One of the most insightful adages in marketing is “different is better than new.” This holds true not only for products and services but also for company branding. The term “new” often garners less attention than “different.” Interestingly, this concept also applies to college athletic mascots.

I reflected on this when Youngstown State University (YSU) made its playoff run this year. Although I was born in Youngstown and attended YSU, I had never considered why the university’s mascot is a penguin. In fact, YSU is the only Division I university in the U.S. that uses the nickname “Penguins.”

Traditionally, one might expect sports teams to select fierce animals like lions or mythical figures to embody their strength and fighting spirit. Penguins are small, typically measuring only 12”-14” tall, and they lack the capacity to harm. In Youngstown, known for its steel and industrial heritage, the choice of a penguin as a mascot seems peculiar.

The origins of YSU’s penguin mascot date back to 1933 when the men’s basketball team traveled to West Virginia during a snowstorm and humorously referred to themselves as “the Youngstown Penguins.” This playful nickname was later popularized in the student newspaper, The Jambar, and has endured ever since.

The Branding Impact of an Unlikely Mascot

Though the penguin appears docile and unconnected to Youngstown, this quirk has become a branding asset for YSU. In a world filled with Tigers, Wildcats, and Eagles, YSU stands out as “the only Division I Penguins.” This unique identifier serves as effective, free marketing that distinguishes the university.

Over time, the university has embraced the irony, using the penguin—named Pete, along with his wife Penny—as a source of local pride and community humor. The penguin has transformed into a charming emblem of YSU’s character and commitment to differentiation.

While penguins are not typically seen as tough, the athletic department has redefined the mascot’s narrative as a representation of resilience and determination amidst harsh conditions, reflecting the grit of the Youngstown region.

The consensus among experts is that having an unusual mascot can actually enhance recruiting efforts for competitive sports. The attention it attracts can significantly boost the school’s overall visibility and brand.

Here are some other unusual college mascots:

• “The Banana Slug” is the nickname used by University of California, Santa Cruz – NCAA Division III athletic teams. Their mascot is Sammy the Slug.
• Delta State University, a NCAA Division II team members are “The Fighting Okra.” Their mascot is the same.
• You’ll find “The Billiken” at Saint Louis University a NCAA Division I school and its mascot is also The Billiken.
• Scottsdale Community College proudly displays the nickname “The Artichoke,” and its mascot is Artie the Artichoke.
• “Big Red” is the nickname and mascot of Western Kentucky University – NCAA Division I.

If you’re branding your product, service, or company, consider embracing something genuinely different or unique. It can attract more attention than adhering strictly to conventional standards. But remember, “Penguins” is already taken!

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