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Indiana Pacers.

The Pacers have changed the style of their logotype and uniforms. Why? Says Greg Jamison, vice president of business operations: We thought it was time to look at the whole style. We were ready to move into the 90s, to step into a new decade, a new time. A couple of expansion teams came in with their new looks and we just felt the time had come. Every year there are changes made in the NBA. Donnie Walsh, president-general manager, myself and the other members of the front office, said Let's do it'.'

Pacers personnel knew where to turn for help. They called in their agency, Caldwell VanRiper, Inc., of Indianapolis; MacGregor Sporting Goods, Inc., the manufacturer from New Jersey; and Florence GriffithJoiner from Los Angeles. Griffith-Joiner, the Olympic goddess, is now in the sportswear-designing business. "Flo Jo really likes Indianapolis,' says Jamison. She had tremendous success here. It was kind of a neat thing for her to come back, because here's where) she qualified for the Olympics at the U. S. Track and Field trials. She has a real special tie to this town.'

The gold medalist sprinter came up with two Bermuda-short-length uniforms. On the road, the team will wear dark blue with flaring white and yellow stripes running down the right side of the jerseys and the pants. At home, the uniforms will be white with blue and yellow stripes. joiner did 60 sketches, and the winner was selected from the 20 she submitted.

The front office had some dictates for the logotype, says Jamison. We thought we wanted to keep the `P,' like the ball, wanted to have Pacers' in it and to change the color from bright to navy blue.'

John W. Bugg, creative director at Caldwell VanRiper, was handed the assignment to do the logo designs. 'It just needed some updating, a little refining so it wasn't quite so static,' he recalls. it needed more action.' The first thing the agency did, according to Bugg, was define all the parameters, every way and everywhere the art was going to be used: in printed pieces, advertisements, programs, on television, T-shirts, uniforms, banners, even the floor. The strength of a corporate identity is that it can be used in every application,' he points out.

We did a lot of drawings,' continues Bugg. "Then Jeff Leiendecker, executive creative director, Kirk Stahl, the account executive, and I picked 10 to show the client. We favored a big 'P' with speed lines behind a ball tossed through it. Like any piece of art, there are a lot of subjective calls and in the end it's based on people's tastes.'

There were several presentations and step-by-step decisions. The front office crew managed the cuts but, says Jamison, We tried to make it a group effort so everybody, including the players, had some input.' Reggie Miller made a couple of suggestions. Chuck Person had some ideas and so did Detlef Schrempf, as well as team trainer David Craig. Mary Keene, director of advertising and merchandising, was involved because she has to use the logo in all the different ways. And the NBA had to sign off on it.

The players like the dramatic effect,' says Jamison. We like it." But, according to league rules, the most important people, the fans, won't get a look until next season. Jamison, however, is sure they'll approve.
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Title Annotation:Corporate Identity
Author:Johnson, J. Douglas
Publication:Indiana Business Magazine
Date:Jun 1, 1990
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