The Enduring Legacy of the Block 'M' at the University of Michigan

The Block 'M' is more than just a logo; it's a symbol deeply ingrained in the University of Michigan's identity. It graces everything from the towering Michigan Stadium to everyday items like phone cases and keychains, representing the university's spirit to students, alumni, and the wider community. From its early days on the football field to its current status as the unified brand for the entire university, the Block 'M' has a rich and evolving history.

Early Appearances and the Rise of Football Pride

One of the earliest instances of a solitary letter M representing Michigan appeared in the 1888 football team photo. By 1891, the team's uniform featured a block M very similar to the one used today. The Block 'M' began its journey as a symbol of athletic pride, particularly during the football team's dominant run in the early 1900s, when they secured four consecutive national championships (1901-1904). This era saw a surge in demand for Michigan apparel, yet the traditional Block 'M' was surprisingly scarce outside the athletic realm.

In the early 20th century, Michigan pride was high as the football team won four straight national championships between 1901 and 1904. People wanted to buy Michigan apparel, including pins, which were popular at the time. However, the traditional block ‘M’ was hard to find off the football field. An ad in the 1903 Michiganensian, the University’s official yearbook, shows popular pin designs of the day. There are “Michigan” flag-shaped pins of all shapes and multiple designs with “U of M.” There is only a single letter-M design, one which sets a letter on a diamond-shaped background. A long text ad in an 1898 publication called “The Michigan book,” which details the history of the University, states “Some of them (pins), have a square back-ground of blue with the letter M appearing there in yellow.” Nowhere else is any sort of solitary M mentioned, even though the book has many logos and insignias for student organizations and classes.

The Block 'M' Takes Center Stage: A Spectacle at Ferry Field

The Block 'M' truly solidified its place in University of Michigan lore on November 16, 1907. During the homecoming football game, thousands of fans strategically held up maize and blue flags to create a massive Block 'M' in the stands. The Michigan Daily described the display as "probably no more beautiful feature was ever seen at a football game than the block ‘M’ section." A photograph in the 1908 Michiganensian captured this moment, showcasing a section of the crowd at Ferry Field forming the iconic Block 'M' that remains recognizable today.

On Nov. 17, 1907, The Michigan Daily reported that the previous day, the aforementioned thousands of flags were used to form an M. The Daily wrote,“Probably no more beautiful feature was ever seen at a football game than the block ‘M’ section. An undated black and white photo in the 1908 Michiganensian, appears to capture the scene. A section of the crowd at Ferry Field is shown creating the exact same block ‘M’ used today, more than a century later.

From Football to Campus Icon: The Block 'M' Spreads

Following the 1907 display, the Block 'M' rapidly gained traction as a symbol representing the entire University. By 1909, "Plain Solid Gold block 'M' pins" were advertised in the Michiganensian, and by 1912, forming a human Block 'M' became a popular practice at campus events.

In just a few short years, the block ‘M’ emerged from a football game show of support to become a symbol used around campus to represent the University. In the 1909 Michiganensian, there is an advertisement for “Plain Solid Gold block ‘M’ pins,” for $3. In 1912 it was common practice to form a human block ‘M’ for photos at events, such as at the “junior hop” dance.

Don Canham and the Monetization of the Michigan Brand

The Block 'M' was present in the official Michigan Athletics logo in 1948, and by 1964 it was the largest part of the logo. Don Canham, the University's athletic director from 1968 to 1988, played a pivotal role in popularizing and commercializing the Block 'M'. Canham recognized the potential of the Michigan brand and implemented innovative marketing techniques to boost attendance and merchandise sales.

In 1948, the block ‘M’ was present in the official Michigan Athletics logo and by 1964 it was the largest part of the logo. It took a forward-looking athletic director, however, to truly put the logo in the hands of fans. Don Canham was the University’s athletic director from 1968-88, most known for improving the department’s financial stability by using controversial marketing techniques to increase attendance and selling everything from parking passes to Michigan purses. Under his tenure, average attendance at The Big House football games jumped from 67,000 to more than 100,000.

Canham's approach, considered revolutionary at the time, involved expanding the Michigan brand and licensing it in unprecedented ways. He oversaw the design of numerous merchandise items and, in 1982, the University applied to register the Block 'M' as a trademark.

