LEXINGTON, Va. – The VMI Athletics Department unveiled a new visual identity for the VMI Keydets community on Friday, with the rollout of an official VMI logo featuring "Moe" the Kangaroo, an official "Keydets" wordmark and an exclusive font. To accomplish this venture, VMI Athletics partnered with Old Hat Creative along with cadets, alumni, coaches and staff.
"The VMI spirit is alive and well! Moe the Kangaroo, our mascot and Keydets, our nickname makes us unique," said Director of Intercollegiate Athletics Jamaal Walton. "We wanted to provide the VMI community with some MOEmentum for the Whole Damn Team. Our VMI spider logo will always be our No. 1, but now we have additional elements that will only enhance our rich and storied brand. I look forward to seeing cadets, faculty, staff, coaches, alumni, spouses, and fans wearing the apparel and showing their VMI pride!"
The primary Moe mascot logo features several elements that encapsulate what it means to be a VMI Keydet and all usage should refer to the official brand guidelines.
To purchase your Moe gear, visit the VMI Bookstore in person or online.
The late Giles Miller, VMI Class of 1924, coined the term Three-Legged Stool, highlighting each cadet's responsibilities in the three major areas of a VMI education: academics, leadership and athletics. Old Hat and VMI Athletics used those corps principles as building blocks for "Moe" and the new brand as a whole. A closer look at the primary logo reveals:
- Moe is wearing academic stars to recognize that all cadets should strive for academic excellence.
- Moe serves as symbol to athletics and embodies the lyrics of the VMI Spirit. Our battle cry is "never, never die."
- As a leader, Moe is determined, focused, and unwavering. Facing to the right, Moe symbolizes forward momentum and progress. There is a belief "kangaroos can't walk backwards." As a mascot, the kangaroo is not ordinary. At VMI we "Don't do ordinary."
- The chevrons represent the military environment that every cadet experiences while on post. This environment teaches honor, discipline, accountability and pride. It also pays respect to the brave men and women who serve in our armed forces and those who have paid the ultimate sacrifice.
- The red 11's represents when VMI was founded on November 11, 1839.
- The primary "Keydets" wordmark highlights the school colors of red, white and yellow. The typeface features notches that symbolize the many buildings around post, while the slight arch on the wordmark represents the many arches found on post.
- The secondary, full-body logo features Moe in coatee with white ducks - every cadet wears a coatee.
"I want to thank Old Hat Creative, our MOEmentum committee, Barnes & Noble, Lids, and several VMI stakeholders for collaborating since the start of the year to bring a new look to life," Walton said. "The new look honors the history and tradition of VMI, while moving us forward with a fresh and strong brand identity."
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