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After 33 years of athletic competition, the George Fox cartoon mascot is retiring. The Bruin Bear fell out of favor with coaches and was used infrequently by sports teams. Replacing it is a more contemporary Bruin logo created as part of the university's integrated marketing campaign.

"We created a set of images that will appeal to today's student athletes," says Rick Johnsen, executive director of marketing and communications.

The cartoon mascot won't go into complete hibernation. It still will appear on some university apparel and publications. George Fox sports teams will stay true to their colors: old gold and navy blue.