Yale University
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Yale was founded as then “Collegiate School” in 1701 to preserve the tradition of European liberal education in the New World. In 1718, the school was renamed “Yale College” in gratitude for the donations of Welsh merchant Elihu Yale. In the 19th Century, the Institution added several graduate and professional schools, becoming “Yale University” in 1887. In addition to the undergraduate College, Yale established schools of Medicine, Divinity, Graduate Arts and Sciences, Engineering, Fine Arts, Music, Forestry and Environmental Studies, Public Health, Nursing, Drama, Architecture, and Management.
Yale became the first university to adopt a live mascot when, in 1889, a student purchased the now iconic bulldog Handsome Dan.” The dog inspired Cole Porter to create the Yale fight song “Bulldog, Bulldog.” Thus, “Handsome Dan” became the official mascot and his image is still used in abundance on authorized Yale products.
The Yale brand comprises an array of images, identities, histories, communities, traditions, and ideals, all united by a promise of excellence. The most effective way to communicate the Yale brand through merchandise requires acknowledgment of what the brand embodies, but in addition requires an understanding of how best to reach the appropriate audience. Consumers of Yale merchandise are global and diverse. Thus, an awareness of what ideas and messages most appropriately convey the brand to these audiences is essential.
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