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.

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Credits

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Links

Rare Design‍
Ole Miss Athletics
Story of the Landshark

Discipline / Category

Sports Branding

Identity Design

Iconography

Illustration

Motion Design

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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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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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Pace of a Predator

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One of the unique challenges I had the chance to tackle was the design and animation of Ole Miss' launch video spearheading the new identity system. With the narrative in place and the Landsharks traits defined, my focus was on amplifying those characteristics from the dramatized vantage point of its unsuspecting prey.

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Building suspense and momentum.

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