Retired logo reincarnated
Recently, you may have noticed a “new” and interesting logo on the senior T-shirts.
This energetic knight’s name is Li’l Alf, and he is anything but new. Originally sketched by Kappa Psi Upsilon brothers James Lippke and Walter Lawrence in 1940, he was created because they felt that “a central symbol for Alfred University was needed.” George Tappan, also a Kappa brother, re-sketched it in 1949, which is the graphic we see today on the T-shirts.
AU Director of Communications Sue Goetschius said “I was surprised to see ‘Li’l Alf’—an athletics logo that was retired 20 or 30 years ago—make an appearance on the shirt.”
Senior Eric Walton said that he and the rest of the AU Pride committee, who created the T-shirts, were introduced to the logo by the Kampus Kave and decided to use it for the T-shirts.
The AU Pride committee considered the University seal for the T-shirts but decided to use Li’l Alf instead. They felt that “the Li’l Alf logo looked better with the design and would be more popular amongst the seniors,” Walton said. “Even though the logo has been retired for almost 30 years, the AU Pride committee did not see any reason why the logo should not be used, and that incorporating a logo developed previously at Alfred was not an issue.”
The appearance of the Li’l Alf logo should make you think: Given a line-up of logos, could you pick the official Alfred University logo? Trick question; Alfred does not have an official logo. The athletics department implemented a new logo this past fall. So if athletics has one, why doesn’t the college?
The AU Office of Communications explained that “the University does have an official logotype (which they emphasize is referred to as a logotype, not a “logo”), and it has been in use in printed publications and official documents since 1995. It is comprised of the words ‘Alfred University’ in the font Caslon 540 with some modest typographic modifications.”
Laurie McFadden, Herrick Librarian and AU Archivist, added that we also have an official seal but not an official logo.
Take another line-up and I will bet you could identify the logos of Duke, Texas, Ohio State, Penn State and Clemson. Point being, all colleges should have an official, college-sanctioned logo. Even though we are not Division I, an identifiable logo builds pride, makes our institution recognizable to the outside world and is something that AU owes itself and its students.
A University without a logo is like walking to class in your underwear in February (in Alfred); you can do it for a while but eventually you have to put on more clothes. In the same way, Alfred can get by without a logo for a while but must get one if it’s to call itself a true University.
I like the Li’l Alf logo. I think it’s clever, creative and fits the tone of the school. Up for debate is whether or not it’s a Saxon, whether or not it’s official logo material and whether or not it’s politically correct as a stereotypically white, Anglo-male who pillaged, raped and plundered his enemies.
This, on the other hand, is not up for debate: Our college needs “a central symbol,” as Lippke and Lawrence prescribed. A University such as ours should utilize its world-renowned art program, hold a contest and find an official logo that we can call our own.