Read also: Legacy of Fordham University

Canham helped expand the Michigan brand and licensed it in ways that wasn’t seen before in college athletics. In a 2004 Michigan Daily interview, he said the first items were pieces of merchandise were designed right in his house. “We designed 20 or 30 different things. The Sports Illustrated article featured a photo of Canham posing over many new types of merchandise. The University first applied to register the block ‘M’ as a trademark in 1982, under Canham’s tenure.

The Block 'M' as a Symbol of Unity: Standardization and Branding in the 21st Century

Despite its widespread recognition, the Block 'M' was primarily associated with athletics for much of its history. Other university departments often utilized different logos and marketing strategies, resulting in a fragmented brand image.

But while the general public and the University community associated the block ‘M’ with Michigan, the University itself hardly used the logo until the 21st century - the block ‘M’ was only the logo for sports. Some parts of the University also didn’t fully embrace using the logo. “The block ‘M’ was mostly attributed to athletics,” said Lisa Rudgers, vice president for global communications and strategic initiatives, at a 2013 Communications Advisory Committee meeting. “We didn’t always use that ridiculously well known and fascinating block ‘M,’ ” said Dave Brudon, Director of Marketing at the University Health System. Until UMHS was created in 1997, even departments within today’s UMHS had vastly different logos and marketing methods. “From my perspective, they all had their own brand identity,” Brudon said.

In 2011, the University conducted a brand study that led to the standardization of all University logos by 2014. This initiative aimed to create a consistent brand image across all departments and units, making Michigan one of the few institutions with a unified academic and athletic brand.

In 2011, a brand study was completed, which paved the way for a complete standardization of all University logos by 2014. For the first time in its modern history, every part of the University would have consistent branding. Many peer institutions continue to have distinct academic and athletic brand identities. Michigan is one of the few who now has a unified brand.

In 2013, the University refreshed the Block 'M' and established strict guidelines for its use, ensuring consistency in color, proportions, and overall feel. The new logo features a maize Block 'M' on a blue field, accompanied by the Victors font spelling out "University of Michigan." This system allows for the creation of numerous "brand signatures" for individual departments while maintaining a unified brand identity.

In 2013, the University refreshed the block ‘M’ and created strict imaging guidelines so that the logo would always stand alone with the same colors, proportions and feel. The new logo is a maize block ‘M,’ on a field of blue with the propriety Victors font spelling out “University of Michigan.” with a way to create literally thousands of “brand signatures” all with the same imaging guidelines. According to Busch, there is only one University logo but a nearly endless number of signatures which identify individual parts of the University. For example the University Hospital System, the School of Social Work and University Libraries all need to have distinct, but relatable, brand images. The designs would display how all units are part of the larger University. The system they chose was a formula for creating custom identifiers for distinct units. It’s like a Swiss army knife - the system is designed to be flexible so that campuses, colleges, and small institutes can all use it to suit their needs. The online self-service system is almost completely automated. Any part of the University that needs to update its branding can use the system and receive a distinct brand signature within days. According to Busch the system has generated signatures for more than 2,500 parts of the University over the last 18 months. He said buy-in has been good and that upwards of 85 percent of the University’s units have already made the switch to the unified branding.

The University also developed brand pillars to define its core message, emphasizing "prestige for the public good" and highlighting its academic excellence, public mission, and rich heritage.

At the same time as the new logo was being developed the Office of the Vice President for Global Communications came up with brand pillars to define what Michigan means. Szczepanski said the message essentially boils down to the idea of “prestige for the public good.” According to the brand guidelines, Michigan’s uniqueness comes from its combination of academic excellence, public mission and long heritage. The brand study reported that while Michigan had a good reputation, the University should be doing more to promote itself confidently. “These are brand truths that exist whether you are a brand new department or the College of Engineering that’s been around for 100 years,” Busch said.

Commercial Use and Brand Protection

The University of Michigan actively protects its brand image and carefully manages the commercial use of the Block 'M'. The Trademarks and Licensing Program, in conjunction with the Collegiate Licensing Company (CLC), oversees licensing agreements with businesses seeking to use the logo. The University evaluates potential licensing partners based on various criteria, including business history, experience in sports licensing, retailer relationships, product quality, and corporate social responsibility.

