Brand Tone

Spirited and Inclusive

Brand Values

• •Community & Belonging
• •School Spirit & Pride
• •Athletic Excellence
• •Quality and Authenticity

Best Practices

• •Always Use "Pride" in Context: Ensure the word "pride" is consistently linked to school spirit, community, and the lion mascot (e.g., "Lion Pride," "part of the pride"). This avoids confusion and reinforces the core brand message.
• •Emphasize Community and "We": Use inclusive language. Frame messages around "we," "our," and "us" to foster a sense of shared identity (e.g., "Our teams," "Join our community").
• •Maintain an Energetic and Positive Voice: Use active verbs, exclamation points (sparingly), and motivational language. The tone should reflect the excitement of collegiate sports.
• •Leverage Official Branding: Consistently use the official York Lions logos, fonts, and the red/white/black color palette in all visual communications to build brand recognition and reinforce authenticity.
• •Integrate with the Broader University Narrative: Connect the shop and its merchandise to larger university events, such as Homecoming, Orientation Week, and playoff games, to align with the overall student and alumni experience.

Social Perception

Largely neutral and functional, seen as the official source for university athletic merchandise. Perception is tied to broader fan experience and team performance, with efforts to elevate the overall 'York Lions Brand'. Target audience includes students, alumni, faculty, and local fans.

Copy Examples

• •It's more than just a logo. It's the heart of a Lion. 🦁 Wear your pride on your sleeve and show your support for every game, every win, every moment. Tap to shop the official game day collection! #YorkULions #HeartOfALion
• •New Season, New Gear. Shop the latest collection of authentic York Lions apparel and be ready for every moment. Welcome to the Pride.
• •Your connection to York is for life. Whether you're cheering from the stands or from home, show your Lion pride with our exclusive alumni and fan collection. Fast shipping across Canada. Shop now!
• •Gear Up & Save! 25% Off Everything Inside. Don't miss out on your chance to get official York Lions hoodies, hats, and more at a great price.
• •Game day is here! Are you repping your colours? The Pride Shop at Tait McKenzie is open until puck drop. Grab your gear and get loud! Let's go Lions! #GoLionsGo #YorkU