CLIENT:
delta college

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PROJECT:
delta ducks mascot & spirit brand

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recognition:

Brand New

UCDA creative summit 2025 keynote

brand strategy

mascot design

visual identity

illustration

tagline development

copywriting & messaging

tone of voice

merchandise

brand guidelines

Dream big, fly higher.

A new era for Delta College takes flight.

Established in 1961, Delta College has long been a beacon of education and community spirit near Bay City, MI. Known as “The Pioneers,” the college has a storied history, yet, aside from an old, crumpled "Peppi the Pioneer" costume that hasn't been used in years and was found buried in a storage closet, Delta lacked an official mascot, leaving a void in its identity. Students, faculty, and alumni felt this absence, often yearning for a symbol to rally behind, a source of pride akin to that found in larger universities.

Enter the Delta Ducks. Recognizing the need for a unifying symbol, Delta College adopted this moniker, ushering in a new era that demanded a vibrant mascot and a strategic brand identity. This initiative aims to provide a sense of belonging and pride for everyone at Delta, encapsulating the college’s heritage and pioneering spirit.

Meet Duck, the dynamic mascot designed to resonate with students and the community. A symbol of unity and pride, Duck encourages students to embrace their college experience fully. Duck’s presence fosters a lasting connection that students will cherish at Delta and beyond, whether they transfer to a university or enter the workforce.

Duck is here to inspire, embodying Delta’s values and mission.

moodboards: character design, brand tone, typography

Sketches

Real-World Duck Traits

More than just feathers.

Personality with purpose.

Ducks are social, outgoing, and community-oriented, making them ideal for Delta College’s mascot. Real-world duck traits like adaptability, curiosity, playfulness, and affection inspire Duck’s tone, personality, and values, making the mascot relatable and aspirational for students.

The adaptability and versatility of ducks are reflected in Duck’s various personas, encouraging students to be resilient in their academic and personal pursuits. Duck’s playful curiosity inspires a love for learning, while its affectionate demeanor fosters a welcoming campus environment.

Embrace your inner Duck and see how far you can fly.

Delta Duck Personality

Quack of all trades.

From study hall to stadium.

Duck is a multifaceted character that embodies various personas to connect with the college community:

Studious Duck: Embracing the scholar within, Studious Duck dons eyeglasses in academic contexts to highlight intelligence and focus.

Sporty Duck: Full of energy and enthusiasm, Sporty Duck supports Delta Athletics with lighthearted humor and winning energy.

Chill Duck: This smooth operator is cool for school. With a relaxed demeanor, Chill Duck stays calm under pressure, delivering humorous messages with dry wit.

Duck draws inspiration from a blend of famous characters, combining the suave nature of James Bond, the clever charm of the Geico Gecko, the resourcefulness of Road Runner, the cheerfulness of Rocky the Flying Squirrel, the intellect of Mr. Peabody, and the smooth swagger of Pink Panther. This mix gives Duck a unique charm and appeal.

Duck reads the room, adapts, and always knows how to deliver the perfect quip.

Visual Identity

Quack to the future.

Vintage style, fresh identity.

Delta College’s visual identity channels the playful energy of ’60s and ’70s animation. Inspired by classic animation studios like Bill Scott/Jay Ward, Hanna-Barbera, and UPA, Duck’s design uses simplified, whimsical shapes and expressive character forms.

The custom script logotype — a modern spin on classic baseball lettering — adds retro charm while staying flexible and contemporary. Its adaptable lockups extend across Delta’s athletics program, where team names and sports can be seamlessly incorporated.

Duck’s head also nests inside an abstract “D,” a mark that works alone or with the logotype. This nod to retro iconography references Delta’s campus pond — a beloved gathering spot for ducks and students alike — connecting mascot and place in one clever visual.

Every quack, every feather, every wink — Duck unites the Delta community as one flock.

Supporting graphic elements like frames, badges, monograms, and an assortment of typographic lockups enrich the visual identity further. These components are designed to complement Duck’s persona, providing flexibility and consistency across various marketing and communication touchpoints.

The color palette enhances this nostalgic yet modern appeal. These colors, combined with Duck’s playful and bold character designs, create a visual identity that is both timeless and relevant, reflecting Delta College’s dynamic spirit and rich heritage.

The typefaces play a crucial role in the brand’s visual identity.

Obviously is a versatile Neo-Grotesque Sans Serif used for titles, headlines, and typographic lockups, known for its expressive, humanist touches.

Another Grotesk Display, a modern Grotesque Sans Serif, is the workhorse for body copy and subheads, with creative details like the styled “2” and the flourish at the ear of the “g.”

Ballinger Mono, a monospaced Grotesque Sans Serif, is used sparingly for a technical look, and is ideal for data representation and specific label types, echoing the aesthetics of the other typefaces.

Mission and Impact

More than a mascot.

An encouraging, feathered friend.

Duck’s mission goes beyond being a mere mascot. As Delta’s Dean of Community, Duck rallies the student body toward academic and athletic success. By infusing every campus communication with encouragement and enthusiasm, Duck serves as a true role model.

Duck’s sunny disposition and uplifting messages aim to inspire students to strive for continuous improvement, elevate results, and celebrate achievements. The brand mission emphasizes unity and identification with Duck’s messages of inspiration and academic achievement.

With Duck by your side, every day at Delta is a step toward greatness.

Tagline

One pond, many Ducks.

Feathers flock together here.

At Delta College, the manmade pond is a symbol of community and belonging. Each year, ducks flock to this iconic spot, mingling with students and creating a lively, welcoming atmosphere. This connection inspired our tagline:

“We’re all Ducks in this pond.”

This tagline captures the essence of Delta College’s spirit. Just as the pond brings together ducks from all around, Delta brings together students from diverse backgrounds, fostering a sense of unity and pride. Once you enroll at Delta, you become part of this vibrant community. Whether you’re in the classroom, on the field, or just hanging out by the pond, you’re a Duck, and you belong here.