Adelaide University is planning to abolish its famous ‘Blacks’ nickname, but insists it has nothing to do with political correctness relating to the Black Lives Matter movement.
After fielding questions from The Inner Sanctum about the possible name change, which has been iconic since The Blacks were first established, the University confirmed on Friday morning it is exploring creating a new logo that would incorporate red and blue.
“Since mid-2019, Adelaide University Sport has been working to develop a consistent brand that is suitable for all of the University’s sporting clubs,” Adelaide University’s general manager for sport Michelle Wilson said.
“For many years there has been a lack of consistency about the use of team and uniform colours, logos, names, and merchandise.
“With 37 sporting clubs in total, that means Adelaide University Sport has not presented an easily recognisable and united face, either to its own University community or to the wider community.
“For example, surveys of students and stakeholders conducted last year showed a lack of profile or awareness about Adelaide University Sport and its services.
“We have proposed the adoption of a consolidated brand, look, feel, and message across all clubs.
“This is still in the concept stage, and will involve further consultation with all clubs.
“At this stage, Adelaide University Sport is proposing the adoption of a standard logo for all team uniforms.
“No clubs are being asked to change their uniforms or team colours, only to adopt a new logo.
“This logo has not yet been designed, so we are still at the early stages.
“The proposed new logo will have a stronger connection to the University’s original colour palette, incorporating blue and red.
“This is consistent with other aspects of the University’s branding, which in 2018 replaced the colour black with a blue that has traditionally been associated with the University of Adelaide.
“While more strongly and appropriately aligning with the University’s brand, the new brand will draw on the heritage of Adelaide University Sport’s tradition and our uniform/colours.
“To date, reaction to the rebranding idea across the clubs has been widely positive, and a constructive workshop has been held with clubs to discuss how such a brand might be rolled out from late 2020 into early next year.
“A transition period will allow clubs time to incorporate the new logo on their uniforms.
“Contrary to some claims, the rebranding exercise is not in response to any political or social movements; it just makes sense for Adelaide University Sport to adopt a consistent look and feel, one that speaks to who we are, and is inclusive of all clubs.
“We aim to promote wide and consistent recognition of Adelaide University Sport, and therefore wider recognition of our sporting endeavours and achievements.
“We aim to foster pride and a new, united team spirit across all sporting clubs – a pride in Adelaide University Sport.”
Adelaide University has been fielding sports teams for well over a century and cover a variety of the most popular sports which play in black from soccer, cricket, hockey and Australian rules football.
Two known high profile sports clubs, the Washington Redskins and Edmonton Eskimos have dropped their nicknames – Redskins and Eskimos – recently in response to the Black Lives Matter movement.