Florida State University Seminole Logo Public Opinion Research Results Report This report details the results of an online public opinion survey conducted from May 15-23, 2014 regarding recent changes to the Florida State University Seminole logo Copyright 2014 by David P. Hedlund et al.
Authors David P. Hedlund, Ph.D. Assistant Professor Division of Sport Management College of Professional Studies St. John s University (New York) Joseph St. Germain, Ph.D. Vice President Kerr & Downs Research Tallahassee, Florida Marlon R. McPhatter, A.B.D. Doctoral Candidate Department of Sport Management College of Education Florida State University For more information about this research, please contact: Joseph St. Germain, joseph@kerr-downs.com 850.906.3111 The authors would like to acknowledge the following individuals for their assistance and support with this research: Dr. Phillip E. Downs, Dr. J. Joseph Cronin Jr., Dr. Jeffrey D. James, Prof. Glenn Gerstner, Dr. Ronald D. Hedlund, Dr. Ellen Parrish Hedlund, Ms. Karen Marie Hedlund, the FSU Department of Sport Management, and Ms. Jodi Slade. In addition, the authors would like to thank the many thousands of individuals from across the world who participated in this research. Copyright 2014 by David P. Hedlund et al. 2
Research Purpose and Methodology Research Purpose: This research was conducted to understand the opinions of Florida State University (FSU) students, alumni, fans and the public at-large regarding FSU s original logo, new logo, and a third logo developed by Jodi Slade (FSU alumna and graphic artist). Research Methodology: Data was collected by an online survey distributed by posting a link to the survey on FSU-related group/community webpages (i.e., Facebook, LinkedIn, Warchant). In addition, inquiries about the online survey were received from the leaders/moderators of FSU-related groups/communities. These individuals forwarded the survey link to their membership by email and/or posted the survey link on their website. Copyright 2014 by David P. Hedlund et al. 3
Demographics of the Survey Respondents Responses by the Numbers: 11,271 Total number of individuals who saw the survey 11,209 Total number of individuals who agreed to take the survey 6,922 Total number of individuals who began taking the survey 50 Total number of survey responses removed due to response bias concerns (i.e., non-truthful responses) 6,872 Total number of responses analyzed Gender: 50.9% Male 49.1% Female Average Age: 33.5 years old (Standard Deviation = 11.4) Respondents hail from 49 of 50 states: 66.9% from Florida 1.2% live outside the USA Relationship Status: 50.5% Single, not married 44.7% Married FSU Groups Represented (Note: individuals could select multiple groups): 65.2% FSU Alumni 29.2% Seminole Booster Members 27.9% FSU Alumni Association Members 11% Current FSU Students 5.9% FSU Student Booster Members 5.7% Current or Former FSU Student-Athletes 5.4% FSU Student Alumni Association Members 3.7% FSU Band Alumni Association Members 2.4% Other FSU Groups (i.e., FSU Black Alumni Members, FSU Veteran Alumni Society Members, Circus Alumni Members, Members of the Alumni Association of the Dedman School of Hospitality, Emeritus Alumni Society Members) Copyright 2014 by David P. Hedlund et al. 4
