In case you haven't noticed, there was a new brand guideline issued in January. Dropped from the legacy guide was the visual identity of "FAU", which has appeared on a number of logos in the past:



I'll wait for others to chime in and add more color but this is essentially a move to the text "Florida Atlantic" as a whole, no more "FAU" and the Owl head:



You can view the entire guide at this link: https://www.fau.edu/public-affairs/documents/visual-standards-manual.pdf

But what does this mean overall? Can "FAU" no longer appear on athletic uniforms? Will all signage that bears "FAU" eventually be replaced?

After some conversations with differing levels of administration this appears somewhat convoluted at present.

But at core, the goal is to reposition the university away from "FAU" and towards "Florida Atlantic" overall.

I made this sarcasm short on the Fight Song to illustrate how a legacy traditions could be impacted:

Regarding this "Florida Atlantic" rebrand / preference / movement / campaign / guideline thing...here is one thing that absolutely must NOT CHANGE 🤐 pic.twitter.com/WCTrwgXoeI

— FAU Owls Nest (@FAU_Owls_Nest) July 10, 2024

It's a slow time of year, so maybe this will inspire some convo  

#FAU #GoOwls 🦉

I am hoping they don’t want to change the fight song next.
No one changes their fight song!
Well, maybe the British did.

I don't know but this seems so stupid to me. Are they gonna ban fans chanting FAU in Madison Square Garden??

It is a very cool chant just like chanting USA!!!!!

And what of the FAU flags many of use have and wave at games??? 

I get it, ya want Florida ATLANTIC to be more known than FIU, but sorry, the press is STILL gonna confuse us because THEY don't prepare correctly to broadcast a game.

Just "allow" use of both!!!

It seems to be a very expensive move that wouldn't make much of a difference in my opinion. As a fan, I say the owls more than anything. Do they have to change the name to be able to have jerseys that say Florida Atlantic?

TCU and SMU…

Have either school had to rebrand this way?  Or did TCU just decide to win so all would know the difference?

walty12 said

TCU and SMU…

Have either school had to rebrand this way?  Or did TCU just decide to win so all would know the difference?

Posted On: Jul 11th 2024, 12:14 PM #425103

Exactly!

FAU Leo said

It seems to be a very expensive move that wouldn't make much of a difference in my opinion. As a fan, I say the owls more than anything. Do they have to change the name to be able to have jerseys that say Florida Atlantic?

Posted On: Jul 11th 2024, 10:27 AM #425102

The short answer is not right away but the goal is to move away from it…it will be interesting to see if coaches just go along and don't request anything with FAU on it or if someone wants to test the committee for approval. Everything goes before a committee.

Personally I think that we will end up changing things again at some point. Why? Because if you look at the school's history of logos we have had at least 9 different athletic logos since inception. No other schools can say that.

GeorgiaOwl said

I don't know but this seems so stupid to me. Are they gonna ban fans chanting FAU in Madison Square Garden??

It is a very cool chant just like chanting USA!!!!!

And what of the FAU flags many of use have and wave at games??? 

I get it, ya want Florida ATLANTIC to be more known than FIU, but sorry, the press is STILL gonna confuse us because THEY don't prepare correctly to broadcast a game.

Just "allow" use of both!!!

Posted On: Jul 11th 2024, 7:02 AM #425101

I agree with Georgia Owl. Why can't we have both?

We can't and must not change our fight song or any other traditions. I'm ok with differentiating us from FIU, but we can not touch our traditions. Sounds like they have too much money to spend on the increase of students in the past two years. Go FAU Owls and Florida Atlantic Owls!!

What a great momentum killer! Biggest time in our university’s history after making a Final 4, record applications, the “Kiffin”-effect - and we decide to rebrand.

Most of the university sanctioned gear I’ve gotten and come across (including the alumni pin) makes no mention of FAU or even Florida Atlantic. Rather, just an Owl logo.

Wonder how much we paid for the study to ok this. Hopefully not the same that NYC paid to be told that garbage cans are good - which was $4 million.

Colossal waste of money on the study, rebrand, and missed opportunities of new students, fans, and donors finding out who we are because they will only come across an “owl” logo rather than any mention of FAU or Florida Atlantic. Prevents new organic growth.

Imagine instead of seeing big “FAU” in Times Square and Houston the locals (and people watching on Tv) would have seen an Owl logo. Most would have said “Whoooo is that?” (No pun intended.) Easy to google “FAU” rather than “red and blue school with an owl logo,” which takes more effort and critical thinking. 

I am frankly floored this was even a thought. 

Terrible decision at all levels. I am embarrassed.

I agree with everybody and even though I think our owl head is unique and strong; I don't think FAU has that level of recognition YET to go and remove the FAU letters from the logo. Pretty much they are trying to do what UF has done with their gator head. The difference is that the gator head is such a strong brand that you don't need the UF letters to make the connection.
I like the Florida Atlantic idea but they could have soft transitioned into the owl head while maintaining the FAU letters, the Florida Atlantic words and the florida map. I think all three have some type of harmony and work well together.
Like some of you said, winning will help to bring more recognition.