LAREDO, Texas – Thursday night's Launch Party presented by Falcon Bank dawned a new day for Texas A&M International University, specifically its department of athletics, in front of a raucous crowd of supporters. The Dustdevils unveiled their finalized rebranding campaign with updated marks to represent its championship-winning tradition.
TAMIU president Dr. Ray Keck III and TAMIU director of athletics Griz Zimmermann both addressed the Dustdevils – a crowd including current students and student-athletes, members of the Laredo community and alumni – at the event.
The new logos will be fixed on student-athletes' uniforms and gear immediately, while TAMIU's facilities and infrastructure will undergo a systematic upgrade over time. Dusty, the personification of the Dustdevils, has been upgraded to a mark depicting Dusty's head with an unmistakably Texas theme.
"This is an unbelievably special day for Texas A&M International University," Keck said at the event. "This is history, and we are all a part of it."
Dusty has its traditional cowboy had pulled down low over its forehead, as is necessary for anyone stuck in a swirling dustdevil – or sandstorm environment. The Star of Texas adorns the center of the hat, paying homage to the Lone Star State. Dusty has its bandana tied tight around its face, hiding its features from the vortex it lives within.
Joining the new Dusty, a five-point Star of Texas featuring a swirling illustration of a realistic dustdevil was introduced.
Both new logos showcase the Dustdevils introduction of gold as an alternative color, joining the traditional Maroon and Silver.
"The reformed Dusty offers unmistakable tributes to the past while progressively projecting into the future of TAMIU's championship tradition," Zimmermann said. "The Maroon and Silver colors maintain consistency and recognition within the already established brand, while Gold has been introduced to invoke premonitions of a Dustdevil's truest form, starting with the golden hue shining from the swirling dust as the sunlight illuminates it.
"We are very happy with the Dusty 'head' mark that we've created, including the newest update of the colors."
Local artist and graphic designer, Carlos Rene Ramirez, created the new images and concepts through his company, Xtreme Point Art & Design. Ramirez and his family worked through the rebranding process with the Dustdevils. Ramirez is a former TAMIU student, while several members of his family are alumni. His younger brother, Carlos Roberto Ramirez, is a current student.
Dustdevils merchandise – complete with the new looks – is available at the TAMIU Bookstore on campus, as well as at many local retailers.
The Dustdevils officially kick off their 2014 soccer season on Aug. 22 with a women's soccer exhibition against Monterrey Tech, from Monterrey, Mexico, at the TAMIU Soccer Complex at 8 p.m. The men play Monterrey Tech on Aug. 23 at the TAMIU Soccer Complex with kickoff coming at 7:30 p.m. Admission is free for both exhibitions.