Executive Summary This research examined three Florida State University (FSU) logos: the original logo, the new logo, and a third logo designed by Jodi Slade (FSU alumna and graphic artist) that was developed after the new logo was released to the public. The three logos are shown below. Original Logo New Logo Jodi Slade s Logo The original logo was the most preferred logo (preferred by 50.3% of all individuals), followed by Jodi Slade s logo (42.1% preferred), and then the new logo (7.6% preferred). Among FSU students and alumni, the original logo was the most preferred logo (preferred by 50.4% of all FSU students and alumni), followed by Jodi Slade s logo (43.5% preferred), and then the new logo (6.1% preferred). Among the public at-large (i.e., those not directly affiliated with FSU), the original logo was the most preferred logo (preferred by 50.1% of the public at-large), followed by Jodi Slade s logo (38.2% preferred), and then the new logo (11.7% preferred). Results differed little by age, gender, education level, income, and other demographics, with the order of logo preference (original logo preferred the most, followed by Jodi Slade s logo, and then the new logo) consistent across all demographics. Die hard fans are more likely to prefer the original logo and Jodi Slade s logo and least likely to prefer the new logo. This study also measured reported past behaviors and compared those to intended future behaviors, given the adoption of the new logo. Individuals plan on attending slightly more FSU events in Tallahassee and outside Tallahassee in the next 12 months than they did in the past year. Individuals plan on purchasing and wearing slightly more FSU apparel featuring the original logo in the next 12 months than they did in the past year. Individuals plan on purchasing and wearing significantly less FSU apparel featuring the new logo in the next 12 months than they did in the past year (when the apparel featured the original logo). Copyright 2014 by David P. Hedlund et al. 5
100% Ranked Logo Preferences Of the three logos, which do you prefer most? (All individuals, n = 6,765) 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 50.3% 42.1% 7.6% Original Logo Jodi Slade's Logo New Logo Individuals prefer the original logo the most (50.3%), while Jodi Slade s logo is the second most preferred (42.1%), and the new logo is the least preferred (7.6%). Copyright 2014 by David P. Hedlund et al. 6
Ranked Logo Preferences Of the three logos, which do you prefer most? (FSU Students and Alumni, n = 4,967) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 50.4% 43.5% 6.1% Original Logo Jodi Slade's Logo New Logo FSU students and alumni prefer the original logo the most (50.4%), while Jodi Slade s logo is the second most preferred (43.5%), and the new logo is the least preferred (6.1%). Copyright 2014 by David P. Hedlund et al. 7
Ranked Logo Preferences Of the three logos, which do you prefer most? (Public At-Large (i.e., those not directly affiliated with FSU), n = 1,798) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 50.1% 38.2% 11.7% Original Logo Jodi Slade's Logo New Logo Individuals from the public at-large (i.e., those not directly affiliated with FSU) prefer the original logo the most (50.1%), while Jodi Slade s logo is the second most preferred (38.2%), and the new logo is the least preferred (11.7%). Copyright 2014 by David P. Hedlund et al. 8
Information about the 0-10 Opinion Scale For the next section of results, opinions were given based on a 0-10 scale, where 0 = Totally Hate and 10 = Totally Love. Based on all valid responses (n = 6,872), the following tables display the breakdown for individuals opinions about each of the three logos. Original Logo Scale Approximate Meaning Number of Reponses Percentage of Total Responses 0 Totally Hate 134 1.9% 1 Hate a Lot 30 0.4% 2 Hate a Good Amount 30 0.4% 3 Hate Some 50 0.7% 4 Hate a Little 57 0.8% 5 Neither Love nor Hate 220 3.2% 6 Love a Little 131 1.9% 7 Love Some 372 5.4% 8 Love a Good Amount 901 13.1% 9 Love a Lot 939 13.7% 10 Totally Love 4008 58.3% Total 6872 100% Average (Mean) 8.8 out of 10 Jodi Slade's Logo Scale Approximate Meaning Number of Reponses Percentage of Total Responses 0 Totally Hate 232 3.4% 1 Hate a Lot 55 0.8% 2 Hate a Good Amount 113 1.6% 3 Hate Some 137 % 4 Hate a Little 148 2.2% 5 Neither Love nor Hate 521 7.6% 6 Love a Little 372 5.4% 7 Love Some 683 9.9% 8 Love a Good Amount 1141 16.6% 9 Love a Lot 1201 17.5% 10 Totally Love 2269 33% Total 6872 100% Average (Mean) 7.8 out of 10 New Logo Scale Approximate Meaning Number of Reponses Percentage of Total Responses 0 Totally Hate 3914 57% 1 Hate a Lot 575 8.4% 2 Hate a Good Amount 603 8.8% 3 Hate Some 461 6.7% 4 Hate a Little 300 4.4% 5 Neither Love nor Hate 287 4.2% 6 Love a Little 130 1.9% 7 Love Some 126 1.8% 8 Love a Good Amount 149 2.2% 9 Love a Lot 122 1.8% 10 Totally Love 205 3% Total 6872 100% Average (Mean) 1.7 out of 10 Copyright 2014 by David P. Hedlund et al. 9
Hate Neither Hate, Nor Love Love Average Opinion About Each Logo (All Responses, n = 6,872) 10 9 8.8 8 7.8 7 6 5 3 1.7 1 Original Logo Jodi Slade's Logo New Logo Individuals like the original logo the most, Jodi Slade s logo the second most, and the new logo the least. Copyright 2014 by David P. Hedlund et al. 10
Hate Neither Hate, Nor Love Love Average Opinion About Each Logo (FSU Students and Alumni, n = 4,967) 10 9 9 8 8.1 7 6 5 3 1.6 1 Original Logo Jodi Slade's Logo New Logo FSU students and alumni like the original logo the most, Jodi Slade s logo the second most, and the new logo the least. Copyright 2014 by David P. Hedlund et al. 11
Hate Neither Hate, Nor Love Love Average Opinion About Each Logo Public At-Large (i.e., those not directly affiliated with FSU, n = 1,798) 10 9 8 8.2 7 7 6 5 3 1 Original Logo Jodi Slade's Logo New Logo Individuals from the public at-large (i.e., those not directly affiliated with FSU) like the original logo the most, Jodi Slade s logo the second most, and the new logo the least. Copyright 2014 by David P. Hedlund et al. 12
Hate...Love Opinions about each Logo based on the Individual s Level of Fandom (i.e., I am a "die-hard" fan) Hate...Love Hate...Love 10 8 6 10 8 6 10 8 6 5.1 Strongly Disagree 5 6.4 Original Logo 7.7 8.8 9.3 Disagree Neutral Agree Strongly Agree Not a Fan Die-Hard Fan Strongly Disagree 2.3 2.4 2.2 1.8 1.6 Strongly Disagree Jodi Slade s Logo 6.6 7.3 New Logo 7.9 8 Disagree Neutral Agree Strongly Agree Not a Fan Die-Hard Fan Disagree Neutral Agree Strongly Agree Not a Fan Die-Hard Fan As an individual s level of fandom increases, their liking of the original logo and Jodi Slade s logo increases. In contrast, as an individual s level of fandom increases, their liking of the new logo decreases. Copyright 2014 by David P. Hedlund et al. 13
Hate...Love Opinions about each Logo based on the Individual's Total Number of Years as an FSU Fan (i.e., 0 = Zero Years as an FSU Fan) 10 8 6 Original Logo 8 8.8 9.1 0 1-5 6-15 16+ Total Number of Years as an FSU Fan Hate...Love Hate...Love 10 8 6 10 8 6 Jodi Slade s Logo 7.6 8.1 7.8 4.1 0 1-5 6-15 16+ Total Number of Years as an FSU Fan New Logo 2.4 2.3 1.8 1.6 0 1-5 6-15 16+ Total Number of Years as an FSU Fan The more years an individual has been a fan of FSU, the more they like the original logo and Jodi Slade s logo. Conversely, the more years an individual has been a fan of FSU, the less they like the new logo. Copyright 2014 by David P. Hedlund et al. 14
Opinions about each Logo based on the Individual's Age Group Hate...Love Hate...Love Hate...Love 10 8 6 Original Logo 8.9 8.9 8.9 8.8 8.5 8.5 18-24 25-34 35-44 45-54 55-64 65+ Age Range of individuals 10 8 6 Jodi Slade's Logo 8 8.1 7.8 7 6.6 5.8 18-24 25-34 35-44 45-54 55-64 65+ Age Range of individuals 10 8 6 New Logo 1.7 1.6 1.6 1.9 2.3 2.3 18-24 25-34 35-44 45-54 55-64 65+ Age Range of individuals As an individual gets older, their liking of the original logo and Jodi Slade s logo decreases. Conversely, as an individual gets older, their liking of the new logo increases. Copyright 2014 by David P. Hedlund et al. 15
