New Haven firm to give Big East a new look
Cara Baruzzi, New Haven Register Staff 03/29/2005
Members of the Silverman Group with the Big East logo. They are Marc Jacobson, president, seated, and Lisa Silverman, left; Marcy Silverman; and Jim Keenan. Aaron Flaum/Register
NEW HAVEN — The Big East conference is about to get a big makeover courtesy of a local marketing company.
Beginning in August, just in time for football, the collegiate athletics conference that includes the University of Connecticut will unveil a new logo designed by The Silverman Group.
"Right now, we’re in the midst of working on a whole new re-branding plan," said Jim Keenan, vice president of marketing at The Silverman Group, which is located at 436 Orange St.
Commissioners for the Big East chose the company from a field of 18 competing bidders to devise a multimedia marketing campaign.
"It’s hard to live in this state and not be a Big East follower," said Keenan, who spearheaded The Silverman Group’s bid for the contract. "I just thought they needed a facelift."
Though best known in Connecticut for UConn basketball and football, the Big East conference encompasses 15 men’s and women’s sports. Founded in 1979, the Big East is expanding this year from 12 member schools to 16.
Its athletic directors decided to re-brand the conference this year in light of the changes, said Big East Associate Commissioner John Marinatto.
As of July 1, the conference will lose Boston College, but gain five schools — University of Cincinnati, DePaul University, University of Louisville, Marquette University and University of South Florida.
Officials with the University of South Florida recommended The Silverman Group, which previously worked with the school, Marinatto said.
The Silverman Group presented Big East officials with 19 variations for a new logo, he said. The conference has had its current one since 1996.
"I liked the fact that they took chances," Marinatto said of the proposal.
The new marketing campaign will include print and television ads, public service announcements, on-campus promotions and community events, Keenan said.
The primary goals of the campaign, Keenan said, are to introduce the Big East into its new members’ markets and to make existing members’ markets aware of the new schools.
Big East officials are in the process of choosing an official trademarked conference tagline, Marinatto said.
The public will begin to see the conference’s new look in August, at the outset of college football season.
"It’s more than the Big East has tackled in the past," Keenan said. "It’s going to be an exciting year."
Cara Baruzzi can be reached at cbaruzzi@nhregister.com
Here's the logo:
![[Image: nhbiz29_J352.jpg]](http://images.zwire.com/local/Z/ZWIRE1281/zwire/images/nhbiz29_J352.jpg)
![[Image: bigeast1.gif]](http://www.jayp.net/sports/images/bigeast1.gif)
