FARGO, N.D. (AP) - Many University of North Dakota fans voiced their opinion of the school’s nickname saga last weekend when they chanted “Sioux for-ever” during the celebration of UND’s West Region men’s hockey title.
It was a curtain call for the now-retired moniker that was deemed hostile and abusive by the NCAA and failed to get the endorsement of one of the state’s two namesake tribes. While many fans refuse to accept the demise and would prefer no nickname over a new one, the campaign for a replacement has officially begun.
A school nickname committee earlier this week began accepting suggestions from the public for a new moniker. The committee, with advice from a branding expert, is expected to narrow down the choices for a public vote in May.
“To look at it as less than exciting,” said Kelly O’Keefe, a brand guru and professor at Virginia Commonwealth University, “is a lack of imagination.”
UND senior Jazmyn Friesz, the student government chief of staff and member of the nickname committee, said it’s still difficult for students to imagine being anything other than Fighting Sioux, but she believes they will get on board as long as the new nickname is identified only with UND.
“I also believe it’s an extremely exciting time,” Friesz said. “My dad went to school at UND. The Fighting Sioux has kind of been in my family for a long time and I’m happy to be part of a new legacy at the University of North Dakota.”
The committee has strict instructions for a replacement: unique and recognizable; promotes pride, strength and passion; represents the state and region; honors the traditions and heritage of the past while still looking to the future; and is a unifying and rallying symbol.
O’Keefe said the ideal nickname - one that meets the criteria, works well for a logo and looks good on a jersey - is out there somewhere.
“If you have to choose something that doesn’t have all of those characteristics, you probably haven’t worked hard enough,” O’Keefe said.
The committee is accepting suggestions of 25 characters or less until the end of the month. The names will be screened for any trademark or copyright infringement or other issues.
The Fighting Sioux nickname was retired in June 2012, after which the Legislature enacted a three-year moratorium on a new moniker. State Rep. Scott Louser, a Republican from Minot, sponsored a bill this year that would have extended the nickname blackout until 2017, calling it a compromise between those still upset over losing the old nickname and those who want a new one. It failed by a 3-to-1 margin.
Nickname committee member Lowell Schweigert, who played football and baseball for UND in the mid-1970s, said he’s not ruling out “just North Dakota” as an option.
“I don’t believe that we just pick a name for the sake of picking a name,” Schweigert said. “I think what’s crucial is that we are tasked to choose three names, and all three better be very good choices.”
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