University officials review whether Victor Valley High School used copyrighted jackrabbit logo

Rene Ray De La Cruz, Victorville Daily Press
Updated ·3 min read
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South Dakota State University officials are reviewing whether Victor Valley High School used its copyrighted jackrabbit logo.

Recently, an alleged move to change the traditional “Jack the Jackrabbit logo” by school staff drew the attention of Victor Valley High alumni and the South Dakota State University. Some believe an image of a jackrabbit they saw at the school has a likeness to the university's logo.

Mike Lockrem, South Dakota State University's director of marketing and communications, told the Daily Press on Monday that they’ve been in contact with the Victor Valley Union High School District.

South Dakota State University officials are looking into Victor Valley High School’s use of its copyrighted jackrabbit logo.
South Dakota State University officials are looking into Victor Valley High School’s use of its copyrighted jackrabbit logo.

“This is not the first time a high school has used our jackrabbit logo,” Lockrem said. “We even had companies use it. In both situations, it was turned over to our legal team.”

Lockrem explained that the university “must enforce” its “federally protected trademark brand” to ensure that use by other entities does not cause “brand confusion.”

“We had good conversations with the school district,” Lockrem said. ‘’I can’t get too deep with the details, but we’ve turned it over to our legal counsel.”

Lockrem said the university’s logo was designed by a small South Dakota firm in 2015 when the school transitioned from Division 2 to Division 1.

South Dakota State University officials are looking into Victor Valley High School’s use of its copyrighted jackrabbit logo. An alleged move to replace the traditional "Jack the Jackrabbit" logo, left, with a new design, right, has drawn the attention of the university.
South Dakota State University officials are looking into Victor Valley High School’s use of its copyrighted jackrabbit logo. An alleged move to replace the traditional "Jack the Jackrabbit" logo, left, with a new design, right, has drawn the attention of the university.

Victor Valley’s response

On Wednesday, district spokesman Kris Reilly responded to a request for comment regarding South Dakota State University contacting the district.

Reilly did not mention the university’s response to the use of its logo, but referred the Daily Press to a previous comment by Victor Valley High Principal Chris Cusino.

“We are researching this matter and we should have a new statement for you by the end of this week,” Reilly added.

The traditional "Jack the Jackrabbit" logo, center, along with several designs used over the decades at Victor Valley High School in Victorville.
The traditional "Jack the Jackrabbit" logo, center, along with several designs used over the decades at Victor Valley High School in Victorville.

On March 12, Cusino replied to the Daily Press with a written statement regarding the school using a new jackrabbit logo. The district also shared his letter on social media.

“The Victor Valley High School jackrabbit mascot is part of the school's 109-year tradition and will always symbolize VVHS. However, the jackrabbit logo has evolved over the years,” Cusino said.

Cusino’s letter includes a picture of at least seven variations of the high school's logo, presented during the school's 100th anniversary in 2015. The most recent logo, which depicts a muscular rabbit wearing a “V" sweater, is primarily used today. However, several jackrabbit variations have traditionally been used over the decades, particularly in athletics, Cusino said.

“The long-standing tradition of the jackrabbit is undoubtedly the pride of the Victor Valley community,” Cusino said. “As such, we are researching the different logo variants used by VVHS throughout the decades and look forward to sharing this research and the evolution of the jackrabbit logo with you very soon.”

Cusino ended the letter by saying that regardless of logo variations that may be used and considered, Victor Valley High will be known as the home of the jackrabbits for generations to come.

Victor Valley High School officials did not say where they obtained the new logo.

Similar versions of the South Dakota State University logo are available online, including one at shutterstock.com for $14.50.

‘Keep Jack’ petition

Melissa Tilton started the “Keep Jack” online petition to stop the “new VVHS principal & the majority of the coaches from adopting this knockoff copycat jackrabbit as the school mascot!”

“We want the district, the school board, the principal, and the coaches of all the teams using this knockoff jackrabbit to know that we do NOT support this change!” Tilton commented. “Our history matters, let’s make our voices matter too!”

Tilton also claimed that some Victor Valley High sports teams are using the new jackrabbit mascot. Online advertising, fliers and photos obtained from the school show use of the new jackrabbit logo.

A new jackrabbit logo is being used at Victor Valley High School in Victorville.
A new jackrabbit logo is being used at Victor Valley High School in Victorville.

On Friday, the petition had 575 signatures.

More information on the jackrabbit logo controversy can be found by reading the Daily Press story, “Fans of Victor Valley High School 'Jack the Jackrabbit' stew over new logo.”

Daily Press reporter Rene Ray De La Cruz may be reached at 760-951-6227 or RDeLaCruz@VVDailyPress.com. Follow him on Twitter @DP_ReneDeLaCruz

This article originally appeared on Victorville Daily Press: University looks into Victor Valley High’s alleged use of copyrighted logo