Opinions about each Logo based on the Individual's Gender Hate...Love 10 8 Original Logo 8.8 8.9 6 Male Female Hate...Love Hate...Love 10 8 6 10 8 6 Jodi Slade s Logo 7.8 7.8 Male Female New Logo 2.2 1.2 Male Female An individual's gender has little or no relationship with how strongly the individual likes the original logo and Jodi Slade s logo, while males like the new logo more than females. Copyright 2014 by David P. Hedlund et al. 16
Opinions about each Logo based on the Individual's Race/Ethnicity Hate...Love Original Logo 10 8.7 8.8 8.9 8.9 7.8 8 6 Hate...Love Hate...Love 10 8 6 10 8 6 American Indian / Alaskan Native 6.5 American Indian / Alaskan Native Asian / Pacific Islander Black / African American Hispanic / Latino/a White / Caucasian 1.9 1.9 1.7 1.5 1.7 American Indian / Alaskan Native Jodi Slade s Logo 8.1 Asian / Pacific Islander 7.4 Black / African American New Logo Asian / Pacific Black / African Islander American 8.1 7.8 Hispanic / Latino/a Hispanic / Latino/a White / Caucasian White / Caucasian An individual's race/ethnicity has little or no relationship with how strongly the individual likes each of the three logos, except in the case of the American Indian/Alaskan Native sample population, who like the original logo and Jodi Slade s logo to a lesser degree compared to other racial/ethnic groups. Copyright 2014 by David P. Hedlund et al. 17
Opinions about each Logo based on the Individual's Highest Level of Education Completed 10 8 6 Original Logo 8.9 9 8.7 8.3 8.7 High School Bachelors/AA Masters Doctorate Other 10 8 6 Jodi Slade's Logo 7.7 7.9 7.8 7.3 6.1 High School Bachelors/AA Masters Doctorate Other Hate...Love Hate...Love Hate...Love 10 8 6 New Logo 1.9 1.6 1.9 1.9 2.1 High School Bachelors/AA Masters Doctorate Other An individual's level of education completed has little or no relationship with how strongly the individual likes each of the three logos. Copyright 2014 by David P. Hedlund et al. 18
Opinions about each Logo based on the Individual's Annual Household Income Original Logo 10 8 6 8.7 8.9 8.8 8.9 8.9 8.8 8.8 8.9 8.7 8.6 Jodi Slade s Logo Hate...Love Hate...Love Hate...Love 10 8 6 7.8 8.1 7.8 7.8 7.7 7.6 7.6 7.6 7.7 7.8 10 New Logo 8 6 1.9 1.6 1.7 1.7 1.7 1.9 1.8 1.5 1.6 1.3 An individual's annual household income level has little or no relationship with how strongly the individual likes each of the three logos. Copyright 2014 by David P. Hedlund et al. 19
Opinions about each Logo based on the Individual's Status as an FSU Student (Yes = FSU Student, No = Not an FSU Student) 10 8 6 Original Logo 8.9 8.8 Yes No 10 8 6 8.2 Yes Jodi Slade s Logo 7.7 No Hate...Love Hate...Love Hate...Love 10 8 6 New Logo 1.7 1.7 Yes No An individual's status as a current FSU student has little or no relationship with how strongly the individual likes the original logo and the new logo, while FSU students like Jodi Slade s logo more than non-fsu students. Copyright 2014 by David P. Hedlund et al. 20
Hate...Love Hate...Love Hate...Love Opinions about each Logo based on the Individual's Status as an FSU (Yes = FSU Alum, No = Not an FSU Alum) 10 8 6 9.1 Yes Original Logo 8.4 No 10 8 6 8.1 Yes Jodi Slade s Logo 7.2 No 10 8 6 New Logo 1.6 Yes No FSU alumni more strongly like the original logo and Jodi Slade s logo. Conversely, individuals who are not FSU alumni more strongly like the new logo. Copyright 2014 by David P. Hedlund et al. 21