Busch - the official tasked with handling concerns related to the non-commercial use of the block ‘M’ logo - thinks not. According to him, the University has resisted adopting a corporate-style approach to the licensing of its brand, even after years of increasing brand recognition.“We think it is important to handle all requests to use the University’s logo on a case-by-case basis because we are not a corporation, we are a public institution of higher learning,” Busch said. “We have over 550,000 living alumni, and many of them are very proud to be affiliated with the University, and we want them to be able to demonstrate their affinity for symbols associated with the University.”Busch’s office receives hundreds of requests annually for the use of the block ‘M,’ primarily for small-scale commercial purposes. This includes people requesting permission to place the block ‘M’ on customizable celebratory graduation cakes to requests by local high schools to use similarly styled logos and uniform designs for athletic teams.Typically, Busch says, this poses no problem to the University so long as it meets two major criteria: Is the purpose for the logo’s use for sentimental reasons instead of commercial purposes, and does the use of the logo harm the University?If the intent of its use is to enrich oneself or a given business, which is often the case, then the request must go through the licensing office where business arrangements must be made before the University will lend its image to a product. Additionally, when assessing if the use of the logo could potentially harm the University’s brand, Busch says his office looks for a particular set of red flags.“If a company or a person wants to use the University’s logo for business purposes, they would have to go through our licensing and trademarks department where they would be instructed to obtain a CLC (Collegiate Licensing Company) license - which is our partner that manages the licensing of our block ‘M.’ ” Busch said. “But then they would also have to get approval from the University where they would outline what that item is. And we stay away from things that we would call the ‘sin items’: We don’t do anything affiliated with items like alcohol, tobacco, drugs or pornography.”Beth Paul, the University’s director of strategic partnerships at the Trademarks and Licensing Program, which is housed within the Athletic Department, helps oversee and manage many of the contracts the CLC makes with prospective business partners seeking to use the University’s logo. According to her, there are a wide variety of companies, large and small, that are authorized to use the block ‘M.’“Our licensing team manages the use of our marks and logos on merchandise, and has been navigating this environment for many, many years,” Paul said. “Michigan currently has approximately 400 companies who are licensed to produce items bearing the University name and/or trademarks.”The process to gain University permission to use the block ‘M’ logo - despite being processed mainly through the CLC - must meet certain requirements as a part of a business litmus test, Paul noted.“There are many criteria we use to evaluate whether a company would make a good licensing partner, including business history of (the) company; whether they have any experience in sports licensing; whether they have strong retailer relationships already established; whether we need additional companies in a particular product category or distribution channel; quality or product and application of logos; compliance history; and corporate social responsibility program are just some of the hard factors that we consider,” Paul said.

The University generates significant revenue from licensed merchandise bearing the Block 'M'. In fiscal year 2012, the University's licensing revenue climbed 22 percent, rising $1.1 million from the previous year’s revenue of $4.9 million. The University also has a major apparel deal with Nike, guaranteeing at least $173.8 million in exchange for the rights to merchandise apparel.

*The use of the block ‘M’ logo for private business is something that has been a source of significant funds for the University in recent decades. The University’s royalties from licensed merchandise bearing the block ‘M’ amounted to $6 million between June 2011 and July 2012, according to an Associated Press report published by the Oakland Press News in January 2013.This, the article claims, is indicative of a growing culture of collegiate licensing - during each of those years the University handled just more than 80 licensing requests, granting access to more than 70 percent of applicants.“Collegiate licensing is a $4.6 billion enterprise and the University of Michigan generated the fifth-highest licensing earnings of any university in fiscal 2012, according to Collegiate Licensing Company rankings,” the article reads. “The University of Michigan’s licensing revenue climbed 22 percent in fiscal 2012, rising $1.1 million from the previous year’s revenue of $4.9 million.”While many of the license holders do not yield significant revenue for the institution, others can net the University hundreds of millions.In April 2016, the University finalized a splashy apparel deal with Nike, and the financial details of this business agreement are staggering.Nike agreed to pay the University a guaranteed sum of at least $173.8 million in exchange for the contracts with the University Athletic Department, and the rights to merchandise apparel to the general public through at least 2027 with an option to extend the contract through 2031. This mega-deal put the University in elite company. According to ESPN, the University’s deal, which was believed to be the largest collegiate-apparel deal ever at the time it was signed, has only recently been surpassed by the University of California at Los Angeles, the University of Texas and Ohio State Univeristy.

Restrictions on Student Organizations and the "Sin Items"

The University's control over the Block 'M' extends to student organizations. Voluntary student organizations (those not supervised by a University officer) are generally prohibited from using the Block 'M' as part of their logos. This policy is in place to protect the University's brand and prevent the association of the logo with activities that could harm its reputation.

