Yellow Jacked Up
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Georgia Tech’s ‘brand refinement’ subtle, but much needed going forward

By Blake Silvers

ATLANTA - NOVEMBER 1: A member of the Georgia Tech Yellow Jackets football team holds his helmet up at the beginning of the fourth quarter during the game against the Florida State Seminoles at Bobby Dodd Stadium at Historic Grant Field on November 1, 2008 in Atlanta, Georgia. Georgia Tech beat Florida State 31-28. (Photo by Mike Zarrilli/Getty Images)
ATLANTA - NOVEMBER 1: A member of the Georgia Tech Yellow Jackets football team holds his helmet up at the beginning of the fourth quarter during the game against the Florida State Seminoles at Bobby Dodd Stadium at Historic Grant Field on November 1, 2008 in Atlanta, Georgia. Georgia Tech beat Florida State 31-28. (Photo by Mike Zarrilli/Getty Images) /
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For a program as rich in tradition as the Yellow Jackets, it can be difficult to take on even the slightest re-branding, even if long overdue.

Shades of old gold and block lettering have been mainstays on the Flats for over a century, and other than a few tweaks here and there, not a whole lot has changed.

When Georgia Tech alum Todd Stansbury took over in Atlanta as athletic director, he had plans for Yellow Jacket brand. “Since I arrived back on The Flats a year-and-a-half ago, one of our biggest priorities has been to define the Georgia Tech athletics brand,” Stansbury said in a release Friday.

Changes to Georgia Tech’s athletics branding include a new shade of old gold based off the color of the Ramblin’ Wreck 1930 Model A Ford. The new shade will be called “Tech Gold.” The new choice of gold will continue to accompany white as Tech’s two primary colors. Navy blue will continue to be used as a secondary color.

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Another minor, but noticeable change is the font design of Georgia Tech’s lettering. Along with Atlanta-based IMG College Licensing, the Yellow Jackets. The traditional block lettering used by Tech for decades will get a modern touch as the school’s first official wordmark.

The interlocking GT logo will also be receiving the same attention as the school’s other lettering. The GT logo will be the program’s primary symbol, putting the lone Buzz logo in the back seat. Buzz will also be getting the new Tech Gold treatment.

The changes, part of an overall project that started a little over one year ago, are being called a “refinement” by Georgia Tech’s athletic department.

With Georgia Tech leaving the antiquated Russell Athletic brand and moving into a deal with Adidas going forward, the branding tweaks further display the program’s focus on taking its tradition into the future.

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The changes, similar to those of other programs around college athletics, help appeal to young people during the recruiting process on the field as well as in the classroom.