I own a company that does primarily “retail” sales in Maryland so I have a store front and deal with the public everyday. When I do I wear plenty of Penn State apparel. I’m just amazed how many of my customers know the Penn St “chipmunk” logo without even seeing the Penn St name displayed under it. The chipmunk logo is instantly recognizeable and I’m not discussing sports fans here.
I’m just amazed at how many know the logo, that is the definition of “iconic”. Very few schools can say the same.
Brand recognition. Think about Nike's swoosh.
I agree that the PSU oval logo has an instant recognition.
Smart advertising would have one logo and build on it, but I also see room for the side facing head with bold lettering and the Lion Shine playing roles in national recognition.