What about other images in the marketplace?
In 1962, a student committee revived plans to house an on-campus mascot, choosing a three year Old English Bulldog to become the new mascot. Supported by a student fundraising drive, Jack The Bulldog arrived on the Hilltop in 1962.
Beginning in the mid-1960's, printed football materials began to feature Jack as a visual symbol for Georgetown athletics. The earliest logos gave him a look akin the Yale's bulldog, so by the early 1970's, a new and distinctive bulldog logo began to grow in appeal.
Prescient of its growing appeal nationwide, Georgetown officials applied for trademark protection on the bulldog mascot in 1984. (This involved a slight redesign of the bulldog, as both Georgetown and the University of Georgia shared nearly identical bulldog logos and neither school had a preemptive right on the design.) In securing trademark rights, Georgetown became one of the first schools to aggressively license its logo nationwide, and fans scooped up Hoya hats, T-shirts, jackets, and souvenirs of all kinds.
By 1989, merchandise with the new Georgetown logo outsold Alabama, Michigan, and every other college logo in the nation. Today, the bulldog logo remains in the top 60 in licensing sales and Georgetown holds among the highest license rankings for schools playing outside Division I-A football. The revenue from licensing royalties paid by clothing companies has allowed the athletic program to grow and expand, while University staff continue to study various licensing agreements to minimize improper or fraudulent use of the school's good name.
Because of the success of the logos, variations to the Jack the Bulldog logo began to appear,and a move to redesign the dog began in the late 1990's. A related design, to the far right above, is used in children's merchandise, particularly through Nike.
Some fans still might not know what a Hoya is, but they sure want to look like one.