De-]\/[-phasized

(DISCLOSURE: U-M is my employer, until I cash out and sell this project to Axios or Oath or something.)

The University of Michigan is the institution of note in Ann Arbor. Its various research, medicine, and entertainment concerns bring attention from all over the world… BUT YOU DON’T HAVE TO TAKE MY WORD FOR IT!

U-M has the largest alumni association, as well as a popular sports program you might have heard of. The block-M logo is one of the most in-demand trademarks in apparel. I worked at a theme park far out of state for a while and met many visitors in U-M hats, sweatshirts, and jackets. I would always ask “Are you a student or alumni or just a fan?” (I would say “just a fan,” because it was half my life ago and I could be kind of a little jerk without even trying. They would smile and say “just a fan!”)

U-M’s sports trademarks are managed by IMG, part of superagency William Morris Endeavor. WME’s co-owner is the real-life version of Ari from Entourage, and its IMG website helpfully lists the royalty percentages its member institutions take. Michigan is at 12%, on par with other Big Ten schools and football powerhouse Alabama, and 20% higher than the College of William and Mary (10%). Lower, though, than Brigham Young University’s 14%. OSU is not represented by IMG, and who cares? They don’t give a damn about our whole state, you know. They have a song about it!

Anyway, can you blame a local store for wanting some hail-by-association?

First example: The Washtenaw Marathon

Up until the late 2000s, this looked like any other run-of-the-mill Marathon. The gable roof makes me think maybe this was a Shell before, but I can’t confirm right now because… because I won’t confirm right now. But the owners had big dreams and they rebuilt the fuel islands and convenience store with high windows, in handsome brick. They envisioned their station as the first piece of Michigan a visitor might see, I imagine. So they put a big, glorious maize block M over the entrance.

That didn’t last long. Can you blame the U for protecting their hail?

First the store owners tried to get square by changing the color to a stars-and-stripes pattern. Not enough. They ended up taking the lower blocks, but not the upper ones, off of the block-M, creating a weird little sans-serif M with shoulder pads or Bozo The Clown scalp- wings:

Shopper’s advisory: A Yelp reviewer, the self-identified “first reviewer of a gas station,” notes that this place has great booze prices.

Second example: Stadium Party Shoppe/The Big House of Liquor

This photo of the Stadium Party Shoppe and Stadium Pharmacy dates from about ten years back. I can only conclude that back then the trademark wasn’t policed so carefully. Although the Pharmacy stayed open continuously, the Party Shoppe closed for a few years and was eventually purchased and reopened by another family member, as I understand it.

Above, here it is a year ago after its reopening. The swooshes redone a little more droopy and less reminiscent of the Winged Helmet Design, and everything in a stars and stripes motif.

I don’t know how forthcoming these shopkeepers are about their signage decisions, though it would be a great thing for literally anyone else to ask them. A local business that is very forthcoming about their branding struggle is BTB Burrito, which was originally known as Big Ten Burrito until the athletic conference found out and put the kibosh on (link goes to their salty about-us page).

The Big Ten Party Store on Packard Road was named in 1939 and apparently established before having to contend with the conference attorneys.

“Big Ten continues to score by stocking rare, exotic goods,” November 1989. (C) The Ann Arbor News.

Most people know it now as Morgan and York, the bad-weather dining room for Ricewood.

2 Replies to “De-]\/[-phasized”

Leave a Reply