Photo by: Adam Hammerman

A 60-yard mural depicting prior student-athletes while they play in one of DU’s 17 varsity sports was painted on the wall outside of the entrance of the Coors Fitness Center last week as part of an athletic branding project that began late last summer.

“What we wanted to do is get the varsity sports up there so people know,” said Paul Pogge, assistant athletic director. “We want to emphasize the fact that we play successful Division I athletics here at DU.”

The mural is the first component of the Ritchie Center branding project, which may take “a couple of years depending on the budget and as teams are successful and achieve new things,” according to Pogge.

The budget will fluctuate depending on Division I athletic performance and fund availability.

“It is a foremost priority to use athletics as a means of developing the institution’s brand so that we bring well-deserved additional exposure to the many outstanding units,” said Pogge.

The mural reads, “Home of Champions” on it. Pogge said the university wants to build its branding project around the “Home of Champions” theme.

“We think it goes way beyond athletics,” said Pogge. “We think we have champion-caliber academic programs, champion-caliber leadership and champion-caliber professors. Lastly, in athletics we aspire to win championships.”

DU has 28 NCAA championships, seven in hockey and 21 in skiing.

President George W. Bush honored the DU Pioneers men’s and women’s ski teams at the White House after they won the 2008 national championship.

“We’re beating out many top schools in the country,” said Pogge. “We view our athletics as highlighting the other great elements within the institution.”

Pogge and Assistant Vice Chancellor Stu Halsall visited other major Division I universities to evaluate the best way to use facilities for the promotion of university trademarks, success and programs. They compiled a list of branding techniques such as logos they would like to complete.

The mural’s photos, which portray past student-athletes in the heat of action, were selected by the Ritchie Center’s media relations department.

“We chose some good shots we thought would highlight our school sports program,” said Pogge. “What we wanted was to have one representative of each sport.”

Anne Bilven, a designer who lives next door to  Bobby Muuss, the men’s head soccer coach, took the photos and put together the photo-collage mural.

“She has a great gift for putting them together and making them look good as a whole,” said Pogge.

Qube Visual, a graphics design company, placed the mural on the wall.

Pogge said the mural is the first part of a branding project that will put the “finishing touch” on DU’s athletic facilities.

Donors such as Daniel L. Ritchie, Jane Hamilton, Pat Bowlen, Laura and Peter Barton and many more provided the funding to create the facilities.

“I don’t think people realize how lucky we are to have these amazing facilities,” said Pogge. “They’re a tremendous help when it comes to recruiting.”