Tennessee Fund Identity
Tennessee Fund

Refreshing a brand with a history.

The Tennessee Fund was created in 1986 to equip student-athletes at the University of Tennessee with the necessary resources to reach their full academic, athletic potential. The core wordmark taps into that heritage with a simple, contemporary design, conveying the University of Tennessee’s athletic culture. A graphic element contains the phrase “Since 1986” to introduce more visual weight, evoking the idea of a ceremonial plaque. The hexagonal pattern is inspired by the checkerboard and end-zone patterns. 

Incorporating these subtle elements that communicate a history, a values system, a brand, an identity and a community reminds donors about the University of Tennessee’s commitment to excellence. The mark instills feelings of trustworthiness and importance in order to motivate donors to move from the role of occasional fans to reliable financial supporters.

The return on investment in both this brand system and, as a result, Tennessee Athletics, is realized by graduating student-athletes, winning championships, performing community outreach and showing a commitment to excellence. The updated identity will appear in the Tennessee Fund brand initiatives including online, print, environmental and other marketing materials.

Dreaming to Doing: Getting Collaborative

Through creative collaboration, Designsensory updated the identity to one that speaks to the tradition of the University and is recognizable to both UT fans and generous donors alike.

Audience Insights

Trustworthiness is a motivator for giving.


The identity can easily be utilized across multiple marketing platforms.


The brand system, along with the new website and guidebook is comprehensive.

Let’s achieve great things together.

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