Ole Miss Landsharks

Mascot Identity + Reveal

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Rare x Ole' Miss

In early 2018, the University of Mississippi, often known as Ole’Miss, contacted Rare Design with the challenge of crafting a new system of logos representing their new mascot: The Landshark. Nearly ten years after the story began, and after continued support from the Ole’Miss athletics community, administration decided to adopt the Landshark as their official mascot.

With the character traits of a landshark inspired by Tony Fein, the Ole' Miss linebacker who started the legend, the challenge for our team was to represent a fictitious creature in a manner that connected it with Ole’Miss, its state wide fan base, and integrated it seamlessly with the existing brand system of the athletic department.

While on the team at Rare, I had the great opportunity to help design three of the mascot logos and create the official launch video.

Iconic & aggressive Landshark logos.

Incorporate Mississippi

Mesh with Ole Miss athletics

Goals

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Tony Fein -

Quarterback turned service-man, veteran turned athlete. Junior college journeyman with discipline & determination, Fein’s character set the standard for what it means to be an Ole’ Miss Landshark.

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First introduced by Tony Fein, a veteran who served in Iraq and linebacker on the Ole’Miss Football team, the ‘Fins Up’ gesture was quickly adopted by the rest of the team, and school. The Landshark became a rallying cry for the Ole’Miss Rebels and representation of their tenacity and ruthless pursuit of victory.

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Tony Fein -

Quarterback turned service-man, veteran turned athlete. Junior college journeyman with discipline & determination, Fein’s character set the standard for what it means to be an Ole’ Miss Landshark.

‍

First introduced by Tony Fein, a veteran who served in Iraq and linebacker on the Ole’Miss Football team, the ‘Fins Up’ gesture was quickly adopted by the rest of the team, and school. The Landshark became a rallying cry for the Ole’Miss Rebels and representation of their tenacity and ruthless pursuit of victory.

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A key element was the development of suspense & momentum leading to the ending hero shot.

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To accomplish this, the speed of the camera movement, volume of the audio, and amount of the logo shown, all increased progressively. At the same time, the duration of each shot decreased, further amplifying the impending conclusion.

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As seen in the shots above, numerous camera angles were utilized to showcase the marks defining features while presenting it at a monumental scale.

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Huge shout out to Rodney and the whole team at Rare.
None of this work would have been possible without everyone’s contribution!

Links

Rare Design‍

Rodney Richardson | Principal + AD
Jeremy Nelson | Designer
Brian Billig | Designer
Cody Bass | Designer
Ben Barnes | Designer
Marie Seigfried | Project Manager

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Ole Miss Athletics
Landshark story

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downloaD ASSET

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