The University of Illinois retired its racist Chief Illiniwek mascot in 2007.
But the issue continues to be controversial to this day.

(Story Credit: The New York Times)

To help the university move on, I’ve worked with a business student to create a new symbol:
the World War I soldier, known as a Doughboy, nicknamed “Champ the Fighting Illini”.

The Fighting Illini name actually originates from students who served in World War I and not with the Native American inhabitants of Illinois.

Memorial Stadium was built to commemorate those who died in the conflict with their names engraved on the stadium’s nearly 200 pillars.

The role will be reserved exclusively for an ROTC student of any race, gender, color or creed.

Why the name “Champ”?

The United States was victorious in the First World War.
Victors are champs.
It’s short for Champaign.
It’s a smooth transition from “Chief”, which is still chanted during the halftime performance despite his retirement.

Champ retains the solemn, stoic determination and nature of Chief Illiniwek, further easing the transition for alumni.

The proposal was presented to the University of Illinois Board of Trustees on March 14, 2019.

Partner | Mike Skibski
Copywriter | David Hood
Art Director | David Hood