The Enduring Appeal of College Pennants: A History of Pride and Nostalgia
College pennants, those colorful felt flags emblazoned with school names and mascots, evoke a sense of nostalgia and tradition. Ubiquitous in vintage photographs of college dorm rooms and still popular today, these pennants represent more than just school spirit; they are tangible pieces of history, connecting generations of students and alumni. Their journey from simple symbols of school pride to coveted vintage collectibles is a fascinating story of cultural change, technological innovation, and enduring human connection.
Early Days: From Maritime Signals to Collegiate Pride (Late 19th Century)
Pennants have a rich and colorful history that dates back centuries. It seems likely that their first real usage came on the high seas as a means for communicating with other ships. These early pennants were entirely made for and used outside. To deal with the elements, they were made from heavy canvas; and they were flown from a ship's mast with the aid of metal grommets or D-rings. Each pattern exhibited on each flag, pennant, or burgee signified a different letter, number, or established message, e.g., "I'm returning to port." Triangular pennants were typically used to communicate numerical values between 0-9. Rectangular flags were used to signify letters A-Z. These variations in shape helped sailors better distinguish between the two.
During the 19th century, yachts and yacht clubs added to this maritime tradition. Yacht club pennants helped do this. Indeed, by the turn of the century, there were hundreds of registered yacht club (or sailing club) pennants being flown from vessels across the country. As with other nautical pennants then in use, these were made of heavy canvass and intended for outdoor use. The upper class used these to convey to others where they were from, what social circles they belonged to, and perhaps the source of their wealth. Inasmuch as they communicated something about their owner's status, yacht club membership was a lot like membership in a collegiate fraternity or sorority.
The transition from maritime communication to symbols of collegiate pride occurred in the late 19th century, driven by the proliferation of colleges and universities and the rising popularity of football. By the end of the 19th century, these changes combined to create an environment where the felt novelty pennant was destined for success. Throughout the 17th and 18th centuries, the American collegiate landscape was really limited to the Ivy League schools. Entry to one of these schools was restricted by numerous factors: gender, race, money, faith, family lineage, etc. These barriers to higher education were steadily eroded by the proliferation of Catholic schools, women’s schools, Black schools, and most notably, public schools spreading across the nation in the latter half of the 19th century. And while professional baseball would become the national pastime, by the turn of the century, football was the fastest growing sport across college campuses. By 1900, the game of football began to supplant crew, lacrosse, and other traditional collegiate games that had dominated the Ivy League the previous century. And it was football that made the nation, for the first time, pay attention to collegiate sports. Now more than ever, people across the country took interest in the annual Harvard vs. Yale football game. Not only that, national interest extended well beyond the Ivies. By this time there were so many more colleges and universities nation-wide, newspapers and their readers could not help but follow the grid iron action taking place in their home state or region.
The felt novelty pennant emerged as a way for students to display their school affiliation at sporting events and in their dorm rooms. Remember, back in those days, students did not wear hats and t-shirts emblazoned with their school's name on them. Today, that's exactly how we communicate what school or team we're rooting for; but, a century ago? No way. So, if you were heading to a track, fieldhouse, or stadium at the turn of the century to watch an athletic event, the dilemma became: how would you communicate to others what team you were there to support? By about 1898, the first felt pennants hit the market and were sold mainly to college students. It's unclear who came up with the idea, or what school was first to adopt them, but there's ample evidence that this trend emerged around the turn of the century and, most likely, within the Ivy League schools. To this point, there seems little doubt that the felt pennant was inspired by the many yacht club flags and pennants that had grown in popularity during the previous century.
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The first of these collegiate pennants were, shall we say, a bit crude by modern-day standards. Typical designs from that era consisted of a triangular piece of felt with a single letter sewed on the head-end of the pennant in a contrasting color, e.g., "P" for Princeton University. Vendors would often sell these items with a wooden dowel or cane to permit the student to wave it at the event. Afterwards, the item could be taken home and tacked to the wall of one’s dormitory.
The Rise of Mass Production and Expanding Designs (Early 20th Century)
Within a few years, however, this would change. By 1910, power sewing machines and dye cutters helped manufacturers produce increasingly more intricate designs, which only made the felt pennant's popularity increase. Examine one of these second generation beauties up close and you’ll soon notice: they were very well made. Many were comprised of two or three-piece construction. Some had borders. Full school names replaced the single letter initial; and complex Old English letter fonts joined block letter fonts for the first time. All of these felt pieces, of course, had to be sewn on. Because of this, these early "sewed letter pennants," as they came to be known, were hard to produce in great quantities. This meant they weren’t cheap either. The students that bought these could expect to pay as much as $2 each (more than $60 when adjusted for inflation in 2024) for one of these flags. For this reason, the felt novelty pennant was largely restricted to collegiate students in its first decade--that is, until further technological improvements helped drive production costs down.
As felt pennants and other collegiate novelties grew in popularity, entrepreneurs across the country raced to produce them. A common observation among these early makers was their location: many began their wholesale production in college towns, taking full advantage of their close proximity to obvious retail customers, e.g., the local campus bookstore. It’s no accident that Chicago Pennant Co. started their business a stone’s throw from the University of Chicago. Collegiate Mfg. Co.’s roots trace back to Ames, IA, home to Iowa State University. And the Schloss Mfg. Co. spent nearly seven decades in Athens, OH--across the street from Ohio University. In the days before the internet, fax machine, even the telephone, being located near your customers made sound business sense. To be fair, not every felt novelty maker was located next to a college campus. Chicago and New York City had their share of felt novelty makers. Indeed, by 1921, close to a dozen different businesses were making pennants within Manhattan's bustling garment district.
Felt pennants became enormously popular by the 1920s. But if you were a wholesale pennant maker, and you wanted to stay in business, you had to offer your retail customers more than just a triangular flag. Most of these early pennant makers quickly expanded their product lines to other collegiate themed goods. Felt banners and pillow cases came next. Then came badges and pins. Others delved into caps and gowns, while others offered laboratory aprons, even laundry cases.
Annin & Co. trade catalogue from 1912 demonstrates that selling objects emblazoned with college insignia was already big business. The catalogue sells pennants, burgees, and streamers of various sizes, as well as novelties like pillow covers. While most of the advertised objects were made of felt, some were made of silk or even cashmere. While the catalogue claims to be able to make these objects for many schools, only a handful of schools, including the University of Pennsylvania, are prominently featured. Annin & Co. is prepared to make objects with not just the school’s name, but its seal and its Quaker mascot. For a certain style of pennant the catalogue even explains, “We can furnish above style pennants in Columbia, Cornell, Harvard, Pennsylvania, Princeton and Yale.
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Pennants Beyond the Campus: Sports, Souvenirs, and Cultural Shifts (Mid-20th Century)
Eventually manufacturers would expand into professional sports. But, not immediately. To understand why you have to consider what professional sports looked like back then. Until 1901, baseball was limited to one league of eight teams playing under the National League. The NFL, NBA, and NHL had not yet been organized. Compared to today, few people followed professional sports. Professional baseball’s growing popularity would change this. In 1901, the American League would usher in eight new teams; and, permit an annual contest between the two leagues then known as the “World’s Series” beginning in 1903. By the 1910s, new ballparks were constructed to accommodate the growing numbers of fans wanting to watch live baseball games. Over time, these ballparks became increasingly family friendly. By the 1920s and 1930s, professional baseball was becoming more popular with children especially. Kids loved the game. They played stick ball in the streets by day. They caught part of the ballga…
During the mid-20th century, pennant flags became synonymous with travel and tourism. Visitors would purchase pennants as souvenirs from their travels, showcasing destinations such as national parks, landmarks, and cities.
However, around the 1960s the trademarking of team logos and mascots led to a decrease in the overall production of pennant flags, as many of the pennant manufacturers could not afford the high price of licensing the design.
The Modern Revival: Nostalgia, Design, and Contemporary Uses
In recent years, there has been a resurgence of interest in pennant flags, driven by a desire for nostalgia and vintage aesthetics. Oxford Pennant, a company based in Buffalo, New York, has played a significant role in this modern revival. Founded in 2013, Oxford Pennant has become known for its high-quality, American-made pennants that pay homage to the past while embracing modern design sensibilities. Forager Provisions, a lifestyle brand known for its curated selection of outdoor and adventure-themed products, is a huge fan of Oxford Pennant. Forager Provisions appreciates the blend of tradition and innovation that Oxford Pennant represents.
Today pennant flags have begun a type of resurgence and can be found in support of everything from athletic teams and universities, to everyday life events. Pennants are a great way of commemorating special events, adding a fun design element to a space, or can even be a great gift. Recently on Pinterest and other design sites, there seems to be a big trend emerging, the usage of vintage pennants as decorative pieces. These pennants are often intriguing because they give you an insight into the past and what was important enough to people to be placed on a pennant.
