Northeast Iowa Community College
NICC Mascot Refresh
BACKGROUND
For decades, Northeast Iowa Community College (NICC) has proudly carried the Cougars name. But the visual identity behind the mascot had aged, and was used so inconsistently that students barely recognized it. As NICC expanded its athletics and extracurricular programs, it became clear that a bold new logo was needed—one that could rally the community, reflect institutional values, and reestablish Cougar pride.
CHALLENGE
NICC wasn’t just aiming for a new look. The school wanted a symbol that embodied who it is and where it’s going. The updated logo needed to communicate traits like resilience, determination, persistence, and progress without veering into cliché or losing credibility with students, staff, and the wider community.
Plus, timing was key. The new identity needed to generate momentum right as the school year began, ensuring immediate recognition and engagement across multiple campuses and satellite locations.
SOLUTION
We began by listening. In partnership with NICC stakeholders, we built a deep understanding of the school’s mission, student body, and values. That insight became the foundation for a revitalized cougar mascot—one that doesn’t just look fierce but feels forward-thinking.
SERVICES:
– Brand Strategy and Messaging
– Mascot Design and Illustration
– Naming and Storytelling
– Logo Development
– Hype Video Production
– Brand Standards Manual
LOGO DESIGN
Every detail of the new Cougar was intentional:
This isn’t just a fierce cat—it’s a mascot with purpose.
BACKSTORY AND NAMING
To build emotional resonance and help the Cougar feel like more than just a symbol, we developed a character backstory rooted in the student experience: grit, growth, and the pursuit of knowledge.
And then came the name: Chase the Cougar.
Chosen through a student and staff vote, “Chase” is more than a name—it’s a mission. It invites students to keep striving, keep learning, and keep chasing what’s next. It also positions the mascot as a leader for Cougar fans to rally behind and follow as an example.
ROLLING IT OUT
To introduce the logo in style, we created a hype video that set the tone for the new era. The rollout coincided perfectly with the start of the academic year, creating energy and excitement across campuses.
We also designed life-size cutouts of Chase, turning the new mascot into a photo op and a viral presence on social media. Cardboard Chase became an instant campus celebrity.
GUIDELINES FOR LONG-TERM SUCCESS
To protect the integrity of the updated brand, we produced a comprehensive brand standards manual, offering clear guidance on how, where, and when the logo should appear. This ensures that as NICC continues to evolve, its Cougar brand remains consistent, respected, and recognizable.
RESULTS
The rebrand breathed new life into the school and reestablished Cougar pride across NICC’s campuses: