updating the university's graphic identity, eventually creating the popular Aurora Bear image which illustrates СÓÅÊÓƵF's Land, Sea and Space grant status using the СÓÅÊÓƵF mascot, stylized aurora, mountains and the ocean. This graphic is bold, clearly a polar bear, works well in print and web publications and represents input received from many areas of campus so it was well supported.

1997
A new СÓÅÊÓƵF logo was developed in conjunction with a new marketing and enrollment initiative aimed at Alaska high school students. СÓÅÊÓƵF designers, working with a marketing firm based in Alaska, developed a mark with the letters СÓÅÊÓƵF overlapped in the colors pink, teal and yellow to be used in student recruiting publications. The marketing firm recommended that the polar bear image not be used as part of СÓÅÊÓƵF's logo or on any student recruiting publications since polar bears were perceived to be unfriendly by tested focus groups.

1999
The СÓÅÊÓƵF logo image was modified to appear in one color - СÓÅÊÓƵF's bright blue. There was considerable disagreement on eliminating the polar bear image from marketing efforts. There was a growing affection for the mascot which grew out of this. Eventually the bear from the aurora bear artwork was successfully melded into the СÓÅÊÓƵF logo. This image forms the basis of the current СÓÅÊÓƵF graphic identity.

2000
Chancellor Marshall Lind sent out a memo formalizing the adoption of the СÓÅÊÓƵF logo and encouraged all departments to incorporate it into their printed materials. The СÓÅÊÓƵF logo has been extremely well received. It helps present СÓÅÊÓƵF in a cohesive manner.