Meet the new Jack!
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BROOKINGS, S.D. – The new Jackrabbit mascot design for South Dakota State University shows the results of a long and purposeful process that promises a prosperous future for the institution’s symbol.
“The 18-month process soliciting designs and gathering opinions from focus groups throughout the state gave us a mascot we feel confident will help people feel ‘it’s a great day to be a Jackrabbit,’” said Students’ Association President Alex Brown, a member of the mascot committee.
The new mascot design, created by Spearfish natives Craig and Cory Whitlock of Mongoose Graphics in Denver, depicts a jackrabbit with sleek lines and an intense look. The brothers’ design was chosen from 250 national and international submissions for a “Design the Jackrabbit” contest.
“One of our goals was to create a striking image that is true to the unique features of a jackrabbit – ears, feet, awareness and speed,” said Craig Whitlock.
“Just as important, we wanted to represent the finest attributes of the people and athletics throughout the 125-plus years of SDSU – pride, honor and determination.”
A committee, comprised of students, administrators and alumni worked through a long process that included more than 8,000 e-mail comments received through the SDSU Web site.
“Alumni are very loyal to SDSU and its Jackrabbit,” said Alumni Director Matt Fuks. “We feel confident they’ll be pleased by the distinguished, bold design that will bring an even greater appreciation of the fine institution they attended.”
President David L. Chicoine said the new image comes just at the right time.
“South Dakota State University is adapting to the world around it, and this contemporary mascot is a reflection of that environment,” said Chicoine.
“SDSU is gaining a reputation for cutting-edge research and economic influences. This Jackrabbit portrays a modern feel that fits our focus on innovations and future advances.”
The search process also yielded another mark that is being adopted as well.
“We often get calls from vendors and news media who need a shortened version of the mascot, and so a word-mark using the name ‘Jacks’ with the distinctive ears and a tail was created by one of the finalists,” said University Relations Director Jennifer Crickard who chaired the Mascot review committee.
The mark’s Minneapolis graphic designer, Tony Horning, has strong family connections to SDSU. His father played football and baseball at State, his mother was voted “Miss Pep” during her freshman Hobo Day homecoming, his uncle played baseball there, and older and younger brothers attended SDSU.
Horning played cornerback for Minnesota State-Moorhead and earned a BFA in drawing before attending graduate art school at Texas Tech and Northern Illinois. His Chanhassen, Minn. firm has designed minor team logos for various sports as well as produced artwork for several Wheaties cereal boxes.
Fans of the former rabbit, created in 1971, should note that a friendly, costumed rabbit will remain a part of campus happenings for future generations of kids, alumni and others to enjoy.
South Dakota State University is the state’s land-grant institution and the largest, most comprehensive research organization. Fall enrollment brought a record 11,706 students in eight different colleges representing 200 undergraduate majors, minors and options. The school also offers advanced master’s degrees in 25 majors and doctoral degrees in six fields of study.
The work is carried out on a residential campus in Brookings and through sites in Sioux Falls, Pierre and Rapid City. SDSU is a Division I university.
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