For students like Googasian and his soccer club, this means that the block ‘M’ is not available. According to Busch, it is not that the University wants to exclude organizations like the Michigan Ultras from using the block ‘M,’ but rather this prohibition on voluntary student organizations’ use of the logo is meant to serve as a precedent to insulate the University from being caught between a rock and a hard place.Because of decades of calculated processes to build its brand’s credibility, the block ‘M’ lends legitimacy to whatever object to which it is attached.If all student clubs, regardless of their University sponsorship status, had access to the block ‘M,’ then the University would have little to no control over what the public perceived as University-sponsored.Not only would this pose problems for the University if the block ‘M’ were used in the logo of a political organization, but, if taken to its logical end, the University could potentially have difficulty controlling their logos usage by organizations that violate the “sin items.”

The University also avoids associating the Block 'M' with "sin items" such as alcohol, tobacco, drugs, or pornography.

Additionally, when assessing if the use of the logo could potentially harm the University’s brand, Busch says his office looks for a particular set of red flags.“If a company or a person wants to use the University’s logo for business purposes, they would have to go through our licensing and trademarks department where they would be instructed to obtain a CLC (Collegiate Licensing Company) license - which is our partner that manages the licensing of our block ‘M.’ ” Busch said. “But then they would also have to get approval from the University where they would outline what that item is. And we stay away from things that we would call the ‘sin items’: We don’t do anything affiliated with items like alcohol, tobacco, drugs or pornography.”

Alternative Logos and Traditions

While the Block 'M' is the primary logo, the University of Michigan has also utilized alternative or secondary logos throughout its history. One popular example is "Wolverbear," a Wolverine wearing a sailor hat with a Block 'M' branded on it. This logo, originally created by Arthur Evans, has experienced a resurgence in recent years. Another alternative is the "split 'M'," which features the standard Block 'M' split horizontally by a rectangle reading "Michigan."

While the Block 'M' has been the de facto logo of Michigan athletics for more than a century, there have been plenty of alternative or secondary logos that have caught fans' attention. One that has seen quite a resurgence recently is affectionately known as "Wolverbear." The Wolverine wearing a sailor hat with a Block 'M' branded on it was originally created by Arthur Evans. The logo was worn as a patch by a small group of players known as the "Raiders" in 1962. The idea came from assistant coach Bob Hollway, who was inspired by the Army's patches for different platoon units. It was never an official logo, but the retro appeal and uniqueness have made it a staple of merchandise in the 2000s.Over the years, there has also been a "split 'M'" used. The split 'M' uses the standard Block 'M', but another rectangle reading "Michigan" splits it horizontally. Michigan owns the trademark on this logo and its color variations, but it is used sparingly. Most of its use is on merchandise, not in the official capacity.

Beyond logos, the Block 'M' is central to several University of Michigan traditions. One prominent example is the M Club banner tradition, where football players touch a banner reading "GO BLUE, M CLUB SUPPORTS YOU" as they enter the field. This tradition, which began in 1962, symbolizes the support of former varsity letter winners for the football team.

While it is uncertain how Michigan football will perform in the College Football Playoff national championship game against Washington, it is clear that the team will be met with a roaring crowd as they carry out one of college football's most storied traditions: touching the M Club banner.As Wolverines players exit the tunnel, they leap up to touch a banner hanging at midfield that read.s "GO BLUE, M CLUB SUPPORTS YOU" - a tradition that began in 1962. The M Club, of course, is an organization that supports and connects former varsity letter winners from various sports at the university, serving as an alumni association for athletes who have earned a varsity letter while representing the University of Michigan in their respective sports.The M Club tradition, where varsity letter winners from other sports welcome the football team onto the field with the banner flying high, is one of the notable traditions associated with this organization, and has also been at the center of Michigan's historic rivalry with Ohio State.

The Diag and the "M"

The “Diag” is a large open space in the middle of Michigan’s Central Campus. Originally called the “Diagonal Green,” the Diag gets its name from the many sidewalks running near or through it in diagonal directions. Legend has it that if you step on the “M” before you take your first blue book exam, you will go on to fail it. (Blue books are essentially little empty notebooks used for long written tests). Thankfully, there is a way to reverse the curse should you ever accidentally step on it! All you need to do is streak naked from the “M” to the pumas in front of the natural history museum and back before the Burton Memorial Clock Tower’s last chimes at midnight. Sadly, for those unlucky few who do step on the “M” now, the clock tower no longer chimes after 9pm.

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