In the past, Susquehanna University’s athletic teams used the Crusader as their mascot. Rumor has it that the name was instilled in the early days of the university’s history due to efforts ‘crusading’ for various social causes. With changing times and perceptions, the name ‘Crusaders’ no longer embodies the university’s mission of inclusiveness and diversity, so it was time to go. The university partook in a full rebrand, but before that took place, I developed this identity in the hopes of stirring student and alum support. Alas, it was not meant to be.

Playing off the university’s rural location and the name Susquehanna, the mythical bigfoot character came to mind. Dubbed the ‘Susquatch,’ the concept was a gold mine of brand development possibilities. From sub elements and taglines noting that ‘We Believe’ to furry foam fingers and apparel designs, each element could be fun and whimsical, yet bold and memorable.

A Self-Initiated Project I couldn’t pass up. No affiliation with the university or anyone in athletics.