Hate...Love Opinions about each Logo based on the Individual's Status a Current/Former FSU Student-Athlete (Yes = Current/Former FSU Student-Athlete, No = Not a Current/Former FSU Student-Athlete) 10 Original Logo 9.1 8.9 8 6 Yes No Hate...Love Hate...Love 10 8 6 10 8 6 Jodi Slade s Logo 8 7.9 Yes No New Logo 1.7 1.7 Yes No An individual's status as a current or former FSU student-athlete has little or no relationship with how strongly they like each of the three logos. Copyright 2014 by David P. Hedlund et al. 22
Opinions about each Logo based on the Individual's Status as a Seminole Booster Member (Yes = Seminole Booster Member, No = Not a Seminole Booster Member) Hate...Love 10 8 6 9.2 Yes Original Logo 8.7 No Hate...Love Hate...Love 10 8 6 10 8 Jodi Slade s Logo 8 7.7 Yes No New Logo 6 1.7 1.7 Yes No Seminole Booster members more strongly like the original logo and Jodi Slade s logo, while there is no difference in their opinion of the new logo compared to the opinion of non-seminole Booster members. Copyright 2014 by David P. Hedlund et al. 23
Opinions about each Logo based on the Individual's Status as an FSU Alumni Association Member (Yes = FSU Alumni Association Member, No = Not an FSU Alumni Association Member) 10 8 6 9.2 Yes Original Logo 8.7 No 10 8 6 8.1 Yes Jodi Slade s Logo 7.7 No Hate...Love Hate...Love Hate...Love 10 8 6 New Logo 1.5 1.8 Yes No FSU Alumni Association members more strongly like the original logo and Jodi Slade s logo. Conversely, non-fsu Alumni Association members more strongly like the new logo. Copyright 2014 by David P. Hedlund et al. 24
Never (None)... Sometimes (Some) Always (All) Comparing Past Behavior to Future (Intentions) Behavior: In the last 12 months, how frequently did you attend FSU sporting events IN TALLAHASSEE, and if the NEW Seminole logo is adopted, how frequently will you attend FSU sporting events IN TALLAHASSEE in the next 12 months? 5 4.5 3.5 3.4 3.5 3 2.5 1.5 1.5 Past 12 months Next 12 months with New Logo If a change is made from the original logo to the new logo, individuals intend to attend the same number or more events in Tallahassee in the next 12 months compared to the last 12 months. Copyright 2014 by David P. Hedlund et al. 25
Never (None)... Sometimes (Some) Always (All) Comparing Past Behavior to Future (Intentions) Behavior: In the last 12 months, how frequently did you attend FSU sporting events OUTSIDE TALLAHASSEE, and if the NEW Seminole logo is adopted, how frequently will you attend FSU sporting events OUTSIDE TALLAHASSEE in the next 12 months? 5 4.5 3.5 3 2.9 3 2.5 1.5 1.5 Past 12 months Next 12 months with New Logo If a change is made from the original logo to the new logo, individuals intend to attend the same number or more events outside Tallahassee in the next 12 months compared to the last 12 months. Copyright 2014 by David P. Hedlund et al. 26
Will not buy.... Will buy some.will buy a lot Comparing Past Behavior to Future (Intentions) Behavior: How much FSU-branded merchandise did you purchase in the last 12 months, and how much FSU-branded merchandise with the ORIGINAL logo will you purchase in the next 12 months? 5 4.5 3.9 4.1 3.5 3 2.5 1.5 1.5 Past 12 months Next 12 months with Original Logo During the next 12 months, individuals intend to purchase more FSU-branded merchandise with the ORIGINAL logo compared to how much they purchased in the last 12 months. Copyright 2014 by David P. Hedlund et al. 27
