New crimson logo brings IU the green

In case you didn't notice, red's out.\nA bright crimson, contrasted by cream-colored IU letters, has replaced IU athletics' old red and white logo. Every team has new uniforms and stores around the country are re-stocking their apparel to accommodate fans who want the latest gear.\nThe change was made to make IU products more marketable and to "instill pride, by giving all the sports teams one consistent look," said Jeff Fanter, director of media relations for the athletics department.\nThe University hired Michael-Osborne Design out of San Francisco to recreate the University's logo. It cost $136,100 to do the job.\nThe logo's designer, Paul Kagiwada, said he wanted a cleaner look.\n"We were not looking to make a drastic change, but to simplify the logo while at the same time, create a new standard for other logos to be measured up against," Kagiwada said.\nIU has licensing agreements with more than 500 companies, and through arrangements with them, receives 8 percent of the wholesale price of an item with the logo, producing about $800,000 a year for the athletics department.\nChanging the logo was not cheap, but Fanter said it will save money in the long run.\n"In our new contract with Nike, we will actually save about $300,000 to $400,000 a year," he said.\nThe athletics department declined to give specifics of its contract with Nike contract because it has not been completed, Fanter said.\nKelley School Associate Dean for Academics Bruce Jaffee said he believes the new contract with Nike is worth roughly $500,000 more than last year.\nThe response among the athletes to the new look has been positive, Fanter said. But the true popularity of the logo won't be determined until later in the year when sales and revenue figures are available.\nThe money from selling the apparel will go to the athletics department's budget.\n"The athletics department does not receive funding from the university; we have to support ourselves, so any revenue this change will bring will go into the athletic department's fund," Fanter said. \nThe IU athletics committee was instrumental in helping the athletics department decide on the new look. The athletics committee gave athletics director Michael McNeely input on the new logo and was a part of the focus groups that worked with the design firm from San Francisco.\nAlthough the new look will bring uniformity to all IU athletics teams, the department also made the move from a business standpoint, Jaffee said.\n"Oh, absolutely," Jaffee said. "While it was still an effort to attain unity, it was also an effort to sell more stuff and get more corporate support."\nSelling the new attire will help Southern Indiana, Fanter said.\n"(The new logo will) have a positive affect on the local economy," Fanter said.\nBut these are not the only things the athletics department had in mind.\n"The ultimate goal from a financial point of view is increased attendance," Jaffee said. "I think this is the right thing. (The logo is) a change that follows the traditions and gives some consistency"