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The enduring appeal of felt banners and pennants lies in their versatility and rich history. Today, they transcend their original roles and find new life as unique decor pieces, blending tradition with modern sensibilities. Weddings, for example, have embraced felt banners as personalised backdrops or keepsakes, offering couples a creative way to showcase their union. Whether emblazoned with romantic quotes, initials, or meaningful dates, these banners bring a touch of handmade elegance to the occasion. In home decor, felt banners and pennants have made a remarkable comeback. Their nostalgic appeal and handmade quality make them ideal for adding character to living spaces. From vintage-inspired designs featuring uplifting slogans to customised pennants celebrating personal milestones, these pieces blend seamlessly with various interior styles, from rustic to modern. Moreover, the rise of sustainable and artisanal goods has further solidified the relevance of felt banners and pennants in contemporary culture. Crafted by hand using eco-friendly materials, they resonate with consumers seeking products that prioritise quality, heritage, and environmental consciousness. Small businesses and independent artisans have embraced this trend, offering bespoke designs that cater to individual tastes and preferences. Felt banners and pennants also continue to play an important role in community and organisational events. Whether used in school spirit rallies, local fundraisers, or corporate team-building activities, they symbolize unity and shared purpose.
Pennants in Sports Culture
In the context of varsity sports, pennants represent more than just decorative items. They are symbols of achievement, camaraderie, and loyalty.
- Team Spirit: Pennants are often waved by fans at sporting events to show their support for their team.
- Rivalries: In collegiate sports, rivalries are intense, and pennants are used to fuel these competitive rivalries.
- Commemorative Souvenirs: Pennants serve as mementos of significant victories or memorable seasons.
- Tradition: Pennants are steeped in tradition, representing decades of athletic competition and school pride.
Beyond the realm of sports, pennants also hold a place of importance within academic institutions. They serve as enduring symbols of academic excellence and institutional pride.
- Recruitment: Pennants are often used in recruitment efforts, prominently displayed at college fairs and open houses to attract prospective students.
- Alumni Relations: Pennants are popular items among alumni, serving as nostalgic reminders of their time at school.
Identifying Vintage Pennants: A Collector's Challenge
Here’s the problem: unlike a baseball card or a coin, pennants generally bear very little information on them identifying their date of production. Whereas most baseball cards reference the year they were made, pennants typically won’t unless they commemorate a certain event, team, or championship. Even still, many pennants celebrating a particular championship lack any reference to a year. And if your team won a lot of titles that decade, it’s nearly impossible to pin down which championship year the pennant commemorated. By the 1940s, pennant makers deliberately omitted the year in question so vendors could re-sell any unsold stock in future years.
Another problem is pennants typically retain very little information identifying their manufacturer on them. Sure, especially in the early 20th century, some makers sewed labels on the reverse listing the company name and where it was located. But by the 1940s, 50s and 60s, only a few manufacturers continued this practice. Instead, some makers affixed a paper “card header” to the pennant containing some manufacturing information--which was super helpful. At a minimum, this would identify the pennant's manufacturer; and often the retail store it was purchased at, along with the retail price. The problem was, unlike the sewn label, the header was intended to be removed by the consumer, post-purchase. Consequently, many vintage pieces from this era today lack any information about who made it, where, when, etc. You see what I mean? Once these card headers were removed, you lost all kinds of information that might be of interest a collector several decades later.
The Impact of Intellectual Property Rights
Try making--and more importantly--selling your own homemade Ohio State University pennant on Etsy today, and you’ll likely receive a Cease and Desist Letter from the school’s general counsel. That’s because, today, every college, university, and professional sports team vigorously protects their name, slogans, insignia, seals and/or logos to the fullest extent under the law. Copyrights and trademarks make this possible. If you look at a contemporary pennant or banner today, you’ll note several instances of these legal protections. That funky “ ® ” next to the team name? It stands for “Registered Trademark” and signifies that the preceding word, phrase, or logo are registered trademarks with an office of record. Put another way: use it without the owner’s permission, and you can anticipate some form of legal action.
This was simply not the case during the first half of the 20th century. Back then, nothing was protected. Good luck finding a pennant from the 1950s or earlier with any kind of trademark warning. In those days manufacturers operated as they pleased. Sometimes their designs merely referenced the school or team by name amidst original artwork. But, by the 1950s, use of established seals or logos were more commonplace, with no apparent trademark info thereon, nor any indication that the maker had obtained a license to use these from the school or team that created (and owned) them. By the 1960s schools and professional sports teams put an end to all this. Finally recognizing the value of their brands, trademarks were filed with the proper authorities, and the “ ® ” spread like wild fire across contemporary pennant designs. Today, these marks provide legal notice; but, more importantly, they also tell you: the item you’re handling is no antique.
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