North Dakota looks for cure to 'brand confusion on steroids'

FARGO, N.D. (AP) — When Mark Kennedy took over as president of the University of North Dakota a year ago, he discovered that fans of the school's athletic teams were pledging allegiance to three different logos: a Fighting Hawk, a Fighting Sioux and an interlocking ND.

Kennedy is trying to unify the school's message with a new $3 million branding initiative, with the slogan "Leaders in Action," as the school continues to work past a decision to replace its Fighting Sioux nickname and logo its sports teams had used.

Dallas attorney William Brotherton, a University of North Dakota alumnus who represented a group that sued over efforts to change the nickname, called the branding initiative "a colossal waste of money" even as the state is hurting for funds.

[...] Sarah Nissen, the school's executive director of marketing and creative services, said university stakeholders have been confused because the institution does not share "a single, consistent personality."

[...] the school has retired the interlocking ND logo that was especially revered by the football program, and Kennedy said most university athletic programs have "moved to Hawks."