Will not buy.... Will buy some.will buy a lot Comparing Past Behavior to Future (Intentions) Behavior: How much FSU-branded merchandise did you purchase in the last 12 months, and how much FSU-branded merchandise with the NEW logo will you purchase in the next 12 months? 5 4.5 3.9 3.5 3 2.5 1.9 1.5 1.5 Past 12 months Next 12 months with New Logo During the next 12 months, individuals intend to purchase less FSU-branded merchandise with the NEW logo compared to how much they purchased in the last 12 months. Copyright 2014 by David P. Hedlund et al. 28
Will not wear.... Will wear some Will wear a lot Comparing Past Behavior to Future (Intentions) Behavior: How much FSU-branded merchandise did you wear in the last 12 months, and how much FSU-branded merchandise with the ORIGINAL logo will you wear in the next 12 months? 5 4.5 4.2 4.3 3.5 3 2.5 1.5 1.5 Past 12 months Next 12 months with Original Logo During the next 12 months, individuals intend to wear more FSU-branded merchandise with the ORIGINAL logo compared to how much they wore in the last 12 months. Copyright 2014 by David P. Hedlund et al. 29
Will not wear.... Will wear some Will wear a lot Comparing Past Behavior to Future (Intentions) Behavior: How much FSU-branded merchandise did you wear in the last 12 months, and how much FSU-branded merchandise with the NEW logo will you wear in the next 12 months? 5 4.5 4.2 3.5 3 2.5 1.9 1.5 1.5 Past 12 months Next 12 months with New Logo During the next 12 months, individuals intend to wear less FSU-branded merchandise with the NEW logo compared to how much they wore in the last 12 months. Copyright 2014 by David P. Hedlund et al. 30
Authors Biographies David P. Hedlund, Ph.D. After receiving his Ph.D. in Sport Management and an additional certification in Measurement and Statistics from Florida State University, Dr. Hedlund joined St. John's University (New York) as an Assistant Professor in the Division of Sport Management. Dr. Hedlund has over 15 years of domestic and international experience in sport, business and education. His areas of sport expertise and research include management, marketing, consumer behavior, coaching, and analytics. Dr. Hedlund has published or presented more than 35 research articles and presentations. Dr. Hedlund is also an Advisory Board member for Soccermetrics Research, LLC which is a company that provides the technology that allows the soccer industry to make data-driven decisions that add value to their business and team operations. In addition, Dr. Hedlund co-directs the St. John's University Sports Analytics (SJUSA) seminar. Joseph St. Germain, Ph.D. Joseph St. Germain received his Ph.D. in Sport Psychology from Florida State University with an addition certification in Measurement and Statistics. He currently is Vice President and Partner of Kerr & Downs Research, a full-service market research firm located in Tallahassee, Florida. At Kerr & Downs Research, Dr. St. Germain has directed over 200 research studies and conducted more than 50 focus groups. He specializes in predictive analytics, such as structural equation modeling (SEM), discriminant analysis and logistic regression. Marlon R. McPhatter, A.B.D. Marlon R. McPhatter earned his Bachelor of Science degree in Marketing from Georgetown University. He received his Master of Business Administration degree in Management from The University of North Carolina at Pembroke in 2011. In 2011, he joined the doctoral program in Sport Management at Florida State University. While pursuing his degree, Mr. McPhatter worked as a research and teaching assistant, in addition to having acted as an instructor for the FSU Department of Sport Management. He also worked in the FSU Athletics Department as a tutor/mentor and is currently the Undergraduate Academic Advisor and Coordinator for Undergraduate Admissions for the FSU Department of Sport Management. Copyright 2014 by David P. Hedlund et al. 31