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Arizona State Logo For New Branding Campaign Has An Alternate Meaning

The Arizona State Sun Devils are in the middle of revealing their new uniforms, just a day after the Washington State Cougars did the same. The Cougars stuck with a more traditional look, modernizing the uniforms, but not going overboard. Arizona State, on the other hand, has been reportedly planning to go big, changing its logo and branding completely ahead of Pac-12 play next year.

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In an effort to build a buzz, the Sun Devils have been on a marketing campaign centered around the slogan "It's Time." The campaign is understandable and the Youtube video to build anticipation was well-done, but I think the Sun Devils may have cross some signals while creating the campaign. You see, when combining "It's Time" with the hand signal being used for the Sun Devils, the meaning gets lost and the mocking begins.

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Check out what the avatar on ASU's official Twitter account was for part of the day on Tuesday.

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Itstime_pitch_twitter_medium

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That hand signal is the shocker, and it's most definitely not time for the shocker, Arizona State. Running this little campaign by the students, who know what this means, may have been a good idea. Or, perhaps, not. They probably would've giggled and said it's cool