Anchoring to Port

For decades the emblem painted at center court in the Howard Hall basketball arena was an Anchor superimposed on a Pilot’s Wheel.

The ship’s wheel comes to us with Wally Pilot, the tug-boat captain who navigates ships to port in the traffic lanes of the Willamette River. The anchor is borrowed from the University Seal, which repeats the Cross and Anchor motif of the Seal of the Congregation of Holy Cross.

A neat and efficient symbol expression of the University, where students learn to navigate the disciplines and skills of nursing, education, engineering, science and business inspired by the charism and values of the religious community which has been with the University since our founding in 1901. Except, however, despite appearing on the hardwood, sports programs, and courtside seating, when it came to branding, the symbol was not available for marketing because UP never filed for a formal trademark.

The current symbol – the Nautical Wheel – was introduced (and trademarked this time!) ten years ago. Still anchor and wheel, but now UP’s very own sports brand; and today very ubiquitous, adorning our home sports arenas, team uniforms, bookstore sweats, coffee mugs, posters, stocking caps and polo shirts. (The flowing capital ‘P’ was introduced in 2007.)

See the full marketing story: Brand refresh brings new logos, The Beacon, October 30, 2014.

Slideshow of University of Portland Logos