Dock unveils "new" athletic identity
Dock will continue to be the Pioneers—but with a new, high-energy identity that captures our desire to compete at the highest levels while emphasizing sportsmanship and character.
Dock Mennonite Academy has unveiled a new athletic identity, and it will be at once completely familiar and yet brand new for students and alumni.
Over the last year, the athletics, marketing, and admissions teams at Dock have worked to discern what the school’s athletic identity should be going forward, with a goal to strengthen our marketing efforts in the athletic arena. On February 14, during chapels at both the Middle School and Grades 9-12 campuses, Director of Admissions Doug Hackman revealed to the Dock community the results of this journey.
The process began with a survey that was sent to parents, alumni, coaches, faculty, and students regarding whether we should move forward with our existing athletic identity, the Pioneers, or select a new athletic identity. A strong majority of survey respondents indicated that Dock should continue to be the Pioneers.
Based on this feedback, we began working with designers on new athletic logos. A variety of logo submissions were tested with different groups. Again, we worked with parents, alumni, coaches, faculty, and students in this process.
The logo that we selected rated well with all constituent groups. It rated particularly well with athletes that recently graduated, and current athletes at the high school and middle school level, which made us feel confident to move ahead with our decision.
“I have appreciated the leadership of [Athletic Director] Tim Ehst in this process,” said Hackman. “He has helped ensure that our athletic department represents who we are and what we value as a school, in particular emphasizing the area of sportsmanship and how the lessons learned on the field translate to who we are when we leave this place.”
“Dock has been known as the Pioneers from the moment we began competing in athletics in the mid-1960s,” said Ehst. “The new logo preserves the positive associations so many of our former student-athletes have, but infuses the brand with new energy that captures our passion to compete at the highest levels.”
The Dock community will begin seeing the new identity being used in a variety of ways, including our athletics website, t-shirts, gym floors, and as a springboard to creating a mascot that will build enthusiasm and energy at “big games” and other events.