No More Mister Nice Mascot

By Roy B. White

PRODUCTS Sports icons

HOW THEY STARTED Colleges want to get hip with the times

JUDGMENT It's hard to make a turtle intimidating

Who says college administrators aren't finding ingenious ways to connect with their students? To capture better the fighting spirit of their sports teams, many colleges are redesigning their logos and mascots with more of a World Wrestling Federation feel. The University of Maryland is one of the latest institutions of higher learning to update its mascot. Officials hope that their newly buff diamondback Terrapin turtle, Testudo, will put a little fear in the hearts of opposing sports teams. Temple and Brigham Young universities also recently toughened up their sports icons (the former's owl symbol is now in attack mode, and the latter's cougar was made fiercer). Redesigns can flop, but so far these seem to be paying off. Brigham Young associate athletic director Duff Tittle says that after the new icon was introduced, "our merchandise sales went through the roof."

--By Roy B. White