BOULDER — The University of Colorado is reining in the use of its Ralphie logo, saying the buffalo’s image is reserved for competition.
That means the signature buffalo is fair game for the athletic department and even acceptable if, say, budding engineers want to use a Ralphie decal when they’re competing in a solar-car competition.
But academic departments, for example, shouldn’t use the buffalo on their letterhead, and the University Memorial Center can no longer purchase new uniforms with Ralphie’s logo for food-service workers.
“We’re trying to keep Ralphie in the realm of sports and competition,” said Frances Draper, vice chancellor for strategic relations on the Boulder campus.
CU system spokesman Ken McConnellogue said departments should be using the interlocking CU logo. He said consistency is necessary for the school’s branding efforts. He joked that he doesn’t like playing “logo cop.”
“But, if we don’t have standards and guidelines, you get the slide where there are hundreds of different logos,” McConnellogue said.
CU officials say if groups want to use the logo, they can go to a branding committee and ask for special allowances.
But some regents and students are calling foul on the university.
“If we’re getting in the business of telling food-services workers at the UMC that they can no longer have Ralphie on their shirt, I worry about our priorities and if we’re taking our branding too far,” said Joe Neguse, a Democratic regent from Boulder.
Becca Brough, a CU junior in English, said her sorority often uses Ralphie images to promote events or partnerships with charities. Last fall, her sorority designed T-shirts with Ralphie on them for an annual “dads weekend.”
“I think it’s bizarre,” she said. “Ralphie is a symbol of the university.”
Regent Stephen Ludwig, whose professional background is in marketing and communication, said CU’s new Ralphie rules are proper.
“The enforcement may seem Draconian, but we are a $2.8 billion enterprise that has invested a lot of time and money in getting our branding straight so that we can communicate with one voice,” said Ludwig, D-Lone Tree. “Our staff needs to represent who we are — and that includes our vendors.”
