The Ohio State University’s visual identity centers on the Block “O,” a bold scarlet letterform that serves as the primary symbol for both the university and its athletic department, the Buckeyes. The mark is so central to the institution that Ohio State has registered multiple trademarks for versions of the Block “O” and has actively defended it against other universities’ attempts to use similar letterforms.
Design and History
The Block “O” has deep roots in Ohio State’s athletic tradition. According to trademark documents filed by the university, Ohio State claims to have used the Block “O” on athletic uniforms and promotional material since 1898.[1] The university first registered a trademark for a version of the Block “O” in 1997, followed by additional registrations in 2003 and 2013 for various goods and services including clothing and sporting events.[2]
For decades, the Block “O” was primarily an athletic symbol. The block “O” with and without “Ohio State” across it served as the official logo of the athletic department.[3] In February 2013, the university took a significant step by selecting the Block “O” as its identifying symbol across all university seals and logos, a move driven by then-President Gordon Gee’s vision of Ohio State being “one university.”[4] The university seal, used on diplomas and official documents, was updated to replace the circular “O” in its center with the Block “O,” and the open book in the seal was enlarged to reinforce Ohio State’s leadership in research and academic excellence.[3]
The 2013 update also included a new academic logo featuring the Block “O” in front of the words “The Ohio State University.”[5] At the same time, the athletic logo was retouched, with the “Ohio State” text changed to be entirely black instead of two colors.[5]
Ohio State has been protective of its Block “O” mark. In 2018, the university filed a Notice of Opposition against the University of Oklahoma’s trademark application for a drum major image featuring a block “O” on the uniform, claiming the letter “O” is the “heart of the branding and image of Ohio State.”[6] The university has also had trademark disputes with Oregon State University and settled a dispute with Oklahoma State over the acronym “OSU” in 2017.[6]
Meaning and Symbolism
The Block “O” is described by Ohio State Athletics as the university’s “most iconic and versatile symbol, representing strength, pride, and an unbreakable spirit.”[7] It stands at the center of Ohio Stadium’s field design and embodies the collective identity of Buckeye Nation.[7]
Ohio State’s official colors, scarlet and gray, have been in use since 1878, when a group of three students chose them because “it was a pleasing combination…and had not been adopted by any other college.”[8] The university’s brand guidelines state that “scarlet and gray in combination are as well-known as our name” and are the signature colors by which audiences identify Ohio State.[9]
Typography and Design
The university’s official brand fonts are Buckeye Sans 2 and Buckeye Serif 2, which are used to create consistent recognition across Ohio State materials.[9] The official primary colors are Scarlet (PMS 200, hex #ba0c2f) and Gray (PMS 429, hex #a7b1b7), as specified in the university’s Buckeye UX design system.[10]
University brand guidelines require that either the university name, logo, or an official unit logo be the only graphic identity mark used across all campuses and units.[9] Unit logos, previously called secondary signatures, are composed of the Block “O,” the full university name, and a unit’s name.[9]
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