Grin and bear it
New mascot receives mixed reviews despite $40,000 face lift,
modern look
By Susan Lee
Several hundred students, staff, faculty and alumni gathered in
Westwood Plaza yesterday afternoon to catch their first glimpse of
the newer, fiercer Joe.
Beginning at 1:15, several speakers worked the crowd in
anticipation of Joe’s appearance. With the sound of UCLA’s marching
band resonating in the background, the new mascot ran through a
paper banner to greet the crowd – and met with mixed reactions.
Designed by McKiernan Studios at the cost of $40,000, the new
Joe Bruin resembles a cross between the previous happy, smiling Joe
and a more ferocious, buffed grizzly.
The new mascot and logo replace the teddy-bear-ish Joe Bruin
which has represented UCLA since 1970s, and although some were sad
to see the old Joe go, most welcomed the arrival of a
tougher-looking mascot.
The newly redesigned Joe Bruin provoked student reactions
ranging from jokes about Joe on steroids to comments about his new
smile.
Both Jessica Graham, a fourth-year African American studies
student, and Cicely Scott, a third-year African American studies
student, felt that the new Joe Bruin’s new grin is over the
top.
"He smiles so much he wants to make us relax our faces when you
see him," Graham said.
Scott added that she felt sorry for Joe because he’ll be stuck
with the grin for the foreseeable future.
However, both Graham and Scott added that they liked the more
muscular body of the bear, and that the new logo used for
merchandise looks better than the costumed mascot.
Over the years, Joe Bruin has received a makeover every decade
or so, explained Carol Anne Smart, the students’ association
director of retail operations and the chief operating officer at
the UCLA Store. The $40,000 spent redesigning Joe and the $20,000
spent on focus groups came from royalties earned through licensing,
Smart said.
She added that the design of the new mascot and logo was a
collaborative effort between the students’ association, the
athletic department and alumni.
"We’ve revitalized our licensing program to try get back to
where we need to be, but Joe is just one component, although we
expect a gradual increase in (mascot-related) sales over time,"
Smart said. "The new logo is more appropriate for use with the
athletic department and depicts a stronger, more powerful image of
UCLA."
Janis Castaneda, an undeclared first-year student, noted that
although the new Joe Bruin looks fierce, angry and muscular, his
extra-wide smile reminds her of singing bears at Disneyland.
"(The mascot) also has this really weird face, but it’s really
masculine and buff," Castaneda said. She expected more from the
ceremonies and also felt that the redesigned Joe wasn’t worth the
$60,000.
Although the unveiling of the new mascot was widely advertised,
many students who happened to be in the students’ store during the
ceremony had no idea what was going on.
"I came in today and had no clue what was happening," said Lisa
Geers, who works in the College of Letters & Science. She added
that she prefers the new Joe to the former cartoonish mascot.
"I think the new (mascot) has more strength and substance. The
old one was kind of wimpy compared to this new one, since the old
one was nice and peppy but real passive looking."
Coinciding with the unveiling of the new logo was an increase in
the amount of mascot-related items on the student store’s shelves.
Usually, about 5 percent of the merchandise in the store bears the
Joe Bruin logo, but store officials upped it to 15 percent in
anticipation of the demand for clothing emblazoned with the new
Joe.
Fred Klein, who has been the director of apparel at the
students’ store for 15 years, said he feels that the new mascot has
a more marketable look.
Denise King, a fifth-year Latin American studies student, agreed
that the new bear has a broader appeal.
"Before, guys didn’t want to wear the sillier, cartoon bear,"
King said. "It’s a good step up from what we had before, and is a
better defined bear."
Many students agreed that it will take time for the new Joe to
grow on them.
"I think we’re used to the old one, but we’ll get used to it.
It’s nice cross between happy smiley Joe and more athletic Joe,"
said Stephanie Bladen, a third-year psychology student. "A mascot
is really important because people get real excited to see Joe.
Everyone knows Joe Bruin, and he’s kind of a campus and community
celebrity."
Janean Griffin, a third-year math and education student, said
she prefers Joe’s wilder, more realistic look to the teddy bear
look.
Ann Paulter, the students’ association director of marketing,
explained that the latest incarnation of Joe Bruin may have a wider
appeal because it is a hybrid of two previous logos.
"Personally, I feel that because the new graphic represents a
cross between the bear and the statue, it’s a stronger image
graphically," Paulter said.
Despite the fact that the majority of those at the unveiling
festivities expressed preference for the new Joe Bruin, not all
were as enthusiastic.
"I think it’s ugly. Certain good traditions shouldn’t be
changed, and I know they wanted a more fierce Bruin, but then they
put a big grin on it’s face … I mean, what’s up with that," asked
Jill Preston, fourth year sociology student. "I guess we’ll just
have to get used to it, but I don’t think it was worth the
money."
Matthias Brown, a fifth year history/Asian American studies
student, said he prefers the former Joe Bruin because he feels it
was more upbeat and representative of UCLA.
King said she also expected negative responses, especially from
alumni who might not be able to relate to the new logo. However,
she felt that Joe’s makeover will be a good way to make people more
excited about the merchandise sold at the students’ store.
Smart added that the new Josephine Bruin will be revealed in the
fall, probably before the first football game.
Photos by FRED HE/Daily Bruin
The redesigned Joe Bruin mascot debuted Wednesday at a Westwood
Plaza pep rally.
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