For Your Consideration: The Emeralds

Introducing The University of North Dakota Emeralds. The Emeralds. The UND Emeralds.

Let me be clear about something. I believe discussions and conversations about the Fighting Sioux nickname should continue between UND and leaders of the namesake tribes, but I also feel that it is wise to explore other possibilities, in the interest of generating public support for one or more new nickname ideas.

It is in that context that I offer for your consideration The Emeralds.

Any new name must pass muster in a number of different areas to make a final list. The guidelines which follow come directly from the task force charged with finding a new nickname at Arkansas State University. I’m not suggesting that the University of North Dakota will work under the same exact framework, but at this stage guidelines such as these will inform and direct our discussion.

The name selected must not conflict with the school colors.
This name fares very strongly here. The Emerald name would enhance the strong connection between UND and the color green.

The name selected must be suitable for use with both men’s and women’s teams (non-gender specific).
Check.

The name selected should not be one that invites derision, humor or double meaning.
Aside from the fact that emeralds are considered brittle, I couldn’t think of anything else to include here.

The name selected should be one that will stand the test of time.
As the 55th anniversary theme, I think it’s safe to say that emeralds are a symbol of longevity.

The name selected should be one that suggests pride, courage and a strong competitive spirit and one that inspires the creation of effective imagery and logos for use in promotion and marketing efforts.
I’m not sure about pride, courage, and competitive spirit. An emerald is typically something one would be proud to own or wear. Admittedly, the name Emeralds does not fare well on this particular issue.

In terms of effective imagery and logos, I feel it passes the test. The emerald can be effectively combined with the existing crossed “ND” logo or on its own as a primary or secondary logo . The marketing possibilities are nearly endless. The club sections can be the Emerald Isle, we could call Grand Forks (unofficially) the Emerald City, and fans 55 and older could belong to the Emerald Club.

The name selected will be distinctive and, if possible, unique to our conference, region and nation.
Distinctive, yes. It immediately evokes the color green, which many would argue must remain in any new nickname and logo design. It doesn’t make one think of North Dakota, but it is unique to our conference and region. There is an Emerald Bowl in the BCS (formerly 1-A),  but I found no collegiate or professional team with the “Emerald” nickname.

I recognize that no one name will resonate with all interested parties, and I expect that this idea will be no different. Please feel free to comment, dissect, offer alternatives, or avoid the discussion altogether. It’s up to you.