KU reveals new visual identity signature, ‘completed’ Jayhawk with new logo

Six decades ago, when KU advertising student Hal Sandy drew the famous happy Jayhawk mascot still in use today, he wanted to place the official “KU” lettering on its chest. But there was no official KU lettering then.

That finally changed Sept. 7, when the University unveiled a new “KU” logo to serve as KU's institutional symbol alongside the Jayhawk mascot and the formal University seal. So with Sandy standing by, KU last week finished the job for him by revealing the “completed” Jayhawk mascot sporting the new official logo. It replaces sans serif “KU” letters.

Use of the newly completed Jayhawk will be phased in, most visibly during basketball season as it will grace the new floor in Allen Fieldhouse.

Chancellor Robert E. Hemenway and Paul Carttar, executive vice chancellor for external affairs, also unveiled the university’s new “signature,” the graphic placement of KU’s full name and logo, which will begin appearing on campus in various formats ranging from stationery to car and street signage as KU implements a universitywide visual identity system.

In addition, the University debuted a new television commercial, featuring the signature, that will be seen during national football and basketball broadcasts

Hal Sandy greets Jay Doc and Baby Jay.

Sandy, a 1947 KU graduate and retired marketing consultant who lives in Westwood Hills, said the Jayhawk is the only cartoon he ever drew. He was asked to create a “happy Jayhawk” in 1946 by the University’s public relations director, who complained that the mascots then all appeared to be angry or snarling.

“It’s amazing the longevity of this little bird,” Sandy said. “Once in a while you do something that works, and lasts. I am very pleased this little guy is still working for the University.”

Just last week, Sandy’s Jayhawk was named one of the 12 best mascots in the nation as part of the Capital One All-America Mascot Team.

Click here to vote and help Big Jay in Capital One's mascot contest.

View two videos documenting KU’s visual identity over the years, and historical footage of the Jayhawk through KU history, including excerpts from a 1990's interview with Hal Sandy.